SOURCE: iCrossing


October 01, 2013 14:00 ET

BlueCross BlueShield of Tennessee Launches New Website as New Healthcare Laws Take Effect

New Site Centers Around Consumer Choice, Education and Empowerment

CHATTANOOGA, TN--(Marketwired - Oct 1, 2013) - BlueCross® BlueShield® of Tennessee (BCBST), a leader in healthcare insurance for over 65 years, today unveiled its redesigned website,, as part of an integrated online and offline campaign designed to educate and simplify the healthcare journey -- and to position BCBST as a trusted partner and clarifying voice for consumers beginning October 1.

With this new website, which was created in responsive design for easy access across mobile and desktop devices, BCBST provides a streamlined digital platform where the insured and uninsured alike can go to understand how the new health care law impacts them, research newly available coverage options and enroll in these plans through the Health Insurance Marketplace.

"In the changing world of healthcare, consumers may be unclear on what to do or even overwhelmed by their insurance options. At BlueCross, we aim to be the consumer's trusted partner, and our new website is designed to provide expert advice, helpful tools and an enhanced shopping experience to help consumers easily navigate their healthcare options," said Carla Raynor, Vice President Strategic Marketing at BCBST.

The newly redesigned website, which was designed to empower consumer choice and education, includes a suite of videos to help consumers learn about the new healthcare reform laws and navigate the newly opened Marketplace. It also features simplified navigation, an online shopping portal with plan comparison tools and the ability to get an instant quote.

BCBST partnered with digital agency iCrossing to reimagine their digital healthcare experience and create a fully integrated campaign that aimed at delivering clarity and empowerment to health insurance consumers.

"BCBST has an opportunity to reinvent how consumers connect with their health insurance, as digital touchpoints such as mobile and social media play a bigger role in this important decision," said Colin Turney, Chief Client Officer at iCrossing. "We are pleased to partner with a forward-looking brand like BCBST to reimagine a healthcare company's role, and deliver an experience that increases satisfaction and loyalty among consumers."

According to Vanessa Daffron, Director Digital Marketing at BCBST, "The partnership with iCrossing has been really invaluable toward creating an experience we believe will resonate with consumers and drive engagement over the long-term. iCrossing gets digital. It's in their DNA -- they know how to design and collaborate with us on digital solutions that just make sense."

In addition to the website, iCrossing helped BCBST launch a mobile application and a multi-channel "Know Now" campaign designed to educate consumers on the changing healthcare landscape and build loyalty for the BCBST brand. The "Know Now" campaign was executed across print, outdoor, out-of-home (OOH), social media, online video, direct mail and display media.

About BlueCross®

BlueCross BlueShield of Tennessee's mission is to provide its customers and communities with peace of mind through affordable solutions for health and healing, life and living. Founded in 1945, the Chattanooga-based company is focused on reinventing the health plan for its 3 million members in Tennessee and across the country. Through its integrated health management approach, BlueCross provides patient-centric products and services that drive health improvement and positively impact health care quality and value. BlueCross BlueShield of Tennessee Inc. is an independent licensee of the BlueCross BlueShield Association. For more information, visit the company's website at

About iCrossing
iCrossing is a global digital marketing agency that builds connected brands for some of the world's most recognized companies including Beam Inc., The Coca-Cola Company, FedEx and LG Electronics. The agency combines its expertise in media, creative and analytics with talent and technology to help brands build close relationships with their customers in real time. iCrossing, a unit of Hearst Corporation, is headquartered in New York and has 900 employees in 17 offices globally. In addition, iCrossing owns Core Audience, a software as a service (SaaS) data management platform that powers audience-based marketing across bought, earned and owned media. For more information, visit or its social spaces.

Contact Information

  • More information:
    Katie Lamkin
    Email Contact
    (312) 277-4487


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