
                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: TUESDAY, May 3, 1994                   TAG: 9405030131
SECTION: BUSINESS                    PAGE: C-7   EDITION: METRO 
SOURCE: 
DATELINE:                                 LENGTH: Short

VA. BLUES ARE RESTRUCTURING

Blue Cross and Blue Shield of Virginia said Monday it will restructure its business to achieve multiregional growth in its managed care and wellness operations.

The health insurance company has consolidated its operations in Roanoke and Richmond into three corresponding new business units:

The Virginia Business unit will implement a "Virginia First" strategy to expand its core insurance business in Virginia.

The Integrated Health Systems unit will aggressively expand managed care and wellness programs. More than 92 percent of the company's 1.8 million customers are enrolled in health plans that include managed care elements.

The Business Development unit will be responsible for expanding and growing the business base outside of Virginia. It will market existing products and diversify into additional product lines.

by CNB