Case Study: Priority Health boosts brand connection and demand generation with BVK

Priority Health boosts smart brand demand with BVK

Priority Health, a health insurance provider ranked second in Michigan, faced the challenge of competing against national behemoths like Blue Cross Blue Shield, Aetna, Humana, and UnitedHealthcare. These competitors possessed greater brand awareness, well-cultivated equity, and deeper financial resources, making it difficult for Priority Health to go head-to-head with the market leader. They hired the vendor BVK to help them break through and drive positive business results.

BVK developed a strategic platform that combined demand generation with a strong brand foundation. Their creative solution was the "All Smart Everything" campaign, which featured the tagline "Think Smart. Live Smart." This campaign was executed across radio, print, OOH, paid search, and display to create an emotional connection with consumers and communicate Priority Health's value proposition. The impact of this Demand + Brand strategy implemented by BVK exceeded expectations.

Priority Health