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	February 23, 2007 Blue Healthcare Bank Puts The Blues In The Game Approval From Feds Levels The Playing Field In The CDHP Market by Carlton A. Doty with Carrie Johnson, Brian Tesch	Average: 9  (2 ratings)

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Executive Summary

Fourteen months after it announced plans to get into the banking business, the Blue Cross and Blue Shield Association (BCBSA) has received federal approval of its application for a federal savings bank charter. The approved charter allows Blue Healthcare Bank to offer health savings accounts (HSAs), health reimbursement arrangements (HRAs), and flexible savings accounts (FSAs) in all 50 states. This means that the participating BCBSA plans can now leverage the national BlueCard infrastructure to provide fully integrated consumer-driven health plan (CDHP) solutions. In doing so, BCBSA plans are well positioned to take on both national and regional CDHP players. This raises the stakes for other health plans. To compete, health plan product management executives should focus on personal healthcare finance, product simplicity, and service integration.

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