NEWBURY PARK, Calif.--(BUSINESS WIRE)--Jan. 12, 2005--Blue Cross of California (Blue Cross) today announced it is reaching out to Medicare eligible Californians with the launch of SmartValue, an affordable new health plan and the state’s first Medicare Advantage Private-Fee-For-Service (PFFS) plan. SmartValue has been approved by the Centers for Medicare & Medicaid Services for Blue Cross to offer in San Francisco, Fresno, Santa Barbara and Yolo counties.
