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Blue Cross Launches Largest Selection of Individual Plans Available in Minnesota
Date:4/13/2009

novative offerings in their new suite of products, including an individual plan that's designed to look and act like group coverage, which is something I've never seen before. They really have leapfrogged themselves in terms of selection."

Demand grows for individual health insurance

"Blue Cross invited a variety of consumers to attend multiple design sessions when we created these products and the response was loud and clear: consumers want a selection that lets them find the right product for their needs, all without breaking the household budget," said Shawn Patterson, marketing vice president for Blue Cross. "We had some surprises during the sessions. Some people wanted a very low monthly premium and were willing to accept a pretty large deductible in exchange. On the other end of the spectrum, others were comfortable paying a higher monthly premium if it meant more 'first dollar' or up-front coverage."

"We created a very flexible product line in response to this range of feedback. I think consumers will find a great selection in our new lineup. People really want the best match for their health, their family's health and their overall financial comfort level. Our early sales are showing purchases at all points along the spectrum of cost and coverage, so we think it really paid off to have such extensive consumer input into the product design. People are buying the way they said they would."

While employer-sponsored coverage continues to remain the most common form of private market health insurance in Minnesota, increased number of consumers are finding themselves in the individual health plan market - many for the first time. According to the Minnesota Department of Health, the share of individual policies among all private coverage in the state increased by nearly 15 percent from 1998 to 2006 (A 6.1 to 7.0 percent increase).

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SOURCE Blue Cross and Blue Shield of Minnesota
Copyright©2009 PR Newswire.
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