AHIP updates mission in bid to rebrand, commits to mental health and chronic care

Logo courtesy of AHIP

America's Health Insurance Plans has updated its mission and refreshed its brand in a way it said better aligns with its goals and commitments. The organization has unveiled a new logo and new tagline – "Guiding Greater Health," In the future, the industry trade association will simply go by AHIP.

According to the organization, this rebranding effort is reflective of a renewed focus on collaboration. To that end, AHIP has signaled its intention to partner with governments and free market entities in a bid to improve care quality and coverage, encompassing mental and physical health, and everything from emergency care to chronic health conditions.

AHIP's new mission statement reads almost like a poem – a stanza of several lines that summarizes its mission and vision. Near the top is the line, "Making healthcare better and coverage more affordable for every American," and the organization's commitment to collaboration is reflected in the line, "Health insurance providers, working together as one."

Also reflected in the mission statement is a commitment to advancing mental health, listening and guiding the conversation on care, and "turning healthy insights into helpful innovations."

WHAT'S THE IMPACT?

AHIP was formed in 2003 by the merger of the Health Insurance Association of America and the American Association of Health Plans, making this the association's first brand change in nearly two decades. AHIP said that with so much change occurring in healthcare, this was a good moment to reflect where the industry, healthcare and the country are headed.

Much of that change is occurring in the insurance space, with many health plans moving from providing coverage to also providing direct care. With larger hospitals and health systems frequently operating their own insurance plans, the line between payer and provider is beginning to blur.

This is already being reflected in the industry, with UnitedHealth Group's Optum subsidiary establishing itself as a major employer of physicians, and payers in general, making more and more investments in their provider businesses.

THE LARGER TREND

It's not every day that a trade association representing insurers gets a rebrand, but the concept of rebranding in healthcare isn't new. In fact, brand has grown in importance for trade groups, insurers, hospitals and health systems as the larger healthcare industry slowly shifts to a business model more akin the retail industry, with all of the focus on consumerism that entails.

In general, branding strategies are seen as a way to potentially capture a larger share of the market. Justin Wartell, managing director of brand experience agency Monigle, told Healthcare Finance News in 2018 that the growing power of the consumer "puts the onus on brands to start thinking about the consumer instead of just thinking about themselves."

One of the most successful rebranding campaigns Wartell has been a part of was the renaming and reimagining of Northwell Health, one of the largest health systems in the northeast.

While AHIP tends to not deal directly with consumers, it has been an active voice in healthcare policy discussions at the national level. In March, for example, it praised the introduction of a bill that would improve access to audio-only telehealth for seniors in Medicare Advantage. AHIP lauded the bill, saying that phone calls are often the only option for seniors seeking care at home.

Also in March, the group submitted testimony to the Senate Health, Education, Labor, and Pensions Committee for a hearing focused on improving health equity and outcomes by addressing health disparities during the COVID-19 response. AHIP highlighted health insurers' efforts to address factors such as social determinants of health that can impact the equity of care patients receive.

ON THE RECORD

"We are champions of care, guiding greater health," said Matt Eyles, AHIP president and CEO. "That's our mission and it is central to the work that health insurance providers do every day. After a year filled with unprecedented challenges and loss, and at a time when reliable health coverage has never been more important, AHIP is aligning our brand with our mission, our work and the communities we serve. Today, we're not just changing how we describe our work, but how people think about the role of health insurance providers in their lives, from making coverage and care more affordable to breaking down barriers to good health. This will help us create more impact with the work we do."
 

Twitter: @JELagasse
Email the writer: jeff.lagasse@himssmedia.com