Blue Cross Blue Shield of Michigan’s (BCBSM) commitment to Michigan is what differentiates it from other health insurance companies doing business in the state. Nearly 70 years ago, Blue Cross Blue Shield of Michigan started with a purpose to provide people with the security of knowing they have health care when they need it. Today, that mission remains the same.
Healthcare consumers are in control of their healthcare journey, from picking insurers to choosing providers. Consumers now decide how, when, and where they engage. So, to compete, payers must engage members with seamless multichannel experiences.
BCBSM historically relied on a one-size-fits-all communication path for its members without the ability to easily respond to communication preferences. Learn how Angela Dunbar, Marketing Manager at BCBSM, partnered with Salesforce Marketing Cloud and PFL (AppExchange Partner) to deliver a more connected and thoughtful member experience by triggering email or print communications based on known demographic attributes, behavior, and preferences.
CHALLENGE
BCBSM set out to reduce the amount of time needed to send required member communications. They purchased Marketing Cloud with the intent to automate existing digital messaging across member journeys. However, BCBSM needed to ensure that they could provide an alternative method of communication to members when an email is missing or bounces. Further, BCBSM must send certain communications within a strict time period in order to stay compliant with federal, state, and local regulations. For example, a “summary of benefits coverage” must be sent out within seven business days. Unfortunately, direct mail was still executed in a silo and required constant data exports, collaboration with multiple vendors, and the exporting of lists back into the system. Accuracy and speed of shipping were major challenges because the insurance benefits included in the mail could be one of 18 different variations, depending on the individual customer. What’s more, compliance errors damage the member experience and can result in costly fines.
SOLUTION
BCBSM partnered with PFL to integrate direct mail into Salesforce Marketing Cloud. Marketing Cloud data and member behavior now influences the content and timing of direct mail. When direct mail is triggered as part of a member journey, PFL automatically personalizes, prints, and mails the communication within 48 hours. Goodbye spreadsheets of doom! Today, everything is handled straight out of Salesforce, shattering their previously siloed process. Further, send statuses of each mailed piece are fed back into Marketing Cloud, so BCBSM can see who received what and when. These timestamps make compliance audits a breeze.
The health insurance enterprise used PFL to automate all existing direct mail campaigns, including annual notices, welcome kits, “change of benefits” notifications, and renewal notices. It can now easily honor member channel preferences and remain HIPAA compliant. BCBSM has also started digital opt-in campaigns with PFL. When an email is missing or bounces, a postcard is sent encouraging members to complete their online profile and verify channel preferences. With this program, BCBSM saves on printing costs and improves the customer experience via their online portal.
RESULTS
Blue Cross Blue Shield of BCBSM now has more efficient and effective marketing processes. By integrating direct mail with Marketing Cloud, they have realized the following benefits:
- Reduced time spent sending compliance mail by 70%
- Reduced fulfillment costs 56% year-over-year
- Reduced error rate well below 1%
- Increased reach and engagement with non-digital members
- Merged digital and direct mail workflows for improved efficiency and compliance
- Streamlined print material fulfillment, allowing the sending of direct mail when email information is missing, or when emails bounce
- Optimized print spending by better understanding individual channel preferences
- Built 1:1 highly personalized print journeys at scale— traditional printers can’t support the promise of an “audience of one” that PFL makes possible.
Key Takeaway
Blue Cross Blue Shield of Michigan delivers a more connected and thoughtful member experience by triggering email or print communications based on known demographic attributes, behavior, and preferences.
