Why on earth does anyone open an email from their health insurance company? That’s a question Ben McVay, Director of Marketing & Engagement at Arkansas Blue Cross, asks himself daily. It’s also why his team of talented marketers have a simple goal: to create meaningful content that people want to see and deliver it where they’re most likely to see it. In doing so, they aim to create more awareness, engagement and (ultimately) loyalty around our company, products, services and tools. Ben joined Arkansas Blue Cross in 2013 as a copywriter and isn’t afraid to tell you when your hyphens should be em dashes.