Tomorrow, October 1st, is the first day of sign-ups for the new Affordable Care Act health insurance exchanges. It will be a messy day for those organizations new to the insurance business. Nay, new to the customer care business. Think of these insurance exchanges kind of as big new libraries where people can go, learn about, pay for, and sign up for new health insurance policies. Online. Continuing the metaphor, the places will not always be manned by librarians, the card catalog and book aisles won’t be well organized or complete and there will be a lot of people milling around, some semi-literate, some semi-informed.
Enter the brand.
In 30 of our 50 states, there will be one health insurance brand that many people have heard of and trust: Blue Cross and Blue Shield. Even with over 150 policies – way too many – in the Blue Cross portfolio (variations by state) the Blue Cross name will carry the day. It is familiar, known for insurance and BIG. In the midst of all the confusion, it is also trusted. I’m not sure if it was the federal gov’t that made this happen or some smart people at the Blue Cross and Blue Shield Association, but those decision makers understand the power of branding and delivered. Peace!