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Blue Cross and Blue Shield of Florida is giving a megaphone to residents of the Sunshine State who want to talk about their health care experiences.
On April 21, BCBSF launched an Internet campaign, "The Power of the Human Voice," to record the experiences and opinions of Floridians about their experiences with health care and how to improve them. The campaign includes television spots and print and radio ads that urge residents to get in front of a microphone, pick up their phones, or go online to relate their experiences.
BCBSF Marketing Vice President Craig Thomas said "The Power of the Human Voice" is much more than an ad campaign for his company.
"We want 'The Power of the Human Voice' to belong to all Floridians, including physicians, community advocates, politicians, consumers, even other health insurers," Thomas said.
A special interactive Web site, also called "The Power of the Human Voice," will record and communicate consumers' written and verbal thoughts, experiences, and ideas on how to improve health care. People can record their voices on the site by phone or through a PC microphone. BCBSF also will take microphones out into communities in the Florida Blue Tour mobile marketing vehicle and special "The Power of the Human Voice" SUVs for man-on-the-street consumer encounters.
Results of the campaign will be tracked along several parameters, reported to different constituent groups, and used internally to help guide product and program development and community programs.
John Kaegi, chief marketing executive for BCBSF, says now is the optimal time to engage the public in a dialogue about health care.
"The national conversation about health care and reform is escalating, driven by a rapidly changing marketplace and the national political campaigns," Kaegi explained. "Our commitment is to deliver personalized products and services and support our communities' needs. This initiative lets people tell us how best to do that."
However, BCBSF will not be the only entity to benefit from this campaign. As Kaegi pointed out, what BCBSF learns and publicizes from consumers can have "broad application by many decision makers outside this company."
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