Following a summer job as a copyboy at the Chattanooga News-Free Press, E. Michael Goforth’s writing career was initiated when he was asked to do a feature story for the newspaper’s “Young America” section. The story on Chattanoogans at Middle Tennessee State University was given the full front page of the weekly special section.  

Editor-in-Chief Position Tops College Newspaper Career (Summer & Fall 1969)

Led the editorial staff of The Sidelines, Middle Tennessee State University’s campus newspaper, during the summer and fall semesters of the politically turbulent 1969. 

Handled Non-group & Medicare Supplement Sales (1976 — 1985)

Was responsible for Blue Cross Blue Shield of Tennessee non-group marketing and sales functions. Added some 70,000 non-group and Medicare supplement subscribers to the company’s enrollment through advertising and direct mail campaigns. Initiated company’s first use of television advertising in 1981. Worked with Minnie Pearl on second television campaign.

Introduced HMO Coverage in East & Middle Tennessee (1984)

Was responsible for all promotional activities associated with the introduction of CareChoice, the health maintenance organization from Blue Cross Blue Shield of Tennessee. These activities included conducting press conferences, developing an advertising campaign and enrollment (sales) literature, producing provider education and recruitment materials. Used print materials, television ads and video presentation. The first full year of operation, CareChoice far exceeded expectations enrolling some 30,000 members.

Received Diamond Award (1985)

Conceived, wrote and designed a CareChoice poster which won a Diamond Award from the Nashville Advertising Federation for best color poster. Carden & Cherry Advertising Agency handled the production.

Introduced PPO Coverage in Tennessee (1985)

Was responsible for all promotional activities associated with the introduction of Preferred Care from Blue Cross Blue Shield of Tennessee, then the state’s largest preferred provider organization. These activities included conducting press conferences, developing an advertising campaign, developing all subscriber literature and educational materials. The subscriber educational program was recognized by the national Blue Cross and Blue Shield Association as an excellent example of subscriber communications when PPO products were first offered to the massive Federal Employee Health Benefits Program group.

Received CHAD Awards (1985)

Conceived, wrote and designed print ads introducing hospice coverage from Blue Cross Blue Shield of Tennessee. Ads won CHAD Awards from the Chattanooga Advertising Federation in the categories of color magazine ad and black and white newspaper ad. Carden & Cherry Advertising Agency handled the production. 

Introduced HCA Care HMO (1986)

Was responsible for developing all enrollment (sales) and educational materials, as well as provider recruitment materials, used in the introduction of HCA Health Plans’ health maintenance organization  product, HCA Care. Used print materials and video presentations. 

Introduced EQUICOR Health Plan HMO (1987 — 1992)

Was responsible for developing all enrollment (sales) and educational materials, as well as provider recruitment materials, for EQUICOR Health Plan, the  health maintenance organization  product from EQUICOR. Provided all enrollment and educational materials to some 20 — 30 EQUICOR Health Plan offices throughout the nation. There was never a senior management mandate that all EQUICOR offices would use our Nashville production operation. However, we were successful in getting all offices to use our materials and production facilities, including those of former independent HMOs which already had in-house communications departments.

Introduced Point-of-Service Health Plans (1987 & 1990)

Was responsible for developing the enrollment (sales) materials for EQUICOR Exclusive in the highly competitive Southern California market. This was one of the nation’s first point-of-service type plans. Also, developed enrollment materials for EQUICOR Premier in Kansas and CIGNA Health Access in Utah. This was CIGNA’s first involvement with point-of-service plans, which combine HMO-type benefits with PPO provider selection and financing. 

Introduced Long-term Care Sales by Mail (1993)

Created enrollment materials for the nation’s first offering of long-term care insurance completely by mail. This system produced in cooperation with LTC Consultants allowed the client, National HealthCorp, to post sales literature in the lobbies of its nursing homes and conduct seminars on LTC insurance for the families of its patients. Using this material, potential customers could receive a proposal for LTC insurance coverage and purchase the product by mail.

Wrote TennCare Member Handbook (1993)

Wrote the member handbook for Nashville Baptist Hospital’s HeathNet TennCare plan. This project was completed in 24 hours. The Tennessee State Medicaid Department cited this booklet as the best from all managed care organizations and based its recommended model text for the new TennCare program on this draft.

Created New Blue System for Managed Care Sales (1995)

Created a complete system of managed care enrollment (sales) materials for Blue Cross Blue Shield of Tennessee’s HMO Blue (formerly CareChoice) and related PPO products. This project included a group proposal system, employee enrollment materials, as well as a state-of-the-art automated system for producing detailed account specific sales literature. Used print materials and video presentation. Since the original introduction of CareChoice, the company had not promoted HMO sales. This project was intended to make Blue Cross Blue Shield of Tennessee’s managed care marketing materials again competitive. 

Introduced Medicare HMO Coverage (1997)

Created a complete system of collateral advertising materials for Blue Cross Blue Shield of Tennessee’s Medicare health maintenance organization product, SecurityBlue.

Developed Insurance Agent Communications Program (1997 — 2000)

After 50 years of direct competition with Tennessee insurance agents and brokers, Blue Cross Blue Shield of Tennessee expanded its distribution system in 1997 by offering brokered sales of its products. Developed and administered a system of routine communications for this vital audience of new company stakeholders. These activities included developing and maintaining web sites for the company’s Marketing Division, as well as for National Association of Insurance and Financial Advisors — Chattanooga.

Created Custom Benefit Literature For Major Employers (1972 — 2003)

Throughout his career, E. Michael Goforth has been called upon to develop custom group benefit literature for some the South's major employers including: State of Tennessee, Metro Nashville / Davidson County, TVA, City of Atlanta, Gwinnett County Georgia, Hamilton County School Board, Ferodo America, Nissan, Tampa Times Publishing Company (was one of the nation's first multi-option programs offered from the same carrier), Winn-Dixie, Federal Express, Federal Employee Program and The Tennessee Farm Bureau.