People suspect insurance companies care more about their money than their well-being. Trust, loyalty and advocacy are strengthened when people recognize an entity’s caring devotion and value its dependability.
AN EMPATHETIC PROACTIVE HEALTH PARTNER
Brand Strategy: Elevate emotional, functional and accessible value by positioning Blue Cross and Blue Shield of Alabama as an empathetic, proactive health-partner for consumers and business decision makers to drive affinity, deepen relationships and mitigate cost concerns.
Creative Idea: The “We Cover What Matters” platform showcases the relevant role the insurer plays across Alabamian’s lives in big and small ways. Messaging and online brand experiences evidence their commitment to individuals and bolsters value across audiences.