BLUE SHIELD OF CALIFORNIA
Building a Brand & Maintaining Relevance
The Challenge
Blue Shield of California (BSC) was launching a new HMO plan during an incredibly uncertain time in healthcare, but still viewed their Open Enrollment acquisition goals as pivotal. The political ambiguity drove a majority of BSC’s competition to pull out of the Individual & Family Plan (IFP) marketplace.
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The Insight
As the big-name providers pulled out of the IFP marketplace, consumers were feeling abandoned by their healthcare providers. Therefore, our message had to convey that BSC’s quality care is still here for all Californians
We knew that our competition’s former customers were the low-hanging fruit, but that wouldn’t be enough to hit BSC’s aggressive acquisition goals. So we analyzed BSC’s micro-market data to identify key areas with the ideal quality, care, and price of plans.
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The Approach
We developed a hyper-local, 360° campaign strategy that leveraged data to inform both creative and media approaches. Our full-funnel approach delivered dynamic creative conveying our authenticity and understanding of all California communities. We produced broadcast-quality films with real patient stories and developed display banners that delivered personalized RTBs based on our audience’s individual zip codes.
The Result
The campaign took shape right away – within three weeks there was a 500% increase in site traffic (and a few crashed servers along the way). And despite running during one of the most unpredictable Open Enrollment periods the California marketplace had ever seen, we achieved our new member acquisition goals by 110% of the targeted goal. Not to mention increases in Brand Consideration (89%), Brand Recommendation (160%), and Brand Reputation (110%).