Dramatic changes brought on by Health Reform opened an unprecedented landscape of new opportunities and challenges in the insurance industry. In light of the Healthcare Exchanges launching in October 2013, increased focus on consumer communications, modernizing marketing organizations, creating digital campaigns and big data analytics were recommended to Blue Shield of California.
THE INTELLIGENT CULTURE
In six months, the marketing team was modernized by sourcing and hiring topnotch digital, media, multicultural, technical and social marketers. Agile processes were developed reducing vendor costs. Please take a look the diagrams below to understand how a marketing organization can be transformed.
With business opportunities dentified, the marketing team optimized, marketing automation in upgraded, we launched BSCA on the Healthcare digital exchange. The outcome was 27% more customers, digital and social presence quadrupled and #2 ranking on the Healthcare Exchange. Following are selected consumer facing digital, social and print assets.