Priority Health and BVK take home “Best of Show” in Healthcare Advertising Awards
Michigan’s fastest growing health plan and leading healthcare marketing agency BVK win six awards for innovative “Shifting Priorities” campaign
(Grand Rapids, Mich.—June 7, 2021): Priority Health and BVK, its advertising agency of record, are pleased to announce their “Shifting Priorities” campaign earned six awards—including the prestigious Best of Show for an integrated campaign—in the 38th Annual Healthcare Advertising Awards. The integrated marketing campaign, creative and social media content stood out amongst more than 4,400 entries, earning three gold awards and three awards of merit. The Healthcare Advertising Awards are the oldest, largest, and most widely respected healthcare advertising competition, and the 2020 field of entries was the competition’s largest to date.
Priority Health is the second largest health plan in Michigan and offers a broad portfolio including Medicare, Individual and Family, Commercial and Medicaid plans. The campaign launched in September 2020, shortly before open enrollment period for the individual market and annual enrollment period for Medicare. It featured a full flight of TV, print, online display, outdoor digital, radio, and community events throughout Michigan.
“The ‘Shifting Priorities’ campaign was rooted in the consumer insight that society was in a time of collective reprioritization and reset,” said D.J. Willard, director, brand marketing and creative for Priority Health. “The goal was simple: acknowledge the reality of how peoples’ lives have changed and embrace it in an optimistic way. And although we developed a new platform, the campaign reflects who Priority Health is and has always been—modern, agile, and innovative—and always ready to shift alongside our members to protect what matters most.”
The “Shifting Priorities” campaign earned recognition across these award categories:
• Integrated Marketing Campaign: Best of Show, Gold
• Print Advertising Magazine Series: Gold
• Radio Advertising Series: Gold
• Online Display Ad: Merit
• Outdoor Digital: Merit
• Social Media Content: Merit
“Amidst consumer burnout, we set out to create something different,” said Matt Herrmann, group creative director for BVK. “Whether working from home or caring for a sick loved one, we all felt a shift in mindset, a shift in values, and a shift in priorities this past year. Yet, even with all the negatives, positives emerged, and through colorful visuals and emotional narratives, we told a story about how priorities have never been clearer. The campaign was hopeful, yet relatable in a way that resonated with audiences in every stage of life.”
The powerful work met audiences right where they were. More importantly, it inspired action. Throughout the duration of the campaign, Priority Health received a significant increase in quotes and new member enrollments compared to the previous year.
“This recognition is a testament to the partnership and trust between Priority Health and BVK,” added Willard. “From collaborating to produce a TV spot filmed halfway around the world to a disruptive media mix, these are team wins.”
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 broad network of primary care physicians in Michigan, Priority Health continues to be recognized as a leader for quality, customer service, transparency and product innovation.