Find your edge. Media logic helps you drive business, create value and outpace your competition.

When it comes to marketing Medicare Advantage plans, the stakes are high and the decisions are complex. For many older adults, the process of choosing a plan is overwhelming, filled with unfamiliar terminology, multiple plan options and conflicting priorities. That's where choice architecture comes in, a method that helps people make better decisions without taking away their freedom to choose. We walk through the principles payers can apply to simplify the Medicare journey.

In today’s B2B landscape, content must do more than exist—it needs to connect, resonate, and drive results. By replacing generic assets with story-driven, journey-aligned content and clear metrics, marketers can turn content into a true growth engine.

When it comes to digital advertising, cost-per-thousand impressions (CPM) has long been a fundamental metric for measuring efficiency. But for regional health plans operating in smaller, high-value markets, CPM doesn't always tell the full story—and in many cases, it can actively mislead. Too often, regional health plans try to match the CPM benchmarks of national campaigns—targets that work at scale, but not in smaller, niche markets. That's why it's time to shift the conversation from cost-efficiency to value-efficiency and build media strategies designed for smaller, high-value audiences.