A New Brand, A New Opportunity

Network Health is a Boston-based, Medicaid Managed Care Organization (MMCO) that found itself at the forefront of healthcare reform in Massachusetts. As one of the MMCO’s charged with the expansion of Medicaid and the development of Commonwealth Care (the new healthcare reform option for adults in the state), Network Health had to create a new brand, product materials, and an integrated marketing plan to launch in their market. The plan included general media, community outreach, and member materials development, including a website, enrollment guides, insurance cards. As marketing director for this effort, Sally Lane Smith handled all aspects of the campaign and member materials. Network Health introduced their new brand to the market—and within the first year, their membership targets were met.