Physicians Mutual(R) Launches New Branding Campaign, Presents Animal Planet’s “Last American Cowboy”

OMAHA, NE -- (MARKET WIRE) -- 06/08/10 -- Physicians Mutual Insurance Company, representing the top 1 percent of insurance companies in the industry offering individual health, life and financial products*, has launched a new brand revitalization campaign aimed at putting an increasingly recognizable face on its services and connecting with families and individuals who value hard work and straight talk. Physicians Mutual's brand efforts include a combination of broadcast, print and online outreach initiatives, along with the company's first major presenting sponsorship and consumer sweepstakes offer with Animal Planet's new series, "Last American Cowboy."

"It's our honest and straight-forward approach with our customers that helps differentiate us," said Bob Gunia, Senior Vice President of the Public Affairs Group at Physicians Mutual. "Our revitalized branding efforts will help us to share our message and connect with more people."

With the help of its advertising partner, Minneapolis-based Preston Kelly, the campaign centers around the tagline "Insurance for all of us," speaking to the hardworking, everyday people, retired or budget conscious individuals and families. Physicians Mutual will reach out to these individuals and start a conversation around offering affordable, easier-to-understand options for their insurance needs.

As part of its campaign, Physicians Mutual is presenting sponsor of Animal Planet's newest series, "Last American Cowboy." Premiering June 7, "Last American Cowboy" follows three Montana-based cowboy families, each with differing cattle ranching philosophies, as they take on the elements and experience the ups and downs that challenge their chosen livelihoods on a daily basis. Throughout the series, the authentic display of work ethic, personal strength, trust and the strong bond of family required to live this way of life is recognized again and again.

"We believe our presenting sponsorship of Last American Cowboy speaks to who we serve, who we are as a company and what we believe in," noted Gunia.

A consumer sweepstakes offer coincides with the airing of the series, providing fans the opportunity to experience life on the range for themselves. The Physicians Mutual sponsored "Last American Cowboy" sweepstakes offers the chance to win an all-inclusive, four-day/three-night trip for two to Dunton Hot Springs resort in the San Juan Mountains near Dolores, Colo. For more information about the "Last American Cowboy" sweepstakes and to enter, visit http://animal.discovery.com/sweepstakes/last-american-cowboy/.

About Physicians Mutual
Physicians Mutual Insurance Company and Physicians Life Insurance Company are members of the Physicians Mutual family. The companies provide a full portfolio of individual health and life insurance products, as well as retirement products.

*The companies have total assets exceeding $2.8 billion and consistently maintain some of the highest financial strength ratings in the nation from independent insurance analysts, including A.M. Best Company and TheStreet.com Ratings.

Founded in 1902, Physicians Mutual Insurance Company is headquartered in Omaha, Neb. To learn more about Physicians Mutual, please visit www.PhysiciansMutual.com.

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For more information, contact: Kari Lidgett Public Relations Counsel (402) 492-3242 [email protected]