New York-based Empire Blue Cross Blue Shield received the Best Health Care Integrated Advertising Campaign Award in the Web Marketing Association's 2003 Internet Advertising Competition Awards. The award honors excellence in online advertising and recognizes individuals and organizations responsible for the best in Internet marketing. Empire's Broker Usage Incentive Campaign used direct mail, Web pages, e-mail and sales support channels to encourage Empire brokers who serve the small group market to begin using the broker-specific functionality on the site. Brokers use this Web site to create, review, prepare, compare and e-mail quotes, create and review proposals, and enroll groups online. Results showed that more than 40% of the usage generated throughout the year occurred during the campaign, which took place in the fall of 2002.

Register or login for access to this item and much more

All Digital Insurance content is archived after seven days.

Community members receive:
  • All recent and archived articles
  • Conference offers and updates
  • A full menu of enewsletter options
  • Web seminars, white papers, ebooks

Don't have an account? Register for Free Unlimited Access