Precisely > 实例探究 > Videos simplify plan selection for prospective Blue Shield of California members

Videos simplify plan selection for prospective Blue Shield of California members

公司规模

Large Corporate

地区

America

国家

United States

产品

EngageOne Video

技术栈

Interactive Video Technology

实施规模

Enterprise-wide Deployment

影响指标

Customer Satisfaction
Brand Awareness
Cost Savings

技术

功能应用 - 远程监控系统

适用行业

医疗保健和医院

适用功能

销售与市场营销

用例

数字孪生
远程资产管理

服务

软件设计与工程服务
系统集成

关于客户

Blue Shield of California is a large nonprofit health insurer based in Oakland. The company provides health plans to more than 4 million Californians, both through direct individual sales and through employers, labor unions, and other groups across the state. Blue Shield worked with the Precisely services team to produce an interactive EngageOne Video experience that client organizations can distribute to their employees (both members and prospects), to help them understand their health insurance options. Feedback indicates that the videos simplify the process of selecting a health plan, with 73 percent of viewers saying they are likely to choose a Blue Shield plan after watching the video.

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挑战

Health insurance can be confusing, and researching and selecting the right plan can be tedious. Still, insurance customers require a lot of specifics in order to make their decisions. Providing that information in a format people can easily absorb is an ongoing challenge for insurers. Blue Shield of California was not immune to the challenge. Serving organizations across the state, the company formerly recruited new members by showing up at in-person health insurance fairs with large booklets describing various plan options. The Blue Shield of California Marketing team thought a more high-tech experience would be a better fit for their customer base. They also wanted to make insurance information easier to understand. That’s when they heard about Precisely EngageOne Video from a sister organization in another state. “We liked that other Blue Cross Blue Shield plans had used the solution,” Scarborough says. “We were also compelled by the fact that the Precisely account team have experience in our industry. Health insurance is very complicated, and this team has been phenomenal in their ability to understand our business and their dedication to helping us succeed.”

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解决方案

Blue Shield chose to work with Precisely services to develop an EngageOne Video campaign that explains the specific health plan options available to the employees of each Blue Shield client organization. The project faced an immediate challenge: the time-limited open enrollment period. The team had less than three months to produce and distribute the videos. Despite the tight timeline, interactive videos were ready for client organizations to distribute as soon as open enrollment began. Each video is tailored to a specific organization, but also aligns with Blue Shield’s branding. Employees can watch straight through for the full eight minutes or select the content that matters most to them. For example, they can select which plans they are interested in, then see a side-by-side comparison of those options along the lines of deductibles, out-of-pocket costs, physician referral requirements, and other factors. Throughout the video, navigation buttons on the side of the screen give viewers the option to see plan documents, find a doctor, or learn more. The video also has a broader reach. “For prospective Blue Shield members, attendance at an onsite health fair was always optional, so in the past, we were reaching only those prospects who showed up at an event,” says Lori Mazurek, Member Communications Strategist. “Today, we can work with employers to distribute the video, or post it on their intranet or on a microsite for members and prospects. Digital marketing gives us broader visibility.”

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运营影响

The EngageOne Video framework has proven highly popular with both prospective members and their organizations. Viewers have complimented the video’s ability to clarify complex information. “In our consumer research, we have gotten feedback that the videos are extremely helpful,” Mazurek says. “For example, one focus group participant said, ‘I love that I can find what I need quickly, and I’m not overwhelmed with irrelevant information.’”
Each Blue Shield video concludes with a survey, and 83 percent of prospective members have rated their video four or five stars (out of five). Viewers watch for nearly four minutes, on average, and about 40 percent view their video more than once. Most important, after watching their video, 73 percent of viewers have indicated that they are likely to choose a Blue Shield plan.
Blue Shield of California has achieved substantial cost savings, reducing print costs by up to 80 percent for client organizations that replace printed materials with the video. In addition, the videos have supported the company’s expansion of the Trio HMO plan. Feedback from one prospective member summed up the benefit of the new medium: “Without that information [in the EngageOne video], I would be hesitant to try Trio.”

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数量效益

73% of viewers indicated they are likely to choose a Blue Shield plan after watching the video.
83% of prospective members rated their video four or five stars out of five.
Viewers watch for nearly four minutes on average, and about 40% view their video more than once.
Print costs reduced by up to 80% for client organizations replacing printed materials with the video.

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