CASE STUDY: Blue Cross Blue Shield – Multi-Media Direct

Healthcare is complicated. All the more reason Healthcare advertising shouldn’t be. Repeatedly, Tom DiJulio has found new ways to create simple, effective advertising for leading healthcare brand Blue Cross Blue Shield — including national campaigns for the Blues Federal Employee Program and regional efforts for BCBS of Michigan and Maryland.

Blue Cross Blue Shield Federal Employee Program:
Print and Direct Mail

It happens every November. Millions of Federal employees across the country are given the choice to either stay with their existing healthcare provider or choose another. Not surprisingly, those employees are bombarded with messages from every provider in the market. Rather than trying to outshout them, BCBS whispered – with simple, memorable messages that, in the end, generated the brand’s highest retention rates.


Blue Cross Blue Shield of Michigan:

It’s called “aging in”. The day you turn 65, you’re eligible for Medicare. But on that day, many people still don’t understand how Medicare works. To help alleviate the confusion — Tom DiJulio created a television campaign for Blue Cross Blue Shield of Michigan with a look and feel that was believable, conversational and anything-but-confusing.