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By Liz Abbott
By Liz Abbott
Tufts Health Plan has named Thomas Croswell as its new president, adding that role to his position as chief operating officer and interim president of Network Health, a subsidiary health plan for 215,000 Massachusetts residents with low and moderate incomes.
“This promotion reflects Tom’s outstanding performance as chief operating office since he joined Tufts Health Plan in 2007,” James Roosevelt Jr., the CEO of Tufts Health Plan, said in a statement.
Before joining the nonprofit health care organization, Croswell worked as senior vice president of medical management and specialty businesses at CIGNA HealthCare. He also led CIGNA’s dental, pharmacy and workers’ compensation businesses and was in charge of developing consumer health care products.
Tufts also announced it has launched a new advertising campaign themed “Simple” to succeed its “Truisms” advertising theme. Developed by Boston-based Connelly Partners, the same marketing agency that helped to design the “Truisms” campaign, the new advertising acknowledges that changes are taking place in the health care industry and consumers want less complication.
“We wanted to create something that would give us all a reminder that we don’t need to over think and overcomplicate what is seemingly simple,” said Alyssa Toro, Chief Creative officer at Connelly Partners.