Blue Cross Blue Shield Plan Provider Improves Enrollment and Retention with Integrated Marketing Strategies

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WebbMason Sponsors Webinar to Discuss How the Integrated Marketing Program Increased Enrollment by 142 Percent

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For today’s healthcare marketer, member retention should be just as important as acquisition.

WebbMason (, an integrated marketing solutions and services company headquartered here, will hold a Lunch and Learn Webinar to discuss how Highmark, an independent licensee of the Blue Cross and Blue Shield Association based in Pittsburgh, Pa., increased enrollment in its Health Partner Program by 142 percent using an integrated marketing approach. The integrated marketing strategy, which has now resulted in nearly 15,000 enrollees, exceeded its original goal of 7,000 enrollments. It also surpassed - by 500% - the number enrolled using just direct mail during the program’s first two years.

The webinar is open to qualified Blue Cross Blue Shield organizations and registration is required. For more insight into how this program can help your organization improve ROI and program enrollment, please register [here ([

Highmark’s Health Partner Program helps Highmark Medicare Advantage members navigate the health care system and achieve better health and quality of life. Program participants receive ongoing education and proactive communications to improve members’ health and involve Health Partners in members’ care. Since the program’s inception in 2008, enrollment was gained through manual direct mail campaigns. After implementing an automated marketing program with the help of WebbMason in 2011, Highmark experienced significantly increased enrollment.

“For today’s healthcare marketer, member retention should be just as important as acquisition. Successful programs like Highmark Health Partners help keep existing members from going elsewhere,” said Tony Abunassar, vice president of WebbMason Interactive. “WebbMason can leverage our experience in both traditional and interactive marketing to create and execute customized outreach plans that maximize results and deliver better ROI than traditional direct marketing alone.”

Highmark’s program and marketing managers attributed much of the success of the campaign to the ability to track real-time results with WebbMason’s customized analytics dashboard and fine-tune the program to maximize ROI. The program was awarded the Silver 2012 Gartner and 1to1 Media CRM Excellence Award in the Integrated Marketing Performance category.

The 30-minute webinar will be held on Wednesday, August 29, 2012 at 12 noon ET and will feature a presentation followed by a question and answer session. WebbMason Interactive developed and managed the customized program for Highmark. The program will discuss the challenges of communicating to cross-generational audiences, data analysis and program tracking, navigating government regulations and privacy concerns.

About WebbMason
Founded in 1989, WebbMason is one of the fastest-growing integrated marketing solutions and services providers in the United States. It helps marketers and operations professionals manage brand consistency, streamline processes and save money through a winning combination of industry expertise, exceptional promo and print management capabilities, and technology innovation. Solutions include marketing resource management (WM MarketingBench™), on-demand document printing (WM DocBuilder), and online workflow management (WM Connect), in addition to website development, PURL design, search, email marketing, social media, and marketing analytics, through its WebbMason Interactive services. WebbMason has 21 sales offices and seven warehousing, distribution and fulfillment locations throughout the United States. Learn more at

Social media tags: @WebbMason, #integrated marketing, #MarketingBench

Carol Wolicki                                    
Vice President, Marketing            
410-785-1111 ext. 1111                

Jeff Hodnett
Corporate Communications

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