UPMC, Highmark start their marketing engines
By Steve Twedt, Pittsburgh Post-Gazette | |
McClatchy-Tribune Information Services |
This is not red carpet marketing, UPMC officials say, but rather a way to point out that some 22,000 people from outside the region come to
"It really speaks volumes for the differentiation between the care we're providing here and the average, everyday care," said
The new ad campaign comes just as UPMC and
Last week, the
But the competition for patients has already begun and, with the yearly open enrollment period for choosing health plans starting next month, the new ads are a sign that marketing efforts are sure to heat up as the two health care giants dissolve their relationship.
AHN parent Highmark, meanwhile, has been the official insurer of the U.S. Olympic team since 2005 and this year announced it was sponsoring three Olympic and two Paralympic athletes.
AHN's current ad campaign highlights its cancer care and women's health services. "We continue to focus our broader marketing and advertising efforts on building brand awareness and educating consumers about the scope and quality of care available across our network and its key service lines," said spokesman
Highmark's ongoing "Better with Blue" campaign, meanwhile, "highlights why we believe Highmark is the right plan for consumers," said spokesman
As for the commercial, "He did this for free because he's so passionate about the care he received from UPMC," said health system spokesman
In addition to
UPMC does have overseas interests, primarily in the form of administrative and technical advisory services contracts, but it no longer advertises outside this region.
Also, UPMC's selection for the
They expect the endorsement from
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