Empire BlueCross BlueShield and Empire BlueCross will merge into a unified entity named Anthem Blue Cross and Blue Shield and Anthem Blue Cross on January 1, 2024. The rebranding reflects their commitment to the health of New Yorkers over 89 years, simplifying the healthcare journey. The company remains affiliated with the Blue Cross Blue Shield Association and aims to improve access to healthcare. During the transition, all benefits and services will remain unchanged for their 4.8 million members and 38,000 businesses, ensuring a seamless experience. The refreshed logos will align with the broader brand portfolio.
Empire BlueCross BlueShield and Empire BlueCross are set to undergo a significant transformation and rebranding as they merge into a unified entity. Starting January 1, 2024, the new name for both companies will be Anthem Blue Cross and Blue Shield and Anthem Blue Cross, respectively. This change reflects the evolution of their commitment to the overall health and well-being of New Yorkers throughout their 89-year history, streamlining the healthcare journey for their customers.
Despite the name change, the company will continue to be affiliated with the Blue Cross Blue Shield Association, which provides vital healthcare access to one in three Americans. The integration with the Anthem family, which began in 2006, signifies a strategic move to combine the trusted reputation of the Blue Cross and Blue Shield brand with the national resources and capabilities of their parent company and affiliates. Anthem, a respected leader in the healthcare industry, operates in 13 states, including New York.
Victor DeStefano, interim president of Empire BlueCross BlueShield, emphasizes that the Anthem name embodies a commitment to comprehensive health, aligning perfectly with the company’s mission to improve the health of all they serve. Their dedication lies in removing barriers to care and simplifying the healthcare experience for each individual. This rebranding marks an important milestone for the company, ensuring that its commitment to serving all New Yorkers remains stronger than ever.
The name change, subject to approval by the New York Department of Health, will apply across Empire’s commercial, Medicaid, and Medicare lines of business, catering to more than 4.8 million members and over 38,000 businesses, unions, and small employers. During this transition, members, customers, and care providers need not worry, as benefits, pricing, networks, coverage, and services will remain unchanged. The company will continue to operate at its current level of excellence, ensuring a seamless experience for all stakeholders.
Dr. Mark Levy, president of Medicaid, emphasizes that the transition to Anthem will maintain business as usual, with a strong focus on providing a central, seamless, and robust member experience. The company’s dedicated teams, deeply embedded in the diverse neighborhoods of New York, are committed to increasing equitable access to affordable, high-quality healthcare for all residents.
Empire BlueCross BlueShield has been a prominent healthcare provider in the New York market since 1934, with the Empire brand established in 1985.
Apart from the name change, the company will refresh the logos for Anthem Blue Cross and Blue Shield, and Anthem Blue Cross, adopting a modern look that aligns with their broader brand portfolio during a multi-year brand transition.
Empire BlueCross BlueShield and Empire BlueCross are devoted to enhancing the health of New Yorkers, serving over four million members and more than 38,000 businesses, unions, and small employers. They operate as Empire HealthChoice Assurance, Inc., and Empire HealthChoice HMO, Inc., respectively, both independent licensees of the Blue Cross Blue Shield Association. Their coverage spans the 28 eastern and southeastern counties of New York State. For more information about Empire, please visit www.empireblue.com.
