From Montana, For Montana

Blue Cross Blue Shield of Montana - True Blue

For 70 years, Blue Cross Blue Shield in Montana was the source for health insurance. But alas, along came outside competition and the Affordable Care Act. The thing about Montanans is that they don’t much care for outsiders and they sure don’t trust the government. That’s why we reminded them that BCBS is one of them. Always has been. Always will be. True Blue.

By the numbers


 52% market share on the healthcare exchange


70%+ total market share


240,000 members

Behind the scenes

Fan favorite

The commercial was unbelievable. We have heard nothing but praise. Both of my morning meetings were with our executive team and they were thrilled with how it was perceived. Montana is blue – True Blue!
John DoranDirector of Strategic Marketing Services, Blue Cross Blue Shield of Montana