Haris Ashley
Virginia Premier was previously known as a regional Medicaid insurance provider. However, it has recently undergone a brand refresh and is now called Sentara Health Plans, unifying with Optima Health under one brand. Virginia Premier is committed to simplifying the health insurance experience for its employees, providers, and members. The company has been in business for over 20 years and is dedicated to taking care of its communities.
| Characteristics | Values |
|---|---|
| Name | Virginia Premier |
| Type | Medicaid Insurance Provider |
| Parent Company | VCU Health |
| New Name | Sentara Health Plans |
| Merger | Merged with Optima Health under Sentara Health Plans |
| Year of Merger | 2023 |
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What You'll Learn
Virginia Premier is now Sentara Health Plans
Virginia Premier, a regional Medicaid insurance provider, has been around for over 20 years. In 2023, the company was looking to transform perceptions and refresh its brand. Virginia Premier wanted to strengthen its ties with its parent company, VCU Health, and benefit from its progressive and innovative brand image.
The company worked with Monigle to uncover the unique experience it offers to its diverse communities. They found that Virginia Premier offers more than insurance products; it's an invested partner in the health and well-being of its members.
To achieve this brand refresh, Virginia Premier and Monigle used design strategies to strengthen the connection between the insurance provider and VCU Health. Virginia Premier's new logo, for example, combines the colours of the legacy mark with VCU Health's signature gold.
As part of this evolution, Virginia Premier and Optima Health unified under one brand—Sentara Health Plans—by the end of 2023. Sentara Healthcare and VCU Health System finalized a transaction for joint ownership of Virginia Premier, with Sentara Healthcare as the majority owner. The new brand identity represents Virginia Premier's growth and focus on innovation and adaptation in the healthcare industry.
While the name has changed, Virginia Premier, now Sentara Health Plans, remains committed to its members and the communities it serves.
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Virginia Premier's Medicaid insurance
Virginia Premier is a regional Medicaid insurance provider that has been in operation for over 20 years. The company is committed to simplifying the health insurance experience for its employees, providers, and members.
Virginia Premier offers a range of health insurance plans, including a Dual Eligible Special Needs (D-SNP) plan for those with both Medicaid and Medicare insurance. This plan covers doctor visits, emergency care, hospital stays, and prescriptions, as well as providing no-cost extra benefits.
In recent years, Virginia Premier has undergone a brand refresh, seeking to strengthen its ties with its parent company, VCU Health, which is known for being progressive and innovative. This has included a new logo that combines the colours of both Virginia Premier and VCU Health.
As of July 1, 2023, Virginia Premier Medicaid became a part of Optima Health, and by the end of 2023, Virginia Premier and Optima Health will unify under the brand name Sentara Health Plans. This new brand identity represents the company's growth and commitment to innovating and adapting in the healthcare industry.
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Optima Health and Sentara Health unification
Virginia Premier Medicaid has been offering health insurance for over 20 years and has been known as a regional Medicaid insurance provider. As of July 1, 2023, Virginia Premier Medicaid members have become Optima Health members. Optima Health will transition to the new name Sentara Health Plans by the end of 2023. This unification with its parent company, Sentara Health, will not change the health coverage and benefits of its members. Sentara Health Plans, previously known as Optima Health Plan, has been offering health coverage since 1984. Optima Health Plan began issuing HMO plans under the same license in 1984, while Sentara Health Insurance Company (previously Optima Health Insurance Company) issued PPO Accident and Sickness plans starting in 1991.
Sentara Health is one of the largest health systems in the U.S. Mid-Atlantic and Southeast regions, and among the top 20 largest not-for-profit integrated health systems in the country. Sentara Health Plans is the health plan division of Sentara Health, an integrated, not-for-profit health care delivery system that was founded in 1888. Sentara Health continues to pursue its central mission: "we improve health every day".
Virginia Premier and Optima Health are owned by Sentara Health and support nearly 750,000 total Medicaid members in the Commonwealth of Virginia. The unification of Optima Health and Sentara Health will enable the company to provide a superior customer experience for its Medicaid membership, while also creating efficiencies that support lower costs for the state and reduced administrative burden on healthcare providers. The unification will also allow Sentara to invest even more resources back into its communities and design a more seamless care and service experience.
The unification of Optima Health and Sentara Health is part of a larger brand refresh for Virginia Premier. The company has been working to strengthen its ties to its parent company, VCU Health, which is known for being a progressive, innovative, and widely recognized brand. The new Virginia Premier logo builds on the colour of the legacy mark combined with VCU Health's signature gold. This strategy maintains Virginia Premier as the lead brand while increasing awareness and credibility for the connection to VCU Health.
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Virginia Premier's brand refresh
Virginia Premier, a regional Medicaid insurance provider, has recently undergone a brand refresh. The company, which has been around for over 20 years, was ready to transform perceptions and encourage customers to choose them, rather than simply being preselected.
The brand refresh was partly inspired by the recent rebrand of their parent company, VCU Health, which is known for being progressive, innovative, and widely recognised. Virginia Premier aimed to strengthen ties with VCU Health, increasing awareness and credibility, reinforcing clinical expertise, and opening the door to new audiences.
The design strategy was a key part of linking the two brands. Virginia Premier's new logo combines the colour of the legacy mark with VCU Health's signature gold. The inside-out approach to design aimed to build on the existing logo and heritage of Virginia Premier, creating a modern mark that reflects the brand's commitments to thinking differently, making meaningful connections, and staying true to its clinical foundation.
The Virginia Premier team also worked to uncover the unique experience they offer to their diverse communities, positioning themselves as an invested partner, rather than just an insurance product. The brand launch was supported by a comprehensive, 12-month rolling plan, ensuring employees had access to updated marketing collateral and business cards as new products were introduced.
The refresh also reflects the company's growth and promise to continue innovating and adapting in the healthcare industry. By the end of 2023, Virginia Premier and Optima Health will unify under one brand, Sentara Health Plans, reflecting a commitment to making healthcare simple, seamless, and affordable.
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Virginia Premier's commitment to members
Virginia Premier is a health insurance provider that offers Medicare and Medicaid plans throughout Virginia. It has been known as a regional Medicaid insurance provider, but it has recently undergone a brand refresh to transform perceptions and become a brand that people want to select.
Virginia Premier is committed to simplifying the health insurance experience for all its members. The company aims to make healthcare easy and simple for its members, moving away from the perception that healthcare is difficult to understand or even frightening.
Virginia Premier is dedicated to taking care of its communities and making care accessible to all. The company has a diverse workforce, with 72% of employees being women and 38.1% belonging to ethnic minorities. The company also has a strong commitment to diversity and inclusion, with a focus on ethnic background, gender identity, and language skills.
Virginia Premier's plans and services extend to members in over 100 counties across Virginia. The company offers a Dual Eligible Special Needs (D-SNP) plan for those with both Medicaid and Medicare health insurance. This plan covers doctor visits, emergency care, hospital stays, and prescriptions. Members also get no-cost extra benefits, such as access to articles about healthy living on the Virginia Premier blog.
Virginia Premier is committed to its members and their healthcare needs. The company has formed stronger ties with its parent company, VCU Health, to benefit from increased awareness and credibility and reinforce its clinical expertise. Virginia Premier's new logo, which combines the legacy mark with VCU Health's signature gold, symbolizes the company's commitment to thinking differently, making meaningful connections, and staying true to its clinical foundation.
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Frequently asked questions
Virginia Premier is a regional Medicaid insurance provider. It is now known as Sentara Health Plans.
Sentara Health Plans is the unified brand of Virginia Premier and Optima Health.
Sentara Health Plans offers Medicare Advantage (HMO D-SNP) health plans, which cover doctor visits, emergency care, hospital stays, and prescriptions.
