Partners + Napier Named Creative and Media AOR for Telehealth Provider MDLive

By Kyle O'Brien 

Rochester-based creative agency Partners + Napier has been named the creative and media agency of record for growing national telehealth provider MDLive. The appointment comes as MDLive is in process to be acquired by healthcare giant Cigna’s Evernorth Health Services.

Partners + Napier will support MDLive in increasing member use of its virtual care services nationally and build a strategic foundation to sustain brand growth post-pandemic. It won the business over two other finalists after an RFP in November 2020. During the latter part of the review, Cigna’s wholly owned Evernorth Health Services portfolio announced it was acquiring MDLive as part of its plans to expand its virtual care offerings. The deal is expected to close later in Q2.

“This is a sea change moment in how consumers think about and access quality health care worldwide, and bringing on the right agency partner during this time is critical,” Mindy Heintskill, chief growth officer, MDLive said in a statement. “From day one, Partners + Napier showed us true integration across strategy, creative, media, and measurement, and it made their ideas and approach best-in-class.”

The telehealth and virtual care market has grown rapidly due to the pandemic and Miramar, Florida-based MDLive serves over 62 million members nationwide through major health plans, health systems and employers. Through the telehealth service, members can access virtual health-care services from board-certified physicians, dermatologists, psychiatrists and therapists trained in virtual care. In 2020, MDLive’s virtual visits increased 84% year-over-year across all service lines.

“We couldn’t be prouder of our new partnership with MDLive, a tremendous force of innovation and consumer empowerment in the new age of digital health care,” Partner + Napier CCO Rob Kottkamp said in a statement. “I’ve always believed great creative work is a team effort, and in every conversation with MDLive, the work got stronger. That’s how we knew this was the right fit.”

Partners + Napier has experience in the health-care sector, working with Highmark Blue Cross Blue Shield Delaware and Excellus Blue Cross Blue Shield, among others. Last year, the agency landed AOR duties for seafood brand Real Good Fish.

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