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Health Insurer Announces Branding Move

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WellPoint Inc. says it will start using the Anthem Blue brand name whenever it sells health coverage to large, multistate employers in the 13 states where it holds Blue Cross or Blue Shield licenses.[@@]

WellPoint, Indianapolis, says it will class employers with more than 5,000 employees as Anthem national accounts.

The national accounts division provides or administers health coverage for about 7.5 million of WellPoint’s 29 million health plan members, WellPoint estimates.

WellPoint was formed in 2004 through the merger of WellPoint Health Networks Inc., Thousand Oaks, Calif., with Anthem Inc., Indianapolis. The companies that merged came to the deal after making many acquisitions of their own. In the past, WellPoint sold coverage to many of its national accounts under the UniCare brand name.