Blue KC and Helix Architecture + DesignThis is part 2 of my interview with executives from Blue Cross and Blue Shield of Kansas City and from their agency, Barkley, on how they applied design-thinking principles to build a new patient-centered healthcare brand, Spira Care, in less than two years. In part 1, we discussed how Blue Cross and Blue Shield of Kansas City had conducted ethnographic research with millennials to better understand frustrations with the health system. This led to a decision by Blue KC to create a new primary care brand, Spira Care. Greg Sweat, Blue KC: First, we felt it important to remain focused on the customer through the implementation process. Blue KC was committed to making this something truly different and special, and in building this whole thing, they brought in partners who understood and embraced the brand idea.

Source: Forbes March 09, 2018 15:11 UTC