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HealthPartners
Health Plans
Summary:
 Partners
Health Plan, and later HealthPartners Health
Plans were owned by Tucson Medical Center and Samaritan Hospital
Group, two non-profit community hospitals.
The
plans offered access to most of the hospitals
in Arizona, as well as most of the doctors
associated with them. Both were excellent HMOs,
but lacked consumer awareness, and ranked no
higher than third in their respective markets.
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Project outline:
Research revealed whom consumers trusted for advice on their healthcare: #1 their doctor. #2: their neighbors and friends. Agency used real-life, compelling testimonials from real doctors, real “neighbors”, and local business owners talking about superior healthcare and excellent service.
Ads were truthful, believable and had excellent production values. Agency began with Partners Health Plan. Within three years, it became the largest health plan in Southern Arizona going from 80,000 to 120,000 members, from 17% to a 41% top-of-mind awareness level, and a “Perception of Quality” index that was growing over 10% each year (with members and non-members). Partners joined with Samaritan Health Plan in 1996, and formed HealthPartners Health Plans, with a combined enrollment of 230,000.
Hilton & Myers
Advertising helped grow the plan to 640,000
members statewide within three years to become the
largest health plan in the history of the state.
Samaritan Hospitals and Tucson Medical Center subsequently
sold HealthPartners to UnitedHealthcare Plan.
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