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The concept incorporated in Blue Shield's voluntary health insurance in 1938 was "Prepaid Health Plans." This innovative approach allowed individuals to pay a set fee in advance for a variety of healthcare services. This model was transformative at the time, promoting the idea that healthcare could be accessible without the burden of out-of-pocket expenses at the point of care. By adopting a prepaid model, Blue Shield aimed to provide more predictable costs for patients and facilitate better management of healthcare resources.

The other concepts, while important in the broader conversation about health insurance, did not specifically characterize the initiative by Blue Shield during that time. Physicians' Cooperation refers to collaborative efforts among healthcare providers, Medical Innovation pertains to advancements in treatment and technology, and Universal Coverage relates to the broader goal of ensuring all individuals have health insurance. However, these concepts were not the focal point of Blue Shield’s 1938 framework for voluntary health insurance.