Marketing Communications Plan for Coventry Health Care of Kansas, Inc.

Abstract

Graduate students at the University of Kansas worked closely with Coventry Health Care of Kansas, Inc. (CHC Kansas) to develop a strategic marketing communications plan for the organization. The primary goal of the marketing communications plan is to address CHC Kansas’ ability to communicate with its audience, the low-income population of Kansas, more effectively, increase HEDIS and CAHPS scores and increase membership. Secondary research provided a fundamental knowledge of the managed health care industry, industry best practices, industry trends, the competitive landscape and the low-income population. Primary research was conducted through 10 in-depth interviews and a focus group with medical providers, the director of a managed care organization, current Medicaid recipients, community outreach professionals and CHC Kansas’ Community Relations Representatives. The team developed four strategies to help CHC Kansas communicate more effectively with its members: 1. Build awareness and engagement among the target audience 2. Develop core messages 3. Deliver clear and personalized information to members 4. Strengthen CHC Kansas’ understanding of its members