Mass General Brigham’s health plan launches rebrand as it looks to expand

Dive Quick:

• AllWays Well being Associates is rebranding — again. The insurance company will transform its identify to Mass Common Brigham Overall health Prepare powerful Jan. 1.
• The transfer will align the insurance company a lot more intently with the Mass Basic brand name, leveraging the system’s name recognition, and double down on greater integration endeavours in between the payer and supplier.
• Rebranding will come as the insurer appears to be to develop its portfolio across all lines of small business, which includes Medicaid, the firm’s unique target.

Dive Insight:

Mass Basic Brigham is continuing to broaden its rebranding campaign.

In 2019, Partners Health care, Massachusetts’ greatest overall health program, mentioned it planned to transform its name to Mass General Brigham, making use of the names of its tutorial health-related centers, Massachusetts Typical Healthcare facility and Brigham and Women’s Clinic.

At the time, leaders reported the title adjust reflected the vision for the program, reinforcing to patients that Mass Gen is the “go-to” position for care.

The new brand name identification for Allways Health Companions furthers that vision as Mass General Overall health Approach allows to replicate a unified id.

Executives hope it will direct to additional visibility for the strategy and obvious up confusion in the marketplace about the partnership amongst Mass Gen and the program, Allways President Steven Tringale informed Healthcare Dive.

The program will acquire about the system’s Medicaid accountable treatment group future yr, including 150,000 Medicaid members to its rolls, and it is trying to find geographic expansion throughout all of the New England states.

“It truly is a really intense agenda,” Tringale claimed.

Presently, the plan has 265,000 users, the bulk of which are business associates. It also covers 43,000 Medicaid users.

Before it was Allways Overall health Associates, the plan was initially regarded as Neighborhood Health Prepare and its core business enterprise was delivering Medicaid protection to small-cash flow citizens. Soon after the prepare was acquired by the state’s greatest wellbeing system, Partners Healthcare, it altered names to Allways Overall health Associates as it sought to raise commercial presence, in accordance to the The Boston World.