Blue Cross Blue Shield of Arizona launches Hispanic marketing campaign.
April 7, 2008
Blue Cross Blue Shield of Arizona (BCBSAZ), the state’s largest locally based health insurance provider, launched its first full-scale multicultural marketing campaign targeting Arizona Hispanics.
The campaign targets Hispanics through television, radio and print advertisements, as well as a series of “webisodes” designed to appeal to younger audiences.
The Hispanic population in Arizona numbers approximately 1.8 million, accounting for almost 30% of the state’s general population. According to BCBSAZ 2007 market research, approximately half a million — or 25% — of Arizona’s Hispanics lack health insurance.
“By building greater awareness of the health care products, services and networks we provide, we have an opportunity to inform Hispanic consumers about their health care choices and how to take action,” said Vicki McDonald, vice president of marketing, BCBSAZ. “The campaign communicates a compelling and targeted message that speaks to this market through creative messaging and imagery.”
The six webisodes featured in the campaign are intended to more effectively target younger consumers. The cleverly written and produced video vignettes feature five energetic and interesting personas – Paulina, Teresa, Carlos, Claudia and Javier. Each persona represents a key segment of the target market and can be viewed in both English and Spanish.
“We’re particularly excited about this rollout since this is the first time Blue Cross Blue Shield of Arizona has used virtual marketing specifically for a bilingual audience,” said McDonald.
BCBSAZ is supporting the webisodes with print and broadcast ads on both Spanish and general market media. The company also will use direct mail marketing.
“Our goal is to help Arizona’s Hispanics make informed decisions about their health care and insurance options,” said Richard L. Boals, president and CEO, BCBSAZ. “Currently, less than half of Arizona Hispanics have private health insurance, and we’d like to see that figure increase to 100 percent.”
