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.

More Info
Blue Cross Blue Shield Logo

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.

Structured Data Testing Graphic