Massachusetts insurance company Fallon Health is one of several insurance companies that have crossed over into providing health care services. And in a reverse trend, some hospitals are starting to offer insurance. These border crossings are changing both the tone of messages and expanding ad budgets.
“The health care industry is evolving rapidly. It’s moving from a segmented one – where there were providers and there were payers – to one in which single companies are looking to do more, if not everything, involved in health care,” said Christine Cassidy, Fallon Health’s chief communications officer. To get the word out about Fallon’s various services, the company launched four TV ads.