May 26–28 | Grand Floridian Resort & Spa, Orlando
Friday, May 9
Breakout Session: Set V
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 and Blue Shield of North Carolina (BCBSNC), 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 custom information hub website. Complementing the website were judiciously-placed paid social media ads targeting BCBSNC's Facebook friends, as well as fans of its competitors, resulting in more than two million promoted posts. You'll also learn how BCBSNC approached their employees as an “owned” channel by crafting and disseminating messages that empowered them to spread the company's message.
Michelle Douglas, public relations manager, Blue Cross and Blue Shield of North Carolina
Kelly Calabria, senior vice president, group director health care, Capstrat