Saturday, February 27, 2010

BS BS

I call BS on BS.

One “BS” refers to Blue Shield. The other? I think you know what I mean.

You see, I was one of those lucky California health insurance customers who got the famous 39% rate increase from Anthem Blue Cross.

Today I received a letter from the other “Blue”—Blue Shield (click to enlarge)

Grudgingly, I must admit that this is a logical marketing initiative—communicating with customers who are pissed off at their current insurer. Heck, if I were a Ford dealership, I’d certainly be sending mail to Toyota owners right about now.

But I don’t buy it, not for one minute.

In the letter, Blue Shield is offering to help me “balance affordability with great coverage,” but I’ll bet you $100 (that’s less than a week’s coverage for me) that Blue Shield won’t be able to beat Blue Cross—at least not at the same deductible/copayment structure of my current plan.

The letter suggests that if I apply now, I can “lock in” my rate for the next 12 months. I guess that’s a little better than Anthem Blue Cross. Evidently, they’re now only locking rates for 12 days at a time.

Am I to seriously believe that Blue Shield somehow has the magical ability to charge far less than Blue Cross for similar coverage?

This is California, so I have my doubts. I’ll admit I could be wrong. Maybe it is worth calling to speak to a Blue Shield “Personal Plan Adviser.”

But I suspect I’m right—and that BS is full of BS.

Posted by Richard Bloch

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