New York, NY, August 17, 2020 – Healthfirst, New York’s largest not-for-profit health insurance company with 1.5 million members, launched its 2020 brand campaign today, building on its “Keeping the Care in Healthcare” messaging platform. The campaign underscores that for nearly 30 years Healthfirst has provided New Yorkers with access to the care they need when they need it. The ads highlight some of the company’s recent innovations to help members easily connect to care, whether in person or not, as well as locate community resources tailored to their health and wellness needs.
"The pandemic has shifted the way people access healthcare," said Barbara Montresor, SVP, Marketing and Communications at Healthfirst." Our 'Keeping the Care in Healthcare' platform is the inspiration behind the many digital tools Healthfirst has implemented that allow members to access the care and resources they need, including through our new Healthfirst NY Mobile App."
In the TV commercial, the green leaf, an element of Healthfirst’s logo, animates to form icons depicting the benefits Healthfirst provides its members―including access to quality medical care, prescriptions, and connections to community resources like food banks―and expresses the human touch Healthfirst brings to every member experience. The final icon, a mobile phone, represents the recently launched Healthfirst mobile app that lets Healthfirst’s members keep access to healthcare close at hand with features such as one-touch access to find a doctor, pharmacy, or urgent care center; seamless connection to Teladoc® to speak with U.S. board-certified doctors 24/7 by phone and video; and the ability to see benefits and coverage information specific to their plan. The app also provides members direct access to NowPow, an online directory that includes more than 5,000 organizations offering 20,000 services, including more than 300 food pantries, in New York City and its surrounding areas.
The campaign will appear throughout the New York metropolitan area and on Long Island, and in Westchester, Orange, Rockland, and Sullivan counties, using a variety of channels, including TV, print, social, and digital to best reach the communities Healthfirst serves. Portions of the campaign will appear in English, Spanish, and Chinese.
"Our media plan reflects how people are currently consuming messages," said Bill Abrams, VP, Marketing. "While we will continue to leverage television and print, we have dialed up our use of digital channels this year, utilizing more paid social and digital display incorporating video and animation."