The BCBS affiliate will keep Blue Cross Blue Shield of Louisiana as its formal name, but use Louisiana Blue in marketing, promotions and public-facing material, according to an Aug. 5 news release.
The change is one of a few pivots the insurer has made after its proposed sale to Elevance Health fell through. In May, the company appointed Bryan Camerlinck as its next CEO.
The company also asked employees to return to the office after four years of remote work.
In February, BCBS Louisiana scrapped a proposed sale to Elevance Health. The deal faced scrutiny from physicians and state officials.
“Throughout this past year, it has been made clear how important Blue Cross and Blue Shield of Louisiana is to our state,” Mr. Camerlinck said. “This change conveys to our customers a rededication to Louisiana and to remaining a strong and successful independent Blue plan.”
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