Blue Cross Blue Shield
If there is one thing that I am learning it is you really do need to keep to the marketing principles you understand and follow them throughout all of your marketing.
At 48, Ron Rowe likes to think of himself as young. And while age may be a state of mind, Rowe finally had to admit he didn't "get" the young people with their music and their gadgets. That epiphany came two years ago for BlueCross BlueShield of Kansas City's director of small group and consumer sales. He was chatting on a Monday afternoon with Sam Meers—president of Kansas City, Mo.-based Meers Advertising—about testing 800 numbers that would be the direct response channel for some 7-year-old commercials. Could it all be ready for the JumboTrons for a Friday night concert at Capitol Federal Park at Sandstone?
Give a man a ride to the doctor’s office, and he’ll be diagnosed for a day; show him the myriad health research options available online, and he might never need a doctor again. Well, maybe not, but you get the idea.
Blue Cross/Blue Shield of Florida gears up for online service and sales (795 words) By Rob Panepinto FACED WITH THE CHALLENGES of selling a complex product online and protecting its well-established brand, Blue Cross Blue Shield of Florida (BCBSF) recognized that knowledgeable, efficient customer service is critical. The company wanted to empower customers to interact via the channel of their choice but also realized consumers expect outstanding service regardless of how they contact a company—and that their expectations may be even higher for the Web. Among BCBSF's objectives for the spring 2001 launch of Internet Pilot, its first-ever initiative to sell health