After Anthem announced last week its $54.2 million deal to acquire Cigna, the Blue Cross and Blue Shield Association (BCBSA) has remained relatively mum, according to Forbes. BCBSA guidelines prevent Anthem, the association's largest member company, from using the Blues' brand in regions where Anthem doesn't have a Blue Cross license or owns a Blues plans. Meaning, Anthem must sell coverage under a different brand name, such as Amerigroup, which will fight for business against other Blues plans. "The deal sets Anthem in direct competition against other Blue Cross Blue Shield plans nationwide," Paula Wade, an analyst with Boston-based healthcare research and consulting firm Decision Resources, told Forbes. Article