Client: AmeriHealth Caritas
A NATIONAL BRAND WITH A GRASSROOTS APPROACH

From Humble Beginnings to a National Leader

AmeriHealth Caritas is a national leader in Medicaid managed care, serving over 5 million members across 12 states and the District of Columbia. For this national brand, engaging at the local level is key to its mission of helping members get care, stay well and building healthy communities.

Doing this requires a strong brand voice coupled with innovative grassroot approaches that resonate with, and appeal to, differing stakeholders and members alike. In such a highly regulated industry, this is no easy task. Brian Communications has embraced this challenge.

A PLAYBOOK FOR WELLNESS.

Always developing new ideas to engage members, close gaps in care and help overcome the social determinants of health, a 6 a.m. brainstorm resulted in an idea to forge a partnership between AmeriHealth Caritas and the Philadelphia Eagles. The idea came to fruition less than 30 days later, and within 100 days the Eagles and Keystone First – the company’s Southeastern Pennsylvania plan – hosted a wellness pop-up at Lincoln Financial Field.

Two thousand individuals who were previously disengaged with the health care system and facing health insecurities received screenings and were connected to resources that impact overall health, such as healthy foods, stable housing, GED support, and more, with the help of 500 volunteers from the AmeriHealth Caritas Care Crew. Working closely with the client, this was a once-in-a-lifetime event for Keystone First members with Brian Communications playing an instrumental role, from idea creation to event coordination and overall execution.

On December 15, 2018 AmeriHealth Caritas, and its affiliate Keystone First, hosted a pop-up wellness event for members called “Playbook for Wellness.” This special health and wellness event, hosted at Lincoln Financial Field, focused on improved health outcomes through education and engagement.

On December 15, 2018 AmeriHealth Caritas, and its affiliate Keystone First, hosted a pop-up wellness event for members called “Playbook for Wellness.” This special health and wellness event, hosted at Lincoln Financial Field, focused on improved health outcomes through education and engagement.

On December 15, 2018 AmeriHealth Caritas, and its affiliate Keystone First, hosted a pop-up wellness event for members called “Playbook for Wellness.” This special health and wellness event, hosted at Lincoln Financial Field, focused on improved health outcomes through education and engagement.

During the 2017 debate on health care reform, Brian Communications worked closely with AmeriHealth Caritas to humanize the impact of potential reforms to Medicaid.

Medicaid managed care is a highly competitive industry, Brian Communications works closely with AmeriHealth Caritas, and its lines of business, to create clear and compelling advertisements.

CONNECTING THE DOTS WITH GOVERNMENT STAKEHOLDERS.

The opioid crisis impacts many of the communities AmeriHealth Caritas serves. To demonstrate the company’s commitment to serving those most in need and reinforce its mission of building healthy communities, Brian activated an overdose reversal training for state legislators and members of the media in the Pennsylvania State Capitol Building with Governor Wolf.

Not only did the event generate strong goodwill with the media, it shined a spotlight on the many ways AmeriHealth Caritas is a valued partner to the Commonwealth of Pennsylvania. The program will be deployed to additional states.

SHAPING A STRONG BRAND VOICE.

As a national company with many local footprints, having a cohesive brand message and look-and-feel is important. The integrated marketing and creative teams at Brian have supported AmeriHealth Caritas in developing effective and successful advertising campaigns, whether related to entering a new state, sharing members’ stories or generating awareness on impacts of Medicaid.