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.