Blue Cross Blue Shield of Tennessee

Tennessee's Largest Health Benefit Company


Blue Cross Blue Shield of Tennessee (BCBST) engaged Frederick Swanston as a strategic and creative resource for development of presentations used to sell BCBST insurance products to corporations throughout Tennessee. The engagement consists of developing the brand value proposition, writing, designing and programming PowerPoint and Prezi presentations for use by BCBST personnel in sales presentations.


BCBST was changing its positioning from simply an insurance company to a health solutions company, and these documents helped establish and communicate that platform to corporations looking to purchase BCBST for their employee groups. Following our initial discovery, Frederick Swanston designed several visual templates for presentations promoting Blue Cross' strengths, both regionally and nationally. The sales presentations were then written and designed, and completed under intensely short deadlines.


In the year since we were engaged, BCBST has converted 100% of their prospective business into actual clients, and has not lost an existing client.