Brand positioning that resonates.
It’s one thing to say you care about your members — it’s another thing to provide services that prove it Wellmark Blue Cross and Blue Shield wanted their members to take advantage of additional programs they offered to help people get the most out of their health insurance.
One such program is Blue365®, where members have access to exclusive deals and discounts on name brand health and wellness products. By creating the positioning that Wellmark does more for its members, we were able to promote this value-added benefit and get more members to sign up for the program.
Our digital campaign talked about Blue365 as, “One of the ways Wellmark members get more.” It included pre-roll video, banner ads and newspaper website homepage takeovers. The messaging educated members on the many Wellmark benefits available to help keep them healthy and directed them to the website to enroll.
Healthy discounts and a healthy partnership rolled into one.