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Wellness and Innovation Key to New MVP Health Care Brand Identity

SCHENECTADY, N.Y., April 30 /PRNewswire/ -- MVP Health Care has introduced an updated brand identity that underscores the company's commitment to wellness and innovation.

MVP subsidiary Preferred Care, which combined with MVP Health Care in 2006, begins operating today under the MVP Health Care name. The change marks the completion of more than three years of work to create a new, stronger and more diversified health insurance competitor for New York State, Vermont and New Hampshire. That effort began with the combination of MVP Health Care and Rochester-based Preferred Care in January 2006.

"MVP Health Care operates in a broad geographic area -- across three states covering more than three quarters of a million members, and it makes sense to operate with the single brand identity," said David W. Oliker, MVP Health Care president and CEO. "MVP is growing in all of our regions and across all lines of business due to the fact that we are a much stronger company today, than we were three years ago," he said.

To reinforce and support the change in brand identity in the Rochester, N.Y. market, where Preferred Care is based, the company has produced a series of television ads that renew the company's commitment to wellness, youth sports, excellent customer service and strong relationships with health care providers. To view the spots on YouTube:

MVP also introduced an updated logo that emphasizes the company's commitment to developing innovative products that emphasize wellness and health promotion.

"To develop a new logo that strongly communicates our 'live well' brand message and innovative spirit, we sought opinions and insights from customers across our service area," said Oliker.

Before deciding on the new logo, dozens of designs were reviewed and tested in focus groups of members, employers, providers and coworkers. Focus group participants said that the new logo communicates "wellness," "innovation," "a road of life," and a "path to better health."

"I am confident that the journey we began almost four years ago holds the promise of a bright future for MVP Health Care," Oliker concluded.

About MVP Health Care

Founded in 1983, MVP Health Care is a regional, not-for-profit health insurer based in Schenectady, N.Y. Through its operating subsidiaries, it provides fully insured and self-funded employer health benefits plans, dental insurance, and ancillary products, such as flexible-spending accounts, to 743,000 subscribers in New York State, Vermont and New Hampshire. For more information, visit:

Editor's Note: The new MVP Health Care logo is available for download as a high-resolution file in all popular formats by following this link:

SOURCE MVP Health Care
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