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Empire Ad Campaign Promotes Satisfaction Stats

By Staff Writer

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NU Online News Service, May 19, 2004, 1:32 p.m. EDT – Empire Blue Cross Blue Shield, New York, is promoting its customer satisfaction rankings and the size of its provider network in a new print and direct-mail ad campaign.[@@]

Empire is using the campaign to tell brokers and employers that, “when you consider all the facts, you’ve got to consider us.”

“It’s high time health care felt like a benefit, not like a headache,” Empire says in the ads.

Empire, a unit of WellChoice Inc., New York, will be mailing brochures to employee benefits buyers and running the print ads in a variety of trade publications and daily newspapers.

McCann Relationship Marketing, a unit of Interpublic Group of Companies Inc., New York, developed the campaign.