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Provider-sponsored plans (PSPs) continue to gain momentum — and it’s not hard to see why.

Health systems are looking for greater alignment between patients and providers. They want to play a more positive role in the patient experience, managing total cost of care more effectively. And many see Medicare Advantage as a natural extension of integrated delivery.

Whether you’re considering launching a plan or already operating a PSP, your success requires a different mindset, one that takes you beyond the long-accepted tactics of traditional health insurance marketing.

DMW has helped launch and grow more than a half-dozen PSPs. Here’s what sets the successful ones apart:

1. Lean into their identity as a provider

Your name and brand should reflect that you’re a PSP. The trust your health system has built in the community as a result of your provider connection is one of your strongest assets.

Some organizations hesitate about leaning into their identity as a provider out of fear it will be perceived as restrictive. That concern can be addressed by showcasing your full scope of in-network community providers alongside affiliated clinicians.

PCPs are more than just insurance products. They’re an extension of care that’s close to home. You’re offering trust, familiarity, and comfort right around the corner — members can see the same doctors and go to the same hospitals their friends and neighbors recommend.

For plans already in market, the question is simple: Are you fully leveraging your provider story or marketing like a small regional carrier? The answer makes all the difference.

2. Clearly define what makes them different

Traditional plans offer “coverage.” PSPs offer more: integration.

This is a great point of differentiation, but you have to clearly explain what it means — in terms of what’s in it for members. For example:

• What’s different when a member calls customer service? Are call centers staffed locally?
• What can a member expect when they visit their primary care physician (PCP) or the hospital?
• How is care coordination improved (and what is “care coordination” anyway)?
• What’s the benefit of “patient-focused care”? Highlight who makes decisions that impact care, coverage, cost, and the member experience.

If these differences aren’t clearly articulated and consistently reinforced, even an established PSP can begin to blend in with the competition.

The advantage of PSPs aren’t just locality. They offer collaboration between care and coverage to improve members’ overall health care experience — and their health outcomes. That’s powerful.

3. Align physicians around a shared vision

The most successful PSPs secure physician support early and sustain it over time.

When structured properly, a PSP creates value for:

• Patients — they receive coordinated, proactive care, which leads to greater satisfaction and better health outcomes
• Physicians — they have more say in patient care through alignment and shared goals with the health plan
• The health plan itself — members receive more proactive care and preventive services, increasing their loyalty and satisfaction, which helps reduce overall costs

When health plans and health care providers are in sync, doctors see how the plan supports better care. They understand how the unique structure of a PSP can strengthen providers’ relationships with patients — and they recognize how this alignment can improve outcomes across the system.

4. Collaborate with physicians to tell an authentic story

When a doctor is aligned with a health plan and the broader health system in the community, they feel more confident about the care they’re giving patients — which can inspire advocacy and drive brand loyalty.

Physicians still have the greatest influence on patient behavior, making an authentic physician endorsement or testimonial a valuable addition to a marketing campaign. In fact, research shows physician recommendations can increase patient trust and shape how patients view everything, from medications and products to health plans and health risks.

Leading PSPs actively engage their doctors in marketing efforts. They:

• Use doctors’ images and quotes in marketing materials
• Feature doctors in video campaigns
• Encourage doctors to participate in educational webinars and community seminars about various topics, including Medicare
• Give local doctor offices and hospitals branded educational materials
• Contact eligible patients through provider-distributed affiliation letters and emails

When real physicians speak about why the plan was created and how it benefits patients, credibility increases dramatically.

5. Maintain a meaningful, year-round community presence

The strongest PSPs don’t stay quiet after they’ve met their enrollment quota. They’re part of the community and can be seen:

• Hosting educational events like a “Healthy Living Workshop” with nutrition guidance, recipes, and cooking demonstrations
• Partnering with local organizations like the library to promote seasonal programs and activities
• Supporting senior initiatives like health screenings and preventive medicine
• Providing resources beyond enrollment assistance like helping set up doctor appointments, find pharmacies, locate senior centers, and more

These plans don’t just serve the community — they’re part of it.

Tell your plan’s story with DMW

If you’re ready to launch your PSP — or you have one in-market that needs to be refined or repositioned — let’s talk. With 40+ years of experience in the health insurance industry, we can tell your plan’s story so your target audience will know, beyond a doubt, what makes your plan stand out.

Get results with DMW before this year’s Annual Enrollment Period (AEP). Start preparing today with our 7-Point AEP Checklist.