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HealthPlus Amerigroup to be Rebranded as Empire BlueCross BlueShield HealthPlus in October

September 30, 2015

Brand Alignment Enables More Seamless Service to New Yorkers at any Life Stage

NEW YORK - September 30, 2015 - HealthPlus Amerigroup and Empire BlueCross BlueShield companies align on October 1, when HealthPlus Amerigroup is renamed Empire BlueCross BlueShield HealthPlus. The name change will help the companies present a more streamlined Empire brand to New York residents, regulators and health care providers.


The name change will not have any impact on current HealthPlus Amerigroup member benefits or services. HealthPlus Amerigroup members will automatically transition to the new plan in October, and are in the process of receiving their new membership cards that reflect the name change. Members will continue to receive all health care benefits and have access to their established primary care providers and clinics.


"We understand and appreciate the history of the HealthPlus name within New York," said Jack Stephenson, president of HealthPlus Amerigroup. "This change enables our members to remain with an Empire plan as they transition through different stages of their lives.  Under the new name, current HealthPlus Amerigroup members can expect the same quality benefits, provider network and commitment to outstanding service, to help them make the most informed decisions about their health care."


Current HealthPlus Amerigroup members and health care providers were informed of the name change in August. A marketing and advertising campaign also launched in August, featuring television, radio, print, outdoor and digital ads that communicated the brand change to the health plan's members and providers.  Members with questions about the name change should contact the customer service number on the back of their membership identification cards.


In addition to the company name change, some current HealthPlus Amerigroup services will also be renamed:


"24-Hour Nurse HelpLine will change to "24/7 NurseLine"
" Taking Care of Baby and Me to "New Baby, New Life"
" Ameritips to "Health Tips"
" Real Solutions® Healthy Rewards to Empire Healthy Rewards
Although current members will not need to re-enroll as a result of the name change, they will need to participate in the normal renewal process if their annual recertification with the state is due.


Empire BlueCross BlueShield HealthPlus is the trade name of HealthPlus, LLC, an independent licensee of the Blue Cross and Blue Shield Association.

Media Contact: Ross Jacobs, 470.891.9892,

About Empire Blue Cross Blue Shield

Empire Blue Cross Blue Shield (Empire) is the trade name of Empire HealthChoice Assurance, Inc., and Empire Blue Cross Blue Shield HMO is the trade name of Empire HealthChoice HMO, Inc., independent licensees of the Blue Cross Blue Shield Association, serving residents and businesses in the 28 eastern and southeastern counties of New York State. Additional information about Empire is available at Also follow us on Twitter at  or on Facebook at

Media Contact:
Stephanie DuBois
Ph: (603) 541-2112