Blue Cross and Blue Shield Association Introduces Interactive Navigation Solution That Helps Individuals and Families Find Healthcare Coverage Options

AskBlue, Your personal guide to healthcare coverage optionsTM also supports those in transition from group coverage to individual coverage

August 3, 2009

CHICAGO – The Blue Cross and Blue Shield Association (BCBSA) today announced the launch of AskBlue – an interactive Web tool that helps consumers navigate through a wide range of healthcare options to find coverage that best fits their personal needs and budget.

AskBlue was created for individuals who are either uninsured, unemployed, have lost their employer-based coverage, or are not eligible for group benefits.  BCBSA's AskBlue is the only interactive educational and navigational tool that addresses the needs of the consumer in the individual health insurance market.  It was specifically designed to help consumers in this challenging economic environment.

"BCBSA strongly supports a healthcare system that provides healthcare coverage to all Americans," said Scott P. Serota, president and CEO of BCBSA.  "As we work with Congress and the Administration to assure sustainable and comprehensive healthcare reforms that help achieve this goal, we are pleased to offer this new interactive navigation tool that puts powerful healthcare solutions at the fingertips of consumers today."

The AskBlue experience provides consumers with a summary of available Blue Cross and Blue Shield healthcare coverage options. By providing only a zip-code, consumers get anonymous and confidential information about products that fit their needs.  For consumers who are not familiar with the various coverage types and benefits, AskBlue will analyze and present coverage options in a clear and concise format.  The process takes only minutes.  Once complete, visitors have the option of contacting their local Blue Cross and Blue Shield company for quote information or simply leaving the online experience with a printout of personalized options that have been tailored to their needs.

During a pre-launch demonstration of AskBlue, participating Blue Cross and Blue Shield companies found overwhelming support for the program.  A majority of consumers – 80 percent – who visited AskBlue, stayed on and obtained personalized healthcare coverage information.  Consumers said the tool met their expectations for ease of access, knowledgeable solutions and actionable results. 

Currently 18 Blue Cross and Blue Shield companies offer AskBlue, with plans underway to expand the program in additional markets.  To learn more about AskBlue, visit www.BCBS.com.

AskBlue provides a general overview of certain insurance products, based on information that the user provides during this session. This overview is not an application for insurance. It is not an offer to provide or guarantee insurance coverage, or legal or financial advice. To find out about rates and terms for these and other insurance products, how to apply for coverage, and for much more information, contact your local Blue company. Each Blue company is responsible for the information that it provides.

AskBlue was developed in collaboration with Jellyvision Lab, Inc., a provider of interactive conversation applications in the U.S.