Regional health insurer MVP Health Care® had been building momentum in Vermont with successful targeted campaigns driven by savings messaging. But in light of the extreme challenges faced by both businesses and consumers in 2020, that message needed refinement. It wasn’t just about MVP being the “lowest cost” health plan, but also the peace of mind and overall value the health plan could provide.
Media Logic worked with MVP to develop a new campaign building on the Switch & Save approach in a way that acknowledged the need and seriousness of the moment, with messaging shaped by the theme: “Now more than ever, MVP has you covered.”
Led by a strong direct-response television spot and supported by an integrated campaign that included radio, out-of-home, paid search and digital display ads, direct mail, print, and a dedicated landing page, the campaign spoke to prospects and existing members, to both consumers and small groups, promising savings, quality, and reassurance… from Vermont’s lowest cost health plan.
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Media Logic’s Voices of Medicare study uncovers what truly shaped 2025 AEP decisions—revealing the gap between satisfaction and loyalty, the impact of growing consumer anxiety, and how supplemental benefits are falling short. These insights offer Medicare marketers year-round guidance for stronger, more authentic engagement.
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.
