Blue Shield of California

McCann-Erickson San Francisco *Lead Agency

Consumers feel that managed care is restricting their access to specialist physicians. They want more control and authority in making key decisions regarding their own health. The advertising campaign for Access+ clearly communicates the empowerment being offered from Blue Shield in allowing customers to see a specialist without going through their Primary Care Physician. The campaign helped the Blue Shield HMO to grow 32% in Year 1, adding over 100,000 new members and becoming the fastest growing HMO in California.