Priority Health receives national marketing award for student mental health initiative
(GRAND RAPIDS, Mich. – November 14, 2024) Priority Health, a nationally recognized nonprofit health plan serving more than 1.3 million members, has been recognized by Modern Healthcare and Ad Age for its social impact program that addresses student mental health.
Priority Pups™, a signature program of Priority Health for Good, won the Bronze Award in the 2024 Healthcare Marketing Impact Awards in the Providers/Insurers category for its outstanding Purpose-Led Campaign of the Year.
The Priority Pups™ program addresses a significant challenge facing Michigan today: 40% of children and teens in the state lack adequate mental health support. In partnership with Canines for Change, this program sponsors trained facility dogs to be placed in selected school districts to help alleviate anxiety and provide support for students as they learn.
“Education quality is a social determinant of health, and we believe every child deserves the right to a healthy learning experience and their mental health plays a crucial role in this,” said Praveen Thadani, president of Priority Health. “We know education gives children the tools they need to lead fulfilling lives, thrive personally and contribute to their communities. Through this program, in partnership with schools, we can make a tangible impact on the mental health of Michigan students and enhance the learning experience for students and teachers.”
The Healthcare Marketing Impact Awards recognize outstanding marketing, advertising and communication campaigns across all media platforms that advance the goals of health care organizations, promoting individual and community health.
“Health care is complex and crowded with players and it can be difficult to stand out with a message that is memorable, informative and conveys the right emotion,” said Mary Ellen Podmolik, editor-in-chief of Modern Healthcare. “The winning entries in our Healthcare Marketing Impact Awards excelled at finding creative ways to address stigmas, define their brands and highlight the importance of the patient experience.”
Jeanine Poggi, editor-in-chief of Ad Age, said in industry as intricate and emotionally charged as health care, effective marketing requires creativity, empathy and precision.
“The winners of the Healthcare Marketing Impact Awards demonstrate how brands can not only communicate their values, but also positively influence patient outcomes and community well-being,” said Poggi. “These campaigns set the standard for what health care marketing can achieve in an evolving landscape.”
AWARD SUMMARY
Priority Health aimed to break the mold of traditional advertising with a campaign that built trust among community members while promoting the importance of mental health for children and teenagers.
The company launched advertising efforts featuring its facility dog program, through which it has partnered with a local organization to place several specially trained pups in Michigan school districts to help diminish anxiety for students and foster self-confidence.
Multiple TV spots and other assets netted 1.98 million impressions and paid social media marketing drove more than 10,000 visits.
The campaign helped impart a positive message about mental health from a sector that has sometimes faced challenges connecting with its audience. More than 700 students and teachers have interacted with the dogs; there are plans to expand the program in the coming years.
It also strengthened Priority Health’s reputation: Nearly 60% of participants in a survey launched by Priority Health said the program is indicative of a brand that cares about the community.
Profiles of all the winners are featured in the November 11 print issue of Modern Healthcare magazine and at ModernHealthcare.com/ImpactWinners.
About Priority Health:
With over 30 years in business, Priority Health is the second largest health plan in Michigan, offering an extensive portfolio of health benefits options for employer groups and individuals, including Medicare and Medicaid plans. Serving more than 1.3 million members each year and offering a broad network of primary care physicians in Michigan, Priority Health continues to be recognized as a leader for quality, customer service, transparency and product innovation. Learn more about affordable, quality health coverage options from Priority Health.