International Fund for Animal Wellfare  Neighborhood Health Plan  Blue Man Group 

Neighborhood Health Plan
Connecting with Partners & Members

Objective

NHP is Massachusetts’ fourth largest health insurer.  Working in partnership with community health centers, NHP serves over 200,000 members throughout the state.  Given the new healthcare mandate in Massachusetts, NHP needed to increase overall awareness and educate consumers about the different plans available to individuals and families.  A second challenge was finding ways to connect with and support community health centers in order to strengthen those partnerships.

Solution

By analyzing media habits for our primary target of Women 35-54  YMI determined that an experiential mall program would be a cost-efficient way of reaching this audience and supporting existing media channels such as transit, print, radio and outdoor.  We contracted with Simon Malls for a 3-month program of “Skybanners” in four malls.  Locations were geographically targeted to communities in which NHP had solid market share and/or potential for growth.

In order to help NHP connect with health center partners and interact with potential members, we also negotiated space for a 1-day event in each mall.  Local community health center representatives were invited to participate in these events, which featured health screenings for adults and activities for the kids.  The events were further enhanced by appearances from Boston radio station street teams, who entertained the crowd.

Results

Skybanners provided visibility and increased awareness of the NHP brand.  The events gave NHP representatives an opportunity for 1-to-1 interaction with existing and potential members, while strengthening their relationships with community health centers.  The 3-month program reached over 12 million shoppers and generated almost 38 million impressions at a very reasonable $1 CPM.  NHP received such positive feedback on the overall program that we repeated it the following year.