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BlueCross BlueShield of Tennessee and iCrossing Win IAC Awards for Outstanding Website and Mobile Application

CHATTANOOGA, TN -- (Marketwired) -- 06/16/14 -- BlueCross BlueShield of Tennessee (BCBST), a leader in healthcare insurance for over 65 years, and iCrossing, its digital marketing agency, announced they won two 2014 IAC (Internet Advertising Competition) Awards for "Outstanding Website" and "Outstanding Mobile Application."

BCBST selected iCrossing to redesign its website as part of an integrated offline and online campaign aimed at empowering consumer choice and education. iCrossing created the website using its proprietary Responsive+ Design methodology, which optimizes the site's content and functionality across all devices.

In addition, iCrossing developed BCBST's first mobile application, MyBlueTN(SM), which offers members useful tools and information to help them manage their healthcare needs. For example, members can access a digital version of their member ID card through the mobile app. MyBlueTN has received over 20,000 downloads since its launch in July 2013.

Both the website and the mobile application were recognized with 2014 IAC Awards.

"With our new website and mobile application, we reinvented the way consumers connect with their health insurance by making it easier for them to access benefit information online and on the go," said Carla Raynor, vice president strategic marketing at BCBST. "We're honored that the IAC has recognized that the website and mobile app are able to connect, inform and engage our consumers in exciting new ways."

The redesigned website features simplified navigation, an online shopping portal with plan comparison tools and the ability to get an instant quote. The mobile application provides members a streamlined navigation and important functionality such as finding a doctor, and locating a nearby pharmacy or urgent care facility.

"Introducing convenient and empowering mobile features for our members was our goal with MyBlueTN," said Vanessa Daffron, director of digital marketing. "It provides the information our members need at their fingertips, including a digital member ID card, the ability to check balances, claims and copay information and a tool to locate nearby in-network doctors or pharmacies."

"Brands build successful relationships with consumers one moment at a time," said Brian Powley, global president of iCrossing. "We're thrilled to work with BCBST to develop new and effective digital touch points that provide consumers the right information and tools at the right moment to meet their healthcare needs."

The IAC Awards are produced by the Web Marketing Association to honor excellence in online advertising. The awards are chosen based on several judging criteria including creativity, innovation, impact and design.

About BlueCross®:
BlueCross BlueShield of Tennessee's mission is to provide its customers and communities with peace of mind through affordable solutions for health and healing, life and living. Founded in 1945, the Chattanooga-based company is focused on reinventing the health plan for its 3 million members in Tennessee and across the country. Through its integrated health management approach, BlueCross provides patient-centric products and services that drive health improvement and positively impact health care quality and value. BlueCross BlueShield of Tennessee Inc. is an independent licensee of the BlueCross BlueShield Association. For more information, visit the company's website at bcbst.com.

About iCrossing
iCrossing, recently named a "Leader" in Gartner's Magic Quadrant, for global digital marketing agencies builds connected brands for some of the world's most recognized companies including Beam Inc., The Coca-Cola Company and LG Electronics. The agency combines its expertise in media, creative and analytics to create moments that build close relationships with brand and their customers in real time. iCrossing, a unit of Hearst Corporation, is headquartered in New York and has 900 employees in 17 offices globally. For more information, visit www.icrossing.com or its social spaces.

More information:
Katie Lamkin
Email Contact
(312) 277-4487
@ktlamkin

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