CHATTANOOGA, Tenn. — BlueCross BlueShield announced the launch of a newly-redesigned, consumer-focused website for today’s opening of the new health insurance marketplace.

The new bcbst.com is part of an integrated campaign designed to simplify the health care journey and position BlueCross as a trusted partner and clarifying voice for consumers.

The new design, created in partnership with iCrossing, a global digital marketing agency that builds brands for some of the world’s most recognized companies, is based on extensive consumer research and focuses on helping current and potential customers navigate the new world of health care, with simplified language and ease of use.

“By making the complete user experience easier, the new bcbst.com focuses on tech-savvy consumers who are taking responsibility for their health care,” said Carla Raynor, vice president of strategic marketing for BlueCross. “Health care is a rapidly changing landscape and consumers may be unclear or overwhelmed by their insurance options. We want to be the consumer’s trusted partner.”

The new bcbst.com focuses on:

• Simple and easy to navigate paths to needed information and consumer-friendly language, both of which help customers understand their options and make the right health care decisions.

• Upgraded shopping and plan comparison tools make it easier to get a quote, check for cost savings, compare plans and enroll online.

• Enhanced mobile access regardless of device type makes the site easy to view and navigate across desktops, tablets and smartphones.

“The new bcbst.com is certainly a step forward as we work to create an optimized, integrated digital experience for the new health care consumer,” said Vanessa Daffron, director of digital marketing for BlueCross. “The site, along with our new mobile app, is part of an evolving platform to connect, inform and engage individuals in exciting new ways.”

The redesign, meant to empower consumer choice and education, also includes a suite of videos to help users learn about the new health care reform law and navigate the newly opened Marketplace.

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.