Chapel Hill, N.C. – An Internet site that uses character scenarios to walk consumers through a new health plan option has netted a top web development award for Blue Cross and Blue Shield of North Carolina (BCBSNC). The website,, won an Outstanding Achievement Award for Web Site Development from The Web Marketing Association. The award was in the Health Care Standard of Excellence category.
“BCBSNC understands the complexities surrounding consumer-driven health care,” said John Roos, chief sales and marketing officer at BCBSNC. “As the state’s leading health insurer, we believe it is our obligation to help members, prospects and insurance brokers understand how these new types of health plans work.” 
In 2006, BCBSNC’s marketing teams were looking for a different way to engage and inform employer group customers about the new Blue Options HSA product. Blue Options HSA pairs a popular PPO plan design with a tax-advantaged health savings account.
“We knew it would take more than a brochure to help customers understand Blue Options HSA. This was a totally new experience, not only for our customers, but also for our company. So we created a totally new online experience that matched the uniqueness of the product,” said Roos.
The website helps explain an HSA to users in two ways. They can choose to go through a straightforward product overview or learn about Blue Options HSA through the “experience” of five different characters. The character scenarios use humor to drive home the message of how the product is a good fit for many different types of people, not just the tax-savvy.
Submissions were judged on a scale of 1 to 10 by multiple industry judges in several categories such as design, innovation, content, copywriting and ease-of-use. BCBSNC scored an exceptional 9.8 on design and a 9.3 on innovation.
To learn more about Blue Options HSA visit the award-winning website at

About Blue Cross and Blue Shield of North Carolina:
Blue Cross and Blue Shield of North Carolina is a leader in delivering innovative health care products, services and information to more than 3.4 million members, including approximately 749,000 served on behalf of other Blue Plans. For 73 years, the company has served its customers by offering health insurance at a competitive price and has served the people of North Carolina through support of community organizations, programs and events that promote good health. Blue Cross and Blue Shield of North Carolina is an independent licensee of the Blue Cross and Blue Shield Association. Access BCBSNC online at

About the Web Marketing Association:
The Web Marketing Association is working to create a high standard of excellence for Web site development and marketing on the Internet. Staffed by volunteers, it is made up of Internet marketing, advertising, PR and design professionals who share an interest in improving the quality of Website development and marketing on the Internet. Since 1997, the Web Marketing Association’s annual WebAward Competition has been helping interactive professionals promote themselves, their companies, and their best work to the outside world. Now in its tenth year, the WebAward Competition has become the premier award event for Web developers and marketers worldwide. Learn more at