MM Health Capabilitiessmallerversion

2
GROWTH AGENTS FOR YOUR
HEALTHCARE ORGANIZATION.
In a rapidly changing healthcare industry, your company faces new and complex challenges. As a specialized team of growth
agents, we work with healthcare organizations to grow, retain, and engage patient populations with strategic communication
campaigns and business plans that drives results. From adapting to changes that affect your populations to enhancing the
patient experience, we provide comprehensive solutions that achieve clear, measurable outcomes.
Our team of professionals are not just highly experienced in the industry—we are passionate about healthcare. Our team
integrates with clinic and operational leadership to understand the shifting landscape and strategies necessary for success.
We act as partners with your internal teams to create results-driven initiatives that keep your company thriving.

3
GROW.
We understand that growing your patient base is what drives the bottom line, but will your current
strategy continue to expand your population amid the changing healthcare landscape? Today, patients
are consumers of healthcare. They understand that they have a choice when it comes to their options
and are doing thorough comparisons before making that choice.
Whether you are wanting to grow your fee-for-service or managed care panel, MassMedia Health’s team
will plan and lead an objective-driven approach to achieve your goals. We are specialized in developing
sound strategies by identifying the right audience for your message and the best ways to move them to
action. Each audience requires a unique message whether it is for your commercial or Medicare Advantage
patients. We use research and analytics to find out where they live, work and play; what they read, and
how they consume information. Then, we work with your team to develop a program for your growth
strategy with messaging that resonates and an execution plan that drive results.
OUR APPROACH.

4
Identify the potential market
through data analysis, market
research and patient mapping.
Develop unique and timely
messaging that moves
patients to take action.
Connect potential patients with
your organization in the community,
online and in the clinic.
Owens Ave.
W. Flamingo Rd.
W. Tropicana Ave.
E. Sunset Rd.
Patrick Ln.
Windmill Ln.
Wigwam Pkwy.
Robindale Rd.
Warm Springs Rd.
Russell Rd.
E. Flamingo Rd.
EasternAve.
BuffaloDr.BuffaloDr.
DecaturBlvd.
GreenValleyPkwy.
ValleVerdeDr.
McLoedDr.
ParadiseRd.
LasVegasBlvd.S.
Rampart
TenayaWay
DurangoDr.
FortApacheRd.
Charleston Blvd.
Pebble Rd.
Serene Ave.
PecosRd.
St. Rose Pkwy.
W. Sunset Rd.
ShadowLn.
BoulderHwy.
Lake Mead Dr.
BruceSt.
N.StephanieSt.
N.ArroyoGrandeBlvd.
WhitneyRanchDr.
MountainVistaBoulderHwy.
RainbowBlvd.
JonesBlvd.
RainbowBlvd.
JonesBlvd.
Summerlin Pkwy.
EasternAve.
Spring Mtn. Rd.
Sahara Ave.
Vegas Dr.
RanchoDr.
DecaturBlvd.
MartinLutherKingBlvd.
N. Las Vegas
Airport
CivicCenterDr.
LambBlvd.
NellisBlvd.
Lake Mead Blvd.
Bonanza Rd.
Desert Inn Rd.
MarylandPkwy.
McCarran
Airport
Russell Rd.
Lake Mead Blvd.
Cheyenne Ave.
Craig Rd.
LasVegas Blvd. N.
PecosRd.
HualupaiDr.
TownCenterDr.
515
215
15
95
95
95
515
215
15
89166
89149
89143
89129
89134
89144
89135
89117
89145
89128
89108
89106
89032
89130 89031
89084 89086
89081
89115
89156
8911089101
89104
89030
89102
89107
89146
89147
89148
89103
89121
89169
89109
89122
89142
89011
89015
89014
89120
89126
89119
89123
89183
89074
89052
89012
89002
89139
89141
89179
89178
89113
89118
NOW IS THE TIME TO
CHOOSETOTALCARE.
MEDICARE OPEN ENROLLMENT ENDS DEC. 7
DURING MEDICARE OPEN ENROLLMENT,
TAKE ADVANTAGE OF A PLAN THAT ALLOWS YOU
TO SEE A HEALTHCARE PARTNERS PROVIDER.
FIND US AT ChooseHealthCarePartners.com
LEARN MORE TODAY.
MEDICARE
OPEN ENROLLMENT
OCTOBER 15 – DECEMBER 7
TOTALCARE
MODEL
GROW.
OUR APPROACH.

5
We understand that it is not enough to just grow your patient base. Sometimes, retaining your base
can be even more important.
In today’s highly-competitive healthcare industry, patients have a choice. Patients look to your
organization to help them navigate the complex system and make them feel at ease. MassMedia Health
works closely with internal teams to develop integrated retention programs that allow you to create
stickiness with your patients. Through a strategic mix of member events, paid media and feedback
tools, we help you to maintain a happy patient base. We even help you identify and engage patients
that can serve as your brand’s best ambassadors in promotional efforts and in the community with
testimonial programs that expand your reach with current and potential new patients.
RETAIN.
OUR APPROACH.

6
RETAIN.Collaborate with your internal
teams to develop on-boarding
programs and events that foster a
memorable start to the patient’s
relationship with your brand.
Develop communication
materials and strategies that
touch your current base with
messaging that resonates
with their needs and desires.
Deploy programs and member
events in the clinic and in the
community to communicate and
reinforce your message with patients.
LIVEWELL
HCPNV.COM
TIPS FOR CHOOSING
A WELLNESS
PLAN
NOW!
IS THE TIME
TO GET YOUR
FLU SHOTPAGE 4
TIPS TO
STAYING
MENTALLY
HEALTHY
WINTER ’16
5
PAGE 10
SAVORY
WINTER RECIPE
PAGE
6
WHY
PHYSICAL
ACTIVITY
EXTENDS YOUR
LIFESPAN
PAGE7
> PAGE 3
HEALTHCARE PARTNERS MEDICAL GROUP
HOW WE DO IT.
hcpnv.com
You’re invited to breakfast
and a presentation with your
HealthCare Partner provider.
Welcome to patient-centered healthcare.
We believe that quality care starts with a strong relationship
between you and your doctor. Come enjoy breakfast and a
presentation on Diabetes and Depression with Dr. Maxwell.
You can also pick up a gift, schedule your annual appointment
and learn more about the Total Care Model.
Wednesday
February 11
10:00 am – Noon
770 E. Warm Springs Road #240
Las Vegas, NV 89119
Desert Breeze
Community Center
8275 Spring Mountain Road
Las Vegas, NV 89117
RSVP: hcpnv.com/rsvp or 702.433.4331

7
ENGAGE.
As the shift in compensation and reimbursement models turn a focus to patient outcomes and
satisfaction, engagement of the patient and your team has never been more important.
With the industry’s move from volume-based to value-based care, confusion over how to best deliver
quality care and measure patient satisfaction continues to amass. At MassMedia Health, we have been
a part of a number of conversations surrounding this shift. We proudly develop and deploy strategies
that support your team in patient-centered programs that allow you to manage and improve your
quality and satisfaction scores.
OUR APPROACH.

8
Part Of Being Well
Is Being Heard.
Your Opinion Matters.
Let Us Know How We’re Doing,
It’s The Key To Helping Us Improve
The Quality Of Care We Deliver.
If you’ve received a customer satisfaction
survey by mail, please take
a moment to complete it or you can
give us your feedback by:
> Visiting hcpnv.com
> Calling our Service Excellence Team
at 702.479.2300
> Emailing us at resolution@hcpnv.com
> Talking to your clinic’s Practice Manager
Thank You For Helping Us Continually Improve!
ENGAGE.
Develop initiatives focused on
patient education, screenings and
feedback helping you manage and
maintain CAHPS/HOS/CMS scores.
Deploy programs and communication
campaigns that help patients navigate
your system and understand how to
utilize the right care, at the right place,
at the right time, helping you drive
down costs.
Work alongside your clinic
teams to train on initiatives and
programs, helping them to craft
their personal delivery of your
messaging to patients.
HOW WE DO IT.
WE OURPATIENTS!

9
OUR CLIENTS.
Since launching our healthcare division in 2008, MassMedia has assisted a variety of healthcare organizations
with their strategic communications campaigns. Below is a list of some of the healthcare clients we’ve worked
with over the years.

10
RECENT
ENGAGEMENTS.
CLIENT CAMPAIGN
Deployed 2015-2016 national open enrollment campaign in key states of California, Florida,
Nevada and New Mexico.
Retained in Nevada to connect brand with potential patients during exchange open enrollment.
Launched new non-profit insurance option into the market resulting in the most sign-ups on the
state exchange.
Hired to work alongside internal team to develop brand positioning strategies for cancer care
centers in Wisconsin.
Hired in 2011 through present to develop and employ strategies to grow, retain and engage
Medicare Advantage patient base. Achieved 118% MA net growth from 2011-2015.
Hired to raise awareness of state division services and develop digital resources to educate
Nevadans on insurance.
Retained in 2008 to develop strategic launch of the brand’s re-entry into the Nevada market.
Hired in 2013, 2014, and 2015 to manage programs for growth during Medicare open enrollment.
Hired in 2013, 2014 and 2015 to develop and execute strategies for growth during Medicare
open enrollment.

11
CLIENT
OE
STRATEGY
OE
GRASSROOTS
MARKETING
TO SENIORS
BRAND
STRATEGY
CREATIVE/
PRODUCTION
MEDIA
PLANNING
& BUYING
DIGITAL PR
HealthCare Partners Nevada X X X X X X X X
ABQ Health Partners X X X X X X X X
JSA Medical Group X X X X
DaVita HealthCare Partners X X X X X X X X
Nevada Division of Insurance X X X X X
Hospital Corporation of
America (HCA)
X X X X X X
Anthem Blue Cross Blue Shield X X
Team Health X
Humana X X
Nevada Dept. of Health and
Human Services
X X X
Sunrise Health X X X X X X
Ascension Health Care X X
Ministry Health Care X
Nevada Health Co-op X X X X X X
Population Health Alliance X X X X X
HealthSouth X X X
United Blood Services X X X X X
Mesa Regional Hospital X X X X X
EXPERIENCE.

12
The MassMedia Health team combines passion with knowledge to drive innovative strategies
for your business. With your goals in mind, our health care experts supply strategic insight for
marketing to both existing and prospective patients.
OUR TEAM.

13
PAULA YAKUBIK
Managing Partner, Owner
Professional Experience
Paula’s drive and determination turned her start-up business into a multi-million dollar corporation that has continued to grow
despite economic downturns. She applies the same work ethic that launched MassMedia Corporate Communications into one
of the top communications firms in the southwest to help MassMedia’s clients prosper in an ever-changing media world.
Paula’s clients describe her as an exceptional professional with high standards for quality, accuracy and ethics in business. She
is also well known as a hard-working agency owner who has the ability to connect with high level executives and find solutions
to their business needs. Her expertise is in brand strategy and development; advertising; public relations, media relations and
crisis media relations; social marketing; health care positioning and marketing; and program planning and management.
Paula has 18 years of health care and direct corporate business-to-business marketing experience. She is MassMedia’s lead
marketing strategist, specializing in large medical group marketing and provider-patient communications. The award-winning
agency she founded is now a full-service integrated communication firm employing 50 people and handling a diversified
client base that spans across the nation.
Paula also serves as a strategic advisor to a number of clients, including HealthCare Partners, Ascension Medical Group,
HCA Hospital, Southwest Gas, Yellow Checker Star Transportation and Valley Electric Association. She has a rich history
in the areas of physician marketing and marketing to segmented audiences. As a respected strategic development expert,
Paula guides MassMedia’s team of seasoned professionals in the creation of expertly crafted marketing, advertising and
public relations campaigns.
Education
• B.A., English and Political Science, Chapman University, 1994
Previous and Current Client List
• Ascension Medical Group
• HealthSouth
• Arizona Primary Care
• ABQ Health Partners
• Colliers International
• Valley Electric Association
• Southwest Gas
• Yellow Checker Star Transportation
• State of Nevada
• Nevada State Contractors Board
• Pisanelli Bice Law Firm
Professional Associations and Other Activities
• Founder, Nevada Child Abuse Prevention
• Volunteer, Nevada Junior Achievement
• Volunteer, Las Vegas Mission
• Board Member, St. Jude’s Boulder City
Awards and Recognition
• U.S. Small Business Administration, Young Entrepreneur of the Year
• Public Relations Society of America, Nevada Chapter, Principal of the Year
• Public Relations Society of America, Best of Show Pinnacle Awards
• American Advertising Federation, Gold ADDY Awards
• International Association of Business Communicators, Bronze Quill Awards

14
KASSI BELZ, APR
President/Partner
Kassi has spent her career positioning and building brands, providing strategic vision, and managing campaigns
that garner compelling business results. As President/Partner of MassMedia, Kassi brings more than 12 years of
experience leading diverse teams in the development and implementation of award winning communication and
marketing campaigns for client in the health care, corporate, utilities, government and food service industries.
Kassi provides strategic counsel to clients and offers a deep understanding of the return on investment businesses
should expect from its marketing and communication initiatives. Goal oriented and business minded, Kassi leads
her team in the development of messaging and outreach efforts that have an impact on her client’s bottom line.
Her communications career includes many years of experience managing audience research and developing and
implementing integrated communications solutions that reach targets, change perceptions, inspire behaviors and,
most importantly, achieve client’s goals.
As one of the leading communications strategists in Nevada, Kassi was recently recognized as the Public Relations
Professional of the Year by the local chapter of the Public Relations Society of America. She is a frequent guest
speaker for organizations such as the Medical Group Management Association, the Public Relations Society of
America, the Health care Strategies Institute and the International Association of Business Communicators. In
addition, she serves as a guest writer and source for many magazines and newspapers.
Education
• B.S., Public Relations, University of Florida, 2002
• HealthCare Partners Nevada
• DaVita HealthCare Partners
• JSA Health care
• Humana
• HCA Far West Division
• Anthem Blue Cross Blue Shield of Southern Nevada
• Nevada Division of Insurance
• Nevada Health Co-op
• State of Nevada
• Wal-Mart
• Member, Public Relations Society of America, 2002-Present
• Chairwoman, PRSA Pinnacle Awards Committee, 2009& 2013
• Chairwoman, PRSA Accreditation in Public Relations Committee, 2012
• Vegas Inc., 40 Under 40
• Vegas Inc., Women to Watch 2015 Women to Watch
• Las Vegas Business Press, Women Who Mean Business
• Public Relations Society of America, PR Practitioner of the Year
• Public Relations Society of America, Pinnacle Awards in Advertising, Special Events, Marketing
and Communications, Magazines, Electronic Newsletters, Community Outreach Programs and
Institutional Programs
• Florida Public Relations Association, Award for Branding and Special Events
• International Association of Business Communicators, Bronze Quill Award for Publications
• American Adverting Federation, Gold ADDY Award for Advertising Campaigns and Collateral

15
DEE ANNA PAREDES
Account Director
With more than a decade of experience in business development and strategy, Dee Anna Paredes serves as Vice President,
Health care at MassMedia. In this role, Dee Anna leads a specialized team in the development of communications and
outreach efforts for the agency’s health care clients. In addition, she also provides strategic counsel to clients, and plans
integrated communications programs to support health care organizations in their goals to grow, retain and engage their
patient base.
Dee Anna holds a strong knowledge of the inner workings of the health care industry which allows her to deliver client
ROI with a passion. Dee Anna and her teams partner with our health care clients by integrating with clinic and operational
leadership to develop a deep understanding of the landscape and strategies necessary for success. Dee Anna also has
several years experience in developing regionalized communication strategies for national clients.
Prior to joining MassMedia, Dee Anna served as the lead marketing and operations strategist for a variety of notable
companies. She was tapped to lead the strategy for the launch of Eleven Eleven Co., the New York City-based parent
company of Surface Magazine, which was named an Inc. 500 Top 10 Media Company in 2013. Prior to that, she served
as Vice President, Market Operations for 944 Media, a national multimedia lifestyle company based in Los Angeles,
which was named Inc.’s No. 2 Fastest Growing Media Company in 2009.
Education
• Bachelor of Interdisciplinary Studies, Communications and
Political Science, Arizona State University, 2003
• Humana
• Board of Directors, Hopelink of Southern Nevada
• Public Relations Society of America, Pinnacle Award
• American Advertising Federation, Gold ADDY Award

16
BROOKE CRUMPLER
Account Supervisor
Brooke Crumpler serves as an Account Supervisor at MassMedia and has more than seven years of experience in marketing and
brand development. At MassMedia, Brooke’s responsibilities include planning and executing strategic marketing campaigns,
maintaining client budgets, coordinating health care marketing efforts and developing outreach strategies in Southern Nevada.
Prior to joining MassMedia, Brooke served as the director of marketing for H&H Enterprises where she managed a department
focused on creative services, product launches, brand development, and advertising. She also played a vital role in creating ad
campaigns and negotiating media buys. During her time at H&H, she gained a comprehensive knowledge of marketing from
digital and print advertising to event planning and execution.
Education
• Bachelor of Arts, Journalism and Media Studies, emphasis on Advertising,
University of Nevada, Las Vegas, 2010
• Solution’s Recovery, Inc.
• Goodnight Pediatrics
• Nevada Health Care Forum
• Public Relations Society of America, Pinnacle Award
• Specialty Advertising Association of Greater New York, Customer Service Rep of the Year

17
NICOLE KING
Senior Account Executive
Nicole King brings over seven years of health care marketing experience to her role as Senior Account Executive at MassMedia.
Nicole manages the day-to-day marketing and communications campaigns for a variety of health care companies while
working with our cross-discipline agency team to develop and implement client programs.
Prior to joining MassMedia, Nicole was the Communications Manager at Blackstone Valley Community Health Care, a Federally
Qualified Health Center located near Providence, Rhode Island, where she oversaw all marketing and communications efforts to
strengthen brand awareness and increase patient engagement. She was instrumental in contributing to the practices’ growth
during the largest period of reform in the health care industry’s history, growing unique patients by over 50%. In addition to her
health care marketing background, Nicole has years of customer service experience in the hospitality and banking industries.
Education
• B.S. Business Administration, Marketing, Elmira College, NY, 2006
• NextGen Health care
• Lifespan Hospital
• Care New England Health System
• Axial Exchange
• Citizens Bank

18
Lisa has been working in the advertising industry for more than 10 years, starting off as an Account Executive before
finding her true passion of media buying in 2007. She knows what it takes to get her client’s message out and in front of
potential consumers. She has worked with a variety of industries, including casinos, utilities and health care companies
in major metropolitan areas across the country. Lisa has put together the right media mix for clients with minimal budgets
and for those who had millions to work with.
She provides clients with the strategy of a media buy and follows up after the buy is over to make sure the client is satisfied.
If there is a problem with the buy, Lisa also works with the medium to make it right for the client. She has been described
among her media outlet peers as a tough but fair negotiator who works hard to make sure her clients get the best deal.
Education
• B.A., Communications with a concentration in Advertising, Minors
in Psychology and Management, Purdue University, 2003
• Media Buying Academy, 2007
• Red Rock Fertility
• JSA Medical Group
• Nevada State Contractor’s Board
• Southwest Gas
LISA MONTAGUE
Vice President of Media Buying,
Operations, and Production

19
TOMMY DIGIOIA
Executive Creative Director
Tommy has produced a number of highly effective, award-winning advertising and branding campaigns designed to
resonate with clients’ target audiences to drive their sales and increase profits. During his 18-year career in the advertising
industry, he has developed campaigns for clients in a multitude of industries ranging from municipalities to major resorts,
with a special emphasis on high-impact advertising for clients in the health care industry.
From developing concepts to distinctive logo design, Tommy’s approach to his role at MassMedia is a unique convergence
of strategic thinking and creative flair. His campaigns focus on building customer loyalty and strengthening brands. He is
committed to providing results for all of MassMedia’s clientele.
Education
• A.A., Graphic Arts, the Art Institute
of Pittsburgh, 1993
• JSA Medical Group
• Mandalay Bay Hotel and Casino
• MGM Grand Hotel and Casino
• NY NY Hotel and Casino
• American Advertising Federation, Gold ADDY Awards
• International Association of Business Communicators, Bronze Quill Awards
• Public Relations Society of America, Pinnacle Awards

20
CASEY FLOYD
Executive Digital Director
Casey Floyd serves as the Executive Digital Director at MassMedia. He brings almost a decade of experience in marketing,
project management and digital strategy. Casey has a passion for creative and emerging platforms that reach niche audiences
to further brand loyalty and engagement. At MassMedia, his focus is developing digital strategy plans that translate into
elevated brand awareness and business growth for an array of clients. He serves as a leader for all digital initiatives from
top-level conceptualization to execution to success metric review and optimization in order to achieve brand goals.
Casey joins MassMedia with a breadth of digital experience in both retail and B2B marketing in the financial sector, handling
a wide range of projects. Casey previously served as a senior account executive of co-op marketing for the online retailer
Zappos.com, where he nurtured relationships and grew business for highly recognizable performance brands such as Adidas,
New Balance, Asics and Brooks. He has also held positions with financial institutions where his leadership in marketing
and project management were leveraged on B2B campaigns and strategies.
In 2008, Casey was recognized as a Rising Star of Business by the Las Vegas Business Press.
Education
• B.A., Communications, UNLV, 2005
• M.B.A., University of Phoenix, 2008
• Adidas
• Asics New Balance
• Keen
• Nevada State Bank
• Nevada Commerce Bank
• Las Vegas Business Press, Rising Star of Business

21
JENNIFER BRADLEY
Media Relations Director
As Media Relations Director, Jennifer oversees MassMedia’s media relations department where she leads a team of specialized
public relations professionals. Jennifer Bradley has more than six years in media relations and seven years of non-profit
experience in the Las Vegas community.
Formerly Executive Director of Candlelighters Childhood Cancer Foundation of Nevada, and Lili Claire Foundation of Nevada,
she was the Foundation’s community representative for all media relations and government affairs, and fundraising. She
successfully built the foundation in Nevada, and generated sponsorship revenue of over a million dollars three years in a row,
with their annual dinner gala and concert.
Prior to joining the Lili Claire Foundation team in February 2005, Bradley also was employed at DDB Needham Promotions in
Dallas, Texas in the promotions department with significant accounts such as Frito Lays, American Airlines and General Mills.
Bradley is on the board for American Cancer Society - Great West, and is involved with charitable events, for Make a Wish,
Sunrise Children’s Foundation, St. Jude’s, Natural History Museum and Nevada PTA in 2015. She has served on the Leukemia
Lymphoma Society Woman of the Year 2010 and 2011, Executive Committee for PGA Shriner’s Children’s Hospitals Golf
Tournament - 2007 2008.
Education
• B.S., Business Administration, University of Texas at Arlington
• Vegas PBS
• Miracle Flights
• Solutions Recovery
• InBusiness Las Vegas, Humanitarian of the Year Angel Award
• InBusiness Las Vegas, 40 Under 40
• Make a Wish, Spirit of the Year Award

22
MARCUS ROCHELLLE
Grassroots Manager
Marcus specializes in implementing grassroots and direct engagement strategies for MassMedia’s clients. He is responsible for
creating, coordinating and implementing outreach, promotional and community-driven events. Marcus also assists with social
media, creative and design messaging to further contribute to clients’ diverse marketing initiatives and strategies.
Marcus has a long history of grassroots organizing and community engagement. During college, Marcus was responsible for the
largest voter turnout in University of California, Santa Barbara’s history. After graduating, Marcus worked for the Nevada State
Democratic Party and Obama for America as a Field Organizer responsible for educating and training teams of volunteers to
register and motivate voters.
Marcus is responsible for coordinating and overseeing various marketing efforts and outreach strategy in urban and rural Ne-
vada and New Mexico for MassMedia’s clients. He is an expert in planning community-wide events designed to attract clients’
target audiences, using a wide range of direct engagement initiatives. In addition to these skills, Marcus has a background in
market research, teaching and organization development.
Education
• B.A., Political Science, University of California, Santa Barbara, 2008-2012
• Anthem Blue Cross Blue Shield
• The United Way of Santa Barbara
• University of California, Santa Barbara

23
Over the past five years, MassMedia has played an integral role in developing a cohesive brand for HealthCare Partners Nevada (HCPNV),
positioning the organization as a trusted leader in the local health care industry.
SITUATION:
A unified HCPNV brand emerged from the most significant obstacle in the company’s history. With no communications plan or team in place, HCPNV enlisted the services of MassMedia
in April 2011, seeking to mitigate the potential damage associated with the loss of a large payer contract. MassMedia quickly developed an aggressive communications and marketing
campaign in direct response to the issue. Qualitative research conducted by MassMedia among local senior citizens in 2011 highlighted the troubling reality of HCPNV’s fragmented brand.
The company had little recognition in the community, with its primary competitor, Southwest Medical Associates (SMA), serving as the most visible brand in the market.
SOLUTION:
Those affected by the loss of the contract included 7,000 MA patients receiving coverage through UnitedHealthcare’s Senior Dimensions product. These patients served as the target
audience for MassMedia’s outreach, as they made up a significant portion of HCPNV’s primary patient population. To effectively reach these members, MassMedia designed the
multifaceted marketing and communications campaign to inform local seniors about the contract ending and persuade them to switch insurance companies so they would be able
to retain their HCPNV doctors. This strategic effort brought a cohesive voice to the HCPNV brand while highlighting the company’s providers and the important role they play in
serving local seniors.
AS A RESULT OF THIS AGGRESSIVE CAMPAIGN, MassMedia and HCPNV persuaded 90 percent of the MA patients affected by the contract cancellation to switch insurance providers
and continue seeing their HCPNV doctors. HCPNV secured 8,000 MA lives throughout the Medicare Open Enrollment period in 2011, far surpassing the established goal of 7,000 patients.
Prior to working with MassMedia, HCPNV typically secured approximately 1,500 MA lives each year.
Following that, the agency created and implemented HCPNV’s first full-scale communications and marketing plan highlighting their unique model of coordinated care. MassMedia
identified the Total Care Model as HCPNV’s key differentiator, leading the agency to focus intently on integrating the approach into every facet of the brand. To develop a truly unified
brand, the agency developed messaging and conducted in-depth training sessions for team members at every HCPNV location, including executives, providers and many other team
members. The agency has used a variety of tools to reach HCPNV’s core audiences, including media relations, advertising, social media, grassroots and community integration, direct
outreach to patients and direct mail.
HCPNV’s communications strategy shifted beyond simply establishing the brand’s identity, providing an opportunity to connect with patients on a more personal level by sharing
real stories from community members and their health care providers. MassMedia effectively utilized brand storytelling throughout this campaign to develop television advertisements,
online videos, print ads and other materials. This campaign focused on two core messages, “I am a HealthCare Partner” and “We are HealthCare Partners,” while sharing the
brand’s rich story across a variety of channels.
MASSMEDIA INCREASES HCPNV’S MA POPULATION
BY 118% BETWEEN 2011 AND 2015.
CASE STUDY:
RECRUITMENT OBJECTIVES

2424
2013-2014 CAMPAIGNS
SEE MORE EXAMPLES OF OUR WORK FOR HCPNV AT MASSMEDIACC.COM/IORARFP
CASE STUDY:

25
RESULTS:
HCPNV now serves as the
most recognizable medical
network in Southern Nevada,
and the HealthCare Partners
name has become synonymous
with quality care.
BETWEEN 2011 AND 2015, THE CLIENT HAS REPORTED:
118%OUR RESULTS:
ORGANIC
GROWTH
GRASSROOTS
EVENTS HELD
IN MA MEMBERSHIP
(+/- 28,000 TO +/- 61,000)
904,861V I S IT S TO O U R W E B S ITE
420
262 MENTION THE
TOTAL CARE MODEL
792NEWS ARTICLES
ABOUT HEALTHCARE PARTNERS
OF OUR SENIOR
P O P U L AT I O N
REACHED WITH ADS
CASE STUDY:

26
The Nevada Health CO-OP (NHC) launched in 2013 as one of 24 consumer-operated cooperatives across the U.S. created under the Affordable
Care Act (ACA) in order to provide a nonprofit health insurance alternative for Americans seeking to obtain coverage. As the only nonprofit on
the state’s health insurance exchange, the NHC was member owned and operated, and funded largely by its members’ payments.
SITUATION:
In order to build its membership and provide Nevadans with much-needed health insurance coverage during the enrollment period for the state exchange, NHC retained MassMedia
in Spring 2013 to administer a public outreach campaign and present them as a reliable insurance provider.
Because the NHC sought to deliver a new insurance plan, it was imperative to go to market as soon as possible. MassMedia established the goal of raising awareness of the NHC brand
prior to the start of Open Enrollment on October 1, 2013. Together, the teams determined that NHC’s key demo would include adults throughout Nevada who were not likely to have
employer or government-provided insurance. This would include adults who were likely self-employed or under-employed and within a Median Household Income (MHI) of $24,000
to $50,000.
SOLUTION:
In January 2013, MassMedia got to work to develop a strategic communications strategy to position NHC as the fair, affordable choice for Nevadans. The strategy consisted of a
campaign that called for Nevadans to “reserve their spot” in the NHC, using media relations, online and social media tactics to keep Nevadans informed and engaged leading up to
open enrollment. Specifically, MassMedia’s main objectives included:
• Establishing NHC as the go-to source for local media stories regarding the ACA
• Collecting 2,000 reservations prior to open enrollment
• Growing the Facebook fan base to 2,500 likes prior to open enrollment
MassMedia’s media relations team implemented a strategy including two tactics: responding to all media requests for comments and conducting proactive outreach to earn positive
exposure. The campaign was to be implemented during Spring 2013 through the final push for enrollments. As talk about the ACA and its effects on consumers continued to be
prevalent in local and national media, MassMedia’s team set out to proactively offer NHC representatives as experts and ensure inclusion in local stories on the topic.
MASSMEDIA LAUNCHES NEW HEALTH INSURANCE
CO-OP INTO LAS VEGAS MARKET.
CASE STUDY:

27
SOLUTION CONTINUED:
MassMedia proactively reached out to local, national, and regional reporters to foster their understanding of the ACA and promote NHC representative to speak on the topic. These efforts
included coordinating numerous media tours between NHC spokespersons and reporters. MassMedia also pitched positive stories about the NHC’s unique services, including its customer
service walk-in center offering free enrollment assistance.
In addition to earned media, MassMedia implemented a community outreach strategy that included seeking out and participating in all community events in which the state exchange
program and other insurers would be present. NHC’s team worked along side MassMedia’s grassroots specialist to talk with members of the community at these events, share information
about NHC, and secure reservation forms.
MassMedia’s strategy also included the establishing of a Facebook and Twitter page for NHC. By joining the conversation on health care topics online, and sharing information regularly,
MassMedia’s team of social media strategist were able to quickly grow an engaged fan base to maintain interaction with interested parties leading up to open enrollment.
EARNED MEDIA:
96
NVHC = THE SOURCE
FOR ACA COVERAGE
SECURED COVERAGE
IN 90% OF ALL LOCAL
ARTICLES ABOUT
ACA AND EXCHANGE.
GREW NVHC FACEBOOK PAGE TO
4,330 LIKES BY AUGUST 2013,
61 DAYS AHEAD OF SCHEDULE
MORE THAN 5,000 PEOPLE FILLED
OUT INTEREST FORMS IN THE 3 MONTHS
PRIOR TO OPEN ENROLLMENT.
TOTAL
OF
PRESS CLIPS BETWEEN
APRIL AND OCTOBER.
SOCIAL MEDIA:
DATABASE:
CASE STUDY:
RESULTS:
At the close of the open
enrollment period in Spring
2014 the program achieved
the following results:

28
Since 2013, MassMedia has partnered with ABQ Health Partners (ABQ HP), a physician-led
medical group in Albuquerque, NM, in the development and deployment of senior-focused
campaigns during open enrollment. With a goal to grow its Medicare Advantage patient base,
MassMedia has implemented a communications strategy that has proven successful in the
market for both the growth and retention of senior patients.
SITUATION:
In the fall of 2012, contract negotiations hit a breaking point between ABQ HP and its largest payer partner, Lovelace
Health Plan. By October, contract negotiations broke down and the groups decided to terminate their long-standing
relationship. As a relatively new medical group in the market, ABQ HP had little recognition in the community, whereas
Lovelace was well-known and well liked. A lengthy public relations battle in the media ensued with Lovelace controlling
much of the conversation. By the end of the open enrollment period that year, Lovelace had claimed a 94% retention of
the Medicare Advantage (MA) lives at stake, resulting in a loss of nearly 80,000 patients for ABQ HP.
In the spring of 2013, ABQ HP retained MassMedia to assist in its efforts to rebuild its MA patient base. With little brand
recognition and mass confusion in the market, MassMedia set out to position ABQ HP as the best option for seniors in
the Albuquerque market.
SOLUTION:
At the start of 2013, more than 85% of the market was held by only two insurance companies, Presbyterian Health care
Services (45.4%) and Lovelace Health Plan (39.8%). Both brands enjoyed the added benefit of having medical groups
and/or hospitals that shared their name, as well as a significant advertising budget. With a much smaller marketing
budget, ABQ Health Partners required a bold advertising campaign that would raise awareness of their brand and
attract new patients. MassMedia’s team got to work, establishing a recognizable brand for ABQ HP by leveraging the
brand equity of the company’s existing green apple icon—a symbol of good health—in a new and fresh way, while also
bringing senior patients to the center of the messaging. Despite its competitors’ sheer size and name recognition, ABQ
HP’s key differentiator lied in something much more important, its patient-centered model of care. The organization was
at the forefront of providing high-quality, coordinated care in the market, and patients enjoyed unique benefits such as
same-day appointments, whereas its competitors were struggling with access for patients. MassMedia developed brand
messaging for ABQ HP’s 2013-2014 OEP campaign that brought these important benefits to the forefront by leveraging
the “Total Care Model” brand we had developed for the organization’s sister company in 2012, and implementing it on
all messaging for ABQ HP. This would help the organization to create association between the brand and innovative,
patient-focused care. MassMedia’s creative team developed and produced a complete senior-focused campaign that
placed senior patients in familiar locations throughout Albuquerque in relatable situations of feeling unwell. In the
advertisements, ABQ HP’s green apple would be introduced as a hero as the patient indicated a feeling of relief. All
print and collateral executions included the Total Care seal as well as a strong call to action to choose a plan that allows
you to see an ABQ HP doctor.
The campaign was produced for a variety of mediums including television, print and online. In addition, the agency
also employed an in-clinic campaign dedicated to the retention of its current patient base and potential conversion of
patients on Original Medicare to MA. The in-clinic program included patient-facing collateral (posters, brochures and
desk stands) that touted the benefits of ABQ HP’s Total Care Model and a call to action for patients to ask their care
team. MassMedia also developed and trained all clinic staff on an in-clinic roadmap that included scripts for all team
members to share with Medicare patients to encourage them to consider the benefits of the Total Care Model through
an MA plan.
MASSMEDIA HELPS ORGANIZATION TO REBUILD MEDICARE
ADVANTAGE PANEL FOLLOWING CONTRACT DISPUTE.
CASE STUDY:
TARGETING SENIORS

29
Goal:
• B E T TE R C A R E : Improving the patient experience
• B E T TE R H E A LT H : Improving overall wellness,
preventative care, and disease management
• LOW E R COS T: Improving the efficiency of care
Open Enrollment
Provider:
Discusses Total Care and OE with
patients. Talks about benefits of
Total Care. If patient is interested,
inform Site Administrator or PCC.
AT TACH MENT # 6, # 7 # 8
Patient:
Patient signs up for Medicare
Advantage or new Medicaid plan
and enjoys the benefits of the
“Total Care Model.” Patient
continues with their ABQ Health
Partners provider!
Medical Assistant:
Ask patient if they received the OE brochure
and if they have any questions. If patient is
interested, Medical Assistant gets Site
Administrator.
AT TACH MENT # 4
Site Administrator or PCC:
Discusses OE with patient and offers patient
business cards for identified brokers.
a. If patient is interested in speaking to
someone right away, the site administrator
contacts selected broker for patients.
b. If patient does not want to talk to someone
right away, ask if you can follow up to discuss.
AT TACH MENT # 9
Check Out:
Patient is handed a Medicare
OR Medicaid reminder card
based on flag on chart.
AT TACH MENT #10 Exit:
Patient sees signage on door.
AT TACH MENT # 3
In-Room Signage:
Patient sees reminders about Medicare
and Medicaid OE.
AT TACH MENT # 5
#1
#
5
Waiting Room:
Patient sees collateral, ads
and signage.
AT TACH MENT # 3
# 4
Front Desk:
Greets patients. Hands patients OE brochure
based on the flag on chart.
AT TACH MENT # 2
#
3ABQ Office Teammate:
Teammate flags patients chart prior to
appointment. Flag will indicate if a
patient is Medicare or Medicaid eligible.
#
2
#
7
#
6
#
8
#
9 #
10
DO NOT EXPRESS INTEREST IN MEDICAREADVANTAGE
DO NOT EXPRESS INTEREST IN MEDICAREADVANTAGE
EXPRESS
INTERSEST
IN MA
EXPRESS
INTERSEST
IN MA
#
11
Appointment Scheduler:
Remind patient that it’s Medicare/Medicaid
Open Enrollment (OE). Encourage them to talk
to their doctor at the next visit about OE and
ask if they can assist them with any information.
If “yes” forward patients to Site Administrator
to follow up.
ATTA CHMENT #1
Green Apple. Good Health.
Enjoy more health and happiness with the Total
Care Model by ABQ Health Partners.
Same-day appointments.
Medicare
Open Enrollment
~October 15th - December 7th~
SEE MORE EXAMPLES OF OUR WORK FOR ABQ HP AT
MASSMEDIACC.COM/IORARFP
CASE STUDY:
TARGETING SENIORS
Enjoy more health and happiness
with the Total Care Model by
ABQ Health Partners.
Feel the green
apple difference.
abqhp.com
505-262-7000

30
400%OUR RESULTS:
GROWTH
IN MA MEMBERSHIP
FROM 2,579 AT THE START
OF 2013 TO 12,690 IN
JANUARY 2014
RETENTION RATE
OF ITS EXISTING
M A PAT I E N T S
88%
CASE STUDY:
TARGETING SENIORS
RESULTS:
At the end of the 2013-2014
Open Enrollment season, the
client reported:

31
In 2015, MassMedia was retained by DaVita HealthCare Partners (DHCP)
to develop and deploy an aggressive Open Enrollment campaign in the
California and Florida markets.
SITUATION:
In the fall of 2015, DHCP desired to engage seniors and grow its Medicare Advantage patient
base in multiple markets across the country during the open enrollment season. A newly
formed leadership team was recruited from the organization’s Kidney Care division to
oversee the project. With no experience in deploying open enrollment strategies, the group
hired MassMedia to develop campaigns for its California and Florida markets, in addition to
those already in progress for Nevada and Albuquerque, for the 2015-2016 season.
SOLUTION:
With a tight timeline, MassMedia jumped right into research and emersion efforts to get
to know DHCP’s patient base in the California and Florida markets. With a proven formula
for driving seniors to action through DHCP’s brand promise and signature care model, the
agency sought to standardize the brand across markets, while paying tribute to the nuances
of each market and strategizing efforts accordingly. Through audience analysis, as well as
clinic tours and discovery meetings with the local teams, MassMedia found that each market
shared some similarities, as well as some significant differences.
The agency then crafted individualized plans for each market, considering the variances in
demographics, sociographics and mobility within the markets, as well as the competitive
landscape. These unique market factors were reflected in the patient model photography, as
well as the local dialect. Additionally, the agency utilized messaging that was being used at
the national level, and customized it to each market based on benefits, strengths and threats
that needed to be addressed.
Next, MassMedia launched an integrated communications campaign comprised of strategic
tactics in clinic and in the community. This included a variety of mediums: in-clinic
programs, earned media, social media, digital advertising and direct mail. We also came
up with a creative campaign which utilized the national brand promise and standards, then
regionalized it to each market, taking into consideration the ethnic sensitivities of each
region and featuring models and language that emulated that. For example, Los Angeles is
very racially diverse, while Florida has high Latin populations.
In keeping with the game plan, we deployed special teams into each market to train all
staff in that clinic on the Open Enrollment training manual which included scripts for
each teammate from the front desk to the doctor. The goal was to open the conversation
about Total Care and how to get it with patients on straight Medicare. The agency sent
special teams to set up each clinic with the OEP, clean out all old collateral, start up the
open enrollment “tool kit” including posters, brochures, desk stands and pins for staff, and
decorate with balloons and streamers to create a party-like atmosphere that would signal to
the patients that something special is happening.
MASSMEDIA LAUNCHES FULLY INTEGRATED OPEN
ENROLLMENT PROGRAM ACROSS FOUR STATES.
CASE STUDY:
TARGETING SENIORS

32
SOLUTION CONTINUED:
Another initiative, was to develop a “social media tool kit” that involved all content to be
pushed on Facebook and Twitter during Open Enrollment and a calendar for scheduling
to be shared by DaVita’s digital teams. The content included a mix of health information,
localized tidbits, helpful tips for open enrollment, and directions to contact us to experience
total care. At the heart of the program was a digital strategy that included social media,
website development, digital advertising and an email platform that all worked in sync to
provide multiple touchpoints with potential patients throughout the open enrollment season.
As a part of this, content including helpful tips for seniors and caregivers regarding Open
Enrollment, would be mixed information about DHCP’s model of care and a call-to-action
that “now is the time” to choose DHCP.
The digital advertising campaign included messaging that was pushed to users through
social media, search and network display ads. The placement of digital advertisements was
hyper-targets to be served to users within a 5 to 10-mile radius of key clinics. Specifically,
MassMedia’s digital team used geo-fencing technology to center placements in target
areas and then deliver advertisements to specific zip codes within that radius with a high
concentration of residents aged 65+. The performance of the campaign’s digital efforts were
reviewed daily. Zip Code service would be optimized throughout the campaign, continually
moving toward top performing areas.
Lastly, MassMedia’s digital team identified competitors’ clinics within the targeted radius of a
DHCP clinic and served our messaging to patients in and around the clinic. Our team would
conduct research on these competitor sites to identify potential weaknesses that we might
capitalize on. In one instance, if a competitors site held a three-star quality rating, we would
push to that audience so that the nearby DHCP clinic was rated five stars. In another, when it
was discovered that a competitor’s clinic had multiple online complaints of long wait times,
the digital messaging was used to promote a neighboring DHCP clinic with better access.
Finally, we devised an earned media tool kit with press releases, media alerts, bios, article
templates and bylines that would be pitched to local and national media.
CASE STUDY:
TARGETING SENIORS
Get the most out of your Medicare Plan.
ASK US HOW TODAY.
THANK YOU
FOR CHOOSING
JSA.
GOAL:
• BETTER CARE: Improving the patient experience
• BETTER HEALTH: Improving overall wellness, preventative care,
and disease management
• LOWER COST: Improving the efficiency of care
OPEN ENROLLMENT
Retention: Current Patients
APPOINTMENT
SCHEDULER:
Encourages the patient to talk to their health care team about the
care they are receiving and the upcoming Open Enrollment period
at their appointment.
ATTACHMENT #1
CENTER ADMINISTRATOR:
IN NON-EXAM ROOM SETTING
CHECK OUT:
Hands patient “Tell Your Friends”
reminder card and encourages them to
share with a friend.
ATTACHMENT #9
#1
WAITING ROOM:
Patient sees collateral, brochures, ads,
and signage.
ATTACHMENT #3
# 3
FRONT DESK:
Greets patient. Hands anyone 65 and older an
OE brochure and Medicare survey. Patient sees
“Thank You” messaging in counter stands.
ATTACHMENT #2
#
2
IN-ROOM
SIGNAGE:
Patient sees reminders about
Medicare OE.
ATTACHMENT #5
#
5
#
7
#
8
PATIENT:
Patient tells friends about the
services they receive through
the Total Care Model and
encourages them to contact
JSA Medical Group to learn more.
#
9
PROVIDER:
Thank patients for allowing JSA to provide
their care. Re-enforce benefits of Total Care.
ATTACHMENT #6 #7
#
6
MEDICAL ASSISTANT:
Reviews survey for any concerns regarding care. Ask
patient if they are familiar with all of the services they
receive as a part of the Total Care Model.
ATTACHMENT #4
#
4
DOES NOT EXPRESS INTEREST IN MEDICARE ADVANTAGE
EXPRESS
INTEREST
IN MA
EXPRESS
INTEREST
INMA
DOES NOT EXPRESS INTEREST IN MEDICARE ADVANTAGE
Answers questions; addresses care concerns; if
questions, provides contact information for agent of
patient's current plan.
ATTACHMENTS #8
Open Enrollment discussion with patients should take place in a non-exam room environment.
[ 2 ]
SEE MORE EXAMPLES OF OUR
WORK FOR DAVITA HP AT
MASSMEDIACC.COM/IORARFP

33
SET UP CAMPAIGNS IN MORE THAN
DESIGNED MORE THAN
150 PIECES OF COLLATERAL
INCLUDING ADVERTISEMENTS,
DIRECT MAIL, IN-CLINIC COLLATERAL,
BROCHURES, RACK CARDS, FLIERS
AND TRAINING MATERIALS
TRAINED MORE THAN
500TEAM
MATES
60CLINICS
ACROSS
THE COUNTRY
DIGITAL MEDIA MIX OF PAID SEARCH,
DISPLAY AND SOCIAL DELIVERED A COLLECTIVE
13.9
6.5MILLION
IMPRESSIONS
THOUSAND CLICKS
COLLECTIVELY
ALL PERFORMANCE METRICS EXCEEDED
INDUSTRY AVERAGE BENCHMARKS
CASE STUDY:
TARGETING SENIORS
RESULTS:
By the end of the 2015 open
enrollment season, MassMedia’s
team had achieved the
following across all DaVita
markets:

34
#CHALLENGEYOURLIMITS
#CREATEWITHOUTLIMITS
TAKE OWNERSHIP
FOCUSED
H U M B L E
ALWAYS
R-E-S-P-E-C-T
F I N D O U T W H A T I T
M E A N S T O Y O U
ALRIGHT
COLLABORATE LISTEN
1. Communication Is Key
2. R-E-S-P-E-C-T
Find Out What It Means To You
3. Alright, STOP
Collaborate Listen
4. Find The Passion
5. Take Ownership
6. Never Stop Learning
7. #CreateWithoutLimits
8. #ChallengeYourLimits
9. Stay Focused
Stay Humble
Always Hustle
10. Have Fun! Seriously
MASSMEDIA’S CORE VALUES WE STRIVE
TO LIVE BY EACH AND EVERY DAY.

35
Our Mission is our company’s foundation, our focus and
our purpose. It clearly articulates our reason for being and
guides all teams in all that we do. It’s the mission, we believe,
that ultimately delivers results and client’s long standing
relationships with our firm.
Our Core Values are situated at the center of our culture. As
a mission-driven organization, adherence to the organization’s
core values is clearly tracked and measured quarterly with each
and every employee. Our clearly articulated set of values are
prominently communicated to all employees and involves the
way we vow to serve our clients, treat colleagues, and uphold
professional standards.
“At MassMedia we are a Strategic Advertising,
Marketing, and Public Relations firm that
delivers creative SOLUTIONS and increased ROI
to our valued clients. We aim to be passionate
partners with a “never quit” attitude, who
connect our clients with their clients, ultimately
driving PROVEN business results.”
MASSMEDIA CULTURE AND VALUES
CENTERS ON STRATEGIC RESULTS.

36
COMPANY COMPANY CONTACT, INFORMATION
Hartley White, VP of Wisdom and People Services
hwhite@hcpnv.com | 702.932.8505
Carly Newlands, Communications Manager
carly.newlands@abqhp.com | 505.274.1691
Pam Myers, Social Media Strategist
Pamela.Myers3@HCAhealthcare.com | 702.531.9875
Lori A. Mallory, FACMPE, Vice President Strategic Alliances-National
lmallory@humana.com | 913.217.3390
REFERENCES.

37
CONTACT US.
NEVADA
3333 E. Serene Ave., Suite 100
Henderson, NV 89074
702.433.4331
Kassi Belz | President/Partner | kassi@massmediacc.com
TOLL FREE: 888.777.5146 I MASSMEDIAHEALTH.COM
ARIZONA
3100 West Ray Road, Suite 201
Chandler, AZ 85226
480.207.5914

MM Health Capabilitiessmallerversion

Recommended

Recommended

More Related Content

What's hot

What's hot (18)

Viewers also liked

Viewers also liked (20)

Similar to MM Health Capabilitiessmallerversion

Similar to MM Health Capabilitiessmallerversion (20)

MM Health Capabilitiessmallerversion