Blue Cross of Ge­or­gia chang­ing its name

Calhoun Times - - LAW & ORDER -

The largest health in­surer in Ge­or­gia is chang­ing its name. But it’s not a to­tal re­vamp.

Blue Cross and Blue Shield of Ge­or­gia is go­ing to be­come An­them Blue Cross and Blue Shield ef­fec­tive Jan. 1. An­them, based in In­di­anapo­lis, is the par­ent com­pany of the Ge­or­gia in­surer.

The name change will take ef­fect Jan. 1, 2019, the com­pany an­nounced Wed­nes­day. In ad­di­tion, Greater Ge­or­gia Life, an af­fil­i­ated An­them plan, is chang­ing its brand name to An­them Life.

The new brand was pre­viewed re­cently at a board meet­ing of the Ge­or­gia Depart­ment of Com­mu­nity Health, when the com­pany un­veiled its 2019 of­fer­ings for the health plan that cov­ers state em­ploy­ees, teach­ers, other school per­son­nel and re­tirees. Blue Cross cov­ers most of the mem­bers in the State Health Ben­e­fit Plan.

“We are ex­cited to take An­them Blue Cross and Blue Shield as our new brand name,” Jeff Fusile, pres­i­dent of Blue Cross and Blue Shield of Ge­or­gia, said in a state­ment. “The An­them brand re­flects what con­sumers are look­ing for in their health care part­ner — sim­plic­ity, ac­ces­si­bil­ity and af­ford­abil­ity.

“While our name may be chang­ing, we re­main com­mit­ted to pro­vid­ing the same high- qual­ity, af­ford­able plans and ser­vices that our con­sumers ex­pect and main­tain­ing strong col­lab­o­ra­tive part­ner­ships with our in­dus­try lead­ing net­work of med­i­cal pro­fes­sion­als who pro­vide high qual­ity care to our mem­bers ev­ery day…. Our ded­i­ca­tion to Ge­or­gia is un­wa­ver­ing.”

An­them has 14 Blue Cross/Blue Shield plans across the coun­try.

A brand­ing ex­pert told GHN that with the Ge­or­gia switch, An­them ap­pears to be con­sol­i­dat­ing the names of its var­i­ous health plans.

Mark Speece of At­lanta- based StokeSig­nals noted that An­them pre­vi­ously was known as Wel­lPoint, and also has var­i­ous Blue Cross it­er­a­tions un­der its cor­po­rate roof.

“These guys have a con­fus­ing port­fo­lio of brands,’’ Speece said. “They’re slowly trying to clean up this port­fo­lio.”

Drop­ping “Ge­or­gia’’ would be the big­gest risk with the name change, he said, but the Blue Cross/ Blue Shield brand­ing can trump that. “There’s not a risk of los­ing cus­tomers,’’ Speece said. “It’s more ef­fi­cient to run one brand.”

In this era of con­sol­i­da­tion in many in­dus­tries, he added, con­sumers have be­come much more ac­cept­ing of com­pany name changes.

Newspapers in English

Newspapers from USA

© PressReader. All rights reserved.