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ad:tech Miami
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ad:tech Miami

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  • Latino Market Initiative: Business Objectives Convert 1,000 existing Spanish-preferred Blue Shield members to Latino-focused Primary Care Physicians by 12/31/07 Target audience Spanish-preferred Blue Shield members and prospective members in existing employer groups (in Los Angeles, Orange and San Bernardino counties) Audience insight Communicating with your doctor is hard enough. If your doctor doesn’t speak Spanish, it’s nearly impossible. Key benefits Ability to communicate with your doctor in Spanish Ability to choose a culturally sensitive doctor near you Peace of mind with less hassle Marketing Strategy Target members, producers and employers through an integrated marketing campaign including open enrollments, Spanish online interactive tool, direct marketing and public relations Call to action Choose a Blue Shield Spanish-speaking doctor near you as your primary care physician
  • Transcript

    • 1. Hispanic Marketers Roundtable PANELIST: Seth Berman, Director, Marketing Strategy and Operat i ons Blue Shield of California
    • 2. <ul><li>www.blueshieldca.com/hablatuidioma </li></ul>Interactive campaign built on proof points
    • 3. Using customer insights 1,150 members selected Latino-focused doctor (15% above target) It’s hard enough for members to communicate with their doctor in general…and it’s even harder in a second language. Spanish-preferred members develop work-arounds to communicate with their doctor…like parents bringing children to appointments as translators. Finding a doctor who speaks Spanish should be easy. That’s why we’ve added thousands of Spanish speaking doctors to our network. “ IN” (attitudes, beliefs, feelings) “ SIGHT” (resulting observable behaviors) + Positioning Initial Business Results
    • 4. Marketers and proof points <ul><li>Use proof points as a way to substantiate the claims you make in your marketing and to establish differentiation from your competitors </li></ul><ul><li>Start with an insight about your audience, and then determine your compelling proof points </li></ul><ul><li>You can develop proof points and marketing campaigns simultaneously – and marketers can drive proof point creation </li></ul>

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