MEDIA POST by Larissa Faw // October 14, 2018
Neighborhood Health Plan is rebranding as AllWays Health Partner, as part of a comprehensive makeover. After the company’s acquisition several years ago by Boston-based Partners HealthCare, the company has since expanded its focus from primarily lower-end Medicaid patients to attempt to become one of Massachusetts’ largest health plan providers.
The messaging, developed with Mechanica, highlights the theme “You in every way” by describing different programs and benefits. One television spot explains how members can get answers through live chat. Another introduces what the company calls a first-of-its-kind customer loyalty program, with rewards like New Balance running shoes.
A third commercial focuses on a program that makes it easier for members to try different treatments — like seeing a chiropractor or acupuncturist — in order to find what works best for them.
The media buy includes TV, radio, online, and out-of-home spots.
“Rebranding is an opportunity to reposition who we are as an organization today, and who we aspire to be in the future,” says Tim Walsh, chief strategy and marketing officer, NHP/AllWays Health Partners.