Anthem.com Website Redesign and CMS Implementation
Anthem is a provider of Blue Cross and Blue Shield health insurance that serves over 10 million members. Anthem’s greatest opportunity for their website was to drive audience self-service. Their continued plans to grow by acquisition placed additional constraints on the development effort, since the website solution must support self-service functionality across a variety of legacy systems.
Assignment
Interaction and interface re-design of Anthem.com and integration of a new content management system.
Audience
Anthem Members, Brokers, Providers, Employee Benefits Managers, General Public
Challenge
Anthem’s challenge was two fold. First it must be a best in class solution for its audience when compared to their national competitors. Second the site must maximize the utility of Stellent, the selected content management system. While Stellent is a robust system, Anthem’s regional business model placed constraints on deploying its functionality, which required significant customization by Workstate.
Technology
• Stellent content management system
• Weblogic
• J2EE
• Integration into Anthem common apps
Results
Our design promoted key elements of their brand and efficiently let the user get to relevant content. Anthem.com promotes self-service functionality with a toolbox on every page of the site. Large promotional areas are available for regional marketing efforts. Stellent’s management of content as word documents was a key advantage offered to Anthem. However, to create the infrastructure to manage the 5,000 + documents, a robust administrative interface and content relationship tools were required and developed by Workstate.