Payvider Playbook: Creating (and launching) a new kind of Medicare Advantage plan.

The nationwide growth of “payvider” Medicare Advantage plans is undeniable. However, the successful launch of a new Medicare Advantage concept – especially one that may be confusing to consumers – requires thoughtful strategy and clear communication. We recently helped longtime client MVP Health Care do just that in one of their key markets.

MVP Health Care had been offering Medicare Advantage plans in Vermont and New York’s North Country for more than two decades, and the insurer recently earned the opportunity to partner with the prestigious UVM Health Network to develop an entirely new plan, Vermont’s first payvider solution. With Media Logic serving as strategic marketing advisor, the organizations adopted the name of the region’s largest hospital-based health system. Thus, UVM Health Advantage was born.

Driven by a mission to better serve their communities, UVM Health Advantage began with research, dialog and an open mind – by asking local Medicare-eligible consumers what they would want from a Medicare Advantage plan, and by consulting with health care providers about how to better meet the needs of their senior-aged patients. This approach was ultimately captured by Media Logic in the campaign launch theme: “Created with you. Guided by doctors.”

Next came the careful process of migrating existing MVP Medicare Advantage members into the new plan while building buzz among prospects, brokers and other influencers. This “prime the market” campaign – which featured TV, out-of-home and landing pages – helped lay a strong foundation for the new brand. The focus was on educating consumers about the unique benefits of a provider-guided Medicare Advantage plan for them and their community.

Media Logic followed this up with targeted lead generation efforts during the Annual Enrollment Period. Leveraging traditional tactics such as direct mail, print and DRTV, the effort also leveraged “on-premise” marketing tactics, from large posters to brochure displays, at UVM Health Network hospitals and other facilities. We also developed a New-to-Medicare campaign to attract emerging prospects throughout the year with materials that took an informative, consultative approach.

The launch effort was a clear success, as the client exceeded their initial enrollment goals. This past fall, we helped UVM Health Advantage further strengthen its value proposition by highlighting the plan’s Care Guides – professionals dedicated to offering expert advice and guidance for every member. Together, we’re looking forward to building on this strong momentum.