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A case study: using members' values to increase plan awareness.

E Monfiletto1, C Greitzer, D Tortu

  • 1Greater Atlantic Health Service, Philadelphia, PA 19104.

Medical Interface
|January 8, 1994
PubMed
Summary

Greater Atlantic Health Service experienced declining membership due to low consumer awareness. Rebranding and establishing a clear health plan identity are crucial for regaining market share and improving member engagement.

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Area of Science:

  • Health Services Management
  • Marketing and Consumer Behavior

Background:

  • Consumer awareness is vital for health plan success, directly linked to name recognition and identity.
  • Greater Atlantic Health Service faced declining membership, with a significant contributing factor being a lack of consumer awareness.
  • Frequent name changes and ownership transitions eroded the health plan's established identity and market presence.

Purpose of the Study:

  • To analyze the impact of brand identity and consumer awareness on health plan membership.
  • To identify strategies for improving market recognition and reversing membership decline for Greater Atlantic Health Service.

Main Methods:

  • Qualitative analysis of market perception and brand recognition.
  • Review of membership data trends correlated with rebranding initiatives.

Main Results:

  • A direct correlation was observed between diminished brand recognition and waning membership.
  • Lack of a consistent health plan identity hindered consumer engagement and trust.

Conclusions:

  • Re-establishing a strong, recognizable health plan identity is essential for increasing consumer awareness.
  • Strategic rebranding and consistent messaging are critical for reversing membership decline in the health insurance market.

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