As the first and only payvider Medicare Advantage plan in Vermont and Northern New York, UVM Health Advantage has worked closely with local doctors and providers to inform plan design. As a result of this collaboration, UVM Health Advantage plans include benefits that meet the unique needs of the patients and communities they serve. Media Logic recognized this integrated approach as a powerful differentiator in the market and made it the central theme of the payvider’s 2024 Annual Enrollment Period campaign.
Media Logic moved forward with an integrated campaign that featured providers in TV, print, direct mail, and digital tactics – highlighting their own experiences in helping to shape the plan and demonstrating the power of the partnership firsthand.
Media Logic then regionalized the messaging across Vermont and Northern New York, helping UVM Health Advantage further demonstrate their commitment to the individuals in these communities. Ultimately, we were able to deliver a campaign that was both tailored to local communities and shaped by doctors, making it the perfect way to tell the UVM Health Advantage story.
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In 2024, Media Logic’s Consumer In Sight research team conducted nine surveys exploring the evolving behaviors, attitudes and preferences of healthcare consumers. From media consumption trends to Medicare enrollment experiences, these surveys offer actionable insights to guide healthcare marketers. Here’s a look back at what we learned this year.
In a competitive Medicare market, member retention has become a top priority. By using data to personalize outreach based on health needs, demographics and preferences, health plans can significantly increase engagement and loyalty. Download our tip sheet to keep best practices handy as we head into 2025 and the Medicare Advantage Open Enrollment Period.
During this 2025 Medicare AEP, beneficiaries face a complex landscape marked by marketing "noise," election-year rhetoric and significant changes due to new CMS regulations and carrier responses. To get a beat on anticipated behavior and motivations for change ahead of October 15, Media Logic conducted a survey that revealed a complex landscape of factors that may drive shopping and interest in considering a plan change, including financial considerations, benefit structure, network changes and involuntary plan terminations.
