The portal has already garnered nearly 110,000 hits during its pilot, which was conducted over the past five months, according to BCBSA.
Since its mid-February launch, the site ( www.bcbs.com ) has pushed potential business to its members through a zip code match feature, which informs a Web user of the appropriate local Blue Plan servicing customers in that person’s geographic area.
If a Web user lives in an area with overlapping Blue Plan service, they can select from a list of available programs, BCBSA said.
BCBSA said the Web site represents a more efficient sales and distribution channel for those interested in buying health insurance. BCBSA selected tapped Healthaxis Inc. to design the site.
The organzation’s members are 43 independent, locally operated Blue Cross and Blue Shield plans that collectively provide health care coverage for more than 84 million – nearly 30% — of all Americans.