E-Retailing Solution
Tahoe Partners and Blue Cross break new ground in the industry.
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Challenge Sweeping changes in Health Care Reform are ushering in a paradigm shift. Experts anticipate 30 million more people will sign up for health insurance coverage, and another 100 million will likely change their policies. This means decisions surrounding $550 billion in premiums will be pushed from government and employers directly into the hands of individuals who have not had to make these decisions previously and may not be adequately educated about all the implications.
TahoeSmart™ Idea
Tahoe Partners created a guided online shopping experience within a trusted community environment. Users can access both expert advice as well as connect with other members to ask questions and share insights. While designed exclusively for Blue Cross Blue Shield, the vision of a more consumer-focused approach is relevant to all health care companies today.
Relevant Solution The team developed a new Blue Cross website, very typical of a consumer products site experience. The intent was to provide an intuitive and user friendly online storefront allowing consumers to shop by price, plan and feature, as well as compare and contrast coverage options, and refine choices to determine what is in each individual’s best interest. Community building is a cornerstone of this innovative e-retailing solution. The portal allows Blue Cross to create strong connections with its direct consumers as well as foster an environment of trust and advice among its core membership.
Strategic Impact
Tahoe Partners and Blue Cross have broken new ground for the health care industry. Consumers are showing their approval and driving a significant increase in retail sales. Blue Cross has already experienced a 25 point improvement in the site from three years ago, according to Forrester Research. Specifically, Forrester noted “Blue Cross Blue Shield of Illinois has put a crack in the mold with its customer-focused design.” And this is just the beginning.
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