BGMHealth To Create Branding/Marketing Campaign for CHA Health.LEXINGTON, Ky.--(BW HealthWire)--July 13, 1999-- CHA Health Inc., a provider-owned managed care organization, has selected the Nashville office of BGMHealth Communications (all cq) to develop a corporate branding Corporate branding is the practice of using a company's name as a product brand name. It is an attempt to leverage corporate brand equity to create product brand recognition. It is a type of family branding or umbrella brand. campaign and to market its FlexChoice commercial HMO HMO health maintenance organization. HMO n. A corporation that is financed by insurance premiums and has member physicians and professional staff who provide curative and preventive medicine within certain financial, and POS (1) See point of sale and packet over SONET. (2) "Parent over shoulder." See digispeak. POS - point of sale (Point of Service) products. BGMHealth is a member of the Health and Medical Communications Division of The Omnicom Group (NYSE NYSE See: New York Stock Exchange :OMC OMC Organisation Mondiale du Commerce (French: WTO) OMC Organización Mundial del Comercio (Spanish: World Trade Organization) OMC Organização Mundial do Comércio ). The 30-year-old, California-based firm represents national clients ranging from Bausch & Lomb and Beckman Laboratories to PCS (1) (Personal Communications Services) Refers to wireless services that emerged after the U.S. government auctioned commercial licenses in 1994 and 1995. This radio spectrum in the 1. Health Systems, the largest benefits management company in the country. BGMHealth's Nashville office opened this spring to serve the growing health care industry in the southeast including Vanderbilt University Medical Center's managed care plans, Health1-2-3 and Health1-2-3Platinum. Launched in 1995, CHA is owned by the University of Kentucky The University of Kentucky, also referred to as UK, is a public, co-educational university located in Lexington, Kentucky. Medical Center, Appalachian Regional Hospitals and several community hospitals. "Until recently, Kentucky's health care reform legislation severely limited marketing efforts by the managed care industry," said Dottie Niewald, CHA marketing manager. "Recent changes in the law enable us to actively raise our awareness in the marketplace and educate consumers and businesses about the managed care choices CHA offers." Over the next six months, BGMHealth will work with CHA to create and implement an identity-building effort to help grow membership from its existing 70,000 at 1,100 employers in eastern and southeastern Kentucky. Susan Albano, a 20-year-veteran of managed care marketing will lead BGM's team for CHA. "We are excited about the opportunity to work to position CHA as a leader in the marketplace," Albano said. BGMHealth Communications include three specialized business units: ConsumerCare, which addresses consumer health care marketing; PharmaCare, serving clients in the field of pharmaceuticals and biotechnology; and TechCare, serving the medical device and diagnostics industry. |
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