Blue Cross Blue Shield of Massachusetts today launched a new mobile messaging platform, Message Wire, just for blue cross members.

Customers who opt to use the app will receive text messages that link to personalized information which will help them make educated decisions when it comes to their health. Other Message Wire benefits include: key health tips, member discounts and reminders of open enrollment and clinical and preventative screenings.

"Our promise is to always put our members first, and to do that, we need to communicate in a way that works best for them," said Cathy Hartman, vice president of prevention and wellness at Blue Cross. "Our goal is to deliver relevant and personalized information that's simple to understand and easy to access. It's about delivering the technology that consumers want - with the expert information they need."

Blue Cross partnered with customer-messaging company Relay to create Message Wire. The app will go a long way in improving customer education and engagement, according to the companies.

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