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ad:tech Miami

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ad:tech Miami

  1. 1. Hispanic Marketers Roundtable PANELIST: Seth Berman, Director, Marketing Strategy and Operat i ons Blue Shield of California
  2. 2. <ul><li>www.blueshieldca.com/hablatuidioma </li></ul>Interactive campaign built on proof points
  3. 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. 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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