Giving back to New York.

Giving back to New York

The largest post-acute healthcare network in the Northeast is usually not synonymous with a neighborhood brand. However, when the right Medicare Advantage Plan came around, we found the right strategy for reconnecting this giant to its earnest, honest New York Roots. The Centers Plan for Healthy Living had every potential to function as simply another piece of the supersized puzzle that is Centers Health Care. But by positioning CPHL as an essentially New Yorker brand, we fostered a direct new line from company to beneficiary.

The Turning Point

Gain ground, or get swallowed.

There are only so many New Yorkers, so many local billboards, and so many ways to promote the same Medicare message. CPHL was a form of litmus test for how well the larger Centers Health Care brand was faring locally. Would its Medicare Advantage Plan compete, or would younger, more agile brands make inroads into Centers’ legacy territories?

The GCNY Partnership

Renewing our faithful vows.

To bring pride to GCNY’s home turf, we ran an unapologetically New Yorker brand for CPHL, reigniting old flames and rekindling lost passions. “A New York plan, for New Yorkers, by New Yorkers,” ran the campaign. Where others banked on their national standing—a play Centers was more than capable of returning—we helped it stand out from national competitors with a brand, message, and plan that lives where its members do. We further tapped into tribal dynamics, showcasing CPHL as designed for those who appreciate this most storied of Cities, even going so far as to adapt the iconic “I Heart NY” with a visual that expresses “I Centers NY” in full frame.

Results