Case Study: Blue Cross and Blue Shield of Michigan achieves a 10-fold increase in Medicare conversion with Responsory

Enrollment Program Boosts Conversion Rate 10-Fold

Blue Cross and Blue Shield of Michigan (BCBSM) needed a stronger way to encourage individual plan members aging into 65 to transition into a Medicare Advantage plan, especially as competitors were reaching boomers well before their 65th birthday. Responsory supported the effort with a direct mail–based enrollment program designed to improve Medicare transition communications and boost conversions.

Responsory implemented earlier outreach, warmer and clearer messaging, an “easy and automatic” transition message, expanded product and benefits information, and a multichannel approach that included direct mail, outbound telephone, and digital. The revised program delivered a 10-fold increase in conversion, with 50% to 60% of individual plan members transitioning to a Blue plan.

Blue Cross and Blue Shield of Michigan

Jerry Luzynski

Strategic Marketing and Analytics