CHATTANOOGA, Tenn. ó Understanding the increasing role that consumers play in choosing their health plans, BlueCross BlueShield of Tennessee will launch two consumer information center concepts this fall.

The centers are designed to test new ways to make it easier for consumers, especially those who may be currently uninsured, to learn about health plan options, benefits and wellness. They will complement BlueCross broker partners and digital platforms which serve as primary channels to reach and educate Tennesseans.

BlueCross will open one center in the Nashville market in an existing site yet to be chosen. The other concept is a mobile unit that will provide flexible support for open enrollment periods and community outreach efforts across Tennessee. The mobile unit will initially focus on the Memphis market.

"We want to provide a place for people to go to get their questions answered," said Henry Smith, senior vice president of operations and chief marketing officer for BlueCross. "We realize that health care can be complex and even confusing, in particular for those who have new coverage or are considering it for the first time. Thatís why we continue to explore new ways to connect with consumers to deliver the information they need in ways that are meaningful and beneficial to them."

Both centers will be staffed with highly trained advisers. They will help consumers navigate a variety of health and wellness topics, including how to access health plan benefits.

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 www.bcbst.com.