Blue Cross And Blue Shield Companies Recognized For Brand Excellence

March 13, 2008

CHICAGO - Fifteen Blue Cross and Blue Shield companies are recipients of the Brand Excellence Award sponsored by the Blue Cross and Blue Shield Association (BCBSA).

The annual award honors Blue Cross and Blue Shield companies that excel in developing and enhancing the overall image of the Blue Cross and Blue Shield Brands, some of the most recognized and trusted in the world.  The Brand Excellence Award program began in 1995.

"More than 100 million Americans trust the Blue Cross and Blue Shield Brands and through innovative ways of reaching out to the marketplace we can continue to build upon our nearly 80-year heritage," said Scott P. Serota, BCBSA president and CEO.  "The winning Blue Cross and Blue Shield companies are taking the leadership role of enhancing products and services that continue to capture, retain and provide choices to their members."

The winning companies are evaluated on six brand excellence measures.  This year, the following Blue Cross and Blue Shield companies are recognized for exceptional performance in:

Brand Awareness – increase in brand awareness over previous year:

• Blue Cross & Blue Shield of Mississippi
• Blue Shield of California
• Excellus BlueCross BlueShield
• Independence Blue Cross

Enrollment Growth – high percentage of new members enrolled over the previous year:

• Anthem Blue Cross and Blue Shield (Indiana and Nevada)
• Arkansas Blue Cross and Blue Shield
• Blue Cross Blue Shield of Delaware

Membership Recommendation – likelihood Blue Cross and Blue Shield members would recommend their health plan:

• Blue Cross Blue Shield of Michigan
• Capital BlueCross
• Highmark Blue Cross Blue Shield
• Independence Blue Cross

Member Retention – high percent of Blue Cross and Blue Shield members retained from previous year:

• Blue Cross and Blue Shield of Alabama
• Blue Cross and Blue Shield of Louisiana
• CareFirst BlueCross BlueShield
• Mountain State Blue Cross Blue Shield

Brand Extension – highest percentage of members in Blue Cross and Blue Shield branded, separately sold specialty products:

• Regence BlueCross BlueShield of Utah

Provider Satisfaction – highest rating from its provider network:

• Blue Cross and Blue Shield of Kansas

By developing and increasing the number of products and services available to the marketplace, the Blues® are showing their commitment toward improving our nation’s healthcare quality.  Designing innovative coverage plans is a key component in BCBSA’s recently released report entitled, “The Pathway to Covering America.”  The report, a five-point plan to improve access and healthcare quality, can be viewed at www.bcbs.com/issues/uninsured/pathway-to-covering-america/.