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Mass General Brigham’s health plan launches rebrand…

Mass General Brigham’s health plan launches rebrand…

Dive Brief:

  • AllWays Health Partners is rebranding — again. The insurer will change its name to Mass General Brigham Health Plan effective Jan. 1.
  • The move will align the insurer more closely with the Mass General brand, leveraging the system’s name recognition, and double down on greater integration efforts between the payer and provider.
  • Rebranding comes as the insurer looks to expand its portfolio across all lines of business, including Medicaid, the company’s original focus.

Dive Insight:

Mass General Brigham is continuing to expand its rebranding campaign.

In 2019, Partners HealthCare, Massachusetts’ largest health system, said it planned to change its name to Mass General Brigham, using the names of its academic medical centers, Massachusetts General Hospital and Brigham and Women’s Hospital.

At the time, leaders said the name change reflected the vision for the system, reinforcing to patients that Mass Gen is the “go-to” place for care.

The new brand identity for Allways Health Partners furthers that vision as Mass General Health Plan helps to reflect a unified identity.

Executives hope it will lead to more visibility for the plan and clear up confusion in the marketplace about the relationship between Mass Gen and the plan, Allways President Steven Tringale told Healthcare Dive.

The plan will take over the system’s Medicaid accountable care organization next year, adding 150,000 Medicaid members to its rolls, and it is seeking geographic expansion across all of the New England states.

“It’s a pretty aggressive agenda,” Tringale said.

Currently, the plan has 265,000 members, the majority of which are commercial members. It also covers 43,000 Medicaid members.

Before it was Allways Health Partners, the plan was originally known as Neighborhood Health Plan and its core business was providing Medicaid coverage to low-income residents. After the plan was acquired by the state’s largest health system, Partners Healthcare, it changed names to Allways Health Partners as it sought to increase commercial presence, according to the The Boston Globe.

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