Empowering health insurance plan members to make informed care choices through marketing, social media and an internal communications campaign.
Regence BlueCross BlueShield, a four-state health insurance plan serving members in Oregon, Washington, Idaho and Utah, realized its members were struggling to understand many important insurance concepts like in-network utilization, generic drug savings and the value provided by ambulatory surgery centers. As a result, the organization turned to advertising agency Activate Health with a simple goal that required a complex execution—educate and empower members about these insurance topics, promoting health literacy while encouraging informed health care decision making. Activate Health began these efforts by developing a comprehensive marketing plan which included the development of multiple strategies like content marketing, social media, infographics, a landing page, a consumer fulfillment guide and call center scripts. The campaign began with a rollout via internal (employee) marketing, but was ultimately successfully implemented across Regence’s entire membership and is still foundational to the health insurance plan’s cost and quality efforts today.