News Release

Bravo Health Launches Advertising Campaign Emphasizing Vitality of Today's Seniors

Ads Highlight Medicare Advantage Plans that Fit Individual Lifestyle Needs

(BALTIMORE, MD — December 8, 2008) — Bravo Health, a Medicare Advantage plan dedicated to providing beneficiaries access to high quality, cost-effective health care, today announced the launch of its new advertising campaign aimed at reaching beneficiaries with bold messages and images.

Bravo Health's campaign, developed in partnership with Baltimore-based full service advertising firm Siquis Ltd., dispels myths about aging by showing images of active seniors participating in their favorite hobbies and challenging their health care providers to keep up with their energetic lifestyle. The people featured in the ads – a woman, for example, who has a black belt in karate and a man who plays the saxophone in a jazz band – are representative of a senior population that isn't slowing down. Each person is depicted as the exclamation point framed within parentheses to form Bravo Health's logo, signifying many seniors' vibrant attitude and lifestyle.

The images are accompanied by the empowering message:

"It's your life. Live it on your terms. It doesn't matter how the world sees you. What matters is how the world plans to keep up. That's why our Medicare Advantage Plans are as diverse and individual as you are. So you can live life your way, live life well."

The new advertising campaign, which will run throughout 2009, includes print, direct mail, transit, out of home, and collateral in some of Bravo Health's current markets, including Dallas, Houston, San Antonio, El Paso, Philadelphia, Pittsburgh, Baltimore and Washington D.C.

"We know older Americans are a group of vibrant individuals who are living life on their own terms rather than conforming to any established stereotypes about aging," said Scott Ptacek, executive vice president of marketing for Bravo Health. "Our new advertising messages reflect Bravo Health's commitment to meeting the needs of today's seniors by offering access to a wide variety of life-enhancing health care benefits."

In developing the campaign, Siquis performed a thorough search of other health-related advertising and conducted focus groups with the target audience. The research showed that much of the current category advertising portrays the seniors as passive or needy. Bravo Health's new ad campaign departs from that norm.

With experts estimating the number of people aged 65 and over will reach 72 million by the year 2030, Medicare Advantage plans such as Bravo Health's will play a significant role in meeting the nation's health care needs. Bravo Health has consistently sought to keep pace with older Americans' changing outlook by offering an array of outstanding health care benefits designed to enrich their lifestyle. To reflect the company's understanding that many of today's seniors are more active and health-conscious than prior generations, Bravo Health changed its name from "Elder Health" in 2007.

To view the new print ads, click on the images below.