Participants in a new healthcare advocacy group called “Better Choices, Better Care NJ” unveiled at the State House in Trenton.

Formed as a 501(c)(4) public education organization, the group’s mission is to advocate “ways to improve health, transform care, and lower health care costs.” The group cites the rising cost of healthcare without a perceived increase in quality as their primary motivation, saying its initial goal is to focus on patient-centered care and value-based payments. The organization plans to promote engagement and education by communicating directly with consumers.

In an announcement e-mail, the group states they are supported by Horizon Blue Cross Blue Shield of New Jersey and guided by a steering committee led by the group’s executive director, Gibbons lobbyist Christine Stearns. The steering committee includes representatives from labor, business, insurance and one primary care practice.