Finelight Strategic Marketing, an agency specializing in healthcare advertising, has been selected by Piedmont Community Health Plan (PCHP) of Lynchburg, VA to promote their

complete suite of insurance products. Finelight had done previous work for PCHP’s Medicare product offering, but now the relationship has been expanded to also include group and their new Health Insurance Exchange business.

Cheryl Midkiff, Director of Marketing and Communications for PCHP, stated, “When we were evaluating agencies, the thing that made Finelight stand out was their expertise marketing in a regulated environment, like Medicare. Another big plus is their grasp of the upcoming Exchange markets. We needed someone who could help guide our strategy, not just create our advertising.”

“We’re very excited to be working on PCHP’s full range of products,” said Holly Laugle, Executive Vice President at Finelight. “We have a lot of experience with regional health plans that have a strong local brand, and we are looking forward to building a winning strategy for Piedmont.”

PCHP covers approximately 30,000 employees and family members in the Central Virginia region, and their provider network includes more than 98 percent of the area’s physicians. They also offer a Medicare Advantage plan for area residents. Their focus is highly local and patient-centered.