Blue Cross Blue Shield of Alabama

Driving lifecycle optimization by defining the future of healthcare relationships

When Blue Cross Blue Care of Alamaba came to us with the mission of deepening relationships with prospects and customers, we offered an exciting and dynamic plan for success by helping BCBS become the company that doesn’t just provide medical coverage but also becomes a true partner for better health, a company that doesn’t just deliver excellent service in times of need, but also provides a positive voice when all is well.

We proposed turning precious data into experiences that truly redefined ‘better outcomes’ and delighted customers at the most perfect moments, like when Jenny had her first child and needed 3 a.m. tips about newborn sleep or when Anna was wondering if little Rachel had more ear infections than other 5-year-olds or when Tom turned 50 and received a chapter two digital survival kit.

We offered up a user-first connected ecosystem, driving traffic and re-engagement to our own owned channels and growing a strong social content distribution network. We outlined a set of journeys through life, not just healthcare, to help us understand the opportunity to play a role at various life stages, then we proposed tools, motivation and coaching to help each distinct target reach its goals and allow us to intervene with products and services where and when it was most appropriate.

We envisioned a digital hub and customizable portal for tools, tips and policy information, expert advice, real and relevant stories, clearly defined benefits, and easier access to quotes, comparisons and plan choices. Finally, we shared a segmented, cross-channel launch plan to increase visibility, awareness and engagement, and drive holistic program demand.