Blue Cross Blue Shield

Paper Summary:

This paper discusses the insurance company Blue Cross Blue Shield of Missouri. The paper describes the negative public perception of this company due to incomplete information provided on the company's website. The paper claims that the insurance company does not make its members aware of the benefits due to them. Suggestions are presented to employ marketing strategies that will improve Blue Cross Blue Shield's public image.

From the Paper:

"In the past, the marketing of Blue Cross Blue Shield of Missouri has faced severe criticism. A Market Conduct Examination Report by Health Care Financing Administration notes that Blue Cross Blue Shield of Missouri "utilizes an overall marketing, policy issuance and application process hostile to Missouri residents attempting to exercise their rights as provided for in the Health Insurance Portability and Accountability Act of 1996" (Health Care Financing Administration). Specific criticisms of the marketing policies of Blue Cross Blue Shield of Missouri not that the company "Withholds access to information regarding guaranteed available policies from consumers attempting to access information through (Blue Cross Blue Shield of Missouri)'s marketing website" (Health Care Financing Administration). Specifically, the organization charges that BCBSMo does not inform consumers of the "availability of BasicBlue coverage" on its website."

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