Only one rival answers Blue Cross challenge. (Central Reserve Life responses to Blue Cross & Blue Shield of Ohio's advertising campaign)

Crain's Cleveland Business, November, 1991 by Mooney, Barbara

Bold exclamation points have been flying around ad pages in recent weeks, thanks to a combative marketing campaign waged by Blue Cross & Blue Shield of Ohio. The Cleveland-based health insurance carrier this week concludes a seven-week, multimedia marketing campaign with the boast that only one of its 500 competitors statewide answered the company's "service challenge." The print and broadcast ads were launched Sept.

23 by William Silverman & Co., Blue Cross' ad and public relations agency. Blue Cross challenged other health insurers by asking, "Can you beat Blue Cross service?" The ads also asked consumers, "If anyone says they give better service than Blue Cross & Blue Shield of Ohio, ask them to prove it." John Burry Jr., chairman and chief executive officer...

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