Turning 65 comes with a milestone most people aren’t looking forward to: navigating Medicare.
The choices are complex. Medicare alone doesn’t cover every need. And choosing supplemental coverage means trying to predict which plan will actually fit your health, lifestyle and future.
Blue Cross Blue Shield of Michigan came to TMV with a challenge: How do we make a complicated insurance decision easier to understand—and easier to trust?
People don’t think about healthcare in terms of plan numbers and coverage charts. They think about traveling. Managing a chronic condition. Recovering from cancer. Staying active. Living their lives.
So rather than asking consumers to decipher the differences between more than 40 supplemental plan options, we made those differences tangible through the experiences of real people.
Each story followed a real-life situation and demonstrated how a specific Blue Cross supplemental plan could fit that person’s needs.
I travel. I need coverage that travels with me.
I have diabetes. I need coverage that works with a chronic condition.
I’m a cancer survivor. I need coverage that supports my recovery.
Instead of telling people what a plan offered, we showed them what that coverage could mean in their everyday lives.
TMV led the full-scale production of 12 documentary-style films, each built around a different real-life healthcare and lifestyle scenario.
Together, the stories helped bring more than 40 Blue Cross supplemental plan options to life.
But the films weren’t simply awareness content.
Member data was used to match people approaching age 65 with stories relevant to their individual situations. Those films became part of a targeted email campaign, while the complete series lived on the Blue Cross YouTube channel and was made available for use during Blue Cross Town Hall events.
One creative platform became a personalized education tool across multiple consumer touchpoints.