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It would benefit BCBS if while simultaneously urging their members to take advantage of lower cost alternatives to the ER they implemented policies to reduce the cost to the patient. I recently opted to go to Urgent Care instead of the ER while having chest pains, but because I had yet to meet my annual deductible and BCBS treats the X-Ray and the actual visit as separate events; my total out of pocket cost was greater than my ER co-pay. I would have been burdened less financially from a trip to the hospital, but BCBS saved thousands. That's counterproductive.