To Your Health! Blue Cross Blue Shield of Michigan Direct Mail
In a recent virtual event, PFL CMO, Jennifer Bellin, welcomed Steve Zahara. project manager of marketing analytics and reporting at Blue Cross Blue Shield of Michigan (BCBSM). Zahara has deep expertise in healthcare marketing analytics, and he has been with BCB for six years. For more than three of those years, he has partnered with PFL for his direct mail programs. During this event, he shared his experiences, insights and examples from his successful direct mail marketing program. Here is an edited transcript of the discussion.
Jennifer Bellin (JB): Welcome, Steve. Could you start by telling us a little more about yourself and your current role?
Steve Zahara (SZ): Absolutely. I’ve been with Blue Cross Blue Shield of Michigan for six years, and in my current role for just over two years. I focus on marketing analytics, reporting, and tracking, particularly for our Medicare campaigns targeting individuals aged 65 and older. Before this, I worked in various marketing roles, including consulting in the automotive industry and for a print vendor here in Michigan.
JB: That’s an impressive background! For those who may not be familiar, can you tell us a bit more about BCBSM and your target audience?
SZ: Sure. BCBSM is a health insurance provider, and our primary focus is the Medicare market. Medicare is the U.S. government’s health insurance program for people aged 65 and older, as well as those aging into Medicare at 64. This demographic is our main focus for direct mail campaigns.
JB: I imagine this audience might appreciate receiving physical mail rather than digital communication.
SZ: They absolutely do. Direct mail has always been one of our top-performing channels because this audience values physical materials. They often hold onto mail longer than do younger demographics—sometimes for over a year! It creates an emotional connection that digital channels can’t replicate.
JB: How did you get started with direct mail at BCBSM?
SZ: Direct mail has been part of BCBSM’s strategy for years because of its effectiveness with our older audience. When I joined, it was already a well-established channel. Over time, though, we’ve refined it to include more personalized and targeted communications, which have only increased its impact.
JB: What are your top priorities for direct mail this year?
SZ: This year, we’re focused on reducing waste, increasing personalization in our welcome and onboarding communications, and integrating direct mail with digital channels where possible. Personalization is key to engaging our audience effectively and improving retention rates.
JB: What does your internal process look like for creating direct mail campaigns? I imagine compliance plays a big role.
SZ: It does! Our process is quite detailed because of the regulations in the Medicare space. We start by analyzing past campaigns and testing results to refine messaging. Once we draft creative ideas, they go through several layers of internal review—corporate editors, legal teams—to ensure proper disclaimers—and compliance teams. After internal approvals, materials are submitted to the Centers for Medicare & Medicaid Services (CMS) for final approval. This ensures everything complies with government regulations before going to print.
JB: Interesting. So, how does direct mail fit into your broader omnichannel strategy?
SZ: Direct mail is one of several forms of communication we use alongside a wide variety of channels: e-mail, SMS, paid social media, search ads, display ads, radio, and print inserts. It complements these channels by reaching individuals who may not engage digitally or who prefer physical communication.
JB: How are you leveraging technology to enhance your direct mail programs?
SZ: We use Salesforce tools such as Service Cloud and Marketing Cloud to manage campaigns and map customer journeys. Through API integrations with PFL, we automate print fulfillment based on customer preferences—whether they prefer email or physical mail. This ensures seamless delivery across touchpoints.
JB: Can you share some examples of your direct mail campaigns?
SZ: Sure! We’ve developed several innovative direct mail campaigns to engage our Medicare audience effectively. They are designed to address different stages of the customer lifecycle, from transitioning insurance plans to onboarding new members. Here are a few examples.
First, when individuals transition from group insurance to individual plans, BCBSM uses direct mail to guide them through the process. These campaigns feature personalized forms where recipients can indicate their anticipated retirement timeline—whether within six months, six to twelve months, or even further out. This data allows us to tailor follow-up communications based on the recipient's specific needs and timeline. The mailers include multiple calls-to-action to encourage engagement. For instance, QR codes, vanity URLs, and unique phone numbers are strategically placed on the materials to track responses and measure campaign effectiveness. This approach ensures a seamless transition for individuals while providing us with actionable insights.
Then, ahead of the Medicare Annual Enrollment Period (AEP), we run awareness campaigns to prepare individuals for this critical window when they can switch plans. Postcards are sent out with QR codes linked to educational resources, such as plan comparison tools or informational booklets. Through testing, we discovered that adding explanatory text alongside QR codes significantly boosted conversion rates compared to with using QR codes alone. By combining clear messaging with easy access to resources, these campaigns effectively drive engagement and readiness for AEP.
Finally, for new members, we developed a comprehensive onboarding experience through direct mail. Welcome kits provide detailed information about their benefits and actions they should take next, such as downloading the member app or registering for the online portal. Follow-up mailers are sent at strategic intervals—typically within 70 to 90 days of enrollment—to encourage continued engagement. Studies show that engaging members early in their journey increases retention rates significantly. The materials often include QR codes that lead directly to digital tools or resources, ensuring a smooth and informed onboarding process.
JB: That’s great stuff. These campaigns certainly demonstrate how BCBSM leverages personalization, strategic timing, and multi-channel integration to maximize the impact of your direct mail efforts while addressing the unique needs of their Medicare audience. Given all that, how do you measure the success of your direct mail campaigns?
SZ: We track performance using Salesforce dashboards that consolidate data from unique phone numbers, QR codes, vanity URLs, and other metrics. This helps us evaluate conversion rates and optimize future campaigns based on what works best.
JB: Perfect. Finally, what advice would you give someone starting their own direct mail program?
SZ: Start small—don’t overwhelm yourself with complex campaigns right away. Clearly define your goals—are you driving calls or web traffic? Finally, plan how you’ll measure success using tools like unique phone numbers or UTM parameters to track engagement effectively.
JB: Thanks, Steve, for sharing your insights today! It’s been really interesting and informative.
