Little Rock, Ark. (March 15, 2012) — Little Rock, Ark. (March 15, 2012) — Arkansas Blue Cross and Blue Shield announced today that it has received a Brand Excellence Award from the Blue Cross and Blue Shield Association (BCBSA). The annual awards honor Blue Cross and Blue Shield companies that excel in developing and enhancing the overall Blue Cross and Blue Shield brand image.

“The Blue Cross and Blue Shield Brands are the most recognized brands in the health insurance industry and BCBSA congratulates the winning Blue Cross and Blue Shield companies for their leadership in providing premier service, and meeting and exceeding customer and provider expectations,” said Scott P. Serota, BCBSA president and chief executive officer (CEO).

Arkansas Blue Cross is the first Blue Cross and Blue Shield company to earn the new Brand Excellence Award for Brand Innovation, which recognizes an innovative program that provides measurable impact to customers and the Blue Cross and Blue Shield Brands. Arkansas Blue Cross’ award-winning innovation is the Personal Health Statement (PHS). The PHS replaced the traditional Explanation of Benefits (EOB) and is designed to make claims processing easier to understand for consumers. Industry terms have been rewritten into everyday language, claims are more clearly explained and members learn their exact out-of-pocket costs. In addition, 91 percent of members surveyed said the PHS made it easy to understand how much their health plan paid toward health care services.

“The Brand Excellence Award for Innovation reflects Arkansas Blue Cross’ commitment to providing superior service and products to our members, providers and the marketplace,” said Mark White, president and CEO of Arkansas Blue Cross. “We accept this national award with high honor as we continue to find new and innovative ways to provide our members and future customers with the best service possible.” This marks the 17th year BCBSA has presented the Brand Excellence Awards to recognize Blue Cross and Blue Shield companies in categories that promote the Blue Brands including attracting new customers, fostering loyalty to existing customers, and the new Brand Innovation award recognizes considerable outcomes.

This marks the third Brand Excellence Award for Arkansas Blue Cross.

Founded in 1948, Arkansas Blue Cross and Blue Shield, an Independent Licensee of the Blue Cross and Blue Shield Association, is the largest health insurer in Arkansas. Arkansas Blue Cross and its affiliates have more than 2,700 employees.

The Blue Cross and Blue Shield Association is a national federation of 38 independent, community-based and locally operated Blue Cross and Blue Shield companies that collectively provide health care coverage for more than 99 million members --- one-inthree Americans. For more information on the Blue Cross and Blue Shield Association and its member companies, please visit www.BCBS.com.

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