BLUE CROSS AND BLUE SHIELD OF NEBRASKA LAUNCHES NATURALBLUE — DISCOUNTS ON WELLNESS ALTERNATIVES

October 31, 2000 (Omaha, Neb.)--Blue Cross and Blue Shield of Nebraska is launching NaturalBlue, an innovative alternative medicine discount program for its more than 620,000 members. The program, administered by American Specialty Health Networks (ASHN), will provide Blue Cross and Blue Shield of Nebraska members access to an online catalog of health and wellness products as well as a credentialed network of massage therapists, acupuncturists and fitness clubs throughout Nebraska, Iowa and nationwide. The provider network is still being developed in Nebraska and will be available in the spring of 2001.

Alternative methods of medical treatments are fast becoming an accepted part of the American health care system, according to a study published in a November 1998 issue of the Journal of the American Medical Association. Results showed up to 74 percent of Americans want a more natural approach to health care, and more than $30 billion was spent on alternative health care services in 1997. In Nebraska, more than 50 percent of people surveyed last year by the Nebraska National Research Corporation indicated they have used or would consider using some type of alternative medicine.

"Americans are using complementary and alternative health care providers more and more," said Dr. Tim Ranney, Blue Cross and Blue Shield of Nebraska medical director. "Many of our members already use these services and while this program is not a benefit, it does offer them, as well as all our members, a significant discount."

"These services are not designed as a replacement for traditional medical treatment, they're yet another value to holding a Blue Cross and Blue Shield I.D. card," Ranney said. "We believe we are the first Nebraska insurance company to offer such a discount program."

Internet access, through Blue Cross and Blue Shield of Nebraska's web site bcbsne.com, is available now and provides a link to ASHN's online catalog of more than 1,200 health and wellness products including vitamin, mineral and herbal supplements, homeopathic remedies, sports nutrition products, health-related books and videotapes and skin care products at 15 to 40 percent off manufacturer's suggested retail price. Shipping is free. Members can also access ASHN's library of educational information on complementary health care.

After January 1, members will also be able to utilize the ASHN/International Fitness Club Network (IFCN), a nationwide network of health and fitness facilities. The lowest membership rate, determined by the type of membership selected, will be given to Blue Cross and Blue Shield of Nebraska members. Participating clubs will also allow BCBSN members to try their facility, subject to space availability, at no charge for a week prior to joining. (Some health clubs may limit this program to new members.)

To access NaturalBlue discounts in the spring of 2001, Blue Cross and Blue Shield of Nebraska members will simply need to show their Blue Cross and Blue Shield of Nebraska I.D. card when they arrive for an appointment with any one of the NaturalBlue participating providers. Massage therapy and acupuncture services included in NaturalBlue will be discounted 25 percent and members will be responsible for making direct payment to the provider at the time of the service. Plans call for the addition of registered dietitians to the discount network, too.

Massage therapists and acupuncturists in Nebraska are encouraged to join the NaturalBlue network. Members can also nominate their current provider online through bcbsne.com or by calling ASHN at 1-888-511-2743.

"Complementary and alternative medicine has become an integral part of most Americans’ personal healthcare system," said George DeVries, president and CEO, ASHN. "We're pleased to partner with Blue Cross and Blue Shield of Nebraska to provide their members with network access programs."

Blue Cross and Blue Shield of Nebraska, an independent licensee of the Blue Cross and Blue Shield Association, covers one in three Nebraskans–more than 620,000.