Quick, name one Canadian provider of health insurance. If you’re like me, Blue Cross was a likely choice. Except Blue Cross has decided that, at least here in Eastern Canada, they need a new name. From their website:

Medavie is the new name adopted by Atlantic Blue Cross Care in March, 2005 as a result of our expansion into the Ontario and Quebec regions. We needed a name that would work in all three markets and in both official languages to position ourselves for continued growth. Medavie is a combination of the English and French words for ‘medical to life,’ and we think it’s a great representation of the products we sell. Rest assured, we’re still the same Blue Cross. And we’re always there for you.

In related news, the Charlottetown Sewer and Water Department is repositioning their brand too, and will henceforth be known as AquaPoo.