BLUE CROSS BLUE SHIELD OF MICHIGAN - Lambert UNIVERSITY RESEARCH CORRIDOR COMPANY Blue Cross Blue Shield of Michigan is one of the largest independent licensees of Blue Cross Blue Shield Association and administers health benefits to more than 4.3 million members. PROJECT Blue Cross Blue Shield of Michigan (BCBSM) offers a broad variety of health plans to Michigan residents and Lambert has had the opportunity to represent BCBSM for the past 10 years. A key effort was the creation, execution and management of the The Blues CruiserTM, BCBSM’s and Blue Care Network’s mobile education and branding exhibit. TACTICS Launched the Blues Cruiser with the “Medicare and More” tour Introduced BCBSM’s Medicare Advantage products to Michigan’s Medicare-eligible population in a unique way Secured targete

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