In the 1980s we introduced two industry-changing, managed care health plans to the Philadelphia market – Keystone Health Plan East HMO and Personal Choice PPO. We aired an educational media campaign called “Take Good Care of Yourself,” which featured television, radio, and print segments, and former Eagles coach Dick Vermeil. We began doing business as Independence Blue Cross in 1988 in celebration of our 50th . The following year, our current headquarters was built at 1901 Market Street.