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Case Study: Embodying the brand in member services communications


Blue Cross Blue Shield of Kansas City (Blue KC) is committed to helping Kansas City residents live healthy, fearless lives. To continue guiding members towards a healthier tomorrow, Blue KC approached Morningstar Communications to update member messaging conveying strength, quality, stability and excellence in the changing health care landscape.

1Challenge

Blue KC felt its member communications messaging was stale, staid, overly “corporate,” and didn’t exhibit the company’s commitment to the health and wellness of its members. The company needed new messaging that was jargon free, flexible and embodied the voice of Blue KC amidst the evolution of health care.

2Solution

We recommended global changes for Blue KC’s messaging based on audits of existing materials: programs and benefits collateral, coverage/claims denials, standard enrollment letters and postcards. We created a messaging guidebook with sample phrases to use during each stage of member relationship guided interactions.

3Results

Blue KC put the new messaging to work in their member communications department, and immediately reported encouraging results based on positive feedback from members and associates.