Friday, May 9
Breakout Session: Set V
"Using an Integrated PESO Strategy to End to the Medical Cost Blame Game"
In 2013, as health care reform rolled out across the country, critics and consumers took aim at the rising cost of premiums by targeting insurance companies. Blue Cross Blue Shield of North Carolina, the largest insurer in the state, pushed back by launching a consumer education campaign using paid, earned, shared and owned media, a strategy known as PESO. This presentation will show how BCBSNC used a strategic social media campaign to drive traffic to their specially designed information hub website. Complementing the website were judiciously placed paid social media ads targeting the friends of the BCBSNC Facebook and fans of its competitors, resulting in more than two million promoted posts. BCBSNC representatives also will show how they approached their company employees as an “owned” channel by crafting and disseminating messages that empowered them to spread the message
David Kochman, communications director, Blue Cross and Blue Shield of North Carolina
Kelly Calabria, senior vice president, group director health care, Capstrat