Becker's Healthcare August 6, 2024
Blue Cross Blue Shield of Louisiana will rebrand as Louisiana Blue.
The BCBS affiliate will keep Blue Cross Blue Shield of Louisiana as its formal name, but use Louisiana Blue in marketing, promotions and public-facing material, according to an Aug. 5 news release.
The change is one of a few pivots the insurer has made after its proposed sale to Elevance Health fell through. In May, the company appointed Bryan Camerlinck as its next CEO.
The company also...
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