VCU news

By Gina Waldron
Virginia Premier Health Plan, Inc.

Virginia Premier, one of the largest health insurers in Virginia, today is introducing two new health plans: Medicare Advantage Gold and Medicare Advantage Platinum. These plans demonstrate how Virginia Premier is evolving in its response to the health needs of the state.

Each plan will include an array of enhanced benefits, and will be available in 24 counties in Central Virginia. These offerings join Virginia Premier’s HMO DSNP plan — Virginia Premier Advantage Elite — which was launched at the beginning of 2017. The DSNP plan is also a Medicare Advantage plan, and serves members who are eligible for both Medicare and Medicaid.

In conjunction with launching the health plans, Virginia Premier is unveiling a new brand. Virginia’s health care market has become more competitive in recent years, and Virginia Premier is taking the opportunity to reintroduce itself, and to remind the community of the success it has had in serving more than 100 counties across the state. The new brand reaffirms the organization’s investment in the community, and to making care right for people across Virginia. The Medicare Advantage advertising campaign will be the first introduction of the new Virginia Premier brand.

The new logo and look express stronger emphasis on Virginia Premier’s relationship with VCU Health. For more than 20 years, Virginia Premier has been a part of VCU Health, and the two have collaborated on a variety of projects and ventures including Virginia Premier hosting VCU Health students as pharmacy interns, nurses and social workers, as well as rotating staff at Virginia Premier’s Roanoke facility. Virginia Premier’s new brand highlights this relationship in its graphic elements, and in the use of its “Powered by VCU Health” language.

Following the introduction of the Medicare Advantage plans, Virginia Premier will continue rolling out its new brand in phases over the next year. The rebrand will not affect the benefits that Virginia Premier provides its members, or its relationships with providers and vendors.