Neighborhood Health Plan Takes the ‘Fear Out of Affordable’ with New Marketing Campaign

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A series of new TV commercials and digital ads developed by branding firm Mechanica on behalf of Neighborhood Health Plan focuses on Massachusetts employers

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"This marketing campaign was designed to take the fear out of affordable by highlighting all that NHP delivers, including access to world-class doctors and hospitals." ...Jim Garaventi, Mechanica

Neighborhood Health Plan (NHP) takes the “fear out of affordable” in a new marketing campaign launched today with a series of television commercials and digital promotions aimed at Massachusetts employers. Developed by Mechanica, a brand development and marketing firm, the campaign is part of NHP’s strategy to diversify and extend its growth in the commercial market with more emphasis on mid-size employers.

“Airlines, cars, retail have all evolved to where affordable no longer means cheap – not something to fear but something that is important in the purchasing equation,” said Jim Garaventi, Mechanica co-founder and creative director. “But when it comes to health plans – where comparisons are hard to make – ‘affordable’ is still often perceived as low quality. This marketing campaign was designed to take the fear out of affordable by highlighting all that NHP delivers, including access to world-class doctors and hospitals, and going so far as to urge people not to choose NHP ‘just because it costs less.’”

“Massachusetts businesses today understandably want a lot out of their health plans. They want access to excellent health care and service for their employees and they want affordability,” said Dana Rashti, NHP’s chief strategy and marketing officer. “We’re confident that this new campaign will resonate with Massachusetts employers because it accurately reflects our value proposition of delivering an affordable product without sacrificing quality.”

The campaign will feature commercials on Boston local and cable TV morning news and sports programs and prime-time cable programs targeting business decision makers. Display ads will be featured on select websites and in office building elevators. Testimonials from employers and brokers can be viewed at

About Mechanica
Mechanica is a ten year old firm focused on solving problems and creating opportunities for restless marketers by being strategically based, creatively expansive and humanly fixated. Work spans brand and contact strategy, design, digital, advertising, events, PR, social media, etc. Current clients include: Neighborhood Health Plan, Schnucks, High Liner Foods, Saucony, Bullhorn, Houghton Mifflin, NPR, PBS, Northeastern University, Akamai, Kronos, and Nuance. For more information visit

About Neighborhood Health Plan
Neighborhood Health Plan (NHP) is an NCQA-accredited, not-for-profit health plan that provides coverage to over 400,000 commercial and MassHealth members. For more than 25 years, employers, individuals, and families across Massachusetts have turned to NHP for health care coverage that is both high-quality and affordable. NHP is known for plans that are easy-to-understand and manage. Members have access to a robust network of top doctors, community health centers, and academic and regional hospitals. Founded in 1986 with a commitment to promote health equity for members within the diverse communities we serve, NHP’s service and care management programs today continue the tradition of personalized and high-quality care. NHP is a member of Partners HealthCare.

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