HEALTH INSURANCE MARKETING
Empowering health insurance plan members to make informed care choices through an integrated marketing campaign.
Effective health insurance marketing goes beyond traditional advertising efforts to sell these benefit plans to employers and consumers. It also requires a thoughtful approach to helping existing members make more informed care decisions. 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’s ability to execute effective health insurance marketing is based on years of experience in this space. We 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.