Blue Cross of California Wins BlueWorks Recognition for Creative Solutions to Asthma Management; Award Based on Review by Harvard Medical School's Department of Health Care Policy.

THOUSAND OAKS, Calif. -- The Blue Cross and Blue Shield Association (BCBSA) announced today that Blue Cross of California (Blue Cross) has won recognition for its innovative asthma management program for Medicaid populations designed to improve access to affordable, quality healthcare. In a unique collaboration between BCBSA and the Harvard Medical School's Department of Health Care Policy, the BlueWorks initiative spotlights programs from the Blue Cross and Blue Shield companies throughout the country that are effective in keeping quality healthcare affordable.

Asthma disproportionately affects the poor and disadvantaged in our communities. Blue Cross partnered with local organizations to leverage their resources in reaching underserved Medicaid populations in order to educate and encourage members to visit their doctor, discuss their medication and develop an action plan for their treatment. Blue Cross found that a standard asthma program could not meet the needs of all members in a culturally and linguistically diverse population.

"This is a distinct honor for our health plan," said Joan Herman, president and CEO of Specialty, Senior and State Sponsored Programs for Blue Cross of California. "We are very proud to be recognized by such a prestigious organization as Harvard Medical School for our efforts."

As part of the program Blue Cross MediCal members (California Medicaid program) were also eligible for a consultation with a pharmacist to discuss medication dosing, use and administration to drive home the points of their personal action plan. As a result, appropriate use of medication by members participating in the interventions rose from 55 percent in 2001 to over 68 percent in 2003.

According to Dr. Dawn Wood, vice president and medical director for Blue Cross State Sponsored Programs, "Effective management of asthma relies on improving patient self-management. Our MediCal members have clearly benefited from the opportunity to consult with a pharmacist when receiving their asthma medicines."

Through the BlueWorks program, BCBSA and the Harvard Medical School's Department of Health Care Policy work together to evaluate Blue Cross and Blue Shield company initiatives that address healthcare affordability and quality. Each quarter, a panel of experts from the Harvard Medical School's Department of Health Care Policy selects a number of Blue Plan initiatives that have proven effective in improving the affordability and quality of care. Selected programs are published in BlueWorks Quarterly, which showcases innovative ideas and highlights what works. Winning programs are also promoted throughout the Blue system and the healthcare industry as examples of programs that can be replicated to help keep quality healthcare affordable in the United States.

Blue Cross of California is one of the state's largest health insurers and together with its California affiliates, the company serves more than 7.6 million medical members. Headquartered in Southern California, Blue Cross of California offers a flexible product portfolio with a broad range of options for small, medium and large groups, as well as individual plans for people without access to group coverage, seniors and consumers who are eligible for state sponsored programs. Blue Cross of California is an independent licensee of the Blue Cross Association and can be found on the web at www.bluecrossca.com.

The Blue Cross and Blue Shield Association is comprised of 40 independent, locally operated Blue Cross and Blue Shield Plans that collectively provide healthcare coverage for more than 91 million - nearly one-third of all Americans. For more information on the Blue Cross and Blue Shield Association and its Plans, please visit www.bcbs.com.