A Healthy Transition

The Situation

A regional health care insurer in the mid-90’s wanted to change its mission and image from an old-line processor of insurance claims and premiums to a pro-active health care company. It would be a major restructuring, even a cultural change.

Unfortunately, the company had its hands full. It had just made a substantial acquisition and was in the throes of absorbing and reorganizing a former competitor. As the largest company in the industry, it was under daily attack by the chief regulator in its largest state, which was part of a larger political battle and the attendant media circus. At the same time, it did not have the internal capacity to plan or execute any major communications programs, either internal or external. It was losing money, had an adversarial relationship with a key state regulator, ineffective media relations, and fractured political alliances.

The Gallatin Strategy

The Gallatin Group analyzed the company’s existing internal and external communications, its approach to media relations, its public policy and political challenges, public opinion, and market data.

We then created a repositioning strategy and communications plan for both the holding company and its new component organizations. We helped restructure company communications and rebuild internal disciplines. We developed the plan to transition the company brand. We trained executives in media relations. And we also wrote a coalition-building political plan to support political and legislative objectives.

The Outcome

Over several years, the company completed implementation of the communications plan. It successfully transitioned its name and brand, extended its political alliances, reduced friction with regulators and with other companies, and successfully lobbied for critical changes in the health care insurance law.

“The Gallatin Group was instrumental in crafting and implementing an effective positioning and communications strategy, in the process helping to clarify Premera’s direction and improve its image in the market.”