Challenger Brand Issue: Develop a high-profile signature grassroots outreach program designed to raise the awareness of Maryland Physicians Care’s (MPC) Medicaid plans and drive enrollment.

GKV was engaged by MPC, a division of Aetna Insurance, to develop a successful program that incorporates proactive grassroots tactics targeting the Medicaid population supported by traditional public relations, advertising and branding activities. The program was designed to raise awareness of the MPC brand and drive enrollment/retention among target populations and enrollment influencers.

Insights
Upon researching the activities previously conducted by the eight other Medicaid providers in the crowded Maryland marketplace, we discovered that none distinguished themselves in a sea of sameness. GKV determined that in order for MPC to stand out, it needed to develop an effective high-profile program to separate it from the rest of the pack in terms of market share and the delivery of screenings and services at the community level. GKV recommended the creation of a new grassroots signature program that would fall under the MPC brand and be strongly supported by earned media, paid media, grassroots partnerships, sponsorships and guerilla marketing activities and events. The Healthy Groove — Take Steps to Live Well message shows Marylanders how simple it can be to make smart health decisions for themselves and their loved ones.

Challenger Brand Solution
GKV worked with MPC to develop the bright and vibrantly colored Healthy Groove campaign. Th e campaign consists of a highly visual wrapped mobile unit (a giant RV) and traveling outreach team of GKV REACH staff and MPC Plan staff. The Healthy Groove program and the mobile unit travels to standalone Healthy Groove events and participates in existing local community events and national disease management campaigns across Maryland. Stations are set up around the unit to highlight healthy lifestyles for the community at-large and pre-schedule screenings for Plan members.

Results
Partnerships with key community organizations have been developed to help promote the events and provide value-added benefits. The inside of the mobile unit is used to schedule future appointments, case workers and counseling. Proactive media relations is conducted prior to each of the 60+ scheduled events for 2010 and the entire campaign is supported by word of mouth, partner communications, paid media and valued-added activities, including Healthy Groove bus shelters and transit advertising, branded giveaways, partner promotional materials and program posters, television and radio advertising as well as online activities. The Healthy Groove program continues in 2011 with several months worth of events being planned and executed on a regular basis.