👈 Our emails weren’t working.
So what did we do?
We fixed the problem (👇) by empathizing with our members and modifying our message.
The first step for every new member is to register for their online account. Working with the UX team, we introduced a multi-step onboarding wizard to encourage plan utilization, beginning with the first doctor visit.
Being new can be tough. So we made it simple.
Moving away from quarter-inch-thick welcome packets, we focused on a digital-first strategy. The result meant more registered members, reduced reliance on paper, and a big boost in savings.
For new members who prefer printed comms, we deliver plan benefit brochures and direct mailers. We reinforce the value of Blue Shield plans, supporting member engagement efforts, and contributing to retention goals.
My role: Creative Direction
AD: Kent MacElwee, Dev: Matt Sorensen