What they were up against

Blue Cross Blue Shield Association (BCBSA) is the largest health insurance provider in the U.S., covering more than a third of all Americans. However, other large insurers and new category disruptors had been challenging the Association’s leadership position, chipping away at its market share.

What we did to help

We helped BCBSA build, implement and optimize a robust, multi-channel content marketing program targeting HR executives at large national employers in order to position the organization as a category thought leader focused on relevant trends impacting the healthcare landscape. We started by building a microsite as the primary hub for content, including eBooks, infographics, videos, blog posts, social media, webinars as well as paid and organic search. We used hyper-targeted digital and social media campaigns to generate awareness and drive traffic to the microsite where users could provide their contact information to access the gated content. This allowed us to build a prospecting database for future lead nurturing.

Since launch, we’ve made a positive impact on shifting perception from a large, stable but old fashioned company to an innovative thought leader on top of trends impacting the health care landscape as well as successfully generated hundreds of qualified leads of organizations interested in switching to Blue Cross Blue Shield as their health benefits provider.