Skip to main content


Independence Blue Cross and Relay to address health care leaders at World Health Care Congress

Paula Sunshine and Steve Gillin to share insights on the future of health care communications

Philadelphia, PA Independence Blue Cross (Independence), the leading health insurance organization in southeastern Pennsylvania, announced today that Paula Sunshine, vice president of sales and marketing, consumer business, will speak at the 12th Annual World Health Care Congress, which runs from March 22-25 in Washington D.C. Sunshine will present alongside Steve Gillin president of Relay, a technology company that connects brands and people through direct mobile communication, on the future of health care communications.

During the presentation, Sunshine will discuss Independence’s shift to mobile communications and the success of IBX Wire™, Independence’s HIPAA-compliant mobile member engagement channel.

“As the health care industry continues its massive transformation, the companies that thrive will be those that execute fresh ideas and develop groundbreaking innovations,” said Sunshine. “Our award-winning Relay solution, IBX Wire, increased our ability to educate and engage members in a way that no other channel could. In less than a year we tripled the response rates that we normally see using direct mail and email and significantly increased utilization of our digital assets, such as IBX Mobile and our physician finder tool.”

Launched in 2013, more than 415,000 members have joined IBX Wire. In November 2014, IBX Wire was recognized as the winner in the New Media category of the Philadelphia Business Journal’s Innovation Awards.

The 12th Annual World Health Care Congress convenes decision makers from all sectors of health care with the shared goal of improving quality, outcomes, and access while reducing costs.

About Independence Blue Cross
Independence Blue Cross is the leading health insurance organization in southeastern Pennsylvania. With our affiliates, we serve nearly 10 million people in 25 states and the District of Columbia, including 2.5 million in the region. For more than 75 years, we have been enhancing the health and wellness of the people and communities we serve by delivering innovative and competitively priced health care products and services; pioneering new ways to reward doctors, hospitals, and other health care professionals for coordinated, quality care; and supporting programs and events that promote wellness. To learn more, visit Connect with us on Facebook at and on Twitter at @ibx. Independence Blue Cross is an independent licensee of the Blue Cross and Blue Shield Association