The Blue Cross Blue Shield Association has appointed Sondra Imperati as its Vice President of Brand Strategy (BCBSA). She will be responsible for managing BCBS brands internationally, doing research, analyzing data to gain brand insights, and creating marketing and customer experience plans. Ms. Imperati hopes to improve the BCBS brand’s reputation and solidify its position in the healthcare sector using her background in brand management and integrated marketing.
The Blue Cross Blue Shield Association (BCBSA) has announced the appointment of Sondra Imperati as the Vice President of Brand Strategy. In her new role, Ms. Imperati will be responsible for overseeing BCBS brands globally. She will provide leadership in research and data analysis to gain brand insights and develop effective marketing strategies, positioning strategies, and customer experience initiatives to strengthen the BCBS brand.
According to a news release shared with Becker on May 30, Ms. Imperati’s key responsibilities will include managing and nurturing the BCBS brands across different regions. She will leverage research and data analysis to gain valuable insights into the brand’s performance and market trends. With this information, she will develop comprehensive marketing strategies to enhance the positioning of BCBS in the marketplace. Additionally, Ms. Imperati will focus on optimizing the customer experience to ensure satisfaction and loyalty among BCBS members.
Before her role as Vice President of Brand Strategy at BCBSA, Ms. Imperati served as the Director of Brand Strategy and Integrated Marketing at Excellus BlueCross BlueShield. Her experience in brand strategy and integrated marketing will be valuable in driving BCBSA’s branding initiatives and reinforcing the organization’s position as a trusted leader in the healthcare industry.
The appointment of Ms. Imperati reflects BCBSA’s commitment to strengthening its brand presence and delivering exceptional value to its members. With her expertise and leadership, BCBSA aims to further elevate the reputation and recognition of the Blue Cross Blue Shield brand worldwide. By focusing on research-driven insights, strategic marketing, and optimizing the customer experience, Ms. Imperati will contribute to enhancing the overall brand impact and fostering positive relationships with BCBS stakeholders.
The Blue Cross Blue Shield Association plays a vital role in supporting independent Blue Cross Blue Shield companies across the United States and around the globe. As an association, BCBSA aims to improve access to quality healthcare while ensuring affordability and value for its members. The appointment of Ms. Imperati as Vice President of Brand Strategy reinforces BCBSA’s commitment to delivering on these objectives through strategic brand management and customer-centric approaches.
With Ms. Imperati’s extensive background in brand strategy and integrated marketing, BCBSA is well-positioned to drive impactful brand initiatives and foster positive brand experiences for BCBS members worldwide. Her expertise will contribute to the ongoing success and growth of the Blue Cross Blue Shield brand, further solidifying its position as a trusted and innovative leader in the healthcare industry.
