Rebranding MetroPlusHealth
The Challenge
Launch and steer MetroPlusHealth’s rebrand efforts, including developing earned media strategies around its website relaunch and consumer-driven community events. Leverage earned media to highlight the brand’s core offerings: affordable health insurance and quality healthcare for all New Yorkers. MetroPlusHealth is a subsidiary of NYC Health + Hospitals, the nation’s largest municipal health system.
The Strategy
- Developed key messaging and strategies to engage consumers in MetroPlusHealth’s large-scale rebrand efforts.
- Ideated and executed a series of community-focused events, including vaccine drives, virtual town halls on COVID, telehealth campaigns, and the opening of various MetroPlusHealth centers across the five boroughs of New York City.
- Executed an effective C-suite elevation campaign focused on MetroPlusHealth’s CEO, Chief Medical Officer and Chief Brand Officer, securing interviews, feature stories, opinion pieces and media opportunities on a variety of New York centric healthcare topics.
- Amplified and enhanced the overall MetroPlusHealth brand through the ongoing procurement of high-impact media opportunities across print, web and broadcast platforms.
The Results
- Increased MetroPlusHealth’s earned media coverage by 73% over a two year period.
- Successfully garnered awards and designations for MetroPlusHealth and its leadership team, including City & State’s Power 100 and Crain’s New York Business Notables in Advertising & Marketing.
- Secured over 100 million local, regional and national media placements, resulting in a 40 percent annual increase in MetroPlusHealth members and a 75 percent increase in earned media over its largest competitor.
Industry/Sector:
Healthcare
Service:
Media Relations,
Media-focused Events
Client: