Our Work: Blue Cross Blue Shield
Case Study
Blue Cross Blue Shield
This client was interested in preparing for the rollout and implementation of the Affordable Care Act and the impact it would have on their current and prospect member base across their market.
The Challenge
RMG was asked to review existing member data, work with the marketing analytics team and propose solutions to perform a strategic market opportunity assessment analysis and also develop an integrated, multi-channel marketing plan to both grow and defend market share in the face of new competition.
The Strategy
We developed a value based segmentation framework and delivery of a detailed multi-channel marketing plan, which included monthly direct mail campaigns, email campaigns, microsites and landing pages tied to acquisition campaigns, social strategy using Facebook, Pinterest, Twitter and development of a mobile app.
The Solution
RMG delivered a marketing playbook to summarize key demographic, geographic, and behavioral characteristics associated with each strategic opportunity segment. We mapped both acquisition and retention campaigns across a 12-month calendar and deployed omnichannel strategy to reach the intended 1.8 million targeted households.
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