Best Health Insurance Site: Blue Cross Blue Shield of Arizona

Sitecore Partner: Extractable

Last year, Blue Cross Blue Shield of Arizona (BCBSAZ) revamped its web presence to simplify navigation and organize content more effectively. The redesign project had to address the needs of multiple audiences, including individuals, seniors, employers, brokers, and healthcare professionals. In addition, BCBSAZ wanted to preemptively provide site visitors with new content regarding the recent healthcare reforms. The new build includes Google Search, a custom login using internal authentication, form submissions that integrate into Salesforce.com, social network feeds from Facebook and Twitter, and an internal broker service to power a customized microsite. Marketers have also created a set of pages within Sitecore that notifies users of their eligibility for Affordable Care Act (ACA) health plans. Users then receive relevant information for ACA and non-ACA plans. The site has driven an immediate lift in non-branded traffic and prospects generating quotes. Moreover, areas that are key to the strategy are already showing significant lift in traffic. For example, non-branded SEO is up 21% and mobile traffic is up 300%. That lift has resulted in more quotes and more leads.

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www.azblue.com

Blue Cross of Arizona

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