Blue Shield Of California: Marketing & The Reluctant Healthcare Consumer

  • November 19, 2018

The Challenge

The $1 trillion healthcare industry in the U.S. is rapidly evolving, with multiple players, incumbents, payers and providers. Upstarts, perhaps the Amazons of healthcare, are coming in. Huge mergers like CVS and Aetna are happening. It’s a dynamic environment.

In 2016, Kimball Wilkins, VP, brand research and creative …

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