The market for health insurance is chaotic. Some people are confused by conflicting claims. Others are too frightened by the cost of insurance to even shop. Still others believe they’re too healthy to need insurance. Blue Cross and Blue Shield of Alabama (BCBS-Alabama) wanted to find an effective way to communicate with all of these groups in order to generate new sales of individual and family insurance products. They had aggressive sales goals and needed a way to generate qualified leads.

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