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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With 31 million lives insured through Medicare Advantage and growing competition for switching opportunities, it is critical to find the best ways to engage shoppers during AEP. Our recent consumer insight survey delved into buyers' experience with the 2024 AEP to gain perspective and provide marketing professionals with actionable insights.
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