With changing demographics, new entrants to the healthcare marketplace, and increased competition, Blue Cross Blue Shield (BCBSMA) sought a strategic, culturally competent approach to engaging its members. The company also sought to attract new entrants to the healthcare marketplace.

Through the creation of the Multicultural Ambassadors program, BCBSMA developed a program that leveraged its employees’ skill sets and supplemented it with a training curriculum. Simultaneously, the company worked with external strategic partners to develop and implement market-leading initiatives and programs.

Results: Participant engagement and satisfaction scores of 93%

• Over 90%+ sustained participant engagement over five years
• Greater than 90%+ participant satisfaction
• National best-practice designation from Diversity Inc.