Success in designing Web self-service capabilities does not subscribe to a "build it they will come" philosophy. The business sponsoring the Web site must first conduct diligent research to determine the specific blueprint of what Web features will be regularly accessed.BlueCross BlueShield of South Carolina was one of the first health providers in the nation to offer its members, doctors, hospitals and other health care professionals a large array of self-service transactional capabilities with real-time access to mission-critical information.

The group set the stage for this progressive Web expansion program with a first-generation Web site launched in 1999. In September 2001 the Columbia, S.C.-based provider greatly expanded the property at to include content such as a doctor and hospital finder, wellness and discount information, pharmacy benefits, glossaries, frequently asked questions and various access to forms.

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