Blue Cross and Blue Shield of North Carolina is the oldest and largest health insurer in the state. BCBSNC wanted to tell people they aren’t the
only bad guy when it comes to the rising cost of healthcare. Consumers naturally wanted to blame them and other insurers first. My task was to help shift the needle of consumer perception—to show there are several factors (including lawyers, hospitals, consumers, pharmaceuticals and insurers just to name a few) that are scapegoats and need to share the blame of the rising cost of healthcare.
Capstrat created a Let’s Talk Cost advertising campaign and website to inform the public. By the end of the first year of LetsTalkCost.com, perceptions of insurers in NC moved dramatically more positive. Open discussions on LetsTalkCost.com between consumers, medical professionals and BCBSNC employees helped calm fears and open doors to lowering future healthcare costs. This sparked a renewed LetsTalkCost.com campaign focusing on positive change.