In addition to blowing past its registration goal, BCBS MN also saw its users surpass the company's 30% completion rate of at least one subject buy double digits. Initial results saw 53% of users finish one subject, and 62% of users who completed one course went on to finish all of them.
Another key to its internal marketing campaign was timing. The pilot launched in February.
"We tied it into a time of year we thought would draw more attention," says Marek. "It is part of the reason, I think, healthcare is broken— open enrollment, benefit changes … it is all crammed together in the fall."
It's not clear if the animation, games, and creative content will eventually lead to consumers making better, more informed decisions about their healthcare. But the successful launch of the tool points to the importance of having a culture that supports the mission of an organization.
When employees see leadership "living the mission," pushing out a marketing message to employees can take on a life of its own, doing a lot of the legwork of posters and elevator wraps.
"The employee champions are important to the process," says Marek. "We got more bang for our buck."
BCBS MN is now reviewing how to reward behavior change, and considering whether to extend the healthcare education portal beyond its employees to its members in 2014.