BCBSRI
The Triple Zero Plan

Blue Cross Blue Shield of Rhode Island had modest expectations for their Medicare enrollment, with UnitedHealthcare dominating the market. Their goal was 8,000 new members but they would’ve been happy with 4,000. After taking apart United’s $0 premium offer, we realized BCBSRI could outdo them with three $0 benefits. The plan name didn’t exactly roll off the tongue, so we reframed it as the Triple Zero Plan and brought it to life across the Rhode Island landscape, celebrating BCBSRI as the local hero.

The result? 12,336 new members. A 1,130% year-over-year increase.