The association represents the interests of the 36 U.S. organizations that hold the rights to use the Blue Cross name, the Blue Shield name, or both. Member carriers include giant companies, such as Anthem Inc. and Health Care Service Corp., (HCSC) and small, nonprofit organizations, such as Blue Cross and Blue Shield of Rhode Island.
Serota has a bachelor’s degree from Purdue University and a master’s in health administration from Washington University in St. Louis. He started out working for the Blues’ association in the 1990s, as technology evaluation executive.
Since he took over as the top association executive, he has helped member carriers respond to the rise of Anthem Inc. and HCSC as Blue Cross and Blue Shield plan consolidators; several major waves of changes in Medicare plan programs; the rise of the health savings account; and the creation and implementation of the Affordable Care Act (ACA).
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