Blue Cross Members Will Now Have Access to Alternative Therapies

With the costs of traditional medical care rising, many Americans are turning to alternative health therapies—from vitamin and massage therapies to acupuncture and martial arts— to maintain and improve their health.

In response to this trend, Anthem Blue Cross and Blue Shield is collaborating with American Whole Health Networks, Inc. and to offer many of its 6 million members access to information about a variety of complementary and alternative medicine products and services. The program will be called Complementary Blue.

"With Complementary Blue, Anthem Blue Cross and Blue Shield is able to provide our members with the information they desire about alternative health therapies," noted Larry Glasscock, president and chief executive officer, Anthem Blue Cross and Blue Shield.

Anthem's Complementary Blue program will be available to all Anthem plans for implementation on a local basis. Anthem Blue Cross and Blue Shield plans in Connecticut, Indiana and Ohio will be the first to offer Complementary Blue to their members in late June 2000.

Edited by John Griffiths