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Article: Insurer spends $4m to make break from doctors clear - Harvard Pilgrim ads emphasize freedom to choose own physician
- Article from:
- The Boston Globe (Boston, MA)
- Article date:
- September 19, 2007
- Author:
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Copyright informationCopyright 2007 The Boston Globe. (Hide copyright information)
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In the 1990s, Harvard Vanguard Medical Associates, the big doctors
group, was part of Harvard Pilgrim Health Care, the big health
insurer.
Harvard Pilgrim would like you to forget all about that slice of
history, and it's spending $4 million on the company's largest
advertising campaign of the year to drive home the point.
Turns out that many Massachusetts residents still associate the
two organizations with each other, even though they went through a
formal divorce in 2004. In fact, some people still think that if they
join a Harvard Pilgrim health plan, they have to see Harvard Vanguard
doctors.
"It's time to put this issue to bed," said Dana Rashti, vice
president of marketing for Harvard ...
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