Outstanding Website

In 2014, the marketplace for health insurance changed dramatically — from a world where acquisition was focused on administrators and brokers, to one where individuals make their own decisions of where and how to purchase health insurance. With this shift in healthcare moving to individual acquisition, BlueCross BlueShield of Tennessee applied a mix of different types of customer research to help us better understand consumers' attitudes toward healthcare, their concerns and questions about insurance, the drivers that influence insurance choice—both in selecting a brand as well as choosing a plan, and general digital behaviors including device usage as well as preference of digital properties. Through a series of one-on-one interviews with key stakeholders across the organization we were able to surmise consistent themes and patterns of perspective. Using these insights, we completely re-architected, redesigned and re-launched bcbst.com with responsive design technology and full integration of TeamSite content management system.

URL: www.bcbst.com

Contributors:

Vanessa Daffron:	Director, Digital Marketing
Carla Raynor:	VP, Marketing
David Hogan:	Manager, eBusiness
Michael Eiselstein:	Director, Individual Products
Kelly Paulk:	Director, Product Strategy
Tasasha Kelly:	Digital Marketing Manager
Darlene Brock:	Director, Service Operations
Amy Voiles:	Digital Product Manager
Henry Smith:	SVP, Operations and CMO
Wally Gravett:	Manager, Membership & Marketing Technology

BLUECROSS BLUESHIELD OF TENNESSEE

Location: USA