Neighborhood Health Plan Wins Prestigious Rosoff Award
Recognized for creative mammography campaign targeting a diverse audience
Boston, MA - May 16, 2011 - Neighborhood Health Plan (NHP) was awarded the 2011 Rosoff Award in the "Marketing to a Diverse Audience" category for its campaign addressing health disparities in breast cancer screenings. The award was presented at the 15th annual Rosoff awards sponsored by the Ad Club of Boston.
NHP developed a breast cancer screening program specifically focused on Black and African-American females, over 40, and residing in socio-economically disadvantaged areas. Neighborhood Health Plan's unique approach was to create a public service outreach effort not only focused on the target group but also on reaching their families, supporters, and communities.
"By utilizing our partnerships with community health centers and other community-based organizations, we are better able to direct our marketing efforts," said Deborah Enos, president and CEO of Neighborhood Health Plan. "In the case of the mammography campaign we have been able to improve breast cancer screenings for the target audience."
NHP has collected racial and ethnic data for two-thirds of its member population, allowing them to conduct analysis on where health disparities exist and provide them with information to guide communication efforts that actively promote awareness and education, with the vision of achieving health care equity across populations.
"Our mammography campaign was developed because we recognized that African-American women were not receiving breast cancer screenings at the same rate as other groups," explained Pam Siren, vice president for quality and compliance at Neighborhood Health Plan. "We were able to launch our campaign to target the most underserved communities of Mattapan, Dorchester and Roxbury and take steps toward eliminating the health disparity in that population."
Neighborhood Health Plan (NHP) is a licensed, not-for-profit Managed Care Organization (MCO) founded in 1986 by the Massachusetts League of Community Health Centers and the Greater Boston Forum for Health Action. Working in partnership with community health centers and other community-responsive providers, NHP offers our members access to care from over 2,800 primary care physicians and over 10,400 specialists in over 300 primary care locations throughout Massachusetts.
Media Contact: Amanda Fountain -- (617) 933-5021