Before there was Always Health Partners, there was Neighborhood Health Plan. NHP had built a strong reputation as a Medicaid plan provider for the underserved market. But that reputation was holding them back from success in the broader commercial market and expansion that was needed to survive.

Partnering with NHP and parent organization Partners Healthcare leadership, we evaluated a range of strategic options, ultimately deciding on a complete brand transformation. We then went on to reposition, rename, and relaunch the new brand – both internally and externally – around the new commitment to “creating an alternative to the complex status quo by always putting people first.”