Blue Cross and Blue Shield of Minnesota (BCBSMN) is the largest health plan in Minnesota, providing health coverage to more than 2.8 million members. BCBSMN developed a custom portfolio called Plans by Design with the intent to retain business and attract new groups within the 51+ employees market segment. The goal of the campaign was to encourage the targeted audiences to engage in a new way of thinking about their health plans and contact a Blue Cross and Blue Shield of Minnesota representative to learn more.
BlueSpire’s experience in integrated marketing campaigns and extensive knowledge of the healthcare industry was used to build a health microsite and email marketing campaign to spearhead the overall communication plan for the product launch. After research and interviews with members of the target audience, we proposed a microsite (smaller site) within BCBSMN's corporate website and an email campaign.
Within six weeks, BlueSpire collaborated with the BCBSMN team to develop an interactive strategy, the microsite and email campaign. BlueSpire provided project management, content, design and email development. Early results are promising:
-
145 plans completed within first four weeks.
-
59.90% of visitors to date have viewed the site once, and 13.54% have visited twice.
-
On initial entrance to the microsite, visitors selected to view the 3-minute walk-through video 11.06% of the time and viewed both the walk-through video and intro video 325 times.
-
Email drove 63% of traffic to the microsite.
Download Full Health Microsite Case Study (PDF:307k)