As America's largest and most trusted dental benefits carrier, Delta Dental and its thirty-nine member companies serve nearly one-third of the estimated 173 million Americans with dental insurance. BlueKey partnered with seven partner states (TN, MI, IN, OH, NM, NC, and KY) to develop a comprehensive website solution to address key challenges facing the respective Delta Dental marketing teams.
The seven states had an outdated and inconsistent online brand experience that failed to adequately engage and inform potential customers around a suite of complex insurance products and services. The marketing and communication teams also lacked control of their web presence and were at the mercy of their IT departments to make even the most basic of updates. Finally, the inability to effectively measure and understand their web site analytics hindered their ability to improve web site performance and propel their online strategy forward.
BlueKey worked closely with the marketing teams to better understand the motivations, needs, and desired outcomes associated with their target audiences and leveraged insights gained from this process to create a website experience that engaged, informed, and directed user action. The multi-site network was built on an enterprise content management system that allowed for content sharing across all sites, while at the same time allowing individual states to manage their own content and information architecture. Finally, with the integration of Google Analytics and our Internet marketing training/analysis, the marketing teams were able to track their website traffic, glean actionable insights from the data, and improve overall website performance.
"With new website, our bounce rate was cut in half, the average time on site increased by 32%, and our customer base was more engaged, able to find answers and utilize our online toolkits. As a result, the burden on our customer service department was reduced and we were able to show measurable results to the executive team."
- Kim Schutte, Marketing Specialist, Delta Dental of Tennessee