2010 PR Platinum Awards: Website Marketing

Winner: BlueCross BlueShield – What’s the RealCost

To engage consumers in the health care debate and give them a better understanding of health care cost drivers and how individual decisions impact costs, Regence BlueCross BlueShield began a campaign with a Web site, www.WhatsTheRealCost.org, as the centerpiece. With the goal of prodding visitors to the site of asking the question, “What’s the real cost?” of medical treatments, the Web site featured five different microsites that would appeal to different demographics. The microsites were: FiveQuestions.org—users are guided through a series of questions that could change the health care world; ResistTheSystem.org—visitors are dared to question costs within an intimidating health care enviroment; CostGenerator.org—players learn the true costs of medical procedures; HealthyHeights.org—consumers become community health planners; and SpreadTheMovement.org—which features blogs connecting personal stories to questions about costs, and links to Facebook and Twitter.
These interactive features hit a nerve with consumers, who flocked to the site. Since January 2009, there have been more than 110,000 visits, with the average time spent on the site at 4-plus minutes.

Honorable Mentions:

Cargill and Carmichael Lynch Spong - “Salt 101” Spices Up Diamond Crystal Salt: Carmichael Lynch Spong's Salt 101 site reminded consumers just how far-ranging salt's uses are, from stain-cleaning to inflammation-relieving. The easy-to-navigate brightly colored "tutorial" drew thousands of visitors in its first few weeks after launch.

Cognito - Raising Awareness on Derivatives Regulation - Microsite: Cognito engaged with Tradeweb to produce DerivAlert.org, a dedicated microsite bringing together news, opinions, research, blogs and resources exclusively focused on the derivatives reform discussion. The site has experienced considerable success, ranking #1 for a Google search for "OTC derivatives regulation" and #2 for "OTC regulation," beating out many notable news sites and regulatory Web sites.

Miller Meiers - H&R Block Get It Right Social Community: H&R Block's tax help site provided Q&A access to tax experts and an extensive FAQ to take the stress out of taxes. The coverage results from launch on January 7, 2010, through April 30, 2010, included 1,558,333 unique visitors to The Get It Right Community and a total of 13,705,341 page views.

Porter Novelli New York - Time to Talk CARDIO: The Time to Talk program has been demonstrably successful in reaching—and influencing—patients, consumers and top leaders in the health care field. Specific results to date include: reaching nearly 1,000 health care providers directly through on-site networking and sponsored sessions.

Virilion - Every Mother Counts: Using the world premiere of the documentary No Woman, No Cry as a platform, Virilion launched a campaign Web site to be the central voice for the many global non-profit organizations working to improve maternal health. Within the first two weeks, with no advertising support, Virilion generated 5,400 unique visitors to the Web site and  2100 Facebook fans, plus more than 375 petition signatures.

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