Florida Blue - Healthcare Marketing Campaign of the Year

Company: Florida Blue, Jacksonville, FL
Company Description: Founded in 1944, Blue Cross and Blue Shield of Florida is the state´s leading provider of health care. Our mission to help people and communities achieve better health declares our purpose as a company and it serves as the standard against which we weigh our actions and our decisions.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Healthcare - Services

Nomination Title: Flu Shot Drive-Up Clinics 2020

Specify the date on which this campaign or program was launched: The pilot program was held in October to November.

In a year of uncertainty and instability due to COVID-19, Florida Blue had to re-imagine ways to provide fall vaccination health solutions to Florida Blue members and communities throughout the state of Florida. When our team was asked to provide the solution, we developed a drive-up vaccination model that was executed throughout the state. This brand-new concept resulted in vaccinations for more than 2,300 people in a two-month period. Attendees who had been home bound for several months due to the pandemic restrictions were able to get vaccinated at these clinics from the safety of their vehicles while following all the safety recomendations from CDC and our Medical team which was the major hurdle to overcome.

Although the Florida Blue Centers have been closed since March of 2020, Florida Blue was able to utilize the Center parking lots to vaccinate attendees. We leveraged a strong community partnership with Walgreens to have pharmacists on-site to provide flu vaccines to all attendees. For those who were uninsured, a voucher was used to cover the cost of their vaccine so they could be provided at no charge.

A robust social media campaign was created to promote these events. Through Facebook, we targeted specific demographics and locations around the Center locations. In total, the website received nearly 5,000 clicks. Google Ads received over 17,300 clicks, nearly twice as many as projected. We sent emails to local community partners throughout the state to help promote this new vaccination format as well. More than 185 news outlets covered these events due to the unique delivery system for vaccination, allowing Florida Blue’s name to be optimized in SERP (Search Engine Results Pages) due to media coverage. This resulted in a large amount of unpaid, organic traffic.

The flu shot vaccination initiative was scheduled for 2 months and host 102 separate events at 14 differentFlorida Blue retail centers. Here are some of the most important metrics:

-Traffic: 2,325
-Vaccinations : 858
-ROI Value $3,843,012

Attendee testimonials (included in supporting documents) expressed gratitude and thanks for providing a necessary service during a very uncertain time. We were grateful to be able to execute meaningful, customer-focused events in a variety of markets that allowed Florida Blue to live out their mission statement of helping people and communities achieve better health.