Blue Cross and Blue Shield of Vermont has dominated the health plan market in Vermont since 1944.
With the recent introduction of out-of-state competition, they turned to TRAFFIK to develop a member retention strategy focused on meaningful connections with Vermonters.
- Direct Mail
- Integrated Digital Campaigns
- Market Research
Heart of the Community
Inspired by highly focused research into the values of Vermonters, TRAFFIK implemented a campaign driven by a key insight into the community—it views health as a significant aspect of its identity.
Keeping Vermont Real
Our integrated campaign strategy aligned health-resonant messaging across every touchpoint, from print and direct mail to TV and digital content.
By focusing on real members and the lifestyle benefits of their health plans, we positioned BCBSVT as a true partner in health for all Vermonters.
This campaign drove education and awareness of plan offerings ahead of and throughout OEP.
In the face of an increasingly competitive marketplace, TRAFFIK’s data-driven strategy far exceeded the retention goals set by BCBSVT.