Capturing the Value of a New Network Model in the Market
In 2014 ReviveHealth began a long-term relationship with Vanderbilt University Medical Center that included marketing vision development, payor/provider issues, CRM selection, and change management, eventually leading to a full advertising, digital, and branding AOR relationship in 2016. One of the most challenging engagements was a go-to-market campaign for Vanderbilt Health Affiliated Network.
Vanderbilt University Medical Center initiated Vanderbilt Health Affiliated Network (VHAN) in 2012 with a goal of one million covered lives by 2020. To achieve this, we needed an aggressive campaign to extend brand awareness of the clinically integrated network (CIN) across the region.
Communicating Value to Key Influencer Audiences and New Partners
Building a health system brand is tough. Building a brand for a new type of network model like VHAN is something else altogether. Despite the growth of ACOs, CINs, and other network models, nothing else is quite like VHAN, which combines a nationally recognized AMC brand in Vanderbilt Health with dozens of other hospital partners and thousands of physicians — all to drive improved clinical outcomes at lower costs.
ReviveHealth helped Vanderbilt Health relaunch this unique network in the market through the creation of a campaign designed to attract new hospital partners, employers, and brokers while also expanding the roster of contracted health plans. The key to success was leveraging a deep understanding of key audiences such as employers and brokers, combined with proprietary research to understand preferences and nuances of these and other audiences at a local level.
Broad Reach with Nearly Every Health Plan Contracted
Since launching the integrated, multi-market campaign, VHAN has grown to span a geographic region that includes Tennessee, portions of Kentucky, Eastern Arkansas, Northern Mississippi, and the western portion of Virginia, and is currently composed of 55 hospitals, more than 235 physician practices, 4,000 participating physicians and clinicians, more than 35 urgent care, after-hours and walk-in clinics, and 12 health systems. VHAN is now contracted with every health plan in the market, save for Blue Cross Blue Shield of Tennessee.