CHATTANOOGA, Tenn. — BlueCross BlueShield of Tennessee is asking Tennesseans to raise their hands if they have questions about individual health insurance. And it’s answering those questions with the launch of a new individual health plan PersonalBlue™.

PersonalBlue enables Tennesseans under age 65 to better understand, customize and select their health coverage. With the ability to choose their deductible, coinsurance percentage, prescription drug coverage, office visit co-pay level and provider network, the plan’s focus is on meeting the unique needs and budget of each individual.

Additionally, with the assistance of advertising, educational pieces, marketing materials and a redesigned online experience, PersonalBlue is aimed at helping consumers navigate the complex and often confusing world of individual health insurance. These efforts are also designed to help consumers better understand the benefits they are purchasing from BlueCross.

“The beauty of this new product is that it breaks down the health insurance shopping process into smaller, less intimidating chunks, said Ginger Pettway, manager of advertising for BlueCross. “Our goal is to emphasize the importance of making informed decisions in regard to consumers’ health insurance yet make that process as easy as possible.”

The PersonalBlue campaign features television advertising and a product brochure, which is written in a conversational, easy-to-understand manner. Among other campaign features designed to make choosing an individual plan easier, are an Internet component with online personal profiles that provide examples of monthly premiums and an easy-to-understand glossary of common insurance terms.

To find out more about PersonalBlue, go to

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