| TONIK from Anthem Blue Cross is a new concept | | | | |
| in PPO (Preferred Provider Organization) | | | | Probably even more than the names, ancillary |
| health insurance. | | | | benefits (dental and vision) entice buyers to |
| | | | choose TONIK. You may never have a heart |
| The plan is marketed exclusively by the web, | | | | attack, but you will certainly need an eye |
| and agents who sell TONIK link to an online | | | | exam and a teeth cleaning. |
| enrollment interface that the insurer hosts. | | | | |
| | | | Each of the three varieties of TONIK include |
| While the success of TONIK itself it notable, | | | | dental and vision benefits, without an |
| the reasons for the success are even more | | | | additional cost. So while you want the |
| surprising. First of all, TONIK is described | | | | coverage in case of an accident, you know you |
| not only in plain language, but also in | | | | will use the Dental and Vision for sure. |
| appropriate slang for the target audience. | | | | |
| Even the plan names are intended to please | | | | I don't think it will be long before other |
| the young target buyer... | | | | companies create exciting (as exciting as |
| | | | insurance can be) health plans to compete, |
| "Part-Time-Dare-Devil", "Thrillseeker" and | | | | but in the mean time, TONIK is setting |
| "Calculated Risk Taker". Quite a departure | | | | records for a 65 year old company, and that |
| for a venerated company like Anthem, who for | | | | is saying something. |
| years extolled tradition as a central value | | | | |
| for health insurance. | | | | More... |