One of Blue Cross of Idahos new television commercials opens with a chirpy jingle. Youre protected in the sun, youre protected when it rains, the song begins. The pitch is clear: This is the insurer for you, no matter your lifestyle.
For Blue Cross of Idaho, the states largest health insurer, this is more than an advertisement. Its a big step.
This is the first time the company has ever, in its 65-plus years of existence, actually gone out with a brand campaign to explain who we are, says Karen Early, director of corporate communication.
From the insurers perspective, a big change the Affordable Care Act brings is this: There will be many more people buying insurance in the individual market. And thats a business opportunity.
Follow the link at right to read the complete story on stateimpact.npr.org. There you can also see a video of the ad.