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Health New England Announces New Branding, Launches New Website

SPRINGFIELD — Health New England recently launched an all-new corporate brand, marked by a blue and gray logo and tagline, “Where you matter.” To coincide with the new brand launch, the company also released its new public website, healthnewengland.org.

Health New England continues to offer health plans across three lines of business: commercial, Medicare, and Medicaid (its Be Healthy MassHealth plan). Although the company will begin using one logo to represent all lines of business going forward, the new branding will have no impact on the current plans or benefits available to members.

“We have been meeting the health care needs of our communities for more than 30 years. And now, we’re renewing our commitment to our members and business partners through our all-new logo and brand promise,” said Steven Webster, director, marketing and digital strategy. “We have a new look, and our commitment to members and our communities is as strong as ever.”

The new Health New England branding was developed after over a year of extensive research with brokers, employer groups, providers, and members, which revealed three key brand attributes: quality coverage, thoughtful service, and a human experience.

Health New England’s new public website offers a contemporary design, updated content, and simplified navigation. Last fall, the company relaunched its member portal, my.healthnewengland.org, offering new tools and information to help members manage their healthcare.

“It’s our goal to provide our members with a meaningful, simplified, and robust experience, working to help explain complex healthcare topics,” Webster said.

Based in Springfield, Health New England is a nonprofit health plan serving members in Massachusetts and Connecticut, and is a wholly owned subsidiary of Baystate Health.

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