DiversityInc - October 2008

At Blue Cross Blue Shield
of Michigan, Good Business
Means Doing Good in
the Community

Blue Cross Blue Shield of Michigan (BCBSM) uses a holistic approach to managing its business and serving its communities. Since diversity is essential to doing business effectively anywhere in America today, BCBSM strives to build a diverse and inclusive work environment.

“We need to know and understand the unique and specific needs of the communities we serve, so we can better help them,” says Vice President of Public Policy and Social Mission Lynda Rossi. A diverse employee pool and strong relationships are keys to identifying and addressing cultural differences and the special health challenges throughout Michigan’s communities, she says.

BCBSM is committed to serving communities with the greatest health disparities and barriers to access, including children, seniors and the uninsured. Today, more than half of all children receiving health insurance through public programs are members of underserved groups. Although children receive health coverage through a variety of sources, Medicaid and the State Children’s Health Insurance Program (SCHIP) play an especially important role in covering children from communities of color. Blue Cross Blue Shield participates in Michigan’s SCHIP called MIChild, providing quality health and dental care statewide to more than 28,000 children in low-income, working families. Michigan now has one of the lowest rates of uninsured children in the country.

In addition to subsidizing coverage for the elderly, BCBSM helps fund free health clinics that serve uninsured Michigan residents. Since 2005, the company has given $1 million annually to dozens of clinics throughout the state, providing services to more than 90,000 people.

“The impact we have on the people of Michigan is phenomenal,” says Rossi. “Our commitment to our communities is what we’re all about. Doing business in Michigan means doing good for Michigan. Our beginnings in 1939 launched an enduring philosophy of collaboration and focus on providing all Michigan residents with access to the best healthcare services.”

ters to discuss career-advancement issues, ranging from challenges underrepresented employees can face in the workplace to the growing opportunities for Blacks, Latinos and others in the healthcare profession. “The heart and soul of what we believe regarding diversity and inclusion is included in every development course we offer,” says Serota.

• Cultural and Language Diversity Fairs.

Alternating the focus between language and culture, the full-day, on-site events are designed to teach cultural-competency skills and “to get employees to share parts of themselves that aren’t always visible during the work day,” says Solskin Gomez-Krogh, a BCBSA marketing specialist and current chair of the Diversity Council.

• Multicultural Events. Throughout the year, the Diversity Council plans on-site festivals— complete with music, food and art—celebrating Black History Month, Women’s History Month and Diwali, the Indian Festival of Lights, among other activities.