Blue Cross Blue Shield (BCBS) is known for its commitment to accessible, quality healthcare, BCBS serves millions of members across the country and offers international healthcare options for those living or traveling abroad. Its history and brand have made BCBS one of the most trusted names in health insurance in the United States
BCBS turned to SCG to help keep its members healthy. We created GoalGetter, a free IOS app with a pedometer, GPS mapping, and a calorie counter tied to a rewards program. SCG worked on all aspects of the app, from UI/UX to design and development, including connecting GoalGetter participants in healthy competition through the app and social media.
SCG also helped in promoting the app. We implemented a marketing strategy to promote its wellness app, designed to encourage exercise, track steps, and foster healthy living habits.
Branding: The app was branded as a lifestyle companion that integrates seamlessly into users’ daily lives. BCBS used the brand’s established reputation for health and wellness to position the app as a trustworthy, reliable resource. Visuals included BCBS’s signature blue and health-centric imagery, creating a sense of continuity with their traditional healthcare offerings.
Development and Features: BCBS focused on user-centered development by implementing features like step tracking, exercise goal setting, and interactive reminders. These functions aimed to create an engaging experience for users, with a seamless and intuitive interface that made monitoring health metrics easy. Additionally, they provided access to health tips and encouragement notifications, enhancing users’ long-term health goals.
Voice and Tone: Marketing materials for the app used an empowering, friendly tone to encourage users to view small steps as part of a larger journey toward better health. Communications emphasized ease of use, positivity, and accessibility, with slogans reinforcing BCBS’s commitment to supporting a healthier lifestyle for all users.
Marketing Strategy: The strategy included a mix of digital and traditional media. BCBS leveraged influencer marketing by partnering with health and wellness influencers to broaden its reach, particularly among younger audiences. Social media campaigns featured user success stories and promoted app challenges, such as daily step goals and fitness milestones. Additionally, they launched out-of-home advertising on public transit, targeting busy commuters likely to benefit from an easy-to-use health app.
This strategy not only drives app adoption but also aligns with BCBS’s overarching mission to support members’ health journeys by making fitness simple and rewarding.
