MedSpan, Connecticut's first provider-sponsored HMO, required a public relations program to build awareness of the company, educate key constituents and reverse building anti-HMO sentiment in the state. Beacon identified the marketing issues and benefits important to the target audiences, and developed key messages to communicate MedSpan's point of difference from other HMOs. Through a coordinated program of Editorial Board meetings, letter to the editor campaigns, and frequent press release mailings, MedSpan received significant coverage throughout Connecticut and garnered several highly visible opinion responses in The Hartford Courant.