BlueCross BlueShield of Tennessee

Background: BlueCross BlueShield of Tennessee (BCBST) is the state’s largest health insurance provider with market share that approaches 50%. In recent years the company has been forced to address a myriad of issues that challenged perception the brand’s leadership position. These issues, along with the changing nature of health care and health insurance provided an opportunity for BCBST to adjust its positioning not only to maintain loyalty, but to also be perceived as the leader of positive change in heath care throughout the state. The company strategically moved from just “health insurance” to a “better health” and “better life” provider.

Challenge: Overcome increased competition and soaring health care costs to maintain position as the state’s dominant health insurance provider.

Insights: The new brand positioning, “Plans for better health. Plans for a better life.” focused on the de-institutionalization of health insurance through offering personalized health plans. The heart of the campaign message was centered on informing health care constituents that they have a role to play in controlling health care costs and achieving better health. BCBST’s overall target is adults 18+ in Tennessee. However, there are specialized groups within this target and this external campaign launch needed to possess high reach and high frequency to communicate the basic tenets of the new positioning to the diverse target audience as quickly as possible.

Opportunity: Intercept people in their daily lives through unique use of out-of-home to deliver a call-to-action for Tennesseans to “get involved” in their health and health care. The specific use of outdoor allowed this strategy to hit the streets, corners and lives of Tennesseans in different, innovative ways. A variety of outdoor media vehicles were incorporated to reach our audience on their daily commute, in and around town and out and about in smaller suburban areas.

Results: A Brand Attitude and Usage Study showed increased brand awareness, favorable response to messaging and positive impact on target audience. The effort scored highly among health care decision-makers and earned endorsements from health care and government leaders.

The campaign won the 2007 OAAA Local Out of Home Media Plan Award.