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MM Health Capabilitiessmallerversion

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MM Health Capabilitiessmallerversion

  1. 1. 1
  2. 2. 2 GROWTH AGENTS FOR YOUR HEALTHCARE ORGANIZATION. In a rapidly changing healthcare industry, your company faces new and complex challenges. As a specialized team of growth agents, we work with healthcare organizations to grow, retain, and engage patient populations with strategic communication campaigns and business plans that drives results. From adapting to changes that affect your populations to enhancing the patient experience, we provide comprehensive solutions that achieve clear, measurable outcomes. Our team of professionals are not just highly experienced in the industry—we are passionate about healthcare. Our team integrates with clinic and operational leadership to understand the shifting landscape and strategies necessary for success. We act as partners with your internal teams to create results-driven initiatives that keep your company thriving.
  3. 3. 3 GROW. We understand that growing your patient base is what drives the bottom line, but will your current strategy continue to expand your population amid the changing healthcare landscape? Today, patients are consumers of healthcare. They understand that they have a choice when it comes to their options and are doing thorough comparisons before making that choice. Whether you are wanting to grow your fee-for-service or managed care panel, MassMedia Health’s team will plan and lead an objective-driven approach to achieve your goals. We are specialized in developing sound strategies by identifying the right audience for your message and the best ways to move them to action. Each audience requires a unique message whether it is for your commercial or Medicare Advantage patients. We use research and analytics to find out where they live, work and play; what they read, and how they consume information. Then, we work with your team to develop a program for your growth strategy with messaging that resonates and an execution plan that drive results. OUR APPROACH.
  4. 4. 4 Identify the potential market through data analysis, market research and patient mapping. Develop unique and timely messaging that moves patients to take action. Connect potential patients with your organization in the community, online and in the clinic. Owens Ave. W. Flamingo Rd. W. Tropicana Ave. E. Sunset Rd. Patrick Ln. Windmill Ln. Wigwam Pkwy. Robindale Rd. Warm Springs Rd. Russell Rd. E. Flamingo Rd. EasternAve. BuffaloDr.BuffaloDr. DecaturBlvd. GreenValleyPkwy. ValleVerdeDr. McLoedDr. ParadiseRd. LasVegasBlvd.S. Rampart TenayaWay DurangoDr. FortApacheRd. Charleston Blvd. Pebble Rd. Serene Ave. PecosRd. St. Rose Pkwy. W. Sunset Rd. ShadowLn. BoulderHwy. Lake Mead Dr. BruceSt. N.StephanieSt. N.ArroyoGrandeBlvd. WhitneyRanchDr. MountainVistaBoulderHwy. RainbowBlvd. JonesBlvd. RainbowBlvd. JonesBlvd. Summerlin Pkwy. EasternAve. Spring Mtn. Rd. Sahara Ave. Vegas Dr. RanchoDr. DecaturBlvd. MartinLutherKingBlvd. N. Las Vegas Airport CivicCenterDr. LambBlvd. NellisBlvd. Lake Mead Blvd. Bonanza Rd. Desert Inn Rd. MarylandPkwy. McCarran Airport Russell Rd. Lake Mead Blvd. Cheyenne Ave. Craig Rd. LasVegas Blvd. N. PecosRd. HualupaiDr. TownCenterDr. 515 215 15 95 95 95 515 215 15 89166 89149 89143 89129 89134 89144 89135 89117 89145 89128 89108 89106 89032 89130 89031 89084 89086 89081 89115 89156 8911089101 89104 89030 89102 89107 89146 89147 89148 89103 89121 89169 89109 89122 89142 89011 89015 89014 89120 89126 89119 89123 89183 89074 89052 89012 89002 89139 89141 89179 89178 89113 89118 NOW IS THE TIME TO CHOOSETOTALCARE. MEDICARE OPEN ENROLLMENT ENDS DEC. 7 DURING MEDICARE OPEN ENROLLMENT, TAKE ADVANTAGE OF A PLAN THAT ALLOWS YOU TO SEE A HEALTHCARE PARTNERS PROVIDER. FIND US AT LEARN MORE TODAY. MEDICARE OPEN ENROLLMENT OCTOBER 15 – DECEMBER 7 TOTALCARE MODEL GROW. OUR APPROACH.
  5. 5. 5 We understand that it is not enough to just grow your patient base. Sometimes, retaining your base can be even more important. In today’s highly-competitive healthcare industry, patients have a choice. Patients look to your organization to help them navigate the complex system and make them feel at ease. MassMedia Health works closely with internal teams to develop integrated retention programs that allow you to create stickiness with your patients. Through a strategic mix of member events, paid media and feedback tools, we help you to maintain a happy patient base. We even help you identify and engage patients that can serve as your brand’s best ambassadors in promotional efforts and in the community with testimonial programs that expand your reach with current and potential new patients. RETAIN. OUR APPROACH.
  6. 6. 6 RETAIN.Collaborate with your internal teams to develop on-boarding programs and events that foster a memorable start to the patient’s relationship with your brand. Develop communication materials and strategies that touch your current base with messaging that resonates with their needs and desires. Deploy programs and member events in the clinic and in the community to communicate and reinforce your message with patients. LIVEWELL HCPNV.COM TIPS FOR CHOOSING A WELLNESS PLAN NOW! IS THE TIME TO GET YOUR FLU SHOTPAGE 4 TIPS TO STAYING MENTALLY HEALTHY WINTER ’16 5 PAGE 10 SAVORY WINTER RECIPE PAGE 6 WHY PHYSICAL ACTIVITY EXTENDS YOUR LIFESPAN PAGE7 > PAGE 3 HEALTHCARE PARTNERS MEDICAL GROUP HOW WE DO IT. You’re invited to breakfast and a presentation with your HealthCare Partner provider. Welcome to patient-centered healthcare. We believe that quality care starts with a strong relationship between you and your doctor. Come enjoy breakfast and a presentation on Diabetes and Depression with Dr. Maxwell. You can also pick up a gift, schedule your annual appointment and learn more about the Total Care Model. Wednesday February 11 10:00 am – Noon 770 E. Warm Springs Road #240 Las Vegas, NV 89119 Desert Breeze Community Center 8275 Spring Mountain Road Las Vegas, NV 89117 RSVP: or 702.433.4331
  7. 7. 7 ENGAGE. As the shift in compensation and reimbursement models turn a focus to patient outcomes and satisfaction, engagement of the patient and your team has never been more important. With the industry’s move from volume-based to value-based care, confusion over how to best deliver quality care and measure patient satisfaction continues to amass. At MassMedia Health, we have been a part of a number of conversations surrounding this shift. We proudly develop and deploy strategies that support your team in patient-centered programs that allow you to manage and improve your quality and satisfaction scores. OUR APPROACH.
  8. 8. 8 Part Of Being Well Is Being Heard. Your Opinion Matters. Let Us Know How We’re Doing, It’s The Key To Helping Us Improve The Quality Of Care We Deliver. If you’ve received a customer satisfaction survey by mail, please take a moment to complete it or you can give us your feedback by: > Visiting > Calling our Service Excellence Team at 702.479.2300 > Emailing us at > Talking to your clinic’s Practice Manager Thank You For Helping Us Continually Improve! ENGAGE. Develop initiatives focused on patient education, screenings and feedback helping you manage and maintain CAHPS/HOS/CMS scores. Deploy programs and communication campaigns that help patients navigate your system and understand how to utilize the right care, at the right place, at the right time, helping you drive down costs. Work alongside your clinic teams to train on initiatives and programs, helping them to craft their personal delivery of your messaging to patients. HOW WE DO IT. WE OURPATIENTS!
  9. 9. 9 OUR CLIENTS. Since launching our healthcare division in 2008, MassMedia has assisted a variety of healthcare organizations with their strategic communications campaigns. Below is a list of some of the healthcare clients we’ve worked with over the years.
  10. 10. 10 RECENT ENGAGEMENTS. CLIENT CAMPAIGN Deployed 2015-2016 national open enrollment campaign in key states of California, Florida, Nevada and New Mexico. Retained in Nevada to connect brand with potential patients during exchange open enrollment. Launched new non-profit insurance option into the market resulting in the most sign-ups on the state exchange. Hired to work alongside internal team to develop brand positioning strategies for cancer care centers in Wisconsin. Hired in 2011 through present to develop and employ strategies to grow, retain and engage Medicare Advantage patient base. Achieved 118% MA net growth from 2011-2015. Hired to raise awareness of state division services and develop digital resources to educate Nevadans on insurance. Retained in 2008 to develop strategic launch of the brand’s re-entry into the Nevada market. Hired in 2013, 2014, and 2015 to manage programs for growth during Medicare open enrollment. Hired in 2013, 2014 and 2015 to develop and execute strategies for growth during Medicare open enrollment.
  11. 11. 11 CLIENT OE STRATEGY OE GRASSROOTS MARKETING TO SENIORS BRAND STRATEGY CREATIVE/ PRODUCTION MEDIA PLANNING & BUYING DIGITAL PR HealthCare Partners Nevada X X X X X X X X ABQ Health Partners X X X X X X X X JSA Medical Group X X X X DaVita HealthCare Partners X X X X X X X X Nevada Division of Insurance X X X X X Hospital Corporation of America (HCA) X X X X X X Anthem Blue Cross Blue Shield X X Team Health X Humana X X Nevada Dept. of Health and Human Services X X X Sunrise Health X X X X X X Ascension Health Care X X Ministry Health Care X Nevada Health Co-op X X X X X X Population Health Alliance X X X X X HealthSouth X X X United Blood Services X X X X X Mesa Regional Hospital X X X X X EXPERIENCE.
  12. 12. 12 The MassMedia Health team combines passion with knowledge to drive innovative strategies for your business. With your goals in mind, our health care experts supply strategic insight for marketing to both existing and prospective patients. OUR TEAM.
  13. 13. 13 PAULA YAKUBIK Managing Partner, Owner Professional Experience Paula’s drive and determination turned her start-up business into a multi-million dollar corporation that has continued to grow despite economic downturns. She applies the same work ethic that launched MassMedia Corporate Communications into one of the top communications firms in the southwest to help MassMedia’s clients prosper in an ever-changing media world. Paula’s clients describe her as an exceptional professional with high standards for quality, accuracy and ethics in business. She is also well known as a hard-working agency owner who has the ability to connect with high level executives and find solutions to their business needs. Her expertise is in brand strategy and development; advertising; public relations, media relations and crisis media relations; social marketing; health care positioning and marketing; and program planning and management. Paula has 18 years of health care and direct corporate business-to-business marketing experience. She is MassMedia’s lead marketing strategist, specializing in large medical group marketing and provider-patient communications. The award-winning agency she founded is now a full-service integrated communication firm employing 50 people and handling a diversified client base that spans across the nation. Paula also serves as a strategic advisor to a number of clients, including HealthCare Partners, Ascension Medical Group, HCA Hospital, Southwest Gas, Yellow Checker Star Transportation and Valley Electric Association. She has a rich history in the areas of physician marketing and marketing to segmented audiences. As a respected strategic development expert, Paula guides MassMedia’s team of seasoned professionals in the creation of expertly crafted marketing, advertising and public relations campaigns. Education • B.A., English and Political Science, Chapman University, 1994 Previous and Current Client List • Ascension Medical Group • HealthSouth • Arizona Primary Care • ABQ Health Partners • Colliers International • Valley Electric Association • Southwest Gas • Yellow Checker Star Transportation • State of Nevada • Nevada State Contractors Board • Pisanelli Bice Law Firm Professional Associations and Other Activities • Founder, Nevada Child Abuse Prevention • Volunteer, Nevada Junior Achievement • Volunteer, Las Vegas Mission • Board Member, St. Jude’s Boulder City Awards and Recognition • U.S. Small Business Administration, Young Entrepreneur of the Year • Public Relations Society of America, Nevada Chapter, Principal of the Year • Public Relations Society of America, Best of Show Pinnacle Awards • American Advertising Federation, Gold ADDY Awards • International Association of Business Communicators, Bronze Quill Awards
  14. 14. 14 KASSI BELZ, APR President/Partner Professional Experience Kassi has spent her career positioning and building brands, providing strategic vision, and managing campaigns that garner compelling business results. As President/Partner of MassMedia, Kassi brings more than 12 years of experience leading diverse teams in the development and implementation of award winning communication and marketing campaigns for client in the health care, corporate, utilities, government and food service industries. Kassi provides strategic counsel to clients and offers a deep understanding of the return on investment businesses should expect from its marketing and communication initiatives. Goal oriented and business minded, Kassi leads her team in the development of messaging and outreach efforts that have an impact on her client’s bottom line. Her communications career includes many years of experience managing audience research and developing and implementing integrated communications solutions that reach targets, change perceptions, inspire behaviors and, most importantly, achieve client’s goals. As one of the leading communications strategists in Nevada, Kassi was recently recognized as the Public Relations Professional of the Year by the local chapter of the Public Relations Society of America. She is a frequent guest speaker for organizations such as the Medical Group Management Association, the Public Relations Society of America, the Health care Strategies Institute and the International Association of Business Communicators. In addition, she serves as a guest writer and source for many magazines and newspapers. Education • B.S., Public Relations, University of Florida, 2002 Previous and Current Client List • HealthCare Partners Nevada • DaVita HealthCare Partners • ABQ Health Partners • JSA Health care • Humana • HCA Far West Division • Anthem Blue Cross Blue Shield of Southern Nevada • Ascension Medical Group • Nevada Division of Insurance • Nevada Health Co-op • State of Nevada • Wal-Mart Professional Associations and Other Activities • Member, Public Relations Society of America, 2002-Present • Chairwoman, PRSA Pinnacle Awards Committee, 2009& 2013 • Chairwoman, PRSA Accreditation in Public Relations Committee, 2012 Awards and Recognition • Vegas Inc., 40 Under 40 • Vegas Inc., Women to Watch 2015 Women to Watch • Las Vegas Business Press, Women Who Mean Business • Public Relations Society of America, PR Practitioner of the Year • Public Relations Society of America, Pinnacle Awards in Advertising, Special Events, Marketing and Communications, Magazines, Electronic Newsletters, Community Outreach Programs and Institutional Programs • Florida Public Relations Association, Award for Branding and Special Events • International Association of Business Communicators, Bronze Quill Award for Publications • American Adverting Federation, Gold ADDY Award for Advertising Campaigns and Collateral
  15. 15. 15 DEE ANNA PAREDES Account Director Professional Experience With more than a decade of experience in business development and strategy, Dee Anna Paredes serves as Vice President, Health care at MassMedia. In this role, Dee Anna leads a specialized team in the development of communications and outreach efforts for the agency’s health care clients. In addition, she also provides strategic counsel to clients, and plans integrated communications programs to support health care organizations in their goals to grow, retain and engage their patient base. Dee Anna holds a strong knowledge of the inner workings of the health care industry which allows her to deliver client ROI with a passion. Dee Anna and her teams partner with our health care clients by integrating with clinic and operational leadership to develop a deep understanding of the landscape and strategies necessary for success. Dee Anna also has several years experience in developing regionalized communication strategies for national clients. Prior to joining MassMedia, Dee Anna served as the lead marketing and operations strategist for a variety of notable companies. She was tapped to lead the strategy for the launch of Eleven Eleven Co., the New York City-based parent company of Surface Magazine, which was named an Inc. 500 Top 10 Media Company in 2013. Prior to that, she served as Vice President, Market Operations for 944 Media, a national multimedia lifestyle company based in Los Angeles, which was named Inc.’s No. 2 Fastest Growing Media Company in 2009. Education • Bachelor of Interdisciplinary Studies, Communications and Political Science, Arizona State University, 2003 Previous and Current Client List • DaVita HealthCare Partners • Ascension Medical Group • HCA Far West Division • Humana • Nevada Division of Insurance • ABQ Health Partners Professional Associations and Other Activities • Board of Directors, Hopelink of Southern Nevada Awards and Recognition • Public Relations Society of America, Pinnacle Award • American Advertising Federation, Gold ADDY Award
  16. 16. 16 BROOKE CRUMPLER Account Supervisor Professional Experience Brooke Crumpler serves as an Account Supervisor at MassMedia and has more than seven years of experience in marketing and brand development. At MassMedia, Brooke’s responsibilities include planning and executing strategic marketing campaigns, maintaining client budgets, coordinating health care marketing efforts and developing outreach strategies in Southern Nevada. Prior to joining MassMedia, Brooke served as the director of marketing for H&H Enterprises where she managed a department focused on creative services, product launches, brand development, and advertising. She also played a vital role in creating ad campaigns and negotiating media buys. During her time at H&H, she gained a comprehensive knowledge of marketing from digital and print advertising to event planning and execution. Education • Bachelor of Arts, Journalism and Media Studies, emphasis on Advertising, University of Nevada, Las Vegas, 2010 Previous and Current Client List • HealthCare Partners Nevada • HCA Far West Division • Solution’s Recovery, Inc. • Goodnight Pediatrics • Nevada Health Care Forum Awards and Recognition • Public Relations Society of America, Pinnacle Award • Specialty Advertising Association of Greater New York, Customer Service Rep of the Year
  17. 17. 17 NICOLE KING Senior Account Executive Professional Experience Nicole King brings over seven years of health care marketing experience to her role as Senior Account Executive at MassMedia. Nicole manages the day-to-day marketing and communications campaigns for a variety of health care companies while working with our cross-discipline agency team to develop and implement client programs. Prior to joining MassMedia, Nicole was the Communications Manager at Blackstone Valley Community Health Care, a Federally Qualified Health Center located near Providence, Rhode Island, where she oversaw all marketing and communications efforts to strengthen brand awareness and increase patient engagement. She was instrumental in contributing to the practices’ growth during the largest period of reform in the health care industry’s history, growing unique patients by over 50%. In addition to her health care marketing background, Nicole has years of customer service experience in the hospitality and banking industries. Education • B.S. Business Administration, Marketing, Elmira College, NY, 2006 Previous and Current Client List • NextGen Health care • Lifespan Hospital • Care New England Health System • Axial Exchange • Citizens Bank
  18. 18. 18 Professional Experience Lisa has been working in the advertising industry for more than 10 years, starting off as an Account Executive before finding her true passion of media buying in 2007. She knows what it takes to get her client’s message out and in front of potential consumers. She has worked with a variety of industries, including casinos, utilities and health care companies in major metropolitan areas across the country. Lisa has put together the right media mix for clients with minimal budgets and for those who had millions to work with. She provides clients with the strategy of a media buy and follows up after the buy is over to make sure the client is satisfied. If there is a problem with the buy, Lisa also works with the medium to make it right for the client. She has been described among her media outlet peers as a tough but fair negotiator who works hard to make sure her clients get the best deal. Education • B.A., Communications with a concentration in Advertising, Minors in Psychology and Management, Purdue University, 2003 • Media Buying Academy, 2007 Previous and Current Client List • HCA Far West Division • DaVita HealthCare Partners • HealthCare Partners Nevada • Nevada Division of Insurance • Red Rock Fertility • ABQ Health Partners • JSA Medical Group • Nevada State Contractor’s Board • Valley Electric Association • Southwest Gas LISA MONTAGUE Vice President of Media Buying, Operations, and Production
  19. 19. 19 TOMMY DIGIOIA Executive Creative Director Professional Experience Tommy has produced a number of highly effective, award-winning advertising and branding campaigns designed to resonate with clients’ target audiences to drive their sales and increase profits. During his 18-year career in the advertising industry, he has developed campaigns for clients in a multitude of industries ranging from municipalities to major resorts, with a special emphasis on high-impact advertising for clients in the health care industry. From developing concepts to distinctive logo design, Tommy’s approach to his role at MassMedia is a unique convergence of strategic thinking and creative flair. His campaigns focus on building customer loyalty and strengthening brands. He is committed to providing results for all of MassMedia’s clientele. Education • A.A., Graphic Arts, the Art Institute of Pittsburgh, 1993 Previous and Current Client List • HealthCare Partners Nevada • DaVita HealthCare Partners • HCA Far West Division • JSA Medical Group • Ascension Medical Group • ABQ Health Partners • Mandalay Bay Hotel and Casino • MGM Grand Hotel and Casino • NY NY Hotel and Casino Awards and Recognition • American Advertising Federation, Gold ADDY Awards • International Association of Business Communicators, Bronze Quill Awards • Public Relations Society of America, Pinnacle Awards
  20. 20. 20 CASEY FLOYD Executive Digital Director Professional Experience Casey Floyd serves as the Executive Digital Director at MassMedia. He brings almost a decade of experience in marketing, project management and digital strategy. Casey has a passion for creative and emerging platforms that reach niche audiences to further brand loyalty and engagement. At MassMedia, his focus is developing digital strategy plans that translate into elevated brand awareness and business growth for an array of clients. He serves as a leader for all digital initiatives from top-level conceptualization to execution to success metric review and optimization in order to achieve brand goals. Casey joins MassMedia with a breadth of digital experience in both retail and B2B marketing in the financial sector, handling a wide range of projects. Casey previously served as a senior account executive of co-op marketing for the online retailer, where he nurtured relationships and grew business for highly recognizable performance brands such as Adidas, New Balance, Asics and Brooks. He has also held positions with financial institutions where his leadership in marketing and project management were leveraged on B2B campaigns and strategies. In 2008, Casey was recognized as a Rising Star of Business by the Las Vegas Business Press. Education • B.A., Communications, UNLV, 2005 • M.B.A., University of Phoenix, 2008 Previous and Current Client List • DaVita HealthCare Partners • HealthCare Partners Nevada • ABQ Health Partners • Adidas • Asics New Balance • Keen • Nevada State Bank • Nevada Commerce Bank Awards and Recognition • Las Vegas Business Press, Rising Star of Business
  21. 21. 21 JENNIFER BRADLEY Media Relations Director Professional Experience As Media Relations Director, Jennifer oversees MassMedia’s media relations department where she leads a team of specialized public relations professionals. Jennifer Bradley has more than six years in media relations and seven years of non-profit experience in the Las Vegas community. Formerly Executive Director of Candlelighters Childhood Cancer Foundation of Nevada, and Lili Claire Foundation of Nevada, she was the Foundation’s community representative for all media relations and government affairs, and fundraising. She successfully built the foundation in Nevada, and generated sponsorship revenue of over a million dollars three years in a row, with their annual dinner gala and concert. Prior to joining the Lili Claire Foundation team in February 2005, Bradley also was employed at DDB Needham Promotions in Dallas, Texas in the promotions department with significant accounts such as Frito Lays, American Airlines and General Mills. Bradley is on the board for American Cancer Society - Great West, and is involved with charitable events, for Make a Wish, Sunrise Children’s Foundation, St. Jude’s, Natural History Museum and Nevada PTA in 2015. She has served on the Leukemia Lymphoma Society Woman of the Year 2010 and 2011, Executive Committee for PGA Shriner’s Children’s Hospitals Golf Tournament - 2007 2008. Education • B.S., Business Administration, University of Texas at Arlington Previous and Current Client List • HealthCare Partners Nevada • HCA Far West Division • Vegas PBS • Miracle Flights • ABQ Health Partners • Solutions Recovery Awards and Recognition • InBusiness Las Vegas, Humanitarian of the Year Angel Award • InBusiness Las Vegas, 40 Under 40 • Make a Wish, Spirit of the Year Award
  22. 22. 22 MARCUS ROCHELLLE Grassroots Manager Professional Experience Marcus specializes in implementing grassroots and direct engagement strategies for MassMedia’s clients. He is responsible for creating, coordinating and implementing outreach, promotional and community-driven events. Marcus also assists with social media, creative and design messaging to further contribute to clients’ diverse marketing initiatives and strategies. Marcus has a long history of grassroots organizing and community engagement. During college, Marcus was responsible for the largest voter turnout in University of California, Santa Barbara’s history. After graduating, Marcus worked for the Nevada State Democratic Party and Obama for America as a Field Organizer responsible for educating and training teams of volunteers to register and motivate voters. Marcus is responsible for coordinating and overseeing various marketing efforts and outreach strategy in urban and rural Ne- vada and New Mexico for MassMedia’s clients. He is an expert in planning community-wide events designed to attract clients’ target audiences, using a wide range of direct engagement initiatives. In addition to these skills, Marcus has a background in market research, teaching and organization development. Education • B.A., Political Science, University of California, Santa Barbara, 2008-2012 Previous and Current Client List • Anthem Blue Cross Blue Shield • HealthCare Partners Nevada • ABQ Health Partners • The United Way of Santa Barbara • University of California, Santa Barbara • Valley Electric Association
  23. 23. 23 Over the past five years, MassMedia has played an integral role in developing a cohesive brand for HealthCare Partners Nevada (HCPNV), positioning the organization as a trusted leader in the local health care industry. SITUATION: A unified HCPNV brand emerged from the most significant obstacle in the company’s history. With no communications plan or team in place, HCPNV enlisted the services of MassMedia in April 2011, seeking to mitigate the potential damage associated with the loss of a large payer contract. MassMedia quickly developed an aggressive communications and marketing campaign in direct response to the issue. Qualitative research conducted by MassMedia among local senior citizens in 2011 highlighted the troubling reality of HCPNV’s fragmented brand. The company had little recognition in the community, with its primary competitor, Southwest Medical Associates (SMA), serving as the most visible brand in the market. SOLUTION: Those affected by the loss of the contract included 7,000 MA patients receiving coverage through UnitedHealthcare’s Senior Dimensions product. These patients served as the target audience for MassMedia’s outreach, as they made up a significant portion of HCPNV’s primary patient population. To effectively reach these members, MassMedia designed the multifaceted marketing and communications campaign to inform local seniors about the contract ending and persuade them to switch insurance companies so they would be able to retain their HCPNV doctors. This strategic effort brought a cohesive voice to the HCPNV brand while highlighting the company’s providers and the important role they play in serving local seniors. AS A RESULT OF THIS AGGRESSIVE CAMPAIGN, MassMedia and HCPNV persuaded 90 percent of the MA patients affected by the contract cancellation to switch insurance providers and continue seeing their HCPNV doctors. HCPNV secured 8,000 MA lives throughout the Medicare Open Enrollment period in 2011, far surpassing the established goal of 7,000 patients. Prior to working with MassMedia, HCPNV typically secured approximately 1,500 MA lives each year. Following that, the agency created and implemented HCPNV’s first full-scale communications and marketing plan highlighting their unique model of coordinated care. MassMedia identified the Total Care Model as HCPNV’s key differentiator, leading the agency to focus intently on integrating the approach into every facet of the brand. To develop a truly unified brand, the agency developed messaging and conducted in-depth training sessions for team members at every HCPNV location, including executives, providers and many other team members. The agency has used a variety of tools to reach HCPNV’s core audiences, including media relations, advertising, social media, grassroots and community integration, direct outreach to patients and direct mail. HCPNV’s communications strategy shifted beyond simply establishing the brand’s identity, providing an opportunity to connect with patients on a more personal level by sharing real stories from community members and their health care providers. MassMedia effectively utilized brand storytelling throughout this campaign to develop television advertisements, online videos, print ads and other materials. This campaign focused on two core messages, “I am a HealthCare Partner” and “We are HealthCare Partners,” while sharing the brand’s rich story across a variety of channels. MASSMEDIA INCREASES HCPNV’S MA POPULATION BY 118% BETWEEN 2011 AND 2015. CASE STUDY: RECRUITMENT OBJECTIVES
  25. 25. 25 RESULTS: HCPNV now serves as the most recognizable medical network in Southern Nevada, and the HealthCare Partners name has become synonymous with quality care. BETWEEN 2011 AND 2015, THE CLIENT HAS REPORTED: 118%OUR RESULTS: ORGANIC GROWTH GRASSROOTS EVENTS HELD IN MA MEMBERSHIP (+/- 28,000 TO +/- 61,000) 904,861V I S IT S TO O U R W E B S ITE 420 262 MENTION THE TOTAL CARE MODEL 792NEWS ARTICLES ABOUT HEALTHCARE PARTNERS OF OUR SENIOR P O P U L AT I O N REACHED WITH ADS CASE STUDY: RECRUITMENT OBJECTIVES
  26. 26. 26 The Nevada Health CO-OP (NHC) launched in 2013 as one of 24 consumer-operated cooperatives across the U.S. created under the Affordable Care Act (ACA) in order to provide a nonprofit health insurance alternative for Americans seeking to obtain coverage. As the only nonprofit on the state’s health insurance exchange, the NHC was member owned and operated, and funded largely by its members’ payments. SITUATION: In order to build its membership and provide Nevadans with much-needed health insurance coverage during the enrollment period for the state exchange, NHC retained MassMedia in Spring 2013 to administer a public outreach campaign and present them as a reliable insurance provider. Because the NHC sought to deliver a new insurance plan, it was imperative to go to market as soon as possible. MassMedia established the goal of raising awareness of the NHC brand prior to the start of Open Enrollment on October 1, 2013. Together, the teams determined that NHC’s key demo would include adults throughout Nevada who were not likely to have employer or government-provided insurance. This would include adults who were likely self-employed or under-employed and within a Median Household Income (MHI) of $24,000 to $50,000. SOLUTION: In January 2013, MassMedia got to work to develop a strategic communications strategy to position NHC as the fair, affordable choice for Nevadans. The strategy consisted of a campaign that called for Nevadans to “reserve their spot” in the NHC, using media relations, online and social media tactics to keep Nevadans informed and engaged leading up to open enrollment. Specifically, MassMedia’s main objectives included: • Establishing NHC as the go-to source for local media stories regarding the ACA • Collecting 2,000 reservations prior to open enrollment • Growing the Facebook fan base to 2,500 likes prior to open enrollment MassMedia’s media relations team implemented a strategy including two tactics: responding to all media requests for comments and conducting proactive outreach to earn positive exposure. The campaign was to be implemented during Spring 2013 through the final push for enrollments. As talk about the ACA and its effects on consumers continued to be prevalent in local and national media, MassMedia’s team set out to proactively offer NHC representatives as experts and ensure inclusion in local stories on the topic. MASSMEDIA LAUNCHES NEW HEALTH INSURANCE CO-OP INTO LAS VEGAS MARKET. CASE STUDY: RECRUITMENT OBJECTIVES
  27. 27. 27 SOLUTION CONTINUED: MassMedia proactively reached out to local, national, and regional reporters to foster their understanding of the ACA and promote NHC representative to speak on the topic. These efforts included coordinating numerous media tours between NHC spokespersons and reporters. MassMedia also pitched positive stories about the NHC’s unique services, including its customer service walk-in center offering free enrollment assistance. In addition to earned media, MassMedia implemented a community outreach strategy that included seeking out and participating in all community events in which the state exchange program and other insurers would be present. NHC’s team worked along side MassMedia’s grassroots specialist to talk with members of the community at these events, share information about NHC, and secure reservation forms. MassMedia’s strategy also included the establishing of a Facebook and Twitter page for NHC. By joining the conversation on health care topics online, and sharing information regularly, MassMedia’s team of social media strategist were able to quickly grow an engaged fan base to maintain interaction with interested parties leading up to open enrollment. EARNED MEDIA: 96 NVHC = THE SOURCE FOR ACA COVERAGE SECURED COVERAGE IN 90% OF ALL LOCAL ARTICLES ABOUT ACA AND EXCHANGE. GREW NVHC FACEBOOK PAGE TO 4,330 LIKES BY AUGUST 2013, 61 DAYS AHEAD OF SCHEDULE MORE THAN 5,000 PEOPLE FILLED OUT INTEREST FORMS IN THE 3 MONTHS PRIOR TO OPEN ENROLLMENT. TOTAL OF PRESS CLIPS BETWEEN APRIL AND OCTOBER. SOCIAL MEDIA: DATABASE: CASE STUDY: RECRUITMENT OBJECTIVES RESULTS: At the close of the open enrollment period in Spring 2014 the program achieved the following results:
  28. 28. 28 Since 2013, MassMedia has partnered with ABQ Health Partners (ABQ HP), a physician-led medical group in Albuquerque, NM, in the development and deployment of senior-focused campaigns during open enrollment. With a goal to grow its Medicare Advantage patient base, MassMedia has implemented a communications strategy that has proven successful in the market for both the growth and retention of senior patients. SITUATION: In the fall of 2012, contract negotiations hit a breaking point between ABQ HP and its largest payer partner, Lovelace Health Plan. By October, contract negotiations broke down and the groups decided to terminate their long-standing relationship. As a relatively new medical group in the market, ABQ HP had little recognition in the community, whereas Lovelace was well-known and well liked. A lengthy public relations battle in the media ensued with Lovelace controlling much of the conversation. By the end of the open enrollment period that year, Lovelace had claimed a 94% retention of the Medicare Advantage (MA) lives at stake, resulting in a loss of nearly 80,000 patients for ABQ HP. In the spring of 2013, ABQ HP retained MassMedia to assist in its efforts to rebuild its MA patient base. With little brand recognition and mass confusion in the market, MassMedia set out to position ABQ HP as the best option for seniors in the Albuquerque market. SOLUTION: At the start of 2013, more than 85% of the market was held by only two insurance companies, Presbyterian Health care Services (45.4%) and Lovelace Health Plan (39.8%). Both brands enjoyed the added benefit of having medical groups and/or hospitals that shared their name, as well as a significant advertising budget. With a much smaller marketing budget, ABQ Health Partners required a bold advertising campaign that would raise awareness of their brand and attract new patients. MassMedia’s team got to work, establishing a recognizable brand for ABQ HP by leveraging the brand equity of the company’s existing green apple icon—a symbol of good health—in a new and fresh way, while also bringing senior patients to the center of the messaging. Despite its competitors’ sheer size and name recognition, ABQ HP’s key differentiator lied in something much more important, its patient-centered model of care. The organization was at the forefront of providing high-quality, coordinated care in the market, and patients enjoyed unique benefits such as same-day appointments, whereas its competitors were struggling with access for patients. MassMedia developed brand messaging for ABQ HP’s 2013-2014 OEP campaign that brought these important benefits to the forefront by leveraging the “Total Care Model” brand we had developed for the organization’s sister company in 2012, and implementing it on all messaging for ABQ HP. This would help the organization to create association between the brand and innovative, patient-focused care. MassMedia’s creative team developed and produced a complete senior-focused campaign that placed senior patients in familiar locations throughout Albuquerque in relatable situations of feeling unwell. In the advertisements, ABQ HP’s green apple would be introduced as a hero as the patient indicated a feeling of relief. All print and collateral executions included the Total Care seal as well as a strong call to action to choose a plan that allows you to see an ABQ HP doctor. The campaign was produced for a variety of mediums including television, print and online. In addition, the agency also employed an in-clinic campaign dedicated to the retention of its current patient base and potential conversion of patients on Original Medicare to MA. The in-clinic program included patient-facing collateral (posters, brochures and desk stands) that touted the benefits of ABQ HP’s Total Care Model and a call to action for patients to ask their care team. MassMedia also developed and trained all clinic staff on an in-clinic roadmap that included scripts for all team members to share with Medicare patients to encourage them to consider the benefits of the Total Care Model through an MA plan. MASSMEDIA HELPS ORGANIZATION TO REBUILD MEDICARE ADVANTAGE PANEL FOLLOWING CONTRACT DISPUTE. CASE STUDY: TARGETING SENIORS
  29. 29. 29 Goal: • B E T TE R C A R E : Improving the patient experience • B E T TE R H E A LT H : Improving overall wellness, preventative care, and disease management • LOW E R COS T: Improving the efficiency of care Open Enrollment Provider: Discusses Total Care and OE with patients. Talks about benefits of Total Care. If patient is interested, inform Site Administrator or PCC. AT TACH MENT # 6, # 7 # 8 Patient: Patient signs up for Medicare Advantage or new Medicaid plan and enjoys the benefits of the “Total Care Model.” Patient continues with their ABQ Health Partners provider! Medical Assistant: Ask patient if they received the OE brochure and if they have any questions. If patient is interested, Medical Assistant gets Site Administrator. AT TACH MENT # 4 Site Administrator or PCC: Discusses OE with patient and offers patient business cards for identified brokers. a. If patient is interested in speaking to someone right away, the site administrator contacts selected broker for patients. b. If patient does not want to talk to someone right away, ask if you can follow up to discuss. AT TACH MENT # 9 Check Out: Patient is handed a Medicare OR Medicaid reminder card based on flag on chart. AT TACH MENT #10 Exit: Patient sees signage on door. AT TACH MENT # 3 In-Room Signage: Patient sees reminders about Medicare and Medicaid OE. AT TACH MENT # 5 #1 # 5 Waiting Room: Patient sees collateral, ads and signage. AT TACH MENT # 3 # 4 Front Desk: Greets patients. Hands patients OE brochure based on the flag on chart. AT TACH MENT # 2 # 3ABQ Office Teammate: Teammate flags patients chart prior to appointment. Flag will indicate if a patient is Medicare or Medicaid eligible. # 2 # 7 # 6 # 8 # 9 # 10 DO NOT EXPRESS INTEREST IN MEDICAREADVANTAGE DO NOT EXPRESS INTEREST IN MEDICAREADVANTAGE EXPRESS INTERSEST IN MA EXPRESS INTERSEST IN MA # 11 Appointment Scheduler: Remind patient that it’s Medicare/Medicaid Open Enrollment (OE). Encourage them to talk to their doctor at the next visit about OE and ask if they can assist them with any information. If “yes” forward patients to Site Administrator to follow up. ATTA CHMENT #1 Green Apple. Good Health. Enjoy more health and happiness with the Total Care Model by ABQ Health Partners. Same-day appointments. Medicare Open Enrollment ~October 15th - December 7th~ SEE MORE EXAMPLES OF OUR WORK FOR ABQ HP AT MASSMEDIACC.COM/IORARFP CASE STUDY: TARGETING SENIORS Enjoy more health and happiness with the Total Care Model by ABQ Health Partners. Feel the green apple difference. 505-262-7000
  30. 30. 30 400%OUR RESULTS: GROWTH IN MA MEMBERSHIP FROM 2,579 AT THE START OF 2013 TO 12,690 IN JANUARY 2014 RETENTION RATE OF ITS EXISTING M A PAT I E N T S 88% CASE STUDY: TARGETING SENIORS RESULTS: At the end of the 2013-2014 Open Enrollment season, the client reported:
  31. 31. 31 In 2015, MassMedia was retained by DaVita HealthCare Partners (DHCP) to develop and deploy an aggressive Open Enrollment campaign in the California and Florida markets. SITUATION: In the fall of 2015, DHCP desired to engage seniors and grow its Medicare Advantage patient base in multiple markets across the country during the open enrollment season. A newly formed leadership team was recruited from the organization’s Kidney Care division to oversee the project. With no experience in deploying open enrollment strategies, the group hired MassMedia to develop campaigns for its California and Florida markets, in addition to those already in progress for Nevada and Albuquerque, for the 2015-2016 season. SOLUTION: With a tight timeline, MassMedia jumped right into research and emersion efforts to get to know DHCP’s patient base in the California and Florida markets. With a proven formula for driving seniors to action through DHCP’s brand promise and signature care model, the agency sought to standardize the brand across markets, while paying tribute to the nuances of each market and strategizing efforts accordingly. Through audience analysis, as well as clinic tours and discovery meetings with the local teams, MassMedia found that each market shared some similarities, as well as some significant differences. The agency then crafted individualized plans for each market, considering the variances in demographics, sociographics and mobility within the markets, as well as the competitive landscape. These unique market factors were reflected in the patient model photography, as well as the local dialect. Additionally, the agency utilized messaging that was being used at the national level, and customized it to each market based on benefits, strengths and threats that needed to be addressed. Next, MassMedia launched an integrated communications campaign comprised of strategic tactics in clinic and in the community. This included a variety of mediums: in-clinic programs, earned media, social media, digital advertising and direct mail. We also came up with a creative campaign which utilized the national brand promise and standards, then regionalized it to each market, taking into consideration the ethnic sensitivities of each region and featuring models and language that emulated that. For example, Los Angeles is very racially diverse, while Florida has high Latin populations. In keeping with the game plan, we deployed special teams into each market to train all staff in that clinic on the Open Enrollment training manual which included scripts for each teammate from the front desk to the doctor. The goal was to open the conversation about Total Care and how to get it with patients on straight Medicare. The agency sent special teams to set up each clinic with the OEP, clean out all old collateral, start up the open enrollment “tool kit” including posters, brochures, desk stands and pins for staff, and decorate with balloons and streamers to create a party-like atmosphere that would signal to the patients that something special is happening. MASSMEDIA LAUNCHES FULLY INTEGRATED OPEN ENROLLMENT PROGRAM ACROSS FOUR STATES. CASE STUDY: TARGETING SENIORS
  32. 32. 32 SOLUTION CONTINUED: Another initiative, was to develop a “social media tool kit” that involved all content to be pushed on Facebook and Twitter during Open Enrollment and a calendar for scheduling to be shared by DaVita’s digital teams. The content included a mix of health information, localized tidbits, helpful tips for open enrollment, and directions to contact us to experience total care. At the heart of the program was a digital strategy that included social media, website development, digital advertising and an email platform that all worked in sync to provide multiple touchpoints with potential patients throughout the open enrollment season. As a part of this, content including helpful tips for seniors and caregivers regarding Open Enrollment, would be mixed information about DHCP’s model of care and a call-to-action that “now is the time” to choose DHCP. The digital advertising campaign included messaging that was pushed to users through social media, search and network display ads. The placement of digital advertisements was hyper-targets to be served to users within a 5 to 10-mile radius of key clinics. Specifically, MassMedia’s digital team used geo-fencing technology to center placements in target areas and then deliver advertisements to specific zip codes within that radius with a high concentration of residents aged 65+. The performance of the campaign’s digital efforts were reviewed daily. Zip Code service would be optimized throughout the campaign, continually moving toward top performing areas. Lastly, MassMedia’s digital team identified competitors’ clinics within the targeted radius of a DHCP clinic and served our messaging to patients in and around the clinic. Our team would conduct research on these competitor sites to identify potential weaknesses that we might capitalize on. In one instance, if a competitors site held a three-star quality rating, we would push to that audience so that the nearby DHCP clinic was rated five stars. In another, when it was discovered that a competitor’s clinic had multiple online complaints of long wait times, the digital messaging was used to promote a neighboring DHCP clinic with better access. Finally, we devised an earned media tool kit with press releases, media alerts, bios, article templates and bylines that would be pitched to local and national media. CASE STUDY: TARGETING SENIORS Get the most out of your Medicare Plan. ASK US HOW TODAY. THANK YOU FOR CHOOSING JSA. GOAL: • BETTER CARE: Improving the patient experience • BETTER HEALTH: Improving overall wellness, preventative care, and disease management • LOWER COST: Improving the efficiency of care OPEN ENROLLMENT Retention: Current Patients APPOINTMENT SCHEDULER: Encourages the patient to talk to their health care team about the care they are receiving and the upcoming Open Enrollment period at their appointment. ATTACHMENT #1 CENTER ADMINISTRATOR: IN NON-EXAM ROOM SETTING CHECK OUT: Hands patient “Tell Your Friends” reminder card and encourages them to share with a friend. ATTACHMENT #9 #1 WAITING ROOM: Patient sees collateral, brochures, ads, and signage. ATTACHMENT #3 # 3 FRONT DESK: Greets patient. Hands anyone 65 and older an OE brochure and Medicare survey. Patient sees “Thank You” messaging in counter stands. ATTACHMENT #2 # 2 IN-ROOM SIGNAGE: Patient sees reminders about Medicare OE. ATTACHMENT #5 # 5 # 7 # 8 PATIENT: Patient tells friends about the services they receive through the Total Care Model and encourages them to contact JSA Medical Group to learn more. # 9 PROVIDER: Thank patients for allowing JSA to provide their care. Re-enforce benefits of Total Care. ATTACHMENT #6 #7 # 6 MEDICAL ASSISTANT: Reviews survey for any concerns regarding care. Ask patient if they are familiar with all of the services they receive as a part of the Total Care Model. ATTACHMENT #4 # 4 DOES NOT EXPRESS INTEREST IN MEDICARE ADVANTAGE EXPRESS INTEREST IN MA EXPRESS INTEREST INMA DOES NOT EXPRESS INTEREST IN MEDICARE ADVANTAGE Answers questions; addresses care concerns; if questions, provides contact information for agent of patient's current plan. ATTACHMENTS #8 Open Enrollment discussion with patients should take place in a non-exam room environment. [ 2 ] SEE MORE EXAMPLES OF OUR WORK FOR DAVITA HP AT MASSMEDIACC.COM/IORARFP
  34. 34. 34 #CHALLENGEYOURLIMITS #CREATEWITHOUTLIMITS TAKE OWNERSHIP FOCUSED H U M B L E ALWAYS R-E-S-P-E-C-T F I N D O U T W H A T I T M E A N S T O Y O U ALRIGHT COLLABORATE LISTEN 1. Communication Is Key 2. R-E-S-P-E-C-T Find Out What It Means To You 3. Alright, STOP Collaborate Listen 4. Find The Passion 5. Take Ownership 6. Never Stop Learning 7. #CreateWithoutLimits 8. #ChallengeYourLimits 9. Stay Focused Stay Humble Always Hustle 10. Have Fun! Seriously MASSMEDIA’S CORE VALUES WE STRIVE TO LIVE BY EACH AND EVERY DAY.
  35. 35. 35 Our Mission is our company’s foundation, our focus and our purpose. It clearly articulates our reason for being and guides all teams in all that we do. It’s the mission, we believe, that ultimately delivers results and client’s long standing relationships with our firm. Our Core Values are situated at the center of our culture. As a mission-driven organization, adherence to the organization’s core values is clearly tracked and measured quarterly with each and every employee. Our clearly articulated set of values are prominently communicated to all employees and involves the way we vow to serve our clients, treat colleagues, and uphold professional standards. “At MassMedia we are a Strategic Advertising, Marketing, and Public Relations firm that delivers creative SOLUTIONS and increased ROI to our valued clients. We aim to be passionate partners with a “never quit” attitude, who connect our clients with their clients, ultimately driving PROVEN business results.” MASSMEDIA CULTURE AND VALUES CENTERS ON STRATEGIC RESULTS.
  36. 36. 36 COMPANY COMPANY CONTACT, INFORMATION Hartley White, VP of Wisdom and People Services | 702.932.8505 Carly Newlands, Communications Manager | 505.274.1691 Pam Myers, Social Media Strategist | 702.531.9875 Lori A. Mallory, FACMPE, Vice President Strategic Alliances-National | 913.217.3390 REFERENCES.
  37. 37. 37 CONTACT US. NEVADA 3333 E. Serene Ave., Suite 100 Henderson, NV 89074 702.433.4331 Kassi Belz | President/Partner | TOLL FREE: 888.777.5146 I MASSMEDIAHEALTH.COM ARIZONA 3100 West Ray Road, Suite 201 Chandler, AZ 85226 480.207.5914