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Until recently, online healthcare sites have been notoriously difficult to navigate and extremely frustrating for users. As the Affordable Care Act takes effect and more consumers turn to digital channels to research and manage healthcare options, providers need to develop robust, easy-to-use customer experiences across touch points to stay competitive and meet industry standards.
In order to address these challenges head-on and attract customers in a digital age, Blue Cross Blue Shield of Michigan (BCBSM) worked with Acquity Group to transform its retail site (BCBSM.com) by enabling a foundational digital marketing platform to enable new a completely new, user-centric digital ecosystem. Leveraging Adobe® CQ Web Content Management (WCM) and Adobe® Marketing Cloud, Acquity Group partnered with BCBSM to develop the underlying processes, procedures and technology to utilize the platforms and expand its digital and content marketing efforts. BCBSM’s new site features a significantly improved user experience with streamlined access to content and integrated digital marketing capabilities that can scale to accommodate growth.
Acquity Group’s extensive experience synthesizing digital marketing and customer experience management enabled BCBSM to extend the platforms to take advantage of innovative functionality, such as geo-location and analytics-based personalization modules. Using Adobe WCM, Acquity Group helped BCBSA develop dynamic, searchable content, and a more efficient publishing process. This allows BCBSM to distribute fresh content to the site quickly and send targeted, contextual information to consumers