Fallon Health launches new campaign to promote Medicare and Medicaid programs

Worcester-based Fallon Health is launching a new promotional campaign, highlighting the health insurer’s recent pivot to focus on government-backed health care programs.

The campaign launches this summer and includes ads on television and digital platforms. It seeks to reflect the company’s new focus on Medicare and Medicaid programs, which the company announced in March 2021. Participants in these programs represent 68% of current Fallon members.

“Focusing on the well-being of our members and our community has always been a priority at Fallon. It’s central to our work and our culture,” Fallon Health CEO Richard Burke said in a press release. “That’s what makes Fallon unique in a market that can be tough but is absolutely essential to who we are as a Commonwealth.”

The campaign also stems from Fallon’s recent expansion of the availability areas of its All Inclusive Care for the Elderly, or PACE, program which is now available for adults in more than 270 zip codes in 10 Massachusetts counties.

Fallon’s PACE program, known locally as Summit ElderCare, was started 25 years ago. The company is also looking to promote its senior care options plan, known as NaviCare.