Young adults remain one of the highest uninsured groups: nearly double the overall uninsured rate. In response, Blue Cross and Blue Shield began selling this week a new product specifically for young adults. The product is called Simply Blue. Blue Cross discovered that the most common reasons young adults do not purchase health insurance are young adults think they are invincible and won't need health care. They aren't aware of the financial impact that an accident could have on someone without health insurance. They want some form of immediate value from a purchase, not just protection for a catastrophic event. Simply Blue addresses their need for immediate value by offering members immediate dollars to pay for office visits before their deductible must be met. Two of the plan options also offer full coverage for generic drugs.