Blue Cross Blue Shield of Massachusetts: Website relaunch B2B messaging

In advance of the what was planned to be a portal-based web relaunch, a comprehensive informational campaign targeting health plan administrators was initiated. Part of that campaign included a product description brochure of the new site. Included were guides to feature enhancements such as new, administrator-only access points, updated employee access, and simplified navigation for commonly asked questions about benefits. I wrote the copy and tagline, “Personal. Powerful. Protected.”