Florida Blue - New Name of Blue Cross and Blue Shield of Florida

Changes mark a new era, expanded focus for Florida's health leader

JACKSONVILLE, Fla., April 2, 2012 /PRNewswire/ -- Blue Cross and Blue Shield of Florida, Inc. (BCBSF) is now Florida Blue. The new name, new logo and tagline – 'In the pursuit of health' – are all part of the company's transition to a health solutions company with an overarching mission to help the people of Florida and their communities achieve better health. Consumers will soon see the new Florida Blue brand utilized in signage, sponsorships and advertising.

The brand transition reflects a host of initiatives inspired by Florida Blue's expanded mission, including: a focus on affordable products; the introduction of new health plans and services; the personalization of health care services and customer support through the company's unique Florida Blue retail centers; an expanding suite of online tools to empower healthcare consumers and even stronger state-wide outreach to support Florida communities in their quest for better health. All of these programs and services support the company's commitment to providing accessible and affordable health solutions to all Floridians.

"Florida Blue's new name reflects the personal service and commitment to our members practiced by BCBSF for nearly 70 years," said Pat Geraghty, chairman and CEO. "Our new name is notable, more memorable, and represents a familiar, trusted face that stands apart from the industry in meeting consumer needs. As Florida Blue, we will strengthen our market-leading reputation and solidify our role as Florida's leading health solutions company."

Introducing the new Florida Blue name marks a new era for the company – moving from a one-dimensional business model focused primarily on health insurance to a multi-dimensional health solutions company with a more comprehensive approach to health. Florida Blue is committed to helping all Floridians get the most value out of their health care dollar, providing personal health care support and building health-minded communities.

"The pace of change in the health care landscape is translating to increasing responsibility for the consumer," said Mark S. Lee, vice president, brand development and marketing communications. "The Florida Blue name is more consumer-friendly – shorter and simpler – and the company behind it is more focused on understanding the consumer, how they live and what they really need in terms of their health and well-being. The name change demonstrates our commitment in helping all members feel more comfortable regarding health care solutions."

While the brand name has changed to Florida Blue, the company's legal name remains Blue Cross and Blue Shield of Florida, Inc.

About Florida Blue
Florida Blue is a leader in Florida's health industry. Since 1944, our members have counted on us to continuously develop better solutions that promote more affordable health care across the state. Our mission is central to all that we do. Helping people in their pursuit of health reflects Florida Blue's commitment to ensuring affordable plans, providing personal support for health and wellness and building strong communities that enable health and wellness for all Floridians. Florida Blue is a not-for-profit, policyholder-owned, tax-paying mutual company. Headquartered in Jacksonville, Fla., it is an independent licensee of the Blue Cross and Blue Shield Association, an association of independent Blue Cross and Blue Shield companies. For more information, visit floridablue.com.

SOURCE Blue Cross and Blue Shield of Florida, Inc.