Release The Wellness! New Campaign Launch For MVP Health Care
The marketing and selling of health insurance includes several seemingly unbreakable conventions. Among them:
- Wellness is really just for perfect people who were always well to begin with.
- Lower rates always means lower quality.
- You can’t get a price quote until you talk to a salesperson.
- And healthcare marketing is pretty much required to be trite and tired.
We say: wrong, wrong, wrong and wrong again.
Our latest open enrollment campaign for MVP Health Care challenges some of the memes and machinations of health insurance and its promotion. Built around the theme “Wellness For Real People,” the effort is about positioning the insurer as a fresh and innovative choice for employers (who offer the plan) and their employees.
This move against the grain is plainly evident in the consumer marketing, which features a series of TV spots with people admitting they don’t actually spend their entire day eating carrots and sweating to hot yoga. They – gasp! – sneak an occasional cookie, skip a workout once in a while, forget to get their annual physicals and other minor mess-ups. The spots go on to acknowledge that we all need a little help with our health from time to time, and that MVP offers support, coaching and even monetary incentives (“rewarding progress not perfection”) to help its members mess up a little less.
In an industry replete with imagery of joggers, salad eaters and soccer moms, it’s a bold position. Refreshingly honest. Relatable. And real.
In a similar vein, the B2B component of the campaign upends the notion that a lower cost plan means a step down. It promotes MVP’s roster of affordable new products packed with surprising value. “Cost control without compromise” is the unifying promise to plan purchasers – certain to resonate with employers trying to balance employee satisfaction with their own bottom line.
In another step outside the industry norm, the B2B marketing materials invite employers to get instant online quotes. The vast majority of health insurers choose to keep rates under wraps until a sales meeting is scheduled. However, online quoting provides an opportunity for MVP to engage prospects that are wary of such a commitment while capturing a set of highly-qualified sales leads.While this marketing effort certainly utilizes traditional media in MVP’s markets across New York, Vermont and New Hampshire, it also includes some less expected tactics – from extremely localized campaigns to experiential and events marketing – all part of spreading the word on Wellness For Real People.
