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Web Design that Effectively Engages Distinct Audiences on Diverse Screens

HealthPlanServices2014HealthPlan Services (HPS), a Water Street Healthcare Partners affiliate, is the largest independent provider of sales, distribution, benefits administration and customer service and retention solutions to the insurance and managed care industries.

HPS serves insurers of individual, group, voluntary and association benefit plans and provide valuable solutions and support to thousands of brokers and insurance agents that sell into these markets.

HealthPlan Services has partnered with Bayshore Solutions for multiple website engagements over many years. HealthPlan Services needed one website that could educate and engage six separate and diversely motivated customer segments.  It was important to  maintain the brand strength across all groups, yet interact meaningfully with each specific group. Goals of the website and digital marketing strategies are to grow their brand recognition, build competitive search visibility, customer awareness and engagement to grow leads and customers.

Bayshore Solutions re-designed and developed an attractive and fully responsive website with easy navigation, including an innovative mega-menu, to quickly connect visitors with diverse perspectives and web-usage preferences to the information they are searching for.

HealthPlan Services’ website clearly addresses multiple audiences (payers, agents, individuals) and connects them to a full suite of solutions. The responsive website with clean layout and informed calls to action conveniently connects business visitors with needed information and tools to grow their business – and individual visitors to resources to help understand and obtain insurance coverage.

The website features the MyConsumerLinkSM engine to demo and provide a custom branded shopping platform accessing the full functionality of HPS resources for personal exchanges and agents.

Integration with Quotit allows HPS to quote plans for site users in real time from the homepage, within a seamless corporate brand experience. The Website is designed to bolster confidence in HPS and reinforce the firm’s broader footprint of expertise and services to all segments.

With advent of Healthcare reform, HPS needed swift, comprehensive and compliant web functionality changes in a very short timeline. Bayshore Solutions designed and developed these changes across over 40 branded and white-labeled websites in time to meet the health exchange live date requirements.


Results of our ongoing partnership, deliver to HealthPlan Services effective multiple-audience communication with:

High ease-of-use for website visitors using all types of devices
Professional presence and branding
Control over edits and enhancements with an easy-to- administer Content Management System

Within 30 Days of launching the website:

  • Average Organic search position grew from #8 to #1.5
  • Mobile traffic increased 49%
  • Site Bounce rate decreased 45%


Award Recognition

Redesigned 2014 Website:



2015 Bronze “Stevie” American Business Award Winner





2015 AVA Award Honors


HealthPlan Services 2010 Website:



Best In Class Interactive Media IMA Award

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