Blue Shield Of California – “Marketing”

Pros

If you work in Marketing, your target market will be likely be one of four distinct groups: Individual & Family, Small Business, Mid-size to Large-size Business (aka Mid-Large Group), and the broker community that serves Individual & Family and Small Business clients. The targets are distinct, and your role will be clear.

Cons

Blue Shield of California can be very reactive in its product and other strategies. The company makes many decisions based on what its competitors are doing, and is not as strategic and thoughtful about what it can do to become number one in its marketplace. The reactive churn (always playing catch up) can be a downer.

Advice to Senior Management

Create a strategic three- to five-year plan. Take it to your implementation teams. Let them a) help you put flesh to the strategy (the tactical plan) and b) execute it to make it a reality.