Reinventing the Image of Health
for the State of Vermont

Woman on a farm with her children
OVERVIEW

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.

AGENCY FOCUS
  • Individual, Group & Medicare Campaigns
  • Market Research & Analysis
  • Brand Strategy
  • Media Planning/Buying

Partnership Overview

AUDIENCE

Vermont group and individual health plan members.

GOAL

Improve member retention and increase acquisition.

PROCESS

TRAFFIK Health conducted detailed research and analysis of competition to identify shopping motivations for key audience segments.

OUTCOMES

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.

Dawn and Greg Johnson, VT

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.

Vermont man with canoe
Keep Vermont Well print collateral
Keep Vermont Well Facebook Ad
Keep Vermont Well Landing Page on Laptop

“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.”

Jeremy Troutt
Jeremy Troutt
Creative Director
TRAFFIK HEALTH
Jeremy Troutt
Campers

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