Outstanding Websites

Intended Audience
The primary intended audience for the microsite is agents/brokers in the 51+ employees market segment in the state of Minnesota. Research in focus groups done during product development showed that these audiences had the attitude that competitor product offerings were pretty much the same “cookie cutter” health plans with little choice. The biggest perceived need for this audience is ability to provide affordable healthcare that is flexible and offers choice while encouraging employees to be more involved in their health planning.

Goal
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 representative to learn more. The creative was designed to create awareness and understanding of the new product offering among employers, and agents while positioning BCBSMN as the health plan that offers affordability, flexibility and choice.

Key Messages
The core messages include: affordability, flexibility (and choice), health and wellness, access and the ability to customize a benefit plan designed to meet the needs of the employer. The core messages of affordability and flexibility particularly resonated with focus groups.

Contributors:

VP of Interactive:	Brian Bierbaum
Account Executive:	Sarah Barto
Designer:	Kyle Anderson
Sr. Communications Consultant:	Nancy Book

PRIORITY INTEGRATED MARKETING

Location: USA