With the Patient Protection and Affordable Care Act in effect, Independence Blue Cross in Philadelphia wanted to find a new way to reach out to its members and educate them on healthcare and what the ACA really meant to them.
“The methods most businesses are choosing to communicate no longer work,” said Matt Gillin, CEO of Relay Network, the agency Independence Blue Cross hired to complete this task. He noted that direct mail has proven to be ineffective, that consumers receive too many e-mails and that text messages aren't secure enough.