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Independence Blue Cross once again takes a fresh, consumer-first approach to health care reform

IBC and Relay launch first-ever program that delivers personalized support through a mobile channel

Philadelphia, PA – Independence Blue Cross, (IBC) the region’s leading health insurer, has extended its partnership with Relay, a new channel for customer communications, to enhance its successful mobile communication program, IBX Wire™. Launched earlier this year, IBX Wire helps IBC members stay on top of vital personal health information, complete transactions, and get customized support from their smartphones. IBC is now taking this capability beyond its member base to educate and engage with consumers to help them understand the changes driven by the Affordable Care Act, and provide an easy way to get more information or enroll in a health plan.

This mobile communication program is a key element of IBC’s consumer outreach and engagement strategy which also includes multi-lingual educational materials; online resources like and; social media outreach; outreach through seminars and webinars by trained health care reform experts; and direct mail. In addition, IBC launched the Independence Express, a state-of-the-art, mobile education and retail health care experience that has been traveling throughout Southeastern Pennsylvania this summer and fall helping consumers understand the important changes associated with the Affordable Care Act.

“Our company vision around health care is big,” said Brian Lobley, senior vice president, Marketing and Consumer Business at IBC. “We want consumers to see us not just as their insurer, but also as their partner — one that educates and empowers them to be better health care consumers. The Independence Express was very successful in engaging and educating consumers about health care reform. We’re confident that this latest enhancement to our mobile communications will be equally appealing to consumers.”

Launched in January of this year, IBX Wire connects Independence Blue Cross and its members through a private, personal communication channel via their mobile devices. The new program enhancements let IBC extend an invitation to this channel to its prospects so they can navigate health care reform on their terms. When consumers call IBC for information and guidance around the health care changes, they have an opportunity to accept an invitation to this channel via text message. When they accept, it sets up a private communication line with IBC where they can access a suite of services that provide them with the information and support they need from their mobile device. Through this channel, they can schedule a call with a heath care reform specialist, ask questions via a secure online chat, determine their eligibility for a subsidy, and more. It’s the first program of its kind by a health insurance company that helps consumers cut through the clutter by connecting them directly to the answers they need, when they need them.

“This past year Independence Blue Cross did something that made it stand apart: It made the investment to turn on its own customer communication channel, IBX Wire, to deliver a higher level of service to its members. That investment paid off in dividends — more than 90,000 IBC members have already turned on this channel. We’re excited to help IBC deliver that same ‘wow’ experience to others in response to health care reform, and the initial results are very strong,” said Matt Gillin, CEO of Relay. “IBC shares our vision that in today’s connected world, consumers need to be able to get things done how and when it works best for them. We’ve always believed that this approach is the most effective way to acquire, service, and keep customers.”

About Relay

Relay is solving a massive problem. Businesses are losing billions because communications with their customers just aren’t getting through. Messages to customers today end up in spam filters, trash bins, or voicemail. And attempts by customers to communicate with their businesses are met with “do not reply” email addresses and long wait times. We believe it can be better. Relay is a new way for businesses and customers to connect through a private text line that makes it easy for both sides to communicate and get things done. Our solutions are helping companies within every major industry including health care, financial services, insurance, energy, travel and hospitality, and others get more – more new business and more satisfied customers.

Headquartered in greater Philadelphia, PA, Relay is backed by NewSpring Capital, First Round Capital, and ICG. For more information, visit or connect with Relay on Facebook at and on Twitter at @Relayit. Relay, Relay Wire, and Wire are trademarks and service marks of Relay Network, LLC.

Media Contacts
Ruth Stoolman
Independence Blue Cross
215–241–4807 (office)
215–280–3335 (cell)

Michelle Musburger
773–230–0629 (office)