Case Study: Blue Cross and Blue Shield of Kansas boosts small group engagement with Responsory's multichannel marketing

Blue Cross and Blue Shield of Kansas drives 24% landing page conversions with Responsory

Blue Cross and Blue Shield of Kansas (BCBSKS) faced the challenge of connecting with local small business owners who assumed quality group health insurance plans were too expensive and complex for them to manage. The vendor Responsory was engaged to help BCBSKS rewrite its engagement policy and reach these hard-working entrepreneurs with a more effective marketing strategy.

Responsory implemented a multichannel solution that included targeted direct mail, digital display advertising, SEO, and simplified landing pages, all with a local, non-corporate feel. This strategy generated nearly 50% of all web traffic for BCBSKS's Small Group section over four years and achieved exceptional conversion rates of up to 24%, providing the sales team with a steady stream of qualified leads.

Blue Cross and Blue Shield of Kansas