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Florida Blue: Blue Cross Blue Shield Changing Name

Posted Apr 06 2012 8:16pm

Blue Cross Blue Shield of Florida has simplified their name to Florida Blue in their new rebranding campaign for 2012.  Mark Lee, vice president of brand development for the company, talks about how this decision was considered carefully.  A lot of research was done and much thought went into making this important decision.

Florida Blue is Florida’s largest insurer and the name change may cause some confusion in the beginning of the rollout.  With 4 million members, Florida Blue is working hard to get the word out.  The company has been in Florida for almost 70 years making it part of the Florida culture.  The name change was implemented in an effort for the insurer to be more consumer friendly and attract a wider base of consumers.

According to the article by Marni Jameson from the Orlando Sentinel, Florida Blue retail centers are already throughout the state connecting with members in the community.  The friendlier name appeals to a wider base of customers and is reaching more retail consumers.  BlueCross Blue Shield of Florida will still exist as a legal entity, but consumers will have a new name to relate to.  It won’t be surprising if Florida Blue members meet a bit of confusion as the name and logo of their insurer switches, but they are to be assured quality health insurance products and top notch customer service is still a top priority.

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