Blue Cross Blue Shield Direct Mail

When the health insurance market began moving from group plans to individual policies sold direct to the consumer, BlueCross BlueShield of Tennessee seized the opportunity and turned to us for help with their first-ever Direct Mail marketing program. We paired highly targeted creative with a trial benefit offer to drive prospects to the call center where BCBS could collect information and make the sale. This creative campaign generated a whopping response 136% over forecast with a cost-per-new-customer account 58% below forecast, creating healthy growth in this new line of business for BCBS.

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