Challenge /
The New Mexico health insurance market is very competitive. BCBS needed to develop a campaign that was capable of clearly communicating their key benefit – the fact that with their global network they are the only insurer that is accepted by doctors and hospitals over the world.

Key Insight /
Insurance brokers handle over 90% of Blue Cross & Blue Shield’s accounts. Rather than using the limited budget to launch a statewide general branding campaign to consumers, we crafted a highly targeted campaign designed to speak directly to the key decision makers – the 100 top insurance brokers in New Mexico.

Solution /
As the largest health insurance company in the world, members of Blue Cross & Blue Shield enjoy access to 93% of doctors and 97% of hospitals in the U.S. As a helpful reminder that BCBSNM is the only insurance company that follows their members wherever they go, BCBSNM sent the top insurance brokers in New Mexico a custom piece of carry-on luggage and a $150 travel voucher on Southwest Airlines.