Some of the data that Florida Blue already has from its retail store fronts includes:
Geraghty does not have on rose-colored glasses when it comes to healthcare reform. But, he says, Florida Blue is betting on a side effect of the law which gives individuals more choices and is meeting them in a space where they already buy products—online and in a traditional store. In fact, the company is expecting to at least double its sales of individual products because of the health insurance mandate.
"We've made a very distinct play to not be just an online service. We believe healthcare is local, is personal, and that is a very important place for us not to ignore," Geraghty says.