bcbsblue cross blue shieldbrand insightconsumer researchHealthcare
Blue Cross Blue Shield allowed us to conduct qualitative and quantitative research for them. The result was a key brand insight about the Sustainer, a kind of healthcare consumer who preferred to obtain coverage from Blue Cross Blue Shield rather than rivals United and Kaiser Permanente for a variety of reasons and tended to stick with Blue Cross Blue Shield for the long haul. The campaigns built around the Sustainer allowed Blue Cross Blue Shield to increase subscriptions and reduce churn. It’s doubtful that submitting the same data to AI would produce a finding as incisive as the Sustainer. This is something to bear in mind if you’re a healthcare brand seeking to thrive: human perspicacity counts. There’s a kind of intelligence AI can’t reach. It has dimension, soul, and human inspiration. In the healthcare business, we’d do well to remember this as we pour more datasets into the maw of AI. If you’re in the healthcare business and need human perspicacity, you mightcontact Active Insights.We can help you see things AI can’t see. Image: A Healthier Michigan
