Case Study: East Coast Based Blues Faces improves member engagement and targeting with Axtria

Customer Journey Analytics For A BCBS Payer

Axtria worked with East Coast Based Blues Faces, an East Coast-based Blues insurer facing challenges in acquiring prospects, segmenting and targeting members, and improving health engagement. With the rollout of the Health Insurance Exchange, the payer lacked an effective way to identify prospects, while data was siloed and poorly integrated across teams and sources. Axtria provided healthcare analytics and customer journey analytics to support a more comprehensive member management approach.

Axtria implemented a common customer database, detailed data mapping, and analytical modules for prospect segmentation, care management analytics, and proactive engagement. The solution included propensity models, attitudinal segmentation, and a “Next Best Action” process to improve targeting across the member lifecycle. Axtria’s work increased engagement with Cardiac care, Diabetes care, and General care programs by 15–20% and improved health risk assessment fulfillment through better member targeting.