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NC Blue Cross ads look at care costs

Blue Cross and Blue Shield of North Carolina has turned to farm animals to improve its image. The state's largest health insurer on Wednesday began a major, multimedia marketing campaign to emphasize that many parties contribute to rising healthcare costs. The stars of the ads: goats. A goat with a stethoscope, a goat in a suit and tie, a goat in a Hawaiian shirt. The tag line: Let's stop looking for scapegoats. The Chapel Hill company also started a website,, to spur more discussion. The message is that insurers, doctors, hospitals, drug companies, lawyers and consumers must work together to reduce healthcare costs. But the ads are likely to spark a backlash among some consumers, physicians and others who question why a nonprofit with $5.2 billion in annual revenue needs to spend even more money on marketing.
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