SAN FRANCISCO, March 30 /PRNewswire/ -- Responding to increased market demand for more affordable, flexible health coverage, Blue Shield of California Life & Health Insurance Company (Blue Shield Life) is introducing new products for individual and family plan members. Blue Shield Life is offering Active Choice(SM) Plan 600 and Shield Spectrum PPO(SM) Plan 5000, two distinct plans that afford members comprehensive coverage and increased control over their healthcare dollar spending.

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"We designed these products to address the specific needs of the individual market, where individuals face more responsibility for their own coverage as well as that of their families," says Lisa Rubino, senior vice president of the individual and government business unit for Blue Shield of California. "Active Choice Plan 600 appeals to consumers who know what it takes to be and stay healthy and are looking for greater value from their health plans. Shield Spectrum PPO Plan 5000 is a very low-cost premium plan for those seeking additional protection from unexpected medical expenses. Each product provides consumers with optimum choices and coverage at very reasonable rates."

Active Choice Plan 600 provides first-dollar coverage up to $600 for individuals and $1,200 for families for a variety of covered services, including chiropractic visits, alternative care and other medically necessary complementary medicine, from Blue Shield Life's network of providers. Fixed-dollar copayments apply to pharmacy and preventive services only. Since the plan has no deductibles, members can use the $600 credit immediately for covered medical expenses. Any unused portion of a current year's $600 credit can be carried over to the member's following year's plan coverage.

With premiums as low as $46, the Shield Spectrum PPO Plan 5000 is the first individual health insurance plan in California to offer critical condition protection as part of the benefit package. Members diagnosed with certain medical conditions while covered under the plan receive a one-time $10,000 payment that can be used at the member's discretion, such as paying a mortgage or covering a deductible. The plan also offers fixed copayments for preventive care and prescription drug benefits.

"We are seeing an increasing number of individuals who either feel that they are priced out of the market or simply electing to forego expensive health coverage," says Rudy Rivas, a licensed broker with Health Plans in Whittier. "Blue Shield Life's Shield Spectrum PPO Plan 5000 offers a substantial alternative to the basic plan with a price that is particularly attractive to those who are 50-plus years of age. Active Choice Plan 600 encourages consumers to utilize their benefits and remain healthy without paying for a large deductible that they feel they will never meet."

Key Active Choice Plan 600 benefits:

* First dollar coverage. Each member receives a set amount every
calendar year to use toward payment for certain covered services.
Members can use the annual credit ($600 credit for individuals, or
$1,200 for families) to pay for any covered medical expenses, excluding
preventive care and pharmacy services. Covered services range from
hospital facility and outpatient professional services that include
acupuncture and chiropractic care to mental health and home health
services, family planning, skilled nursing facility and subacute care.
Once their first-dollar services credit is exhausted, members pay
100 percent of Blue Shield's negotiated discounted rate for covered
physician, hospital and outpatient services until their designated
calendar year copayment maximum is met. The annual copay maximum is
$3,500 for individuals and $5,800 for families. Members can reduce
their out-of-pocket costs when they obtain services from Blue Shield
Life contracted providers.

* Carry-over credit. Any remainder of the $600 credit ($1,200 for
families) is automatically carried over to the next year. In addition
to the rollover amount, the $600 is replenished with each new year.

* Preventive Care. There is a $20 flat copayment for preventive care
visits that are provided in addition to the plan's first dollar
services' coverage. These include physical exams, annual gynecological
exams, well baby, colon cancer and osteoporosis screenings as well as
lab, diagnostics and x-rays ordered at the time of the visit.
Preventive Care copays do not accrue toward the annual copay maximum.

* Prescription drugs. All retail generic drugs from participating
pharmacies are covered with a $12 copayment. There are no deductibles
or annual benefit maximums for generic drug coverage. Formulary and
non-formulary brand-name drugs are covered once an annual brand
deductible is met. This benefit design encourages members to take
advantage of lower cost generic alternatives when available, which
helps curb overall costs and members' out-of-pocket expenses. Pharmacy
services are not included in the $600 or $1,200 credit.

Key elements of Shield Spectrum PPO Plan 5000:

* Critical Condition Benefit. Members who suffer a severe heart attack,
stroke or certain forms of life-threatening cancer for the first time
while covered under the plan will receive a one-time, unrestricted
payment of $10,000. The payment is discretionary and can be used by
the member for any medical or non-medical expenses, such as paying
bills, bringing family members close or covering a plan's deductible.
Typically offered as a life insurance rider, the Critical Condition
Benefit is part of this medical plan to provide an extra layer of
protection for members. No additional premium fees are associated with
this benefit.

* Preventive Care. Services, such as physician office visits, exams,
screenings and immunizations, are provided with standard copayments or
coinsurance before the annual deductible is met. Copayments are as low
as $35 for certain preventive care services.

* Prescription Drugs. All generic drugs are covered with a
$10 copayment. There are no annual deductibles or annual benefit
maximums for generic drug coverage. Formulary and non-formulary
brand-name drugs are subject to copayments once an annual $500 brand
deductible is met.


"These plans give our members comprehensive, affordable coverage that will be there when they really need it," says Mitch Ross, vice president of producer sales for Blue Shield of California's individual and family plan and Medicare supplement products. "They were designed and priced to give consumers access to reliable coverage that include options not generally found in individual and family plans."

An Independent Licensee of the BlueCrossBlueShield Association, Blue Shield of California Life & Health Insurance Company (Blue Shield Life) provides a range of insurance options for Blue Shield of California group, individual and family members. Blue Shield Life has grown by offering competitive group and individual term life, accidental death and dismemberment, vision, and stop loss with Blue Shield health plans or on a stand-alone basis. In 1986, two short-term health products, Option One and Option Twelve, were launched and both policies remain among the leading products of their kind in California. Blue Shield Life, headquartered in San Francisco, is a wholly owned subsidiary of Blue Shield of California. For more information contact your Blue Shield Representivitive Eric Scheinbaum at 888. 285 MEDI