To maintain its position as the “go-to” center for orthopedics in the central New York region, Bassett Healthcare Network promoted the breadth of its bone & joint services with an integrated marketing campaign by Media Logic.
Using the theme “Don’t Spend Summer On The Sidelines,” the effort was designed to convince consumers to address their chronic pain issues, emphasizing the ability to regain freedom and mobility. The campaign targeted both “weekend warriors,” active individuals who may be susceptible to sports and work injuries, as well as the “baby boomer” audience who may need joint replacement or other treatments. The marketing effort featured print, outdoor, direct mail and radio that directed consumers to register for a series of educational seminars.
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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.
American consumers are currently facing a dramatic financial landscape. With recent data indicating that 70% of U.S. consumers face difficulty paying monthly bills, economic fragility is increasing (PYMNTS). As we approach the end of 2025, this increasing trend has many wallets taught, and the implications for financial services marketers are becoming clearer.
