Hubbry Logo
Medavie Blue CrossMedavie Blue CrossMain
Open search
Medavie Blue Cross
Community hub
Medavie Blue Cross
logo
8 pages, 0 posts
0 subscribers
Be the first to start a discussion here.
Be the first to start a discussion here.
Medavie Blue Cross
Medavie Blue Cross
Medavie Blue Cross
View on Wikipedia
from Wikipedia

Medavie Blue Cross (French: Croix Bleue Medavie) is a not-for-profit Canadian medical care insurance company headquartered in Moncton, New Brunswick.

Key Information

Affiliated with the Canadian Association of Blue Cross Plans, Medavie Blue Cross traces its history to E.A. van Steenwyk's 1933 creation of the Hospital Service Association of Minnesota, which became known as Blue Cross.

Headquarters in downtown Moncton

Blue Cross eventually found its way into Canada, which had a private health care system at that time, and the Maritime Hospital Service Association was established in 1943, which became known as the Maritime Blue Cross - Blue Shield Association in 1954. With the creation of Canada's publicly funded universal health care system in the 1960s, the Blue Cross organizations began to evolve, providing travel insurance and individual health plans to supplement the publicly funded health care provided by each province.

In 1986, the company renamed itself Blue Cross of Atlantic Canada and was headquartered in Moncton. The name was shortened to Atlantic Blue Cross Care (or just Atlantic Blue Cross) in 1999 when it merged with Maritime Medical Care, a nonprofit insurer based in Nova Scotia.[1]

The company became extremely successful during this period when several major contracts were awarded by large companies and public sector employers for their employee benefit plans, leading to the acquisition of the group business sectors of Ontario Blue Cross and Quebec Blue Cross. This necessitated a more bilingually appropriate name, so Medavie Blue Cross or Croix Bleue Medavie was adopted in 2003 and officially implemented in 2005. The name "Medavie" is a bilingual portmanteau which includes the terms "medical" and "to live" and describes the company's products, which include medical and life insurance.

In 2007, for the third consecutive year, Medavie Blue Cross was named one of Canada's Top 100 Employers, as published in Maclean's magazine, the only non-profit medical insurance organization in Canada to receive this honour.[2]

On June 15, 2016, former New Brunswick Premier Bernard Lord was appointed Chief Executive Officer of Medavie Incorporated, effective September 1, 2016.[3]

Medavie Blue Cross is subsidiary of Medavie, a health organization. Medavie is a member of the Canadian Association of Blue Cross Plans (CABCP). All member plans operate independently and are governed by their own Board of Directors.

Medavie is a not-for-profit organization, that channels its annual net income into investments aimed at enhancing the experience for its clients and an annual social dividend to the Medavie Health Foundation.[citation needed]

Medavie Blue Cross and the following companies are Subsidiaries of Medavie

[edit]

References

[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Medavie Blue Cross

View on Grokipedia
from Grokipedia
Medavie Blue Cross is a not-for-profit company and public health program administrator founded in 1943 in as the Maritime Hospital Service Association, headquartered in , , and serving as the regional Blue Cross provider primarily for the Atlantic provinces while offering benefits nationwide. As part of the larger Medavie Inc., a national health solutions organization employing over 8,500 professionals, Medavie Blue Cross connects nearly one in ten Canadians—approximately 4 million members as of 2025—with essential care through personalized health, dental, travel, life, and disability plans for individuals, families, employers, and government programs. It administers public health initiatives, including claims processing, prescription drug management, and provider networks, in partnership with federal and provincial governments, while reinvesting surpluses into enhanced products, community support via the Medavie Foundation, and diversity, equity, and inclusion efforts. Recognized for its reliability and , Medavie Blue Cross has earned accolades such as being named one of Canada's Top 100 Employers in 2024 and 2025 and Life and Health Insurer of the Year in 2024, emphasizing its commitment to scalable technology, strategic partnerships, and accessible healthcare solutions across eight provinces.

History

Founding and early development

Medavie Blue Cross traces its origins to 1943, when it was founded as the Maritime Hospital Service Association in Nova Scotia as a not-for-profit organization to offer prepaid hospital coverage. This initiative emerged amid rising medical costs and increasing demand for hospital services in post-World War II Atlantic Canada, providing an affordable solution for individuals and families facing financial barriers to care. The association rapidly expanded, securing approximately 80,000 members within its first 18 months and incorporating operations in New Brunswick and Prince Edward Island by 1944, followed by Newfoundland and Labrador in 1949. The model was directly inspired by the U.S. Blue Cross system, which began in 1929 as a hospital prepayment plan and gained prominence with the introduction of the blue cross symbol in 1933 by E.A. van Steenwyk, executive of the Hospital Service Association of St. Paul, Minnesota. Adapted to the Canadian context, the Maritime Hospital Service Association emphasized community-based, nonprofit prepaid insurance to support low-income households, mirroring the U.S. approach of partnering with hospitals to stabilize finances while ensuring access to essential services. In its early years, the concentrated on expense coverage but began expanding to include basic medical benefits by the late , enhancing its role in addressing broader healthcare needs beyond . This growth aligned with the evolving landscape of supplemental insurance in , where plans like this filled gaps in emerging public systems. A pivotal milestone in the 1950s was the 's rebranding to the Maritime Blue Cross–Blue Shield Association in 1954 and its subsequent affiliation with the Canadian Association of Blue Cross Plans, enabling standardized practices and collaborative operations across provincial members.

Mergers, rebranding, and expansion

The introduction of Canada's universal healthcare system in the 1960s prompted a strategic shift for the association, which adapted by focusing on supplemental benefits to complement public coverage, including physician services, prescription drugs, and individual plans such as . By 1986, the entity rebranded as Blue Cross of , centralizing operations and establishing its headquarters in , , to streamline regional service delivery across the Maritime provinces. This period of consolidation continued in 1999 with the merger of Blue Cross of and Maritime Medical Care, a nonprofit insurer, forming Atlantic Blue Cross Care and integrating into its portfolio. In 2003, the amalgamated company adopted the name Medavie Incorporated as its parent entity, with the full rebranding to Medavie Blue Cross implemented by 2005, facilitating national expansion beyond into provinces like and . In 2011, Medavie established the Medavie Foundation to support community health initiatives, focusing on areas such as youth and post-traumatic stress. In April 2025, Medavie acquired Medicentres Canada Inc., adding a network of clinics in , , and to its health services portfolio.

Services and products

Health and dental benefits

Medavie Blue Cross provides extended coverage through customizable and group plans, including for prescription drugs with no overall maximum limits, vision care benefits ranging from $100 to $300 every two years depending on the plan level, and paramedical services such as physiotherapy covered at 60% to 80% with annual limits of $250 to $500. These plans also encompass services like transportation at 70% up to $420 annually and hearing aids at $400 to $500 every five years, designed to supplement provincial insurance in and beyond. For dental benefits, Medavie Blue Cross offers plans covering preventive care such as cleanings, exams, and X-rays at 70% reimbursement based on the Dental Society Fee Guide, alongside restorative treatments like fillings and emergency services including root canals and extractions at the same rate. Enhanced options extend to major procedures, such as denture repairs and relinings at 70% with limits like one rebasing every 24 months, and orthodontic treatments for individuals under 18 at 60% coverage up to a $1,500 lifetime maximum after a 24-month waiting period. These dental plans feature a six-month waiting period for most services and emphasize preventive maintenance to support long-term oral health. As a key administrator of programs on behalf of governments, Medavie Blue Cross manages benefits for approximately 3.8 million , equivalent to one in 10 across the country as of recent reports. The organization tailors health and dental plans for employers, unions, and associations, allowing flexible modules for extended health, drugs, and dental to meet specific group needs, often incorporating resources and chronic disease management. Members benefit from digital tools for efficient plan management, including the Blue Cross Mobile app and online Member Services Site for submitting claims related to health professionals, virtual care, vision, drugs, and dental services, as well as viewing coverage details in real time. These platforms support seamless access, with features like for reimbursements and no overall caps on eligible drug claims in many plans.

Life, travel, and disability coverage

Medavie Blue Cross offers group and individual policies designed to provide financial protection for policyholders and their dependents. These policies include options that deliver a one-time tax-free lump-sum payment to beneficiaries upon the policyholder's , helping to cover final expenses such as costs and outstanding debts while supplementing lost family income to maintain . Dependent coverage extends similar protections to spouses and children, ensuring comprehensive family security, and optional add-ons like and (AD&D) benefits provide additional payouts for accidental losses, such as 100% coverage for the loss of both hands or feet. The company's travel health insurance plans focus on emergency medical coverage for trips, offering up to $5 million per person for hospital stays, physician visits, ambulance services, and repatriation, with integration into the global Blue Cross network for seamless worldwide access to providers and support. These plans also include trip cancellation and interruption protection, reimbursing non-refundable expenses up to specified limits, along with baggage loss or delay coverage up to $1,500, and 24/7 emergency assistance services available via toll-free lines for immediate coordination of care. Specialized options cater to seniors with annual multi-trip plans allowing coverage for durations up to 180 days for those under 80, and for expatriates or visitors to Canada, providing emergency medical and dental benefits starting at $50,000 up to $150,000, including side-trip extensions and trip break coverage. Short- and long-term disability benefits from Medavie Blue Cross serve as income replacement for individuals unable to work due to illness or injury, typically covering a portion of lost earnings to help maintain during recovery. Short-term disability plans address temporary absences, often integrating with employer to minimize workplace disruptions, while long-term options provide extended support, customizable through group plans with features like active management involving occupational therapists and nurses to facilitate return-to-work strategies. These benefits are available in both individual and group contexts, emphasizing prevention of prolonged claims through integrated health and wellness resources.

Corporate structure and operations

Ownership and affiliation with Medavie Inc.

Medavie Inc. was established in 2003 as a not-for-profit parent to oversee the growing operations of Atlantic Blue Cross, which it fully owns and which later rebranded as Medavie Blue Cross in 2005. As the overarching entity, Medavie Inc. coordinates a network of subsidiaries focused on diverse aspects of delivery and support. Key subsidiaries under Medavie Inc. include Medavie Health Services, which provides across ; Medavie HealthEd, specializing in accredited and clinical training programs; and the Medavie Foundation, dedicated to through grants for initiatives in areas such as youth and equitable care access. These entities enable Medavie Inc. to offer a comprehensive solutions . Medavie Blue Cross benefits from shared resources within the Medavie Inc. group, including centralized platforms and administrative support, which facilitate integrated solutions and efficient service delivery across subsidiaries. As part of the broader Blue Cross network, Medavie Blue Cross holds membership in the Canadian Association of Blue Cross Plans, allowing for national coordination on standards, reciprocity of coverage, and collaborative initiatives among independent plans.

Headquarters, workforce, and key metrics

Medavie Blue Cross is headquartered in , , at 644 Main Street, with the primary mailing address listed as PO Box 220, , NB E1C 8L3. The organization operates regional offices throughout , including locations in ; ; and Fredericton, , to support its broader national service delivery across . The workforce of Medavie Blue Cross consists of approximately 2,500 employees as of 2024, with a primary focus on claims processing, , and administrative support to ensure seamless benefit administration. These roles are integral to handling the high volume of member interactions and operational demands in the sector. Key performance metrics highlight the scale of operations: Medavie Blue Cross serves nearly one in ten (approximately 4 million members as of 2024) nationwide through various , dental, and related benefit plans. The organization processes millions of claims annually, administering more than $3.3 billion in claims value as of 2024 to support timely reimbursements and coverage. To enhance efficiency, Medavie Blue Cross has invested in digital infrastructure, including the adoption of advanced platforms like the FINEOS system for managing individual life and claims, as well as the launch of a platform that provides members with on-demand access to wellness resources and virtual care options. These initiatives streamline claims processing and improve member engagement while addressing evolving health care needs.

Leadership and recognition

Executive team

The executive team of Medavie Blue Cross comprises senior leaders who drive the organization's operations and strategic initiatives, with several executives shared across its parent company, Medavie Inc. Eric Laberge serves as President of Medavie Blue Cross, a role he has held since 2015 after joining the organization in 2012. In this capacity, he oversees daily operations, including management and business development, drawing on his expertise in and administration. Laberge holds a ’s degree in from Laval University and is a Fellow of both the Canadian Institute of Actuaries and the , contributing to profitable revenue growth and client-centric strategies. Based in , he leads the Senior Management Team with a focus on . Bernard Lord has been Chief Executive Officer of Medavie Inc., the parent organization of Medavie Blue Cross, since September 2016, providing overarching strategic direction for the group's health and insurance services. Prior to this appointment, Lord served as from 1999 to 2006, where he was one of Canada's youngest premiers at the time, and later as President and CEO of the Canadian Wireless Telecommunications Association. A by training and graduate of , he also spent eight years on Medavie's board before assuming the CEO role. Based in , , Lord guides corporate strategy to advance Medavie's mission in delivery. Martin Haynes acts as for Medavie Inc., supporting Medavie Blue Cross in long-term planning and operational alignment. A (CPA) and (CA), Haynes contributes to the strategic oversight of the broader Medavie ecosystem. Venky Kulkarni holds the position of and Managing Director of Digital at Medavie Inc., focusing on technological innovation to enhance Medavie Blue Cross's service delivery and digital capabilities.

Awards and community involvement

Medavie Blue Cross has received multiple recognitions for its workplace culture and employee programs, including being named one of Canada's Top 100 Employers in 2007 as part of its third consecutive year of selection. The organization continues to earn this distinction, with selections in 2016, 2021, 2023, 2024, and 2025, highlighting its progressive policies on work-life balance, , and health benefits. Additionally, Medavie Blue Cross has been inducted into the Hall of Fame for Canada's Most Admired Corporate Cultures, recognizing its sustained excellence in fostering a performance-enhancing environment, with ongoing acknowledgments through 2025. In 2023, Medavie Blue Cross became the first Canadian insurer to achieve Rainbow Registered status, a national accreditation from Pride in Motion that certifies organizations for creating safe, welcoming, and inclusive spaces for 2SLGBTQIA+ individuals, employees, and clients. This recognition underscores the company's commitment to diversity and equity in its operations and benefits offerings. Complementing these efforts, Medavie Blue Cross supports training partnerships through Medavie HealthEd, which delivers accredited programs such as Primary Care Paramedic and Advanced Care Paramedic courses across , , and , preparing students for frontline emergency roles. Through the Medavie Foundation, established in , Medavie Blue Cross had invested more than $21 million in community programs focused on , including support for adolescent , healthy aging, and access to care, with initiatives spanning single-year grants and multi-year partnerships, as of 2022. Recent examples include a $2.25 million commitment in 2025 to subsidize memberships in , enhancing community access to wellness resources. In , the foundation has directed significant funding toward local needs, such as a $750,000 contribution to the Atlantic Compassion Fund, which supported over 450 community organizations addressing food insecurity and health challenges during crises. This includes bolstering emergency response capabilities through Medavie Health Services, which provides contracted to over 3 million residents in the region.

References

  1. https://www.medavie.ca/en/about-us/history/
  2. https://www.medaviebc.ca/en/about
  3. https://www.bluecross.ca/our-regions/nova-scotia/
  4. https://www.medavie.ca/en/about-us/
  5. https://www.medavie.ca/en/what-we-do/public-health-program-administrator/
  6. https://www.medaviebc.ca/en/about/government-partnerships
  7. https://www.medavie.ca/en/community-impact/
  8. https://www.medaviebc.ca/en/about/awards
  9. https://atlanticbusinessmagazine.ca/web-exclusives/from-medical-to-life-medavie-blue-cross-has-been-providing-coverage-for-80-years/
  10. https://digitalcommons.unf.edu/cgi/viewcontent.cgi?article=3089&context=flablue_text
  11. https://www.bluecross.ca/about/
  12. https://nupge.ca/wp-content/uploads/2024/09/2022-update-to-Medavie-Briefing-Note.pdf
  13. https://www.medavie.ca/en/news/medavie-welcomes-medicentres-primary-care-clinic/
  14. https://www.medaviebc.ca/en/plans/complete-health
  15. https://www.medaviebc.ca/en/plans/options-and-options-plus
  16. https://www.medaviebc.ca/en/plans/standalone-dental
  17. https://www.medaviebc.ca/en/plans/complete-health/module-comparison
  18. https://www.medavie.ca/en/what-we-do/insurance/
  19. https://www.medaviebc.ca/en/group-benefits/plans
  20. https://www.medaviebc.ca/en/members/submit-a-claim
  21. https://www.medaviebc.ca/en/buildmyplan
  22. https://www.medaviebc.ca/en/plans/life-insurance
  23. https://www.medaviebc.ca/en/optional/optional-life-insurance/accidental-death-dismemberment-details
  24. https://www.medaviebc.ca/en/plans/travel
  25. https://www.medaviebc.ca/en/plans/travel-plans-for-visitors-to-canada
  26. https://www.medaviebc.ca/en/members/your-coverage
  27. https://docs.medaviebc.ca/advisors/MBC_Long-Term-Disability-Guide_FORM-1056E.docx
  28. https://www.medaviebc.ca/en/administration/disability-management
  29. https://docs.medaviebc.ca/groupadmin/tools-and-resources/Product-Sheets_v04.pdf
  30. https://www.medaviehealthed.com/
  31. https://www.medavie.ca/en/medavie-foundation/
  32. https://www.bluecross.ca/
  33. https://ca.linkedin.com/company/medavie-blue-cross
  34. https://www.medaviebc.ca/en/locations
  35. https://www.medaviebc.ca/en/contact
  36. https://www.owler.com/company/medaviebc
  37. https://procedureflow.com/customers/medavie-blue-cross
  38. https://www.fineos.com/2025/05/29/medavie-blue-cross-leads-digital-transformation-in-disability-business-with-fineos-platform/
  39. https://www.benefitscanada.com/news/bencan/medavie-launching-digital-health-platform/
  40. https://www.medavie.ca/en/about-us/leadership-team/
  41. https://www.medaviebc.ca/en/about/leadership
  42. https://www.medaviebc.ca/en/blogs/eric-laberge
  43. https://www.medaviebc.ca/en/blogs/insights-contributors/bernard-lord
  44. https://docs.medaviebc.ca/members-EN/news/BernardL_Bio_20160615.pdf?mtime=20171020093500
  45. https://www.hrreporter.com/news/hr-news/canadas-top-100-employers/278510
  46. https://www.medaviebc.ca/en/news/medavie-blue-cross-named-one-of-canadas-top-100-employers-for-2016
  47. https://www.medaviebc.ca/en/news/2021-canadas-top-100-employers
  48. https://www.facebook.com/MedavieBlueCross/videos/medavie-is-incredibly-honoured-to-be-named-one-of-canadas-top-100-employers-for-/1827817247649051/
  49. https://www.theglobeandmail.com/business/adv/article-canadas-top-100-employers-2024-winners/
  50. https://www.medaviebc.ca/en/news/medavie-blue-cross-enters-canadas-most-admired-corporate-cultures-hall-of-fame
  51. https://www.medaviebc.ca/en/insights/posts/medavie-blue-cross-national-award
  52. https://www.medavie.ca/en/what-we-do/clinical-training/
  53. https://www.medaviebc.ca/en/insights/posts/2022-in-review
  54. https://www.newswire.ca/news-releases/medavie-foundation-announces-their-largest-multi-year-investment-in-access-to-membership-at-the-ymcas-of-nova-scotia-857850869.html
  55. https://medavieca.s3.amazonaws.com/documents/Medavie_CommunitiesComingTogether_Web.pdf
  56. https://www.medavie.ca/en/what-we-do/emergency-medical-services/
Add your contribution
Related Hubs
User Avatar
No comments yet.