Piedmont Community Health Plan is well-regarded in its Virginia service area – quality plans, great service, etc. – but it wasn’t always the most affordable option for small businesses. With an emphasis on expanding their small group book of business, Piedmont recently launched plans with highly-competitive prices…and they tapped Media Logic to help spread the word.
To break through to this audience (and their “gatekeeper” brokers/agents), we developed a campaign that tapped into a small business owner’s single greatest fear: wasted dollars and lost profits. Using the simple metaphor of money being wantonly shredded, the campaign seeded the notion that their business may be overpaying for health insurance – and directed them to get a quote from Piedmont.
The effort included an attention-grabbing TV spot (featuring 3-D animation we developed in-house), direct mail and other media targeting the employer audience – resulting in an immediate uptick in quotes and inquiries.
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An asteroid killed the dinosaurs. Video killed the radio star. AI will kill the bank branch. Each of those statements is a little true and a little false. Because the disruptive force didn’t eliminate the endangered species – it triggered (or is triggering) significant evolution. Dinosaur DNA lives on in birds. Thanks to Spotify algorithms, musicians still break through without video. And bank branches are being reimagined in […]
Proprietary research doesn't just add texture. It adds distance from every competitor drawing from the same public sources. With the accessibility of AI tools, learning how to leverage them to give you an advantage is imperative.
Watch Media Logic Healthcare Group Director Josh Martin walk through exactly how we built AI-driven direct response tactics, what it produced, and where we're looking to test it next.
