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 www.empireblue.com 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.
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