Blue Cross Blue Shield of Minnesota

Over many years, Blue Cross and Blue Shield of Minnesota, earned the position as the preferred Medicare health insurance option in Minnesota, amassing a 50% market share. But for the first time, the state legislature gave for-profit health plan giants like Aetna, Humana and UnitedHealthcare the opportunity to penetrate the market, creating a new competitive threat. Meanwhile, the federal government terminated support for many of our client’s most popular Medicare plans, forcing 300,000 seniors to change their health plans. As the enrollment window neared, BCBS-MN asked Yamamoto to strengthen their marketing to break through a commodity perception through a complementary initiative focused on opportunities for seniors to live active, healthy lives.