“Piglet sidled up to Pooh from behind. ‘Pooh!’ he whispered. ‘Yes, Piglet?’ ‘Nothing,’ said Piglet, taking Pooh's paw. ‘I just wanted to be sure of you’” —A.A. Milne  

Inspiration
Our Clients

Alliance for Health

PROJECT:

Re-Branding/Product Launch

CHALLENGE:

With a solid track record as a local initiative providing health care services to underserved populations in the community, the Alameda Alliance for Health—a managed care health plan—was on the threshold of launching an important new Medicare Advantage Special Needs Plan (SNP). Since its inception, the organization had evolved significantly in terms of its services, community partnerships and provider relationships. However, heightened competition in the marketplace called for greater awareness of the organization's uniqueness as a community oriented, high-touch health plan, along with a more recognizable and inherently marketable identity.

GOAL:

Create a refreshed brand for the Alameda Alliance for Health that would encompass all product lines and increase visibility, while simultaneously branding and executing the launch of the company's new Medicare product.

[TOP]

 Extensive exploration and research—including member focus groups—conducted by iacunato/mclane provided directional, qualitative information for repositioning and rebranding the parent company. The research also provided the necessary insight for creating a position and brand for the company's new Medicare plan that will be offered to current members and prospects. The first step was to simplify the parent company "master brand" in order to make it easier to say—and easier to remember. Achieving these objectives would also result in a more focused, distinctive and memorable name that would establish a common thread for all of the company's products.

Equally critical was selecting a name based on the newly crafted positioning statement for the new Medicare SNP plan. It needed to be a name that would clearly communicate the product as one that would seamlessly meet the health coverage needs of the Dual Eligible population (eligible for both Medicare and Medi-Cal). As simply the "Alliance for Health," the company maintained current name recognition, while making a more straightforward statement to its key stakeholders. The Board unanimously approved the new look and the new name/brand. A new logo was designed, and a nomenclature system to address the company's various product names was created. An identity system and materials are currently in production.

"Alliance CompleteCare" was chosen for the new Medicare product. A comprehensive launch plan including internal launch activities, advertising campaign, community outreach, strategic PR, and collateral is currently in full swing.