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Anthem Blue Cross Blue Shield

Inflation is driving up prices across the economy, and healthcare is no exception. Additional industry factors have also contributed to rising costs. Anthem is committed—now and into the future—to pushing back against these trends to keep healthcare affordable for its members, customers, and the communities it serves. To help explain its efforts, Anthem set out to create a microsite that clearly communicates its goal of ensuring access to high-quality, affordable care, including the vital role that contract negotiations with participating health systems play in achieving that mission.

In close collaboration with Anthem’s PR firm, FGI designed a modern, empathetic website tailored to the needs of Anthem’s audiences—making visitors feel seen, heard, and supported. The site uses clear, easy-to-understand language and incorporates infographics to break down complex topics, helping members better understand how Anthem works to keep care accessible and affordable. Photography of real members and communities, paired with illustrations and iconography inspired by everyday life, creates a relatable, human-centered experience that strengthens clarity, trust, and transparency.