Anthem Blue Cross and Blue Shield SWOT Analysis, Competitors & USP

Posted in Pharma and Healthcare, Total Reads: 3108

SWOT Analysis of Anthem Blue Cross and Blue Shield with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Anthem Blue Cross and Blue Shield

Parent Company

Anthem Inc.


Managed healthcare


Pharma and Healthcare

Tagline/ Slogan

Together, we are transforming health care with trusted and caring solutions


Focus on day-to-day execution and capitalizes on new opportunities to drive growth

Anthem Blue Cross and Blue Shield STP


Health insurance

Target Group

Families and businesses


Health and specialty programs customized for each customer segments

Anthem Blue Cross and Blue Shield SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Anthem Blue Cross and Blue Shield. Strengths are:

1. Brand value of Anthem Inc. and Wellpoint health networks Inc. brought together
2. Diverse and broad portfolio of integrated health care plans and related services
3. Rapid expansion in last decade through merger and acquisition
4. Highly satisfied customers, positively reviewed and well rated


Here are the weaknesses of Anthem Blue Cross and Blue Shield :

1. Has been in news for controversies especially in 2009 and 2010
2. Low interest rate scenario in the US hurts the profitability of insurers in the US
3. Unable to secure customer data from hackers, 37.5 million records were recently stolen from database
4. Since 2013 dip in insurance penetration i.e. insurance premiums as a percentage of GDP


Following are the Opportunities of Anthem Blue Cross and Blue Shield :

1. Further expansion by acquisitions to ensure complete range of managed healthcare services
2. Banking upon market leadership in US to expand into new markets
3. More product offering and services and trying to attain first mover advantage in certain segments


The threats of Anthem Blue Cross and Blue Shield are as mentioned :

1. Brand equity may be adversely affected by multiple controversies
2. Highly competitive market makes maintaining market share a major challenge
3. Threat of data breach may lead to apprehension in mind of consumers

Anthem Blue Cross and Blue Shield Competition


Below are the 3 main Anthem Blue Cross and Blue Shield competitors :

1. HealthSpring
2. Centene Corporation
3. Atena

The brandguide table above concludes the Anthem Blue Cross and Blue Shield SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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