--  Young adults think they are "invincible," and won't need health care.
--  They aren't aware of the financial impact that an accident could have
on someone without health insurance.
--  They want some form of immediate value from a purchase, not just
protection for a catastrophic event.

“We dealt with each of these issues through education and plan design,” said Cheryl Froland, Blue Cross director of small group sales, individual sales and agency relations. “Looking at our own claim data, we found that young adults are using health care in increasing amounts, up nine percent between 2001 and 2005. So young adults aren’t invincible. A ski accident could set them back $50,000, and that debt could be catastrophic for them so early in their adulthood.”

At the same time, Simply Blue addresses their need for immediate value by offering members immediate dollars to pay for office visits before their deductible must be met. Two of the plan options also offer full coverage for generic drugs.

Other benefits of Simply Blue include:

--  Payment for the first $200 of annual preventative care
--  $20 a month towards health club dues
--  100 percent payment after the deductible is met
--  24-hour access to Blue Cross' wellness center and nurse advice line.

Froland added that Simply Blue helps fill out a suite of health plan options. “Blue Cross wants to be a long-term, reliable health plan for its members at all stages of life. Young people are at such a unique place in their lives, and we want to help them live it to the fullest. When their situation changes, another Blue Cross product will be waiting.”

Simply Blue is currently being sold by Blue Cross agents and sales consultants. Coverage by the plan can begin as early as Jan. 1, 2007.

Blue Cross and Blue Shield of Minnesota, with headquarters in the St. Paul suburb of Eagan, was chartered in 1933 as Minnesota’s first health plan and continues to carry out its charter mission today: to promote a wider, more economical and timely availability of health services for the people of Minnesota. A not-for-profit, taxable organization, Blue Cross is the largest health plan based in Minnesota, covering 2.7 million members in Minnesota and nationally through its health plans or plans administered by its affiliated companies. Blue Cross and Blue Shield of Minnesota is an independent licensee of the Blue Cross and Blue Shield Association, headquartered in Chicago. Go to http://www.bluecrossmn.com to learn more about Blue Cross and Blue Shield of Minnesota.