Maryland Physicians Care — Healthy Groove

Promoting healthy lifestyles. Generating healthy returns.

As a Managed Care Organization, Maryland Physicians Care (MPC), needed a high-profile marketing and outreach program to raise awareness and drive enrollment for its Medicaid health plan. The Maryland Medicaid market was a sea of sameness, so GKV created a campaign that would be sure to stand out. The branded mobile vehicle is the centerpiece of the emotional, vibrantly-colored, Healthy Groove Campaign. Traveling to 50+ events each year, activities are set up around the vehicle to highlight healthy lifestyles, including nutrition, fitness and health prevention awareness.

Since Healthy Groove’s inception, MPC has interacted with over 42,000 Marylanders around the state and generated over 300 million impressions. As a result, MPC has significantly increased its membership and market share. GKV developed the vehicle branding, customization, activation, event planning, advertising, strategic partnerships, staffing and management for the campaign. The grassroots campaign is supported by earned media, traditional paid media, grassroots partnerships and guerilla marketing

Program Engagement Chart

Consumer Response Graph