Florida Blue: Meet The Man Behind The New Brand
By Marni Jameson, The Orlando Sentinel, Fla. | |
McClatchy-Tribune Information Services |
CFB: You don't take a company that's been in
The name change was official
CFB: Why Florida Blue?
In 2006, we launched our
CFB: Describe what you mean by repositioning?
Our goal is to become more personalized in our approach to consumers, and to let consumers know about our more affordable options. There's a perception out there that we're expensive, and we want to address that. Our brand refresh started in 2011. We launched an advertising campaign reintroducing ourselves to Florida as a company focused on personalization and community involvement. We introduced our new tagline "In the pursuit of health."
CFB: How is
CFB: Making a change of this size doesn't come without some risk. What were you worried about?
The biggest risk is that we were walking away from a well-known name. We worried about losing members. To offset that, we tried to reassure our members that none of the products, plans or services we offer were going away. The only change is that we're adding more relevant services to meet the changing needs of our members. Our goal is to ensure a seamless transition to
CFB: Which is considerable, I understand.
We are the largest insurance provider in the state with 30 percent of the market share. We serve more than 4 million members.
CFB: Not too many consumers think of health care as a retail product. Why a store?
The pace of change in health care is translating into increasing responsibility for the consumer. Our
CFB: As you evolve your brand, what do you want to make sure your members know?
That
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