On Friday, July 27, IBC officially introduced its new brand position and advertising campaign that highlights the benefits of a better coordinated health care system that places members' health and wellness at the center of everything the company does. IBC is leading the transformation of health care in southeastern Pennsylvania by delivering access to high-quality patient care and lowering costs for consumers – truly changing the game. The compelling new advertising campaign debuted July 27 during the opening ceremonies of the 2012 Olympic Games on NBC, and launched a new tagline, "Changing the Game." "As the region?s number one health insurer, Independence Blue Cross is uniquely positioned to drive improvement in the quality of care. We have the vision, resources, and partnerships with leading hospitals, doctors, and specialists to reward quality of care over volume, and to move from a model that reacts to illness to one focused on preventing it," said Daniel J. Hilferty, IBC president and CEO. "This new campaign highlights our commitment to building a better health care system – to 'changing the game.'" The new ad campaign, which spans television, radio, print, digital, transit signage, and billboards, uses the human body as a metaphor for the power of perfect coordination. As the human body has many complicated moving parts that all work together seamlessly, the ads ask, "Wouldn?t it be nice if our health care were this coordinated?" For more information, please read the complete press release.