With Equity a Hot Topic, Blues Plans Target Health Disparities

Spurred in part by the harsh spotlight that the COVID-19 pandemic has shone on health equity issues, the Blue Cross Blue Shield Association (BCBSA) on April 20 unveiled a vast, ambitious initiative that aims to “change the trajectory of heath disparities and re-imagine a more equitable healthcare system.”

Industry experts say that now is the ideal time for such a project to kick off and that the BCBSA and its 35 member plans are well-positioned to take on such a challenge. To succeed, though, the Blues plans will need to build crucial trust among the populations they’re hoping to help, and they must act as the conduit for grassroots efforts that health insurers can’t handle on their own.

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