Rich Cullen

Executive Director Inter-Plan Programs
Blue Cross Blue Shield Association
Rich is Executive Director of Commercial Markets at the Blue Cross Blue Shield Association (BCBSA), a national federation of 36 independent, community-based and locally operated Blue Cross and Blue Shield companies. The Blue System is the nation’s largest health insurer, covering one-in-three of all Americans. Rich has accountability for leading the development and implementation of national solutions to support the needs of Blue Cross and Blue Shield companies and their customers, including consumers, employers and physicians. Among the critical leadership initiatives Rich drives on behalf of the BCBS System are efforts to transition care delivery to become more patient-focused and effectively leverage BCBS data to bring new insights to healthcare. This includes leading network and product strategies to enhance the BlueCard and Blue Distinction® Programs. The Blue Distinction® Portfolio of High-Performing Network Solutions supports Plans through the optimization of network value and measurement of provider quality, cost and access. Blue Distinction is raising the quality of care being delivered across the country by recognizing facilities that meet objective, evidence-based thresholds for clinical quality and cost efficiency measures. In addition, Rich oversees consumer engagement activities including development of cost transparency solutions and managing the National Doctor and Hospital Finder. He also has broad-based industry leadership responsibilities for health information technology, payer-provider collaborations, regulatory activities and standards development organizations. Since joining BCBSA in 1997, Rich has been focused on developing and implementing of business strategies, programs and initiatives to support inter-Plan delivery of Plan’s products and services in all market segments, including national account, individual and government markets.