Rich Cullen is Vice President, Inter-Plan Solutions, at the Blue Cross Blue Shield Association (BCBSA), a national federation of 33 independent, community-based and locally operated Blue Cross and Blue Shield (BCBS) companies. The Blue System is the nation’s largest health insurer, covering one-in-three of all Americans. Since joining BCBSA in 1997, Rich has focused on developing and implementing business strategies, programs and initiatives to support inter-Plan delivery of BCBS companies’ products and services in all market segments, including national account, individual and government markets. Among the critical initiatives Rich drives on behalf of the BCBS System are program and product development, consumer engagement initiatives, on-going operations and implementation strategies to enhance National Programs, such as the BlueCard program that serves national employers with employees in multiple locations. In addition, Rich has broad-based industry leadership responsibilities for health information technology, interoperability, regulatory activities and standards development organizations.