Minn. Blue Cross Backs Reforms

MINNEAPOLIS – Blue Cross/Blue Shield of Minnesota launched an aggressive two-pronged advertising campaign last week that separates the company from many of its insurance company bretheren: It supports healthcare reform.
In response to a progressive healthcare marketplace, BCBSM has reformulated itself to work within the managed care framework that’s emerged in Minnesota.
‘We really think of ourselves as a health plan and not as an insurance company,’ said Chris Causey, BCBSM marketing communications/advertising. ‘While we’re not divorcing the insurance industry, we now think of ourselves as a managed care company .