Independence Blue Cross

BACKGROUND

In 2013, the health care industry was rapidly changing. As the Affordable Care Act began to take shape, Independence Blue Cross (Independence) knew it was time to do things differently in order to stay relevant with its members and to reach those who would suddenly need coverage. While the insurer had invested in great content to help members manage their health, it struggled with getting that content in front of its customers.

Independence began exploring innovative communication opportunities that would be more cost effective than traditional channels, drive adoption of established digital resources, and increase engagement with its members. So the team turned to Relay to help them achieve a big vision: it wanted to be not only an insurance payer, but also a partner - one that could educate and empower people to take a more active role in their health care through better access to information and support.

SOLUTION

Relay provides a new private, personalized, HIPAA-compliant way for Independence to drive better outcomes through improved communications. To get members connected to the new service, Independence turned its most visible touch points – member ID cards, customer service centers, and website – into Relay invitations. Once connected, all of Independence’s business units and partners could participate in the conversation – Individual (Affordable Care Act) Business, Corporate Communications, Preventative Health, Care and Condition Management, Billing, Health Coaches, etc. – and all communications are tracked and stored in the cloud.

Independence Blue Cross Wire

RESULTS

Digital assets

Significantly increased utilization of existing
digital assets

Messages

Over 2MM messages
sent from multiple
business areas

Adoption

Higher adoption than
all other existing
communication channels

Connections

Rapidly became connected
to over 35% of customer base
in just over two years

Responsive

Nearly three times more responsive than direct mail and two times more responsive than email

Award winning

Most Innovative Patient Education Campaign by Modern Healthcare and Advertising Age magazines

AWARDS

Awards
Quote

In less than one year, we have tripled the response rates that we normally see using email and direct mail, and we have significantly increased utilization of IBX Mobile and our provider finder tool.

BRIAN LOBLEY

SENIOR VP OF MARKETING AND CONSUMER BUSINESS