How Blue Cross Blue Shield Fosters Health Inclusion Through the Power of Targeted Marketing

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Research shows that improving health outcomes begins with addressing health challenges through improved health literacy. This approach helps lower the costs to serve different communities while improving the quality of care delivered. This case study from Blue Cross Blue Shield of Massachusetts offers practical strategies and a helpful framework to guide brands in supporting and connecting with local communities.

Inclusive Messaging: Emphasizing the importance of understanding cultural differences when creating health literacy content, ensuring it resonates with the right communities and meets their specific health needs.
Engaging Underserved Communities: Exploring strategies for reaching communities with limited access to resources, ensuring that health literacy efforts are designed to meet their specific needs and circumstances.
Tailored Assets: Highlighting the value of creating health education materials that reflect the markets they will reach, such as transcreated resources, easy-to-read content, and multimedia formats that cater to different literacy levels and learning preferences.