Blue Cross reaches out over insurance law changes

MORRISVILLE, N.C. -- North Carolina's largest health insurer is joining increased efforts by Blue Cross companies around the country to sign up a new mass market of health insurance consumers.

Blue Cross and Blue Shield of North Carolina is opening half a dozen stores in strip malls as it seeks to educate and enroll consumers shopping for coverage because of the federal health insurance overall law.

The company also hauls an air-conditioned showroom trailer to fairs and farmers markets as it tries to reach the estimated 600,000 people newly shopping for policies.

The umbrella organization for the country's 38 Blue Cross companies has teamed with the Walgreens drugstore chain to spread news about the law, which requires nearly everyone to buy coverage and government subsidies for consumers who might have trouble affording a policy.

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