Articles
Client Feature: Boston Medical Center HealthNet Plan
Posted: 12.04.07 by to HP/HP
In late 2006, Boston Medical Center HealthNet Plan added a new line of health coverage: Commonwealth Care. As one of four plans providing a managed care option resulting from Massachusetts’ Health Care Reform, BMC HealthNet Plan needed a brand platform and marketing campaign to differentiate themselves in the marketplace.
Worldways Social Marketing gladly accepted the challenge. “Boston Medical Center HealthNet Plan is one of our long-standing clients,” says Maureen Cronin, Worldways co-founder. “We’re proud to take their side, because we share the same values — making exceptional coverage and care available to all.”
BMC HealthNet Plan was founded in 1997, stemming from the collaboration of Boston Medical Center and its community health center partners. The original goal, to provide a Medicaid Managed Care option for the people of Massachusetts, quickly grew to include provider partners throughout the state. By 2005, it had become the most successful Medicaid Managed Care plan in Massachusetts.
“Over the past decade, we’ve collaborated with Boston Medical Center HealthNet Plan on so many important projects,” says Cronin. “Worldways worked on developing the original Plan design, and since then we’ve continued to help build the brand, and grow relationships.”
BMC HealthNet Plan Commonwealth Care is the only plan serving the entire state, making health care available to hundreds of thousands of people previously without health insurance.
By early 2007, BMC HealthNet Plan Commonwealth Care had already enrolled 25,000 members.
“Worldways helps us get our message out through focused marketing communications strategy and activities. Particularly in the areas of branding, advertising, collateral and special events,” says Harry Castleman, the Plan’s Director of Marketing and Communications. “The Worldways team consistently demonstrates on every project their understanding of, and commitment to, the BMC HealthNet mission of providing excellent service without exception to members and the providers who care for them.”
Visit BMC HealthNet Plan at bmchp.org.