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