Case Study: Building brand equity amidst industry change

Trusted leader Blue Cross Blue Shield of Kansas City (Blue KC) serves more than 1 million members in Greater Kansas City and Missouri.  As Blue KC approached 75 years in business, and health care changes loomed, they reached out to Morningstar Communications for strategic integrated communications counsel and community positioning.


Blue KC needed help positioning itself as a knowledgeable resource for health and wellness information. The company also wanted to maintain its reputation as Kansas City’s leading health insurance provider. An overhaul to simplify and clarify messaging, and streamline processes associated with disseminating information and working with the media ensued.


Morningstar Communications led a communications audit and delivered a strategic communications program to shift messaging from medical jargon to consumer-focused education. We revised the member communications style guide, provided employees with consumer-facing language, and implemented a proactive media relations program through consumer and business media.


The public relations program increased Blue KC media coverage by more than 50 percent in the first 20 months, positioning spokespeople as experts on the Affordable Care Act and healthy lifestyles. Blue KC employees shared success stories and positive feedback on new member communications messaging.


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