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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Although Gen Zers are responsive to premium cards, various earning reports indicate that that they are also value-focused and eager to "do the math." To help justify steep annual fees, portfolio managers have focused on encouraging premium cardholders to take advantage of a barrage of statement credits, now often referred to as the new "coupon book."
Media Logic's PersonaLAB™ is a new strategic tool that brings buyer personas to life to guide our team's creative and messaging development, shape media targeting and enable sales teams.
Too many FS marketing plans treat direct mail as optional. Consumers don't. That's our read on Lob's State of Direct Mail: Consumer Insights 2026, an online survey of 2,000 U.S. adults conducted in July 2026. Four findings stood out to us: (1) Economic pressure is changing how people read their mail, (2)"Personal" means something different to each generation, (3) The mailbox is still a daily habit, and (4) Trust in direct mail is growing.
