Following the successful launch of its mobile-optimized site, Blue Cross Blue Shield of Florida is looking to provide members and non-members an enhanced experience via a new mobile application.

The healthcare company launched a mobile Web site last year with the goal of helping consumers make better health decisions. The new Florida Blue mobile apps for iPhone and Android smartphones are part of a larger mobile strategy that will eventually include more apps as well as an SMS program.

?If we get to you with the right information at the right time, we can help you take better care of your health and make better decisions around providers and cost,? said Adriana Murillo, director of strategic development at Blue Cross Blue Shield Florida, Jacksonville, FL. ?Mobile allows for that.?

One of the healthcare company?s biggest learnings from the launch of its mobile Web site last year is that mobile?s appeal is far-reaching.

?We started with the mobile Web and had great results in terms of channel adoption,? Ms. Murillo said.

?We thought it would reach more of the younger consumers, but adoption has been pretty even across multiple ages and income levels,? she said.

Allergy alerts
BCBS Florida decided on apps for phase two of its mobile strategy because of the added functionality that they provide.

This includes being able to add a number of features around saving time and money, as well as helping members stay healthy, which the company?s research showed consumers are seeking.

The unique tools and information available for both members and non-members include real-time updates on weather forecasts combined with weather-related health alerts such as pollen, air quality and UV levels. These come with tips for managing asthma and allergy symptoms.

Users can also go into the app?s health tool kit, then enter their age and gender to receive recommendations for health screenings they might need.

In addition, the mobile app gives consumers access to plan information while on the go. This includes being able to view their ID card, get benefit details and plan information such as deductibles, their health savings account balance and receive claims updates.

Doctor know
Members can also find a doctor based on their plan's network, tap to save it to their contacts and map to the location. If a member leaves the doctor's office with a prescription in hand, they can save money by comparing drug costs at local pharmacies.

Finally, users can download free ringtones, enter monthly sweepstakes and share information via Facebook and Twitter.

Consumers can download the app for free from the iTunes App Store, Android Market and Amazon Apps.

The healthcare company is planning additional moves in the mobile area, including enhanced apps in the member engagement space, such as for managing chronic conditions, as well as a SMS member program to help consumers adhere to their health programs.

The app is part of BCBSF?s focus on becoming a health solutions company by providing consumers better products and services that they need via their channel of choice.

?We are planning to use this channel as a member-engagement tool and deliver the right relevant information you need when you are on the go,? Ms. Murillo said.

Final Take
Chantal Tode, Associate Editor, Mobile Marketer