Dive Brief: 

• WellPoint, one of the largest health benefit firms in the U.S, is increasing its digital efforts prior to the open-enrollment period of the Affordable Care Act. 
• The saturated health care market will make the state-run online exchanges highly competitive; WellPoint is hoping that ramping up digital and social media marketing efforts will set it apart. 
• According to CMO Patrick Blair, social will be the main focus because consumers will be scouring the web to find answers about their healthcare options. 

Dive Insight: 

The strategy to increase digital focus, especially social, is a smart one. Blair is correct in that consumers will be turning to social media to learn more about their options, and if WellPoint can be the company that answers them the quickest or the most thoroughly, it will likely give them an advantage. The open-enrollment is an unprecedented event and it will be interesting to see how it plays out.