L.A. Care’s Success Noted in HealthLeaders


In a recent HealthLeaders interview with L.A. Care CEO John Baackes, rebranding and marketing efforts were attributed as key factors in the steady growth of the organization. The campaign theme of “Elevating Healthcare in Los Angeles County” helped to drive membership growth to more than 2 million Medi-Cal and 100,000 L.A. Care Covered (California) members. The campaigns targeted multiple ethnic groups in an authentic way by affirming its mission to Angelenos and celebrating L.A. Care’s core differentiator as the only health plan solely focused on L.A. County residents. Maricich Health is honored to have played an important role in L.A. Care’s success as the branding and marketing firm of record for nearly 10 years.

Los Angeles-based L.A. Care is the largest publicly operated health plan in the country, with plan options for Medi-Cal (Medicaid), Covered California and dual-eligible Medicare patients. L.A. Care has seen significant growth during the past three years, surpassing its enrollment goals for its L.A. Care Covered product by more than 200% during this period.

The campaigns developed by Maricich Health, featuring members of the community empowered and elevated by wings, has been recognized nationally by Modern Healthcare/Ad Age and MM&M (Medical Marketing & Media) as among the top multicultural (integrated/print) healthcare campaigns in the country.