The Situation

As federal and state funding pressures intensified around Medicaid and Medicare, Healthfirst – a respected regional health insurer serving vulnerable populations – recognized the need to increase visibility and influence on behalf of its members. To effectively advocate for access, equity, and community-based care, the organization needed to strengthen its voice with policymakers, media, and the communities it served.

The Approach

David helped guide the development of a disciplined, multi-year communications strategy designed to raise Healthfirst’s profile with strategic purpose and credibility. The effort focused on emotionally resonant storytelling, targeted media engagement, and thoughtful use of social platforms to reach stakeholders where they were most engaged.

A cornerstone of the approach was investment in authentic video storytelling, including a flagship series, “View from the Streets,” which highlighted real community experiences and reinforced Healthfirst’s mission-driven identity. Media outreach emphasized hyperlocal and ethnic outlets, aligning Healthfirst’s message with its deep community roots, leadership in health equity, and commitment to diversity.

The Impact

The strategy delivered measurable results. Healthfirst experienced approximately 30 percent growth across key social media platforms, driven by engaging, video-led content. The “View from the Streets” series generated more than 8 million impressions, significantly expanding reach and awareness. At the same time, Healthfirst’s traditional media presence grew substantially over a two-year period, generating 175 million media impressions, including the company’s first-ever op-ed placement and a seven-minute feature on a major New York City ABC affiliate – cementing Healthfirst’s position as a credible, community-focused voice in the healthcare conversation.