When Media Logic began developing a new brand positioning for HAP, they knew right where to start: with consumers. Using quantitative and qualitative research, Media Logic uncovered a core set of themes which were then narrowed down, based on HAP’s current and future strategic goals.
The result was a credible and ownable positioning that showcased HAP’s ability to provide personal attention and treat customers like individuals. This positioning was then translated into a year-round branding campaign to help keep HAP top of mind as the insurance provider that takes healthcare personally.
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Despite market challenges, co-brand credit cards are poised for significant growth through 2030. With only 25% of U.S. consumers currently holding co-brand cards (versus 69% with general-purpose cards), issuers face substantial acquisition opportunities. Strategic targeting of underrepresented segments—particularly higher-income consumers and younger demographics—presents immediate growth potential. Find out how forward-thinking issuers will leverage data-driven personalization, fintech partnerships, and innovative payment flexibility to differentiate their offerings in this dynamic, competitive landscape.
The 2025 Medicare Annual Enrollment Period was anything but ordinary. To understand how various factors shaped the shopping experience, Media Logic conducted its third annual Medicare AEP Shopping Experience Survey, gathering insights from 450 Medicare enrollees aged 66-75. This year's findings highlight key trends in plan satisfaction, shopping behavior and advertising recall, offering insight into the behavior of Medicare eligibles during an extremely disruptive year.
