Smart Thinking: Priority Health grabs prestigious health care marketing awards for campaigns focused on smart choices

(Grand Rapids, Mich. – July 27, 2020) Priority Health earned national recognition for its All Smart Everything and Sun Smart brand campaigns dedicated to helping its members and Michiganders make smart decisions about their health and well-being.

Priority Health took home six Healthcare Advertising Awards for their All Smart Everything advertising campaign, supported by Milwaukee-based advertising agency, BVK. The campaign brought together smart people, doing very smart things front and center, culminating in choosing Priority Health as their smart choice in health insurance. To build brand awareness and generate business, Priority Health and BVK partnered to launch an integrated, multi-channel campaign that intrinsically linked demand generation efforts with a foundational brand halo providing exponential impact. Categories of awards include:

  • Gold in TV advertising-series
  • Gold in radio advertising-single spot
  • Gold in total ad campaign with TV
  • Bronze in outdoor advertising
  • Bronze in TV advertising-single spot
  • Merit in radio advertising-single spot

Priority Health also won three Healthcare Advertising Awards for its Sun Smart experiential campaign, supported by global communications agency, Current Global. The four-month campaign, dedicated to helping residents make smart choices in the sun for themselves and their families all summer long, featured giveaways at local events including branded-UV stickers that alerted attendees when it was time to reapply sunscreen; and online sun safety resources that were distributed across social and local media. The campaign raised $10,000 for the American Cancer Society through a social media challenge encouraging community members to share photos of themselves taking smart precautions against the sun. Categories of awards include:

  • Silver in public relations program
  • Bronze in health promotion program
  • Merit in integrated marketing campaign

“We’re all about helping people make smart choices about their health. It’s woven into our DNA, and it’s what we set out to do with each of our campaigns,” said Marti Lolli, Chief Marketing Officer and Senior Vice President, Consumer & Government Markets, Priority Health. “We had strong competition from national brands across all categories, and we are grateful to receive multiple honors for these campaigns.” 

The Healthcare Advertising Awards is the oldest, largest and most widely respected healthcare advertising awards competition. Entries are reviewed by a national panel of judges based on creativity, quality, message effectiveness, consumer appeal, graphic design and overall impact. This year, over 4,200 entries were received, making it the largest healthcare advertising awards competition and one of the ten largest advertising competitions.

About Priority Health:

With over 30 years in business, Priority Health is the second largest health plan in Michigan, offering a broad portfolio of health benefits options for employer groups and individuals, including Medicare and Medicaid plans. Serving more than a million members each year, and offering a network that includes 97 percent of primary care physicians in Michigan, Priority Health continues to be recognized as a leader for quality, customer service, transparency and product innovation. Priority Health is the smart choice for people seeking affordable, quality health coverage.