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Venture Health Partnership Group Takes The Oath
Venture Health Partnership Group (VHPG) has changed its name to The Oath, Inc. to signal the brand image it shares with its health plans, The Oath for Louisiana and The Oath for Alabama. The Oath's mission: to realize the original promise of managed care.
The Oath's chairman, Barry S. Scheur, states, "In its purest, original form, the job of managed care was to find a way to manage the cost of delivering quality care. Somewhere, managed care lost its way, caving in to the quest for profit and the dictates of shareholders. Our health plans, and now our parent corporation, carry the name The Oath because of the promise we make to the people we serve, to one another, and to our providers. We created this company to acquire financially distressed provider owned-HMOs and turn them around, reshaping the practice of managed care one health plan at a time. At The Oath we strive to put people first, to respect the integrity of our physicians, and to be open and honest, giving our members full disclosure of information about their purchased healthcare benefits."
The Oath's strategic marketing partner, Trumpet, has set the company's brand image in advertising campaigns that have ranged from a directed anti-managed care message established to set the tone for telling the truth about the problems besetting this industry, to its most recent humorous campaign speaking to the fear consumers have about HMOs. Trumpet partnered with The Oath to help distill the company's identity and create an integrated communications strategy to bring Scheur's vision to life.
"The Oath is bringing a national solution to the perception and operational problems that plague managed care," says Trumpet principal Jim Gradl. "The Oath isn't just the product name. It's the heart and soul of the company."
Scheur continues, "Our ad campaigns, our direct approach to the truth, and our name raise the bar for us. We've put ourselves under the magnifying glass by calling attention to these problems and proposing solutions. Our people, our employees, are committed to making our health plans world class customer service companies that will set a standard for the future of managed care.
About The Oath, Inc.: The Oath is a private equity corporation whose goal is to acquire distressed and under-valued provider-owned HMOs and manage the turnaround and ongoing operation of these companies. See www.vhpg.com or contact Nancy Belle, VP Communications/Market Strategies, 617.893.9208, nbelle@vhpg.com.
About Trumpet: Trumpet is a national marketing communications agency specializing in brand introduction and brand renovation. From its offices in New York and New Orleans, Trumpet services a range of national accounts in consumer and business-to-business and high tech segments. For more information, visit www.trumpetadvertising.com. |
