Fidelis Care Launches Ad Campaign ; Marketing Effort to Emphasize Health Messages

By Jonathan D. Epstein

Fidelis Care, a statewide Catholic health insurance plan, is launching a statewide multilingual advertising campaign and holding promotional events in Buffalo and Central New York with partner Radio Disney in a major bid to push its name.

The Albany-based insurer, which serves more than 420,000 members in 41 counties, is unveiling its first print, radio and billboard campaign in more than four years.

Developed and produced in-house, the advertising and branding effort will focus on key health messages and the need for consumers to have their own doctor, and will tout the benefits of getting Child Health Plus, Family Health Plus or Medicaid managed care coverage through Fidelis.

The campaign includes more than 15 print ads and three radio spots, which will be produced in English, Spanish, Chinese, Russian and other languages as needed to target communities.

Additionally, Fidelis signed a sponsorship agreement with Radio Disney, extending its community events sponsorship for two events in Central New York and one in Buffalo later this year. The “Fun Factory” events, typically held at local schools, YMCAs, and Boys & Girls Clubs, include a free 45-minute live show and a moving screening.

Fidelis Care is one of the largest health insurers offering government-sponsored coverage in New York.

Members have access to more than 39,000 healthcare providers. Besides the three plans for low-income residents, Fidelis also offers a Medicare Advantage program to seniors in 22 counties and a combined Medicare and Medicaid plan in 17 counties.

e-mail: jepstein@buffnews.com

Originally published by NEWS BUSINESS REPORTER.

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