Blue Cross Blue Shield Association

Blue Cross began in 1929 when Justin Ford Kimball at Baylor University in Dallas, Texas, developed a program to guarantee school teachers 21 days of hospital care for $6 a year, a plan that later became the model for Blue Cross. This arrangement laid the foundational structure for Blue Cross to provide group health insurance coverage, establishing a novel healthcare financing model at the time.

In 1939, the first Blue Shield plan was founded in California. The Blue Shield was designed to cover physician services, similar to how Blue Cross covered hospital services. Originally created by employers in lumber and mining camps of the Pacific Northwest to provide medical care, it later expanded to cover services for all workers and thus became an important parallel to the hospital-based Blue Cross.

The Blue Cross and Blue Shield Association was formed in 1982 following the merger of the Blue Cross Association and the National Association of Blue Shield Plans. This merger allowed the organizations to streamline their operations, combine resources, and strengthen their financial capabilities to better serve as a unified body representing both hospital and medical service plans across the United States.

The BlueCard program was launched in February 1994, facilitating Blue Cross and Blue Shield customers to receive healthcare services across the nation and around the world. This program greatly increased the convenience and accessibility of healthcare for members, allowing them to avail consistent quality service no matter where they were in the network of Blue Cross Blue Shield providers.

In May 2000, Blue Cross Blue Shield Association along with hundreds of affiliated insurers settled a class-action lawsuit from the American Medical Association and others, paying millions in the settlement. The suit accused them of improperly reducing payments to doctors which highlighted contentious insurer-provider relations.

In October 2006, the Blue Cross Blue Shield Association adopted a new branding and marketing approach to standardize logos and branding across the United States. This initiative was aimed at creating a unified brand presence and simplifying customer recognition of Blue Cross Blue Shield services, aiding in marketing and competitive positioning in the health insurance market.

In September 2013, the Blue Cross Blue Shield Association reached a settlement in a multi-state antitrust lawsuit concerning competition practices. This settlement involved several adjustments to its procedures and included financial reparations. This legal event was significant in adjusting how BCBSA engages with its regional Blue Cross Blue Shield providers across different states.

On October 30, 2020, Blue Cross Blue Shield Association agreed to a $2.7 billion settlement for an antitrust lawsuit that accused the health insurance plan of conspiring to limit competition and driving up costs, affecting how Blue Cross Blue Shield plans nationwide operate and compete. The settlement provided financial compensation to affected parties and enforced operational changes to promote fair competition.

In January 2021, the Blue Cross Blue Shield Association launched a National Health Equity Strategy to address disparities in healthcare access and outcomes among different races, ethnicities, and communities. This initiative focuses on data collection, improving access to care, partnering with communities, and advocating for policy changes to reduce health inequities across the United States.

In June 2022, the Blue Cross Blue Shield Association named Kim Keck as its first female president and CEO in its history. Her appointment marked a significant milestone in the leadership of the association, reflecting its ongoing commitment to diversity and inclusion. Keck's leadership is expected to steer the organization towards greater innovation and adaptability in the ever-evolving healthcare market.