Launching a best-in-class member experience

Healthcare experience + service design

Go-to-market strategy

Digital experiences

Serving the needs of large national employers is something of a hallmark for Blue Cross and Blue Shield of Alabama, with a track record of success three decades strong. But as they faced new challenges to expanding their reach with major companies across the country—from geographical boundaries to ever-higher expectations for member engagement and satisfaction—their history needed a new approach behind it.

As our client’s strategic partner, Langrand led the launch of Credence, the first new Blue brand in decades, and paired it with a best-in-class member experience designed to give the nation’s leading employers a bold new reason to believe.

Radically member-centric

With members enrolling or switching to Credence for the very first time, our approach prioritized first impressions and a clear change management strategy, followed by a personalized welcome experience to help build trust.

For our approach to work, every touchpoint had to be meticulously user-friendly. We demystified high-volume touchpoints like claims statements, replacing jargon and fine print with a more human-centered design and tone. We developed a modern, digital-first platform for Credence, with intuitive tools and care-finding resources, along with a content strategy designed to boost member education. Additionally, we supported employers with a customizable mix of open enrollment communications curated by Credence. Every solution was part of a member-centric experience that demonstrated Credence’s strength and specialization serving the national employer audience effectively.

From change to bold possibilities

Blue Cross and Blue Shield of Alabama needed a strategic partner to help them push beyond what were then limitations and design an experience—for members, for employer and consultants, even for our client’s key stakeholders—that would transform them into strengths.

Beyond the new brand, Langrand’s multi-year scope of work influenced everything from the way they sold Credence, to how they positioned their account experience, to a comprehensive strategy that would set a new standard for member experience.