Blue Cross Blue Shield of MA | Website of the Future

In early 2005, EYMER BRAND Laboratories + Think Tank was asked to prepare a presentation for the Blue Cross Blue Shield of Massachusetts, senior executive theme. The assignment was simple, provide a conceptual glimpse of the BCBSMA website of the future. Preliminary sketches gradually evolved from a standard website design to a design that more closely resembled a Dashboard Widget. It is important to take into account the fact that this was nearly two years before the commercial introduction of Apple's iPhone. The final deliverables consisted of an onscreen presentation to be delivered by members of the BCBSMA web team to senior executives throughout the organization. Also provided was an HTML mockup that demonstrated an overview of the "HealthPod's" onscreen functionality.

The introductory sequence which introduces the portfolio of BCBSMA's online services.

(left) The future is not as far away as one might think – especially when it comes to rapid advances in both healthcare and technology.

(right) The goal of BCBSMA is to open clear lines of communication between members, healthcare providers, and Blue Cross.

The relationship between healthcare provider and the member must be personalized. Information provided by BCBCMA must deal directly with the specific needs of each member.

The communications device is introduced while the project goals are reinforced.

For the audience of leaders and marketers, presenting the concept, "HealthPod" as a branded product helps to solidify the idea.

A user scenario is presented to demonstrate how the HealthPod might benefit a BCBSMA member. Chad Roberts represents what is perceived to be, the ideal HealthPod user.

Chad, he targetted HealthPod user has now been identified. The presentation now demonstrates how the desktop widget works as a two-way communications device for Chad. He may now receive communications from the BCBSMA and his healthcare providers as well as obtain information from the various BCBSMA information sources.

The next few slides demonstrate the HealthPod user interface regarding personalization (Chad has added a photo of his daughter), as well as the navigation.

Please keep in mind that during the actual presentations, a working HTML model of the HealthPod was provided.

In closing, the concept of BCBSMA's big and clunky toolbox being replaced by a sleek "Leatherman Multi-Tools" is introduced.

(In some presentations, actual BCBSMA Leatherman were presented to key audience members.)

The final slides reinforce Blue Cross Blue Shield of Massachusetts and their commitment to healthcare leadership through innovation.

This is a full version of the presentation. Please keep in mind that the narrative was provided by a member of the company's marketing team.

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