Network Health

The rapid pace of health reform in Massachusetts was truly breathtaking. Just less than six months after passage of the historic law, the state called upon four managed care organizations to deliver a new insurance program to residents who previously had no access to coverage.

In 2006, Mills & Company joined with Network Health, a nationally recognized health plan that was rapidly moving toward the launch of Network Health Forward, a brand new Commonwealth Care plan.

Upon joining the team, Mills & Company served in a consulting and support capacity, working closely with Network Health's marketing communications team to brand and present the new program in advance of its launch.

Though the combined efforts of the marketing team, Network Health successfully launched on October 1,, 2006 and soon became a leading provider of high quality, affordable insurance in Massachusetts. Today, Network Health serves more than 150,000 members living in 300 cities and towns.

• Client requirements
  • Creation and implementation of regional media relations strategy in support of marketing program and launch of new health insurance plan
• Rapid deployment requirement linked to Massachusetts' rollout of historic healthcare reform law
• Challenges
  • New health insurance plan with no track record
  • No brand identity
  • High profile public affairs issue
• Strategy
  • Aggressive thought leadership campaig
    • Editorial board meetings
    • Key healthcare reporters
      • Regional
      • National
    • Op-eds
    • Blogs
  • Regional TV and radio
    • Insurance enrollment process
    • Newly enrolled members
    • Expert commentary on new process
• Execution
  • Rapid roll out
    • 90 days
  • In-house media 'tour'
• Results
  • Extensive regional media coverage
  • Placement of more than ten bylined articles
  • National media coverage
  • TV and radio media coverage on targeted outlets