Company: Health Partners, Philadelphia, PA
Company Description: Founded more than 25 years ago, Health Partners is a not-for-profit health plan serving nearly 170,000 members in the Greater Philadelphia region. In 2009, the company launched KidzPartners, which provides free or low-cost health insurance to uninsured children and teens through CHIP, Pennsylvania's Children's Health Insurance Program. For more information, visit www.healthpart.com.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Health Products & Services

Nomination Title: KidzPartners Fitness Ads

Tell the story of this nominated marketing campaign for the judges (up to 500 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

The KidzPartners fitness advertising campaign was a coordinated and comprehensive promotional campaign in Philadelphia and Delaware Counties that included print ads in nearly 20 area newspapers, bus shelter ads, billboards, subway platform posters and bus kings, and a KidzPartners website with the theme “Don’t Kid Around! Insure Your Child’s Health.” The message to kids, and their parents, was that not only is eating right and getting regular exercise important to good health, but it’s also fun.

Through our effective marketing campaigns, Health Partners has been able to grow the KidzPartners membership from 2,255 in 2010 to our current membership of 3,387 children and teens, a 50 percent increase.

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Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 100 words):

William George serves as Health Partners’ President and Chief Executive Officer. In this capacity, he has overall responsibility for leading one of Southeastern Pennsylvania’s largest health maintenance organizations, whose operations focus on a nationally recognized Medicaid managed care plan and the region's newest CHIP plan.

Mr. George previously served as Health Partners’ Chief Financial Officer. With more than 27 years of experience in accounting, auditing, financial and regulatory reporting, financial management and planning, and systems development, Mr. George was responsible for all corporate financial affairs. As CFO, he additionally played a leadership role in corporate strategic planning, and the development and management of Health Partners’ risk model.

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