Blue Cross Retail Centers Offer Walk-In Consultations, Community Events and More
The retail space, which was built in 2015, features help for current and prospective Blue Cross members.
The situation became even more complicated only months later when she was diagnosed with breast cancer.
Hill had opted to stick with her employer’s insurance plan through a short-term policy extension that lasted for about 18 months after she left the company. With so many medical decisions to face, and the extension of her employer plan about to expire, Hill needed assurance she would have reliable and comprehensive health insurance coverage.
“I never had to make any choices about it because my employer selected the plan, and I just had to do annual enrollment,” she said. “I had some serious health issues I was dealing with and I knew I needed to talk to someone. I couldn’t just go online and figure it out on a website.”
Fortunately for Hill – a self-described “lifelong Blue Cross Blue Shield card carrier” – Blue Cross had recently expanded its business to include retail centers. The new centers allow customers to simply walk in and speak directly with a sales employee about health insurance needs or enroll in a health plan.
Connecting Face to Face
The first Blue Cross retail center opened July 2015 in Edina and Hill couldn’t get there fast enough. At the West Metro-based center, Hill connected with Amy Banker, a Blue Cross retail consultant with 20 years of experience as a health insurance agent.
“It was really helpful to be able to walk in the door with no expectations,” Hill said. “I had no idea who I was going to meet and Amy and I really connected. It was so easy to explain my situation and have her show me the different plans and help develop a strategy.”
“I had some serious health issues I was dealing with and I knew I needed to talk to someone. I couldn’t just go online and figure it out on a website.”
Banker, who now advises customers at the Blue Cross retail center in Roseville (opened in October 2015), continues to consult with Hill for her insurance needs. Banker said she feels face-to-face interactions are helpful in guiding customers’ health plan decisions.
Banker quickly realized that Hill, who worked in the casualty insurance industry before her retirement, was an educated consumer. “It was just a matter of talking to her and finding out what she needed – what was most important to her – and then come up with an action plan of what we were going to do,” Banker said. “We meet people every day who are so worried about their health coverage. To be able to take that weight off their shoulders, and see them feeling relieved at the end, is just phenomenal.”
Blue Cross retail consultant Amy Banker helps a client with her insurance needs.
Personalized Experience to Meet Community Needs
The Blue Cross retail centers have several private sales and service offices along with spacious waiting areas. Upon entry, customers are greeted by a receptionist, offered a beverage and introduced to a sales or service employee – who, like Banker, have a wealth of experience – to help them privately. Additionally, each retail center is equipped with a Body-Mass-Index machine, a recreational waiting area with activities for children, walk-up computer terminals and a large community events room.
Blue Cross’ retail centers are the first of their kind in Minnesota — following the emerging success of the retail concept at 17 other Blue Cross and Blue Shield plans nationwide. “Consumer-facing retail stores of all sizes are an innovative way to assist people navigating the complex health insurance landscape,” said Joel Stich, sales director for consumer markets.
“I like to equate it to the Apple Stores,” he said. “Prior to those coming into play, you’d have to call on the phone to speak to someone for assistance, rather than getting face-to-face service. The Genius Bar worked directly with consumers in a space that was inviting. We are doing the same for people with their health plans.”
Support All Year Long
Locations are staffed year-round to answer customers’ questions and help them navigate their plans as their needs change. Life events like marriage, the birth of a child or retirement happen year-round, so sales associates at the retail centers are able help members with their health plan needs as these changes take place.
In addition to providing customers access to sales and expert consultation on their policies, the retail centers host health and wellness events free and open to the community, not restricted to Blue Cross members. Both locations offer informational sessions with broad appeal such as “Ask a Pharmacist,” “Understand Your Plan,” “Living with Diabetes” and “Exercise for Cancer Recovery.”
A Community Resource
Blue Cross retail centers offer an easy approach to health insurance, but also strive to be a valuable resource and partner in the communities they serve.
“There’s no sales pressure,” Stich said. “Our centers exist for so many more reasons than signing up for a health plan.”
These centers are moving health forward as a tangible, visible demonstration of how to engage directly with communities by offering health information and guidance to anyone who walks through the door. Within the six months of being open, foot traffic exceeded expectations.
Brick-and-mortar health insurance centers are a novel concept, but Hill said the trusted reputation of Blue Cross made the decision to visit its retail center an easy one.
“Blue Cross has always been my first choice, and it’s always worked for me,” she said. “Since I don’t have an employer anymore who would walk through my benefits with me, I will come back next year when it’s time to enroll. Who wouldn’t take that if you had the option?”
Learn more about how Blue Cross is moving health forward through our retail center at bluecrossmn.com/centers.