BCBSA @ Aspen Ideas: Health

Despite the historic role that Blue Cross and Blue Shield companies have played in shaping U.S. healthcare, the Blue Cross Blue Shield Association had never participated in a marquee thought leadership event for the health care industry, the Aspen Ideas: Health festival. For its debut at Aspen, BCBSA needed to improve awareness of its key message that the Blue System is shaping the future of health, while drawing high-profile visitors to its exhibition space. As head of Public Affairs at BCBSA, Seven Mile Communications president Marie Cocco created and led execution of an ambitious strategy to elevate the organization’s presence and spark engagement with the festival’s influential audience.

A series of unique “health huddles”—short, public conversations featuring prominent health care leaders like former HHS Secretary Kathleen Sibelius—drew foot traffic and elevated the visibility of BCBSA branding and messaging beyond what could be achieved through routine festival programming. Compelling and consistent design elements in the space made it a gathering spot for media and others, while social media amplification of the “’health huddles” and other programming expanded BCBSA’s audience reach. Over three days, the exhibition drew more than 850 visitors, including members of Congress, top healthcare leaders and prominent national media.