Health Plus Reveals New Logo
Organization Gladly Accepts The Association That The Public Draws Between Company And Angel Icon
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The managed care organization's "your child is no angel" advertising campaign, which featured a diverse group of babies dressed as angels with a cloud background, was so successful that many began referring to the organization as the "angel" company.
"Because we provide quality free and affordable health coverage to more than 180,000 New Yorkers, the communities started to think of us as their angel," said Chief Marketing Officer of Health Plus Dominic Mascara. "It's a very positive symbol to be associated with being that angels are strong, and they really care about people."
The company has traded in the all caps spelling of their name for Health Plus as conveyed in the new logo. The new logo, which appears on above letterhead, depicts a cherub with a horn to symbolize the company's commitment to spreading the word of their services and their pledge to social responsibility by promoting health, academics, athletics and the fine arts in the communities they serve.
"The advertising campaign that used the angel imagery was originally designed to help Health Plus enroll subscribers in the Child Health Plus program," said Mascara. "But now that we're associated with the angel and we have the branding power that accompanies it, we've chosen to adopt the symbol as our logo to represent us as a whole."
Additionally, Mascara feels that given the strength of the brand and the universal appeal of the angel icon, the new logo will even help market its other state sponsored health insurance products including Family Health Plus, which provides coverage to uninsured 19-64 year-old New Yorkers who qualify and Health Care Plus which provides coverage to individuals and families on public assistance.
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Health Plus, a not-for-profit, multi-cultural organization, is one of the fastest growing managed care organizations in New York City. It was established in 1984 with a commitment to provide coordinated quality health care and improving access to health care for uninsured and underserved families. In its annual review of managed care plans, the New York State Department of Health ranked Health Plus as the top plan for quality in its 2002 and 2003 "Consumer's Guide to Medicaid Managed Care in New York City." Health Plus is New York City's leading provider of Child Health Plus, a New York State Department of Health program that offers parents FREE or low-cost health insurance for children under the age of 19. "CRAIN'S New York Business" magazine ranked Health Plus fifth among the largest health maintenance organizations in the New York area.
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