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This academic report provided by SmartWritingService – report writing service will discuss the practicability of the Blue Shield Blue Cross Insurance Corporation adopting disposable tech tattoos to minimize identity theft. The tech tattoos, in this case, actually operate as a type of minimum viable product that is meant to test the level of potential acceptance of a product in the marketplace. Tech tattoos are waterproof and breathable skin wearables that can be disposed of after being used to provide identity verification.

Tech tattoos could be coordinated with their wearers’ smartphones with the aim of proving the owner’s identity. This type of biometric technology has already been adopted by different medical establishments for the remote monitoring of the physical symptoms of patients who live far from their physicians. The report concludes that due to the fact that ‘tech tattoos’ constitute a type of biometric technology that is far more advanced than the common use of passwords, tech tattoos will likely receive widespread acceptance in the near future as cyber crimes compel users to embrace more radical safety measures for identification purposes. 

Background Information on the Blue Cross Blue Shield Association

According to Cunningham & Cunningham Jr. (1997), the Blue Cross Blue Shield Association first began in Dallas in 1929 as a small outlet known as the Blue Cross. Today, it has branches in more than 160 nations around the world and operates as a federation of separate health insurance organizations spread across all the states within the US. Blue Cross Blue Shield provides affordable healthcare insurance plans for individuals, labour union members, federal workers, and large and small corporations (Goode 2017). 

Design Thinking

According to Ersoy (2018), design thinking can be described as a methodology that promotes innovation in all markets. This describes tech experts today who have consistently pushed the boundaries in terms of creating wearable technology that will perform important functions even while providing consumers with memorable experiences. Moreover, the talents of designers can only be as cutting-edge as their environments allow (Ersoy 2018). This is the reason why industries that face tremendous challenges are often the ones to come up with unique products with unusually attractive designs. Several representatives from companies in different sectors consulted the creative designers of MC 10 in 2017 alone. Blue Cross Blue Shield is one of the many companies that have sought to find a practical answer to the ongoing identity fraud problem that has long beleaguered it. 

Minimum Viable Product

According to Aghnia & Larson (2017) the terms ‘minimum viable product’ describe the version of a freshly created product which makes it possible for the company that created it to gather data that pertains to how consumers are interacting with the product. Corporations like MC10 usually go through 6 different phases when creating a minimum viable product in order to ensure that their designers are actually generating a product that customers will be eager to interact with. The first phase concerns identifying the problem that needs to be solved. In this case, MC 10 is keenly aware that its client- Blue Cross Blue Shield- is concerned about the growing incidence of patient identity theft, and the thousands of dollars in losses that hackers keep causing when they successfully hack into its databases.

The next stage concerns using the simplest means to deal with the expressed problem. Investing thousands of dollars in a solution is unwise, as this solution may prove to be unpopular with consumers or loyal clients. It is for this reason that Blue Cross Blue Shield has approved of MC 10’s plans to use cheap disposable tattoos to introduce gradual changes into the way the company conducts the authentication of its clients’ identities. The third stage of creating a minimum viable product promotes the prioritization of particular features. The significance of creating beautiful or even customized tattoos is not focused on as is the importance of ensuring that the tech tattoo is functional. MC 10 has created nickel sized and copper colored tech tattoos for the first test of authentication of identity.

In keeping with the fourth stage in the creation of a minimum viable product, both Blue Cross and MC 10 are conscious of the fact that once customers reveal their eagerness to engage with this new method of identity verification, there will be plans for the exploration and development of tattoos that are more efficient and beautifully designed. Both companies fully intend to scale up their operations and build based on the consumer-related data that has already been acquired in regards to the public reaction to the tech tattoos. In the sixth stage, the company in question uses the insights that have been gathered from customer reactions to the minimum viable product, and proceeds to create a product in accordance with the specifications garnered from the public’s reaction to the former (Aghnia & Larson 2017).

Test Case and Hypothesis That Will Be Tested

A significant number of Blue Cross Blue Shield’s clients have experienced theft after their records were hacked into in the corporation’s databases. This has naturally affected the company’s image, and resulted in court suits filed by disgruntled clients as they seek to recover their stolen monies. In collaborating with MC10 to look into the possibility of introducing a new and more effective method of identity verification, Blue Cross is actually testing the hypothesis that clients are frustrated enough with the recent spate of hacking to actually support a new method of identity verification. The test case that will be carried out in the marketplace will concern an MC 10 product that is known as the Wearable Interactive Stamp Platform (WiSP). This is a disposable sticker-like tattoo that has been recently developed by MC 10 to enhance security during identification operations. 

According to Rafaeli (2018), a hacking experiment has proved that even long passwords comprising a mixture of numbers and letters are not secure from cybercriminals. This is mainly because users, who do not wish to concoct long complex passwords due to the very real possibility of forgetting them, usually create simple passwords and then use them in all their associated accounts online (Charoen 2014). Furthermore, users tend to find authentication procedures extremely irritating. As a result, less than 60% of the owners of internet-based accounts will approve of authentication procedures that are suggested. This makes the reality of an extremely secure authentication method which the user carries everywhere with him extremely attractive. MC10, which is a US-based technology corporation, has created the Wearable Interactive Stamp Platform (WiSP), a disposable sticker-like tattoo that can be used to link to a smartphone for the purpose of verifying the wearer’s identity (MC10 2019). 

When an individual wears a Wearable Interactive Stamp Platform (WiSP), his smartphone can be used as a ‘near-field communication’ system that facilitates a payment solution. Tech tattoos, which have a limited time of use, cannot be misplaced as other identity elements such as credit cards can. Consequently, they are more secure than the latter. Even though removing the MC10’s WiSP implementation is relatively easy, the act of doing so would effectively render any information contained within it unreadable. In addition, using the WiSP would arm the wearer with all his credit card data that can easily be swiped without him needing to feel his pockets or use his hands to retrieve any identity-related documents. 

According to Goode (2017), US regulations have already cleared the way for corporations like the Blue Cross Blue Shield Association to adopt the use of biometric technology for patient-record safety purposes. Within the Health Insurance Portability and Accountability Act (HIPAA), biometric verification is included as a factor in the Technical Security Services to protect availability and data integrity (Kao, Holz, Roseway, Calvo & Schmandt, 2016). Indeed, the adoption of biometric technologies is widely perceived as an indication of compliance with the regulations set forth in the HIPAA Act. Tech tattoos are effective because they do away with the need for PIN number authorization, thereby removing the likelihood of the patient’s private data being accessed due to the weaknesses that are commonly associated with the use of PIN numbers. Blue Cross Blue Shield and MC 10 will introduce the Wearable Interactive Stamp Platform (WiSP) into the market before determining whether the customer reaction mandates the creation of even more efficient tattoos for identification verification purposes.

Product Service Roadmap

According to Pichler (2016), the product service roadmap is important because it enables business managers to explain their vision for the performance of their products or services in the short and long-term future. It is for this reason that product roadmaps usually contain features such as the entrepreneur’s motivation for the creation of services of goods, the metrics involved, and the objectives to be met in the creation of the said products or services (Pichler 2016). In this case, the tech tattoo biometric technology will ensure that individual customers have faster access to their patient records. In addition, there will be improved security that will prevent their details from being accessed by even the most experienced hackers (Bandodkar & Wang 2014). The product service roadmap in the excel article in Appendix C is, therefore, meant to increase the internal as well as external stakeholders’ engagement with the service or product being proffered. Individual customers will also be provided with the freedom of preference in terms of the visual aesthetics that will be contained in the tech tattoos that they use and their tech tattoo’s level of functionality (Kao, Holz, Roseway, Calvo & Schmandt 2016). The implementation of tech tattoo technology will also save costs for companies affiliated with Blue Cross Blue Shield, as the increased data security will help to ensure that their system networks and company computers are spared from the effects of cyber attacks (Lupton 2016). This development may also create new opportunities for Blue Cross Blue Shield to expand its activities due to improved security operations. Blue Cross Blue Shield could also enhance its brand image by creating customized tech tattoos for its clients. 

  1. The vision. The aim of this exercise is to attract new customers while simultaneously improving customer retention rates by upgrading from traditional systems of security clearance that require passwords in favor of tech tattoos. Disposable tech tattoos not only prevent fraud at higher rates than passwords but will also cost less to integrate into the system than the former did.
  2. The objective. is to enhance and streamline security operations for curbing the incidence of identity theft.
  3. The problem. The recent spate of insurance identity fraud crimes, though, has increased public awareness of the importance of adopting biometric authentication methods. In the recent past, identity theft criminals have targeted the Blue Cross Blue Shield Association’s outlets. According to Goode (2017), identity theft criminals habitually target the insurance federation’s large databases to access patient data. The ‘Identity Theft Resource Centre’ has admitted that more than 40% of all identity theft incidence affect the healthcare sector (White, 2016). Three years ago, the Blue Cross Blue Shield federation admitted that personal data had been stolen from more than 10 million accounts of its loyal customers (Goode, 2017). This type of data breach cannot be eradicated if the corporation opts to retain its use of passwords to access customers’ insurance data. Biometric technologies such as tech tattoos are not only more secure than passwords, but they are also more convenient for patients. Blue Cross Blue Shield Association is looking to prevent criminals from accessing patient records by improving its security apparatus by testing the feasibility of using a biometric identity system.
  4. Minimum viable product. The minimum viable product will be a temporary tattoo known as the ‘Wearable Interactive Stamp Platform’ (WiSP), which is produced by the MC10 Corporation. This disposable tattoo will enable Blue Cross’s customers to be able to access their accounts through their smartphones without having to use their passwords. Indeed, if this exercise is successful, Blue Shield’s customers will only be compelled to ‘handle’ their account passwords when they are going to change them. 
  5. Benefits. This type of biometric technology will not only enhance the security of patients’ records, but it will also protect Blue Shield’s databases from the regular attempts of hackers to access patient records.
  6. Resources needed. Tech tattoo consultants, tech tattoo materials, and financial resources are needed for the installation of this new system.
  7. Coordination with an organization. Blue Shield Blue Cross will be working with MC 10, which is the company that will provide the tech tattoo materials and consultants.


This report recommends that:

  1. The Blue Cross Blue Shield Association should collaborate with the MC10 Corporation for creating customized tech tattoos that would be used to improve the safety of patient records while also providing clients with faster access to their accounts.
  2.  Blue Cross Blue Shield should first conduct a pilot study to gauge the reception of this technology before adopting it for all its affiliate companies within the US.
  3. If there is a positive reception of this development from its customers, Blue Cross Blue Shield could then start investing in training its workers and customers on the correct application and uses of tech tattoos. The corporation should also ensure that tech tattoo experts are present during training so that they can provide informed answers to questions posed by consumers, workers, and other clients.
  4. Blue Cross Blue Shield will then have to educate its workers on the adjustments that the adoption of this technology will realize. For instance, a programming expert of a company affiliated to Blue Cross Blue Shield may no longer have access to different areas of the premises that do not pertain to his work such as the storeroom even though he may have been accustomed to visiting it to pick certain materials (Morley & Parker 2015).


The growing acceptance of biometric technology within the banking industry can be attributed to increasing incidents of identity theft. Unfortunately, security features such as passwords have been proved irrelevant when informed hackers seek to access patient records from the databases of large healthcare-related corporations such as Blue Cross Blue Shield. This report proves that the sole system that offers the best protection against identity theft is that which incorporates biometric technologies like tech tattoos. Tech tattoos are particularly convenient for the customers of organizations as if Blue Cross Blue Shield because they cannot be reused or even accessed by hackers, and so cannot be utilized to access patient accounts. The low-cost basic elements that are used to make tech tattoos also make them easily available to ordinary citizens. It is likely that tech tattoos will transform the health insurance industry in the next few years, as health corporations continue to seek low-cost solutions to deal with the problem of identity theft.

Reference List

Aghnia, M. and Larson, D. (2018). Developing New Product Using Minimum Viable Product. Journal of Aplikasi Manajemen, 16(2), pp.234-245.

Bandodkar, A., and Wang, J. (2014). Non-invasive wearable electrochemical sensors: a review. Trends in Biotechnology, 32(7), pp.363-371.

Charoen, D. (2014). Password Security. International Journal of Security, 8(1), pp.1-14.

Cunningham, R., Cunningham, R. and Stevens, R. (1997). The Blues: A history of the Blue Cross and Blue Shield System. 1st ed. DeKalb, Illinois: Northern Illinois University Press.

Dias, D. and Paulo Silva Cunha, J. (2018). Wearable Health Devices—Vital Sign Monitoring, Systems and Technologies. Sensors, 18(8), p.2414.

Ersoy, L. (2019). Why Design Thinking is failing and what we should be doing differently. [Online] UX Collective.

Glenn, C. and Gray, L. (2012). The writer’s Harbrace handbook. 5th ed. Boston: Cengage Learning.

Goode, A. (2017). Biometric Authentication for Healthcare – Veridium. [Online] Veridium.

Kao, H-L Holz, C Roseway, A Calvo, A & Schmandt, C (2016). DuoSkin: Rapidly prototyping on-skin user interfaces using skin-friendly materials, Proceedings of the 2016 ACM International Symposium on Wearable Computers.

Lupton, D. (2016). The diverse domains of quantified selves: self-tracking modes and dataveillance. Economy and Society, 45(1), pp.101-122.

MC10 and PCH team up (2016). Ultra-thin, Tattoo-like Wearables Enabled by New Technology Partnership. [Online] 

Morley, D. and Parker, C. (2015). Understanding computers: Today and tomorrow. 16th ed. Stamford: Cengage Learning.

Pichler, R. (2016). Strategize: Product Strategy and Product Roadmap Practices for the Digital Age. 1st ed. London: Pichler Consulting.

Rafaeli, R. (2018). Passwords Are Scarily Insecure. Here Are a Few Safer Alternatives. [Online] Entrepreneur. 

White, G. (2016). New temporary ‘tech tattoos’ transmit sensitive medical and banking info from the surface of your skin. [Online] Glitch.

About The Author

Former owner/writer of Back2Gaming. A big fat nerd since he was old enough to understand what words are. A Writer for OnRPG. Catch him: Facebook, Instagram, Twitter, E-mail, DAGeeks Twitch Channel

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