Blue Cross and Blue Shield of North Carolina is tired of playing the scapegoat.

The state's largest health insurer will announce this morning that it's beginning a major marketing campaign to emphasize that many parties share the blame for rising health costs. The message is that those groups, including insurers, doctors, hospitals, drug companies, lawyers and consumers, must work together to reduce medical costs.

The effort will include TV commercials and other advertising with goats portraying the various groups. The Chapel Hill company also is starting a website, www.letstalkcost.com to spur more discussion about how to control medical costs.

The risk is that consumers, physicians and others who already blame Blue Cross for surging insurance premiums may see the ads as the powerful company spending more money on marketing that simply attempts to deflect criticism.

The top boss at Blue Cross and Blue Shield of North Carolina made $1.87 million last year, less half what his predecessor earned during the prior year.

The state's largest health insurer disclosed the pay package for Brad Wilson, who took over as CEO last February, in its annual report with the N.C. Department of Insurance.

Bob Greczyn made $4.08 million in 2009, his last full year as CEO.

Some of the difference is related to their tenure as CEO -- Greczyn had a higher base salary and bigger potential bonus after more than a decade running the company, said chief financial Gerald Petkau. And some of Wilson's total pay package is tied to longer-term incentives, which he will  be in line to receive in coming years.

Blue Cross and Blue Shield of North Carolina reported a surge in net income for 2010, as the state's largest health insurer cut costs and saw stronger returns on its massive investment portfolio.

But membership growth and revenue were essentially flat, as customers continue to shift to cheaper health plan options. Blue Cross lost about 30,000 insured members as the economic downturn continued to hurt, but saw an uptick in membership where it only provides administrative services.

For 2011, the company doesn't expect to see a big rebound, said chief financial officer Gerald Petkau. Individual and corporate customers are still seeking ways to keep premiums affordable, such as shifting to health plans with higher deductibles.

"We're trying to maintain a relatively stable level of profitability to serve our members well," he added. "Stable and modest growth are good in this business."

The state's largest health insurer is taking new steps to embrace social media and networking.

Blue Cross and Blue Shield has started an online forum designed to gather consumers' opinions about health insurance, wellness and other issues. The nonprofit will encourage participation by giving away gift cards, sports tickets and other prizes.

The "crowdsourcing" website went live today. The company will post questions such as "Smokers -- should they pay more for their health insurance?" It allows participants to share feedback through Facebook and Twitter.

One goal is to tap into consumers' opinions about health care and coverage,  and make adjustments accordingly, said chief marketing officer John Roos. But it's also an easy way to market the insurer, and get feedback on various topics and products.

A late October meeting with Charlotte Bobcats owner and basketball legend Michael Jordan helped seal the deal for Brad Wilson.

Wilson, the CEO of Blue Cross and Blue Shield, announced Friday that the state's largest health insurer has revived a sponsorship deal with the professional basketball team. Financial terms of the one-year deal weren't disclosed.

Wilson talked with Jordan for about 15 minutes when he was in Charlotte on other business and stopped by the Bobcats' offices.

"I didn't go there to negotiate the terms and sign a deal, but my visit certainly validated the alignment of the interests of the two organizations," Wilson said.

Blue Cross and Blue Shield is expanding its efforts to attract small businesses interested in tax credits tied to federal health overhaul.

The state's largest health insurer is running ads on TV and elsewhere about the new tax credits, and recently started an online calculator for small business owners.

Blue Cross plans across the country are hoping to stand out among other health insurers that also are competing to win new customers among businesses that previously didn't provide health coverage.

"Small businesses are heavily impacted by health care reform," said Blue Cross CEO Brad Wilson, in a prepared statement. "I hope all North Carolina small businesses will take advantage of these resources to ensure they receive the maximum benefits from this law."

The U.S. Treasury today issued new guidelines on the Affordable Care Act, in an attempt to clear up confusion created by the law passed earlier this year.

The state's largest health insurer on Monday started mailing out refund checks worth $155.8 million to 215,000 customers across North Carolina.

Blue Cross and Blue Shield announced in September it would pay the refunds, which are tied to changes brought by the federal health overhaul.

The size of the refunds are based on rates paid and will equal about 1 1/2 months of premiums for Blue Advantage customers who had policies in effect as of March 23. For a customer paying an average of $380 a month, the refund will be about $690.

In a letter to Blue Cross members, CEO Brad Wilson shares credit for the refunds with N.C. Insurance Commissioner Wayne Goodwin.

"In these challenging economic times, we are honored that you have chosen to place your trust in us," Wilson writes.
 

The woman who was the public face of Blue Cross and Blue Shield of North Carolina for more than a decade spent her last day at the state's largest health insurer on Friday.

Lynne Garrison's position as vice president of corporate communications was eliminated in part of a broader effort to slash administrative costs. Several other jobs at the VP level have been cut during the past few months, but Blue Cross spokesman Lew Borman declined to name names.

CEO Brad Wilson announced plans in July to slash costs up to 20 percent by 2014, as the insurer prepares for changes brought by the federal health overhaul. That plan will likely involve more lost jobs as Blue Cross streamlines its operations to be more competitive in a new economy.

Garrison joined the Chapel Hill company in May 1997 after a long stint as a staffer with Gov. Jim Hunt's administration. 

Blue Cross and Blue Shield of North Carolina, the state's largest health insurer, plans to refund $155.8 million to about 215,000 individual customers.

Blue Cross CEO Brad Wilson unveiled the move at a news conference in Raleigh with Insurance Commissioner Wayne Goodwin.

"This is historic and very welcome news for North Carolinians," Goodwin said. "In the time we're in, every dollar is valuable."

The large refund is tied to the federal health overall, which will require health insurers to introduce new types of plans in 2014. That spurred Blue Cross to decide to return some of the reserves it collected from individual members, money that was set aside to avoid sharp rate increases over the life of individuals' policies.

It's no secret that Blue Cross and Blue Shield has many ties to the UNC system.

One connection caused some conflict as a UNC search committee zeroed in on Davidson College's Tom Ross, left, as its new president, Eric Ferreri reports on our Campus Notes blog.

Blue Cross CEO Brad Wilson was a member of the UNC search committee and had to avoid participating in the deliberations that led to Ross' selection. And now Ross, who joined the Blue Cross board in March, may have to resign that position.

The health insurer's bylaws require that board members offer to step down if they change jobs. However, the board doesn't necessarily have to accept that resignation, so Ross may indeed remain on that board, Wilson said last week. The matter has yet to be addressed.