Health Partners Plans (HPP) is an award-winning, not-for-profit health maintenance organization serving more than 280,000 members in Philadelphia and its surrounding counties, with close ties to their local communities. To support and expand the organization’s community engagement, Vault was tasked with developing a campaign to promote partnership among members, employees and local organizations.
As one of the major industries in the Philadelphia area, healthcare has always experienced significant change. With news of potential hospital closings and the announcement of a new owner, HPP wanted to reassure its members and the local community that it was a stable managed care organization and would continue to be a major player in the industry.
Understanding HPP’s unique position as a local, community-based health plan, Vault designed a bold and positive branding campaign that could be tailored to key audiences, entitled “PartnerUp.”
HPP found the simple, direct message extremely powerful, because it was easy to remember, quick to read and prioritized a key component of their company name. The client also appreciated the multiple interpretations for the word “up.” The conversational tone also reflected HPP’s approachable nature in the community.
The PartnerUp campaign was carried across every piece of collateral that HPP owned – from outreach to Pennsylvania legislators and community-based organizations, to communications and marketing materials for current and prospective members and employees. Thanks to Vault’s creative campaign development and execution, the Philadelphia community learned they could indeed find a managed care organization they could trust and PartnerUp with HPP.