With healthcare issues dominating much of the headlines generated by the presidential nominating conventions, the Blue Cross and Blue Shield Association took politically
correct steps to position itself as a credible one-stop shop for online health information. As co-sponsor of the heavily trafficked media lounges at both the convention sites, the
managed care organization launched a health issues Web site (http://bcbshealthissues.com) a week before the Republican convention last month. The other sponsor is BellSouth, which
has been the primary convention media hospitality host since 1988.
For now the site is public policy focused, featuring healthcare headlines, a wide range of political perspectives on healthcare issues and a media research center. Blue Cross
also is using the site to share its views on hot-button topics like the right to sue health plans and prescription drug coverage for seniors. After the Democratic convention this
week, the site will evolve into other areas of consumer-focused health information and become less focused on public policy issues, says Elizabeth Wilson, BCBS's director of
corporate media relations.
(BCBS, Elizabeth Wilson, 202/626-4810)