Client: AETNA

Situation: The Medicaid health plan marketed as Delaware Physicians Care Incorporated (DPCI) in Delaware has 70,000-plus members. The state mandated that another plan be offered so that those who meet Medicaid criteria have a choice. An RFP was issued by the organization that manages the plan — Schaller Anderson, headquartered in Arizona. AB&C competed for the business and won it based on our experience with the Delaware Division of Public Health, working with the underinsured and uninsured. When AB&C began working with Aetna, Unison had been approved as a provider and began competing with DPCI in 2007. The first year when both plans were offered, Unison took 30% of its member base from DPCI. Before this, the DPCI theme was, “The care you need, the respect you deserve.” As we began our work with Aetna, we also faced another challenge — Unison was going to outspend DPCI two to one in the current calendar year. Read Strategy, Execution and Results.

Ten years ago a hospital system in New York City opened several public diabetes clinics to help people better manage their disease. From insulin injection assistance to nutrition education, diabetic consumers could gain the knowledge they needed to change their behaviors. Within seven years, these clinics closed. Did the public need the clinics? Of course. Were they underutilized? Not at all. The hospital was forced to close the clinics because the services did not increase patient volume for treatment procedures due to diabetic complications. The issue here was not the execution, but the intention. Learn more from Shari Short, Director of Strategic Research.

The Chester County Hospital asked us to develop a regional ad inspired by the hospital’s mission: providing high-quality healthcare. The headline, “You're Known by the Company You Keep. And We Keep Very Good Company,” was created by our creative team to highlight the hospital’s clinical affiliations with the Cleveland Clinic, The Children’s Hospital of Philadelphia and the University of Pennsylvania. View Creative.
 

Marketers at Geisinger Health System wanted to create a memorable take-away to give to physician candidates, and they wanted something just a little more engaging than a coffee mug. So the Danville, PA, health system teamed with Wilmington, DE, agency Aloysius Butler & Clark to create a coffee table book filled with photography that highlights the organization's emphasis on first-class medicine and physician work/life balance. Read more.