‘I hacked the American health system’
‘I went to Singapore for an operation because it was the fifth of the price in the US. Sense Worldwide visited me along with some of the top management at a big US health insurer. They’d never looked at health the way I did. I think it blew their minds! We started sketching out products together on my kitchen table. Finally somebody might come up with an insurance product that I would buy.’
Regence Blue Cross/Blue Shield was challenged with a market that was changing from B2B to direct-to-consumer. It had a sales-driven culture with little incentive to change ahead of legislation. Its senior management team decided to become a consumer-focused company. Sense Worldwide conducted co-creation sessions, bringing together senior stakeholders with a wide variety of Americans.
It quickly became apparent that Americans didnʼt see health or wellness as a challenge, so much as their whole quality of life. We worked with the management team to produce a new proposition as a Quality of Life Services company – one facet of which would be health and wellbeing.
This led to a name change to Cambia, an M&A plan, technology platform development and a completely new consumer proposition well ahead of its rivals.