How we layered professional networks and custom targeting to reach retired healthcare providers

Blue Cross Blue Shield Antitrust Settlement
Signal provided supplemental notice In Re: Blue Cross Blue Shield Antitrust Litigation (MDL No: 2406), a class action settlement arising out of claims that Blue Cross Blue Shield Association and its affiliated Blue Plans illegally conspired to fix prices for healthcare services and agreed not to compete in delineated service areas nationwide.
Our claims administration partner in the case provided direct notice via mail and email to over 3 million known class members—ancillary healthcare facilities and providers, including psychologists, nurse practitioners, dentists, optometrists, mental health counselors, and others. Signal implemented a complementary digital program to reach these known class members wherever they were online. Beyond known class members, our goal for the supplemental notice program was to expand reach to unknown ancillary healthcare providers, who also may be eligible to participate in the settlement. A key challenge for the supplemental notice program was that many class members were likely to be retired, given that the class period began in 2008. To address this, Signal creatively layered age data with job title data and behavioral data for people who had recently visited relevant professional association websites and networks. Working with healthcare data partners, we also reached providers via their National Provider Identification numbers and layered on age data to promote reach among retired healthcare professionals. Direct advertising via the email lists and websites of select professional associations, such as the American Psychological Association, and a national press release rounded out a comprehensive, multi-channel approach.
The program successfully drove over one million claims.
Key Program Elements
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