CHATTANOOGA, Tenn. — Michael Eiselstein has been appointed to lead BlueCross BlueShield of Tennessee’s planning for the health insurance exchange to serve state residents created under the Patient Protection and Affordable Care Act.

Beginning in 2014, the insurance exchange will allow individuals to compare health insurance options and more affordably purchase coverage online. As director of individual products, Eiselstein will oversee the development of products for BlueCross that will improve access to health insurance and wellness benefits through this new marketplace.

“With the anticipated establishment of a state or federal insurance exchange and other reforms, individual products will play an even greater role as many people gain access to coverage in this new marketplace,” said Henry Smith, senior vice president of operations for BlueCross. “Michael has done an excellent job for us in the design and development of individual products, and is well equipped to lead our expansion into the exchange environment.”

BlueCross is the leading health plan in Tennessee and issues more individual policies than any other company in the state.

Eiselstein has worked at BlueCross for 13 years. He served as an actuarial analyst and as a large group underwriter, before being promoted to manager of individual products in 2006. He earned a degree in mathematics from Middle Tennessee State University.

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