An Internet site that uses character scenarios to walk consumers through a new health plan option has netted a top Web development award for Blue Cross and Blue Shield of North Carolina (BCBSNC). The Web site, experiencehsa.com, won an Outstanding Achievement Award for Web Site Development from The Web Marketing Association. The award was in the Health Care Standard of Excellence category.
“BCBSNC understands the complexities surrounding consumer-driven health care,” said John Roos, chief sales and marketing officer at BCBSNC. “As the state’s leading health insurer, we believe it is our obligation to help members, prospects and insurance brokers understand how these new types of health plans work.”
In 2006, BCBSNC’s marketing teams were looking for a different way to engage and inform employer group customers about the new Blue Options HSA product. Blue Options HSA pairs a popular PPO plan design with a tax-advantaged health savings account.
“We knew it would take more than a brochure to help customers understand Blue Options HSA. This was a totally new experience, not only for our customers, but also for our company. So we created a totally new online experience that matched the uniqueness of the product,” said Roos.
The Web site helps explain an HSA to users in two ways. They can choose to go through a straightforward product overview or learn about Blue Options HSA through the “experience” of five different characters. The character scenarios use humor to drive home the message of how the product is a good fit for many different types of people, not just the tax-savvy.
To learn more about Blue Options HSA visit the award-winning Web site at www.experiencehsa.com.
[Via BCBS Association]