Empire BlueCross BlueShield and Empire Blue Cross will rebrand as Anthem Blue Cross Blue Shield and Anthem Blue Cross in 2024. The change will not impact members’ benefits and networks. The decision to adopt the Anthem name reflects a commitment to improving health. The rebranding aims to strengthen its brand identity and mission without disrupting services.
Anthem Blue Cross Blue Shield announced on June 14 that Empire BlueCross BlueShield and Empire Blue Cross will undergo a rebranding effort, becoming Anthem Blue Cross Blue Shield and Anthem Blue Cross in 2024. The company assured its members that this change would not affect their benefits or networks.
Empire Blue Cross Blue Shield has been serving downstate New York, while Empire Blue Cross has operated in the upstate region. Both entities have been affiliated with Anthem’s brand through Elevance Health since 2006. The decision to adopt the Anthem name stems from its association with a strong commitment to holistic health and signifies the organization’s dedication to enhancing the well-being of its entire clientele.
Victor DeStefano, interim president of Empire BlueCross BlueShield, expressed his thoughts on the rebranding in the news release. He emphasized that the Anthem name has become synonymous with a steadfast dedication to improving the health of all those they serve. By aligning with the Anthem brand, Empire BlueCross BlueShield aims to strengthen its commitment to promoting whole health and better serve its members.
Overall, the rebranding of Empire Blue Cross BlueShield and Empire Blue Cross as Anthem Blue Cross Blue Shield and Anthem Blue Cross represents a strategic move to enhance their brand identity and reinforce their mission of improving the health and well-being of their members. This change will be implemented in 2024 without any disruption to the existing benefits and networks enjoyed by Empire BlueCross BlueShield members.
