How BlueCross BlueShield Association branding and uncoupling
regulations affect our names and communications
When companies merge, it can cause confusion for those who do business with them.
We at Excellus Health Plan, Inc. recognize that fact from our own mergers of BlueCross
BlueShield of Central New York, BlueCross BlueShield of the Rochester Area, and
BlueCross BlueShield of Utica-Watertown. Adding RMSCO, and later Univera, to our
operations has prompted a need for some clarification.
We have grown in response to a health care environment where employer groups are
demanding more options and considering different ways to administer health plans for
their employees. In order to accommodate these ever-evolving demands of employer
groups, Excellus Health Plan offers both "Blue Branded" and "Other Branded" products.
This is because the BlueCross BlueShield Association has prohibitions on the use of its
names and logos with the names of other, non-BlueCross BlueShield businesses. This
linkage of the BlueCross BlueShield name or brands with another name is called
coupling. Any name coupled with a Blue Brand cannot be used with other branded
businesses.
Blue Branded products are those health-benefit programs that are marketed using the
BlueCross BlueShield logos and licensing rights. Excellus Health Plans, Inc. licensed to
market “Blue branded” products are BlueCross BlueShield of Central New York,
BlueCross BlueShield of Utica-Watertown and BlueCross BlueShield of the Rochester
Area.
Other Branded products are those that are marketed independently of the BlueCross
BlueShield brands. “Other branded” products include Univera Healthcare, MedAmerica,
Inc., Excellus Benefit Services (EBS), Support Services Alliance (SSA), RMSCO and
Lifetime Health.
The BlueCross BlueShield Association has given us a grace period after which we can
no longer use words coupled with “Blue branded” products in any communication or
promotional item regarding our “other branded” businesses or products. While the
BCBSA coupling rules may complicate our ability to explain who we are as a company
and how our “Blue branded” products are related to our “other branded”
products/companies, we want you to understand that they are all businesses or
products of Excellus, Inc., our parent company.
In order to conform to the BlueCross BlueShield Association requirements, you will see
the BlueCross BlueShield logo on communications that we issue for our “Blue branded”
products, and the Univera HealthCare logo for most of our “other branded” products.
What Does This Mean to Your Daily Operations?
To avoid confusion regarding Excellus products and services, keep the following points
in mind:
•
By January 1, 2003, all Univera Central New York managed care medical products
will be discontinued. We anticipate that most of the membership currently covered
under those products will move to BlueCross BlueShield of Central New York
products.
•
Univera Healthcare in Western New York will continue as a non-Blue part of
Excellus Health Plan, Inc.
•
Providers who are credentialed through one of the Excellus regions are credentialed
for all of them. However, providers may still need to obtain specific, contractual
clarification in order to participate with a specific health plan or product.
•
Excellus Health Plan provider contracts are designed to support provider
participation in all Excellus Health Plan product offerings, both Blue branded and
other branded. If you have questions about your contract, discuss them with your
Provider Relations Representative.
We hope this notification will clarify the licensing requirements set forth by the
BlueCross BlueShield Association, and will help your office avoid confusion about which
products fall under the Excellus Health Plan, Inc. umbrella. If you have any questions
about these restrictions, please contact your Provider Relations Representative.
The Excellus product lines and businesses include, but are not limited to the following:
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BlueCross BlueShield of Central New York
BlueCross BlueShield of the Rochester Area
BlueCross BlueShield of Utica-Watertown
Univera
Univera Healthcare
Lifetime Health
MedAmerica
MedAmerica, Inc.
MedAmerica Insurance Co.
MedAmerica Insurance Company of New York
Genesee Valley Group Health Association (GVGHA)
Genesee Region Home Care (GRHC)
Excellus Benefit Services (EBS)
Support Services Alliance (SSA)
RMSCO
BlueCare of New York Benefits Agency, Inc.
Excellus Ventures
Excellus Rx
FLRx
Premier Health Plan