When Media Logic began developing a new brand positioning for HAP, they knew right where to start: with consumers. Using quantitative and qualitative research, Media Logic uncovered a core set of themes which were then narrowed down, based on HAP’s current and future strategic goals.
The result was a credible and ownable positioning that showcased HAP’s ability to provide personal attention and treat customers like individuals. This positioning was then translated into a year-round branding campaign to help keep HAP top of mind as the insurance provider that takes healthcare personally.
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Over the past decade, the Medicare Advantage (MA) market has seen tremendous growth – not just in enrollment, but in the generosity of plan benefits. From expanded dental and vision coverage to over-the-counter allowances and fitness perks, health plans entered an arms race to offer more. But that era has come to a close. We’ve […]
Media Logic is testing AI-driven, personality-based personalization that adapts message tone and framing to each individual, aiming to make marketing feel truly one-to-one.
Despite being labeled as "digital natives," Millennials are increasingly seeking a return to physical, analog experiences- a cultural shift that has significant implications for financial services marketing.
