Case | HBS Case Collection | March 2011 (Revised March 2011)

Horizon Blue Cross Blue Shield of New Jersey - Managing in the Shadow of Health Care Reform

by Felix Oberholzer-Gee, Raffaella Sadun and Richard G. Hamermesh

Abstract

Per the Patient Protection and Affordable Care Act (PPACA), which President Obama signed in 2010, states would be required to create state-wide health insurance marketplaces - the Health Benefit Exchanges (HBEs) - in which individuals and small employers could choose from a set of easy-to-compare, tightly regulated health plans. This case explores how Horizon Blue Cross Blue Shield of New Jersey would have to decide whether and how to compete in New Jersey's HBEs.

Keywords: Insurance; Health Care and Treatment; Governing Rules, Regulations, and Reforms; Emerging Markets; Risk and Uncertainty; Health Industry; Insurance Industry; New Jersey;

Citation:

Oberholzer-Gee, Felix, Raffaella Sadun, and Richard G. Hamermesh. "Horizon Blue Cross Blue Shield of New Jersey - Managing in the Shadow of Health Care Reform." Harvard Business School Case 711-403, March 2011. (Revised March 2011.)