Challenge

In response to the high rate of uninsured Montanans, Blue Cross Blue Shield of Montana partnered with healthcare providers statewide to create Blue Care—a quality, low-cost alternative created for those who can’t afford more comprehensive coverage. But the plan faced resistance; many in the target audience were wary of insurance companies’ promises or simply didn’t feel they could afford a plan of any kind. So how to get the word out, and tell Montanans that good, inexpensive healthcare coverage is possible?

Banik Solution

• Our campaign was designed to address the need and provide an answer: healthcare can be affordable and good, and with Blue Care, you won’t have to worry.
• Focusing on those most likely to take advantage of the plan—singles, young families, workers transitioning from one job to the next—we created a campaign designed to assure customers that Blue Care is a good value and solid coverage.
• A television campaign was created to brand Blue Care as part of Blue Cross Blue Shield’s family of products, and to show its benefits. Radio, newspaper, and billboards broadened the reach of the message.
• Support pieces included direct mail fliers sent to the target audience, with greater detail on the plan and its benefits.