Those of you living in eastern Massachusetts may have seen a recent television ad from Blue Cross Blue Shield of MA about a young woman named Isabel and her discovery of and treatment for breast cancer. The whole story is on the BCBS website and is really worth viewing.
Can I confess something? When I first saw the ad, I was a bit annoyed that BCBS was taking credit for this person's treatment, when in fact it was carried out by doctors and nurses at a hospital in the Boston area. (No, I don't know which one.) After all, what right does an insurance company have in owning this story?
But watching the full video convinced me otherwise. BCBS really did make a difference in Isabel's experience by providing an additional level of comfort and support beyond what was given by her caregivers and her family. That is terrific, and the people in the company deserve credit for reaching beyond the traditional role of an insurance company and displaying that extra degree of humanity.
And Isabel, too, deserves a lot of credit for telling her story. I am sure it will be an inspiration to thousands of people. Bien hecho, Isabel!