Reinventing the Image of Health
for the State of Vermont
Founded in 1944, Blue Cross and Blue Shield of Vermont (BCBSVT) is the largest health insurance provider in the state.
They approached TRAFFIK Health to develop multi-year branding strategies and messaging campaigns to improve member retention in the face of increased competition.
- Individual, Group & Medicare Campaigns
- Market Research & Analysis
- Brand Strategy
- Media Planning/Buying
Partnership Overview
Vermont group and individual health plan members.
Improve member retention and increase acquisition.
TRAFFIK Health conducted detailed research and analysis of competition to identify shopping motivations for key audience segments.
Through value-rich, persona-focused messaging, TRAFFIK Health has helped BCBSVT meet retention and sales goals, while reducing CPL 66% below industry standard.
Key Insights
Inspired by highly focused research into the values of Vermonters, TRAFFIK Health implemented agile campaigns driven by a key insight into the community—it views healthy activity and wellbeing as significant aspects of its identity.
Real Members, Real Results
Our data-driven strategy aligned value-resonant messaging across every touchpoint, from print and direct mail to TV and digital content. By showcasing real members, we positioned BCBSVT as a true and trusted partner in health for all Vermonters.
“Our campaign honors Vermonters’ distinctive pursuit of healthy living. By featuring the powerful stories of real members, we cut through the noise to showcase BCBSVT’s commitment to the wellbeing of the entire state.”
MORE PROJECTS
