CHALLENGE
As the gold standard of health insurance for generations, Blue Cross had acquired a reputation for being arrogant, hard to work with, and – with the shift toward managed care – something of a dinosaur. They wanted to send a message to key constituents that big changes were happening within the organization.
Government, regulatory, and key customers received an oversized (10 X 15) corporate report about the "new" Blue Cross that was impossible to ignore.
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