Piedmont Community Health Plan is well-regarded in its Virginia service area – quality plans, great service, etc. – but it wasn’t always the most affordable option for small businesses. With an emphasis on expanding their small group book of business, Piedmont recently launched plans with highly-competitive prices…and they tapped Media Logic to help spread the word.
To break through to this audience (and their “gatekeeper” brokers/agents), we developed a campaign that tapped into a small business owner’s single greatest fear: wasted dollars and lost profits. Using the simple metaphor of money being wantonly shredded, the campaign seeded the notion that their business may be overpaying for health insurance – and directed them to get a quote from Piedmont.
The effort included an attention-grabbing TV spot (featuring 3-D animation we developed in-house), direct mail and other media targeting the employer audience – resulting in an immediate uptick in quotes and inquiries.
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Historically, health insurance marketing teams have supported their Small and Large Group lines of business primarily through push tactics – sales enablement, broker collateral and general awareness messaging and education. But in an environment where employers scrutinize every dollar and expect more from their partners, that model doesn’t go far enough.
In this intriging Q&A session, Media Logic's resident expert, Nicole Johnson, Group Director and FS Practice Lead, shares her perspective on the Lower Midde Market segment honed by decades of commercial payments and retail banking marketing experience.
American consumers are currently facing a dramatic financial landscape. With recent data indicating that 70% of U.S. consumers face difficulty paying monthly bills, economic fragility is increasing (PYMNTS). As we approach the end of 2025, this increasing trend has many wallets taught, and the implications for financial services marketers are becoming clearer.
