Expanding Health Care Coverage

Grantee Name

Brooklyn Alliance, Inc

Funding Area

Expanding Health Care Coverage

Publication Date

February 2011

Grant Amount


Grant Date:

January 1, 2008 to April 30, 2009


To provide more affordable health insurance options for small businesses, the Brooklyn Chamber of Commerce, in partnership with the New York State Department of Insurance and Group Health Incorporated (GHI), launched Brooklyn HealthWorks in 2004, a private-label version of GHI’s Healthy NY Exclusive Provider Organization (EPO) product offered to small businesses and their employees who work in Brooklyn.

To increase enrollment in Brooklyn HealthWorks, the Brooklyn Chamber of Commerce marketed this lower-cost health insurance product to small businesses and brokers in Brooklyn with branded marketing tools, direct mailings, and media ads. Between January 2008 and May 2009, 1,250 employees and dependents at 293 small businesses enrolled in Brooklyn HealthWorks.

Outcomes and Lessons Learned

  • Held a press conference announcing the re-opening of Brooklyn HealthWorks on October 11, 2007 at the Museum of Contemporary African Diasporan Arts in downtown Brooklyn.
  • Reached out to brokers through conducting four broker seminars and informational meetings.
  • Increased the number of brokers actively selling Brooklyn HealthWorks from 20 in January 2008 to 55 (a 175% increase).
  • Designed and created a variety of branded marketing items with the Brooklyn HealthWorks logo which created consistent branding with insurance brokers and small employers at business trade shows and other forums.
  • Conducted outreach activities including sending a survey to 15,000 Brooklyn businesses, raising awareness of Brooklyn HealthWorks.
  • Placed radio ads on 1010 WINS and WNYC; distributed ads in 23 Brooklyn neighborhood and ethnic newspapers; mailed brochures and postcards directly to approximately 30,000 small employers throughout Brooklyn; and conducted follow-up calls to businesses that received direct mailing items.
  • Secured opinion pieces and stories about Brooklyn HealthWorks in news outlets, including Crain’s New York Business and New York Daily News.
  • Received a merit award as part of the 26th Annual Healthcare Advertising Awards for the first direct mailing brochure designed and created for the Brooklyn HealthWorks marketing campaign.

Read the report associated with this grant, “An Assessment of New York Health Foundation 2007 Health Insurance Coverage Grants.”