Highmark Direct
Health Insurance Retailing
A consultative experience that innovates insurance buying and helps shoppers make confident choices.
Business Challenge
As new healthcare legislation opened the market for direct to-consumer sales of health insurance, America’s 3rd largest integrated health care company needed to define the market opportunity and support a business case for a brick and mortar retail experience. They turned to Big Red Rooster to help bring a retail concept to fruition.
Solution
Leveraged business analysis and consumer insights to develop a defendable retail strategy and brand position for the Highmark Direct store. A health and wellness focused retail environment that’s designed to welcome, uplift, and alleviate shopper skepticism and a space planned with distinct experience zones that deliver consultative sales and health services. Communication and service delivery were simplified to arm shoppers with information and the choice of full- or self-service shopping.
Results / Metrics:
- Opened 13 Highmark stores in Pennsylvania
- First year results over forecasts: store traffic up 215%, applications up 237%, policy enrollment up 250%
- Extension of strategic relationship to develop additional delivery channels
