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Journal of Health Politics, Policy and Law 1991 16(4):671-693; DOI:10.1215/03616878-16-4-671
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Duke University Press

The Public Presentation of Blue Cross, 1935–1965

David J. Rothman
Columbia College of Physicians and Surgeons

I explore the public presentation of Blue Cross, examining in detail the political, cultural, and institutional messages that shaped its advertising. Blue Cross advertisements had the twin purpose of attempting to increase the number of its own subscribers while criticizing the idea of a national health insurance policy. These twin aims did structure the Blue Cross campaigns but may well have worked at cross-purposes.




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D. A. Stone
The Doctor as Businessman: The Changing Politics of a Cultural Icon
Journal of Health Politics Policy and Law, January 1, 1997; 22(2): 533 - 556.
[Abstract] [PDF]


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