CHATTANOOGA, Tenn. — The development of a Health Insurance Marketplace opens the door to new products that are offered directly to the consumer. To navigate this new market, BlueCross BlueShield of Tennessee has appointed Kelly Paulk to serve as director of product strategy.

“Kelly has extensive experience in health care and commands detailed knowledge of BlueCross’ products and services,” said Carla Raynor, vice president of strategic marketing for BlueCross. “With nearly 20 years of experience at the company she is well equipped to take on this new strategy role as we work to develop products that give our future customers the coverage and peace of mind they need.”

In 1993 Paulk joined BlueCross in the role of marketing coordinator. During her time at BlueCross she served in several positions, most recently as senior product manager. From concept to implementation, she has led in the development of group medical and self-funded products that now serve more than 2 million commercial members. In addition, she has focused her efforts on products for the post-reform health care environment.

Paulk earned a Bachelor of Science in marketing and later completed her MBA from the University of Tennessee, Chattanooga.

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.