Case Study: Blue Cross Blue Shield of Michigan cuts enrollment-to-welcome time by 70% with PFL

How Blue Cross Blue Shield of Michigan is Using Customer Preferences to be More Relevant

Blue Cross & Blue Shield faced a one-size-fits-all communications approach and needed a way to automate direct mail, honor member channel preferences, and meet strict HIPAA and regulatory timing requirements (for example, sending summary of benefits within seven business days). To solve this, they partnered with PFL and integrated PFL’s Tactile Marketing Automation® (TMA®) with Salesforce Marketing Cloud to replace siloed print processes and provide an alternative when emails bounced or were missing.

PFL’s TMA® solution automated welcome kits, annual notices and renewals directly from Marketing Cloud, added delivery timestamps and visibility, and kept fulfillment HIPAA-compliant while honoring member preferences. As a result, Blue Cross & Blue Shield achieved a 70% reduction in time from enrollment to welcome mail, a 56% year‑over‑year cost reduction for fulfillment materials, optimized print spend, and increased reach to members without email — all delivered through PFL’s integration.

Blue Cross & Blue Shield

Angela Dunbar

Marketing Manager & Individual Business Unit