Blue Cross Blue Shield of Michigan Brings Personalized, Simplified Health Care Experience to Customers, Members with New Coordinated Care Portfolio Offering

by Brianna Neace

| 3 min read

Woman using telehealth
DETROIT, March 25, 2021 – Today, Blue Cross Blue Shield of Michigan announced the launch of its newly expanded care management offering, Blue Cross Coordinated CareSM, featuring a portfolio of digitally-enabled solutions intended to simplify the health care experience through personalized care management, clinical navigation and customer service. Consisting of three levels of support— Core, Navigator, and Advocate— the portfolio of solutions provides employers with a range of options to support their unique health care strategies while addressing the complexities of health care for their members. Coordinated Care Core serves as the foundation of the portfolio and delivers a holistic, member-centric approach to care management for those with complex and chronic health care needs. Building upon Core, Coordinated Care Navigator expands the level of customer-specific clinical support and provides all employees access to clinical navigators to help manage their health and navigate the health care system. Coordinated Care Advocate leads the portfolio by combining all the features of Navigator with an elevated, high-touch servicing experience provided by a team of Member Advocates who help guide members through their personal health journey to close care gaps and ensure convenient access to providers, employer benefits and other resources. “Navigating health care can be difficult for businesses and members alike and everyone’s experience is different,” said Dr. Aaron Friedkin, senior vice president of Market Solutions at Blue Cross Blue Shield of Michigan. “With this in mind, we developed a comprehensive portfolio of solutions that provides employers with options to not only support their employees, but also meet the specific needs of their business. The solutions within the Blue Cross Coordinated Care portfolio offer more support to improve health, reduce complexity, and manage spend.” Powered by advanced technology, the Blue Cross Coordinated CareSM portfolio leverages a variety of digital tools and enhanced analytics to identify and provide comprehensive and personalized services for each member’s medical, behavioral, pharmaceutical and social needs. This includes proactive recommendations, customized reminders and condition-specific content. Members can connect with their Blue Cross team by phone or through the BCBSM Coordinated Care app, making support readily available. For more information on how the Blue Cross Coordinated CareSM portfolio can support the unique needs of any business and deliver a simplified and personalized care experience for employees and their families, visit or contact a Blue Cross representative to discuss options. Blue Cross Blue Shield of Michigan, a nonprofit mutual insurance company, is an independent licensee of the Blue Cross and Blue Shield Association. BCBSM provides health benefits to more than 4.7 million members residing in Michigan in addition to employees of Michigan-headquartered companies residing outside the state. The company has been committed to delivering affordable health care products through a broad variety of plans for businesses, individuals and seniors for more than 80 years. Beyond health care coverage, BCBSM supports impactful community initiatives and provides leadership in improving health care. For more information, visit and

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