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We recently brought you the 2024 CMO Challenges for data, AI, and sales and marketing collaboration, as revealed by Kelly Calabria, CMO and CSR Officer at Blue Cross Blue Shield of North Carolina. Below is Part 2 of our chat with a marketer. chiefcovers the evolution of the healthcare business post-pandemic, the new channels brands are pursuing to reach their audiences, and how geo-targeting can be incorporated into marketing strategies.
Chief Marketer: Post-COVID, a lot has changed for healthcare companies in the last few years. How has your business evolved?
Kelly Calabria, CMO and Head of CSR, Blue Cross Blue Shield of North Carolina, said: Think about it in two buckets. The first is about human resources. The pandemic has opened up so many opportunities to push and think beyond the talent we may have had access to before. Therefore, our organization has adopted a hybrid flex model for work. It means we come together and have big, meaningful meetings. These include company-wide strategy sessions, all-hands meetings, and town halls.
This has enabled our efforts to recruit talent from a variety of markets, experiences, industries, and locations throughout North Carolina. That was a real game changer. This has allowed us to hire people with different experience and also open new avenues for our employees. The pandemic has significantly changed the way we think about our team’s talent pool and mix of talent.
Another reason is that my role involves not only marketing but also corporate social responsibility. The pandemic has helped us get through the murder of George Floyd and everything we went through during it. What we continue to learn over the years is the importance and need to be authentic when speaking and interacting with each other.
That sentiment is so important because as a brand, you no longer have a choice but to stand for something. And if you don’t stand on the right side, it’s difficult. Brands are having to make difficult decisions, which I think are important to people. As the pandemic puts pressure on all of us, from how we talk about mental health to challenges, it’s important to understand the need for authenticity. And that leads to personalization. One of the things we’ve been looking at through our ad spend is how do we incorporate more niche advertising? This is so we can better understand our audience and serve them with more relevant advertising, as well as cookies. -Brand message of cutters used in the market in the past.
CM: Let’s take a closer look at your channels and platforms. Are there any new methods you are using to reach your audience?
K.C.: We haven’t really done this yet, but embracing and leveraging TikTok in different ways is on my list of resolutions in 2024. Even from a B2B perspective, I think it would be a mistake not to think about it as a platform. How do you leverage that to build authentic relationships? As a health insurance company, that’s no easy task. I can’t ride there, [post] 5 reasons why you need health insurance. That won’t be popular on TikTok. We need to develop a strategy and we are currently working on it. This has a lot of potential when you consider algorithms and targeting.
The other thing is that there are a lot of different test-and-try opportunities with generative AI. For us, one area of focus is self-service. We’re building templates, but how do we get to a self-service model where we can cut some of that down and have more time to focus on the big emotional creative? Third, go local. is. This is how we are appearing in every corner of the state. People across the state consume media in different ways. So one of the things we experimented with during this year’s open call period was to see how we could leverage linear radio to connect with audiences who have bandwidth and broadband issues. It is to do. This is a big problem in North Carolina, especially in rural areas, where 80 out of 100 counties are designated as rural. If broadband isn’t always reliable, how can we connect more reliably than just relying on digital and social?
Therefore, we are considering various types of unexpected ways that can appear locally. How can we become more integrated into our communities? This year, we at Blue Cross launched a county engagement team. We embrace people who grew up in those communities and currently live there. We employed them as an on-site Blue Cross. This is so that we can always stay in touch, stay connected and understand what the problems and challenges are, so that the solutions we provide will help the people we serve. To make sure it’s relevant.
CM: Do you have any other thoughts on how you are leveraging data to drive business objectives?
K.C.: We want to make sure we’re not just seeing what’s in the media, but also how we’re being heard. I don’t know about you, but when I read an interesting post that seems a little controversial, the first thing I do is go to the comments. How are the conversations that are happening outside of paid media and marketplace advertising getting better? How are we getting better at understanding the emotion of these types of conversations? Is there one? It’s a little hard to track, but you have to listen and see. You’ll find lots of nuggets. You can tell your audience what it takes to resonate with them and build an emotional connection over time.
CM: How are you addressing the industry’s current measurement challenges?
K.C.: For us, it’s all about clicks, impressions, likes, etc., and how we understand the interaction between cost per lead, cost per sale, content and conversions and retention. How do we look at attribution? We’re digging deeper into that. Another thing we’re looking at is working to strengthen our corporate social responsibility function and building a framework of purpose. Our purpose ends with the statement: “We will not stop until health care is better for everyone.” Given that, how do we know we’re making health care better for everyone? We are considering. [help us] Prove that we have lived it invisibly. Is it due to improved health? Is it due to cost reduction? What are the important things we are focusing on? “Look at what we’ve done. We’ve worked with communities to improve the health of all people.”
We all have a purpose statement. We all say we have something to live for. What we want to say is how to specifically prove this. This means that it may require verification by a third-party partner. Everything needs to be on the table to be shown with credibility. Let’s go back to the point of consumer and voter credibility. How do we actually prove that it works? That’s what we’re working on.
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