Case Study: Anthem Blue Cross and Blue Shield achieves a 68% lift in pageviews with Skyword Personalized Recommendations

An Untapped Opportunity for a Personal Connection

Anthem Blue Cross Blue Shield launched the Benefits Guide after the 2010 Affordable Care Act to provide clear, practical information about health plans. By 2016 content marketing director Andrew Reinbold faced the challenge of delivering personalized, one-to-one experiences at scale and in real time—tag-based recommendations weren’t personal enough, and onboarding a new vendor would be slow and disruptive.

Anthem deployed Skyword Personalized Recommendations, an AI-driven engine that uses visitor behavior and machine learning to predict and surface relevant content; because Anthem was already on the Skyword platform, implementation was fast. In two months and 231,000 recommendations, the program produced a 68% lift in second- and third-pageviews, helping turn one-time visitors into more engaged, loyal users.

Anthem Blue Cross and Blue Shield

Andrew Reinbold

Content Marketing Director