BlueCross Healthy Places Website

BlueCross BlueShield of Tennessee gives back to their communities by providing ways to get healthy and enjoy the outdoors. BlueCross Healthy Places builds parks and facilities through the state to give neighbors spaces to come together and connect with one another. They needed to create a standalone website that highlighted their Healthy Places parks found throughout the state of Tennessee. Their previous web presence was a part of the main BCBST.com website and it was getting lost in the mix. They wanted their own domain and website that showcased their parks, the features found at each park and a way to easily locate them based on search criteria and/or geolocation. We created a website that focused on the main goal – feature their Healthy Places parks and create a way to easily locate each one. By doing so, we implemented a user-friendly map that locates each park found throughout the state of Tennessee. The map features all open and coming soon parks using search tools to locate each one. Since launch, we have seen an increase in site sessions with a low bounce rate found on the top-level pages and a higher bounce rate found on the park detail pages. This indicates that the user is finding exactly what they are looking for within the site and ending their session after they have located the content they were seeking.