American Association of Health Plans Selects William Morris Agency to Build Bridge to Hollywood.

Business & Entertainment Editors/Health & Medical Writers

Unique Partnership Aims to Unite Washington and Hollywood on

Today's Most Pressing Health Care Issues

As the first partnership to be formed between a health care association and a talent agency, the American Association of Health Plans (AAHP) today joined with William Morris Consulting, a division of the William Morris Agency, to bring critical health care issues to the forefront of the American public in an unprecedented way, leveraging the power, influence and reach of the high-profile entertainment industry.

The AAHP and William Morris Consulting will work together to create a new dialogue between Washington's public policy experts and Hollywood's producers, writers and directors about the health care issues Americans face today. The AAHP will also become a resource to those in Hollywood creating health care-related content, such as television and movies, by providing access to the best medical experts in the world.

Additionally, William Morris Consulting will help identify and execute entertainment-based marketing opportunities for the AAHP that communicate the complex issues surrounding today's transforming health care environment to the American public. Johnny Levin, a 15-year veteran of the William Morris Agency, will spearhead the team working in conjunction with Phil Guarascio and Steve Sugerman. Phil Guarascio is a consultant to the William Morris Agency and the former head of marketing at General Motors. Steve Sugerman is the head of Sugerman Communications Group and former deputy mayor of Los Angeles under Richard Riordan.

"As more and more viewers turn to entertainment outlets to explore health care issues, they will find it difficult to distinguish between news, drama and political advocacy. Both Washington and Hollywood are active contributors to the public's awareness of health care issues, however up until this point, we have been working independently of each other," said Mark Merritt, senior vice president of AAHP. "As the AAHP looks to find innovative ways to continue educating Americans on health care-related issues, creating a conversation with the entertainment industry is an important step. Because of William Morris' history in the entertainment industry and their working relationship with such renowned marketing and public affairs figures as Phil Guarascio and Steve Sugerman, we feel they're the best partner to help us navigate Hollywood's channels and achieve our goals."

"Since almost three times as many Americans watch the television show "ER" than "NBC Nightly News," it's safe to assume that many viewers learn about today's health care-related issues through entertainment programming," said Johnny Levin, senior vice president of William Morris Consulting. "The AAHP recognizes the powerful influence of entertainment and we're looking forward to helping them engage this creative community in a way that will benefit their members and the American public."

About American Association of Health Plans

The American Association of Health Plans (AAHP) is the largest national trade organization representing more than 1,000 health maintenance organizations (HMOs), preferred provider organizations (PPOs), and other similar health plans that provide health care coverage to more than 170 million Americans.

About William Morris

William Morris Consulting (WMC) a division of the William Morris Agency, designs entertainment-based business solutions for some of the world's most recognizable brands, including Anheuser-Busch, General Motors, the NFL and Saks Fifth Avenue. Led by a team of senior entertainment, marketing and business executives with a combined 60 years of experience at William Morris, the consulting division gives clients early-stage access to content and partnership opportunities across a broad range of entertainment platforms, helping them adapt and succeed in this dynamic media marketplace. WMC's approach is based on timely market intelligence, deep industry relationships, savvy deal structures and a broad industry vision, all focused on producing measurable results. Through offices in Los Angeles, New York, Nashville and London, William Morris Consulting also works with Harrah's, Maxim and Texas Instruments.