In fall of 2021, MVP Health Care was presented with a unique opportunity to bid for the naming and branding rights to the
(then-named) Times Union Center, the largest entertainment and sports venue in New York State’s Capital Region. Longtime marketing partner Media Logic collaborated with the MVP team at every phase of the effort – to begin rebranding the arena as a vital health and wellbeing hub for the region.
After MVP won the bid, the MVP Arena was born and the real work began – with only a few weeks to design a logo, signage and other experiential elements as the previous name transitioned to the new. From complex challenges involving illuminated exterior signage to high-impact architectural graphics to myriad wayfinding signs throughout the massive structure, Media Logic and MVP’s design team worked together to ensure consistent branding inside and out. The marketing partners are now developing ways to fully leverage the exposure and access of this unique community resource and marketing asset.
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With Walmart’s recent introduction of its “Pay-by-Bank” program designed to bypass payment networks and merchant fees, a new open banking alternative may be poised to take off in the U.S., despite lagging well-behind the global use trends.
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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.
