There was a case study presented at a PODi AppForum this past January involving CareFirst BlueCross BlueShield that illustrates the cost-effectiveness and timeliness of web2print. CareFirst BlueCross BlueShield had some flaws in their old printing (offset) process. These included virtually no cost control, significant waste, significant turn-around time, poor presentation, manual process, lack of retention by members, and no variable data/personalization. A focus group was conducted to compare their offset process to a new print-on-demand (POD) process available via web2print technology. The conclusions were as follows: the POD version received “overwhelming approval”, the message was clearer because the package of information was more organized, and participants in the focus group were more likely to keep the POD version for the entire year.

There are many advantages to using print-on-demand that led to these focus group results. Digital printing (which is the consumer preferred version of printing) created significant improvement in the printed presentation. This process also allows for immediate updates to materials versus a 1-2 week delay using offset because of the automated process (versus manual labor involved with setting up offset). This automation and easy set-up is conducive to variable data printing and personalizing print pieces. One of the best benefits of POD is greater control of costs. You can print materials only when you need them and print only the amount you need which also helps to eliminate waste and lower inventory costs.

A cost analysis for CareFirst BlueCross BlueShield was done to estimate cost savings when using print-on-demand versus offset. Print-on-demand costs per CareFirst book ranged from $1.77-$3.00 and offset yielded a cost of $2.98 per book. When taking all things into consideration (printing, assembly, packing, and shipping) print-on-demand resulted in an $80,000 a year savings.