Case Study No. 115: NYLCare Health Plans

Growing MSA Appeal Signals Managed Care Overhaul When Congress gave the green light to small business owners and employees of small employers for MSAs (Medical Savings Accounts) last year, NYLCare Health Plans, Inc. of New York followed its marketing instinct and raced into an alliance with database experts MSaver Resources. With only three months of planning, it launched The NYLCare MSA Program in June Regarded as having the potential to generate a "quantum shift in healthcare," medical savings accounts, or MSAs, are commanding more attention from the media as well as employers that are intrigued by the claims of these programs to pay for healthcare more cost-efficiently. With the NYLCare MSA Program, NYLCare is the first national health benefits organization to offer MSAs as part of its small group indemnity plans, an aggressive move for a healthcare company to make on a national level given the unresolved status of MSAs (Congress as well as the IRS are still in a cautious wait-and-see mode where this legislation is concerned). MSA Program Gets Aggressive Direct Mail Support NYLCare is going full speed ahead with a national marketing strategy that primarily targets about 15,000 insurance producers and secondarily 10,000 New York Life (NYLCare's parent company) insurance agents and general agents or super brokers who represent multiple insurance companies.

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