Blue Cross and Blue Shield of North Carolina (Blue Cross NC) is a not-for-profit health insurer in North Carolina, committed to improving health care for all. As the leading provider in all 100 North Carolina counties, Blue Cross NC has built strong relationships with communities across the state. However, with the increase in competition in recent years, Blue Cross NC needs to protect and build upon its local advantage to stay ahead in the market.

Protecting and Building upon Local Advantage in an Increasingly Competitive Market

Blue Cross NC faces a challenge of protecting and building upon their local advantage in an increasingly competitive market. With the rise of competitors in the health insurance industry, Blue Cross NC wishes to leverage their local advantage and differentiate themselves from their competitors to maintain their market position.

Increasing Brand Awareness by Connecting with Potential Members Early

To increase brand awareness and stay ahead of the competition, Blue Cross NC must connect with potential members early in their decision-making process. By participating in conversations about consumers' health and interests, they can establish themselves as a trusted and reliable health insurer, and increase awareness of their services. In other words, Blue Cross NC hopes to show up in the market before "shopping" for health insurance even begins.

Making Health Insurance Accessible and Understandable to Members

Research suggests nearly half of insured members believe health insurance is too complicated and too expensive. They don’t trust health insurance companies and are resistant to interacting with their insurer. Blue Cross NC faces the challenge of members finding health insurance too complicated and expensive, leading to a lack of trust and resistance to interact with their insurer. Blue Cross NC must find ways to make health insurance more accessible and easier to understand for their members.