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WellPoint is the nation's leading health benefits company serving the needs of approximately 34 million medical members nationwide. WellPoint is included in the S&P 500 index.
For more information on the WellPoint Family of Companies, click here.
Here is a brief overview of WellPoint:
- Wellpoint is the leading health plan in the U.S. with approximately 34 million medical members.
- One in nine Americans receives coverage for their medical care through WellPoint's health plans.
- WellPoint is a Blue Cross or Blue Cross Blue Shield licensee in 14 states: California, Colorado, Connecticut, Georgia, Indiana, Kentucky, Maine, Missouri, Nevada, New Hampshire, New York, Ohio, Virginia, and Wisconsin.
- Wellpoint offers a broad range of medical and specialty products.
challenge
After successfully completing a multi-state multi-media creative advertising campaign and media buy for Anthem Blue Cross Blue Shield’s midwestern Senior market, parent company Wellpoint asked metaphor for assistance in a loyalty campaign including email marketing for three of its regions.
metaphor's solution
metaphor hosted three separate micro sites that housed Flash animation with audio that blended corporate brand standards with well-wishes for group consumers and broker-partners in each region. HTML emails were then created and sent to the client’s lists, enticing viewers to “watch the movie.” They did - and the campaign was successful at further strengthening Wellpoint relationships in this very competitive market.
result
The results were gratifying as after completing the Anthem Blue Cross Blue Shield campaign the emails and sites were forwarded by over 50% of the recipients. Wellpoint decided to customize campaigns for Blue Cross California and Empire New York.
