helping blue cross & blue shield inform the community: letstalkcost.com

Background & Challenge: As healthcare costs continued to rise and the clamor leading up to passage of the Affordable Care Act grew louder, Blue Cross and Blue Shield of North Carolina saw that a large percentage of people blamed insurers entirely for rising costs. They wanted to inform the public of the many reasons why cost has gone out of control, learn how Blue Cross was working to improve things, and to invite people to get involved in the discussion.
The Strategy: Capstrat, the Raleigh PR agency for BCBSNC, hired me to write LetsTalkCost.com, one of several projects designed to help meet this challenge. I wrote the videos, infographics, starter posts and articles for the site; the content explains the causes of rising health care costs, what Blue Cross is doing about it, and invites honest dialogue about the issue.
The Result: Research showed that a large percentage of people confirmed they were more fully informed about the issue, and the numbers of those who placed blame for rising costs squarely on insurance companies dropped by 50%.
The Strategy: Capstrat, the Raleigh PR agency for BCBSNC, hired me to write LetsTalkCost.com, one of several projects designed to help meet this challenge. I wrote the videos, infographics, starter posts and articles for the site; the content explains the causes of rising health care costs, what Blue Cross is doing about it, and invites honest dialogue about the issue.
The Result: Research showed that a large percentage of people confirmed they were more fully informed about the issue, and the numbers of those who placed blame for rising costs squarely on insurance companies dropped by 50%.
Sampler of pages and infographics that I wrote...
Finally, I wrote copy for a free PDF download of the site's key points...
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Michael Berliner is an experienced copywriter based in the Triangle area of North Carolina (Raleigh, Durham, Chapel Hill). Get in touch with Michael