Blue Cross and Blue Shield of Alabama (BCBSAL) is a nonprofit health insurance company founded in 1936, headquartered in Birmingham, Alabama. It offers a range of health insurance plans, including Medicare Advantage and Prescription Drug Plans. BCBSAL serves over 3 million people, dominating Alabama's health insurance market. Their target audience includes individuals, families, and employers seeking comprehensive health coverage. The unique selling proposition is their extensive network and financial stability, with over 90% of the Alabama market choosing BCBSAL for its reliability and broad coverage options.