Zero is Good
BCBS IL
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The Context
Blue Cross and Blue Shield of Texas (BCBSTX), the largest provider of health benefits in the state, announced a partnership with Sanitas USA to open ten advanced primary care medical centers in Dallas and Houston to improve primary and urgent care.
The Problem
A lack of quality- and value-driven primary and urgent care plans for the Dallas and Houston- multicultural communities.
The Solution
A campaign was needed to not only introduce the BCBST/Sanitas partnership, but also launch "MyBlue Health" - a new Consumer Solutions product designed for use at the partnership's medical centers. Residents who enrolled in the MyBlue Health plan were able to improve their access to quality and culturally relevant primary and urgent care, while reducing the total cost of care to a $0 copay.
The campaign helped exemplify the connection between our audience's values and the value being brought by the MyBlue Health network offerings, while also establishing the BCBSTX/Sanitas partnership as a valuable addition to the Dallas and Houston