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BlueCross and BlueShield of Kentucky

Situation
After months of meetings and negotiations, Kentucky and Indiana agencies of the BlueCross and BlueShield Insurance conglomerate reached a decision to merge into one company, headquartered in Indianapolis, Indiana. BCG members had been working with Kentucky BlueCross and BlueShield for two previous years, providing many communications, marketing and public relations services to several of their divisions. At a pivotal meeting of key company executives from both Indiana and Kentucky, BCG members were contracted to develop a complete communications and informational campaign aimed at both employees of each company and to the public.

Solution
A major communications campaign was planned and executed, consisting of a number of employee meetings with groups of thirty to fifty individuals. The top executives of both state agencies responded to questions following a prepared video presentation and the distribution of written materials explaining the merger and its impact on employees. BCG members also planned and conducted news conferences for all media and provided on-camera counseling and training for all BlueCross and BlueShield executives scheduled to be involved in the news conferences. Follow-up meetings were held with employees and the media to insure there was complete understanding of the benefits of the merger for employees, plus current and future policyholders.

Success
Media turnout at the news conferences also exceeded expectations with published and broadcast stories overwhelmingly positive about the merger. The degree of employee concerns and potential dismay was nowhere near expectation. There was every indication that the several thousand employees spread throughout both Kentucky and Indiana were fully informed and understood the benefits of the merger.