SUCCESS STORY
Health Insurance,
Made Easier
BLUE SHIELD OF CALIFORNIA CALPERS MEMBER CAMPAIGN
CHALLENGE
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Health insurance has traditionally been associated with high cost, complicated forms, and jargon, which can make selecting a plan that's right difficult for many consumers. Consumers often choose coverage based on premium price, not realizing the full benefits of every plan option.
Blue Shield of California had struggled to win membership within their largest client (CalPERS) for several years. A comprehensive review of the member experience showed that the member-facing materials were uninspiring, difficult to understand, and failed to showcase the value proposition for this plan.
SOLUTION
Starting with a world-renowned photographer, we set out to capture the true face of the CalPERS employees. From the heartland of the San Joaquin Valley to the fast-paced freeways of Los Angeles, images of real Blue Shield members from every walk of life were captured.
During the two-week photo tour, we met with hundreds of members and captured their perspective on what made health insurance difficult. We listened to their stories. We related. We connected on a genuine level. We learned that, although the cost was always an issue, most people didn't fully understand their insurance choice because it was too complicated.
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After the tour, we consolidated the member perspectives and looked for trends. Trending points-of-view fueled our content decisions and ultimately generated the key, go-to-market materials.
With powerful new images, simplified writing, and eye-catching design, we drove home the value and ease of choosing Blue Shield. Our new collection of member materials were sent to sales people across the state, along with training for the upcoming open enrollment season.
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RESULTS
Attending more than 200 enrollment fairs, we brought our engaging approach to thousands of CalPERS employees across California. Intensive internal training coupled with a collection of re-invented materials made it easier for sales to deliver the value proposition in a more relatable way.
Ultimately, Blue Shield saw a 10% increase in membership.
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This success underscored the power of putting customers needs first. By taking a deeper, more personal approach to understanding barriers, we were able to deliver a high-impact member experience that demonstrated we listened.
