CHATTANOOGA, Tenn. — The Web Marketing Association (WMA) recently honored BlueCross BlueShield of Tennessee with a Standard of Excellence Award as part of its eighth annual WebAward competition.

The WMA, an organization dedicated to advancing excellence on the Internet, founded the WebAward to recognize Web site development that combines design with end-user and marketing effectiveness. To achieve the Standard of Excellence Award, a Web site must meet a high level of quality for which all corporations should endeavor.

“This award recognizes that the BlueCross Web site provides our members with an attractive and easy-to-use tool that helps them manage their health care plan. It’s also a site that helps our network providers conduct business more efficiently,” said Trevin Bernarding, manager of e-Business development for BlueCross. “Our efforts are validated by the judges’ comments, but we’ve also received important feedback that will help us in our continuous effort to improve the site’s quality for current and future visitors.”

Judges’ comments on the BlueCross Web site included praise for the homepage’s task-oriented capabilities, descriptive labeling of off-site links, multiple-audience approach, and thoroughness and openness of content.

According to one judge, “[the BlueCross site] gets to the point so, as a user, my time is valued. I’m efficient, get my task done or question answered, and I’m done. Very nice.”

A team of independent professionals, representing marketing, advertising, public relations and design disciplines, served as volunteer judges in the competition. Entries were judged against their industry peers’ Web sites in seven criteria: design, innovation, content, technology, interactivity, copywriting and ease of use.

BlueCross was among 1,300 sites from 19 countries judged during this year’s competition.

Web Marketing Association

Now in its eighth year, the WebAward Competition for Web site development is conducted by the Web Marketing Association, Inc. (WMA), an independent volunteer organization founded with the purpose of evaluating, recognizing and increasing the standard of excellence on the World Wide Web. Its Web site is located at

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