Medicare AdvantageAdministrativeLow impact
HCBS103 - Marketing - Added clarity around the use of the phrase “keep your doctor”, separate from “free”
Blue Cross of Idaho·ID·Medical Policy
Effective date
Jun 1, 2024
We identified it
Jun 19, 2026
Summary
Blue Cross of Idaho updated their marketing policy HCBS103 to require disclaimers when providers use phrases like 'keep your doctor' in marketing materials. Providers must clarify that members can only keep doctors who are in-network, similar to existing restrictions on using the word 'free'.
Action Required
Immediately: Marketing and communications staff must review all current marketing materials, websites, and promotional content for phrases like 'keep your doctor' or similar language. Add disclaimers stating that members can only continue with their current provider if that provider is in-network. Obtain prior written approval from Blue Cross of Idaho before publishing any new materials containing these phrases.