70 Years of Caring
1938-2008
Through war and peace, recession and prosperity, epidemics and cures, Independence Blue Cross has built a reputation on stability, innovation, and community involvement. We’ve kept our promise to be there when you need us most. This year, we celebrate seven dynamic decades of care.
1930s
Armed with a $30,000 loan and some borrowed furniture, our founder, E.A. van Steenwyk, identifies a need for affordable health care in Philadelphia, and moves east from Minnesota in 1938 to open shop on Walnut Street. His company, the Associated Hospital Service of Philadelphia, signs 4,000 members in its first week. The company’s brand logo, which van Steenwyk designed, is a blue cross, based on the Geneva Cross, the universal symbol of health care. Blue plans throughout the country adopt the blue cross symbol.
1940s
While many of our male associates are serving in World War II, our female associates take over as marketing representatives for the company, now informally referred to locally as Blue Cross. In a member survey in 1944, more than 98 percent of respondents say they would recommend us to a friend.
1950s
In 1956, we administer the new government-funded Dependent Medical Care Bill, which covers spouses and children of U.S. service members. In 1958, we create a physicians’ review board to oversee hospital care for our members.
1960s
In 1964, we officially change our name to Blue Cross of Greater Philadelphia. We are one of the nation’s first participants in every step of the way Medicare, the new federal program to cover seniors. In 1968, we introduce a community innovation: a volunteer donor blood bank cosponsored by the Red Cross.
1970s
We modernize our Blue Cross symbol by adding a human figure at its center. In 1978, we celebrate our 40th anniversary with 2.3 million members. Our new Consumer Advisory Committee seeks feedback from our customers about our products and services.
1980s
We offer our first Health Maintenance Organization, or HMO. We sponsor health fairs throughout the region, which offer free blood pressure tests and other screenings, including a floating fair on the canal in New Hope. Our 1982 educational media campaign, Take Good Care of Yourself, features television, radio, and print segments and former Eagles coach Dick Vermeil. In 1988, we celebrate our 50th anniversary by changing our name to Independence Blue Cross, and in 1989, we move to 1901 Market Street.
1990s
During the ‘90s, we launch a trio of wellness programs: Healthy LifestylesSM, which rewards members for healthy behavior; Baby BluePrints®, a maternity support program; and ConnectionsSM, our health management and member outreach program. In 1996, we become the lead sponsor of the Blue Cross Broad Street Run.
2000s
We introduce FutureScripts®, our pharmacy benefits management company, and roll out the Blue Distinction Center designation, which helps members locate the best specialty care facilities that have extensive experience, meet rigorous quality standards, and consistently demonstrate positive results. We offer Health eTools for Schools to fight childhood obesity, and introduce our Nurse Scholars Program to address the nursing shortage. By 2008, we fund 34 nonprofit health clinics serving more than 96,000 uninsured and underinsured through our Charitable Medical Care Grant Program, and our data analysis initiative provides information critical to our group customers and valuable to our 3.4 million members.