Anthem Inc. has used the Blue Cross and Blue Shield brand names as a powerful tool on its way to becoming the nation’s second-largest health insurer. But those Blue brands now are a hurdle for Anthem’s $54.2 billion acquisition of Cigna Corp.
Business history is littered with colossally bad mergers that seemed brilliant at the time. So the insurer might benefit from avoiding the temptation to follow the current trend. Or it could get left in the dust.