CHAPEL HILL, N.C. – Blue Cross and Blue Shield of North Carolina (BCBSNC) has named Dr. Don Bradley senior vice president and chief medical officer of the company. Bradley has spearheaded industry-leading efforts to promote healthy weight and quality care for BCBSNC members statewide.
Bradley replaces Dr. Bob Harris, who retired in January. He has been serving as interim chief medical officer since that time. In his 18 years at BCBSNC, Bradley has served in a variety of leadership roles on the medical staff, most recently as executive medical director.
Bradley led the company’s development of the Healthy Lifestyle Choices program, under which the company became the first health insurer in the nation to cover obesity as a primary condition. Under Bradley’s direction, BCBSNC also implemented other benefit and program changes to promote healthy weight, good nutrition and physical activity. Last year, BCBSNC reported that nearly half the initial participants in the program lost weight, with an average loss of nine pounds.
"Dr. Bradley is a national leader in preventive care. He has produced real results in helping our members make the best choices about their health," said BCBSNC President and CEO Bob Greczyn. "He’s also pushed for excellence in the medical care that all North Carolinians receive. We’re fortunate to have the health care vision and expertise that he brings to our senior leadership team."
Bradley led the development of BCBSNC’s Bariatric Centers of Excellence program for obesity surgery, which recognizes physicians with a proven track record of expertise and good health outcomes from the surgery. During the first year of the program, hospital readmission rates dropped by half for patients of surgeons who had the designation. Bradley was also instrumental in developing BCBSNC’s annual State of Preventive Health report and summit.
Bradley has authored numerous medical journal articles. His research interests include studying how the health care system can improve clinical health outcomes and consumer satisfaction. His research topics have included reimbursement strategies and collaborative efforts with physicians, including centers of excellence, to promote quality care. He is a lecturer in family medicine at the UNC-Chapel Hill Medical School and Duke University Medical Center.
Bradley, 55, received his medical degree from the Medical College of Virginia, and is a board-certified family physician. He completed a Kellogg Fellowship and a master’s degree in health sciences in clinical leadership at Duke University. Before coming to BCBSNC, Bradley was a full-time faculty member at Duke University and the medical director of the Duke-Watts Family Medicine Center in Durham. He has also worked in private practice in family medicine in South Boston, Va.
About Blue Cross and Blue Shield of North Carolina:
Blue Cross and Blue Shield of North Carolina is a leader in delivering innovative health care products, services and information to more than 3.4 million members, including approximately 749,000 served on behalf of other Blue Plans. For 73 years, the company has served its customers by offering health insurance at a competitive price and has served the people of North Carolina through support of community organizations, programs and events that promote good health. Blue Cross and Blue Shield of North Carolina is an independent licensee of the Blue Cross and Blue Shield Association. Access BCBSNC online at bcbsnc.com.