CHATTANOOGA, Tenn. — BlueCross BlueShield of Tennessee today announced the promotions of Dr. Steve Coulter and Joan Harp to the roles of presidents. The promotions are a result of a corporate reorganization designed to make BlueCross more responsive to the needs of its members and to changes in the health care marketplace.

Harp will become president of commercial business and established markets, and Coulter will be president of government business and emerging markets. Both will report to Vicky Gregg, president and CEO of BlueCross.

“To meet market challenges and positively affect the health care system, we must strengthen our services to Tennesseans, while at the same time, expand our relevance nationwide,” said Gregg. “With their expertise in the health insurance fields, strategic insight and leadership ability, Joan and Steve are ideally suited to help us meet and exceed our goals.”

Harp has overseen commercial markets as BlueCross’ senior vice president and chief marketing officer since 1996. Harp and her team will focus on the transition to consumerism—the movement to empower consumers with greater choice in their health care decisions. This will include an array of new products and services and also the introduction of consumer coaches for BlueCross members.

Harp came to BlueCross from NYLCare Health Plans, a Washington, D.C.-based subsidiary of New York Life, where she was a regional vice president in charge of marketing and sales for nine years.

Harp holds a degree in economics and business from Mary Washington College.

In his role as president of government business and emerging markets, Coulter and his staff will continue to direct commercial and government network development and provider relations, while assuming responsibility for all Medicare and Medicaid operations, including TennCare. In addition, he will oversee all new businesses BlueCross may develop or acquire.

Coulter joined BlueCross in 1997 and served as senior vice president and chief medical officer. Prior to moving to Tennessee, Coulter was senior vice president and chief medical officer at BlueCross BlueShield of Kansas City. From 1989 to 1992, he was vice president and medical director at BlueCross BlueShield of Oklahoma.

Coulter received his doctorate in medicine with distinction from the University of Oklahoma College of Medicine.

About BlueCross

BlueCross BlueShield of Tennessee's mission is to provide its customers and communities with peace of mind through affordable solutions for health and healing, life and living. Founded in 1945, the Chattanooga-based company is focused on reinventing the health plan for its 3 million members in Tennessee and across the country. Through its integrated health management approach, BlueCross provides patient-centric products and services that drive health improvement and positively impact health care quality and value. BlueCross BlueShield of Tennessee Inc. is an independent licensee of the BlueCross BlueShield Association. For more information, visit the company's website at