Health Plans Betting on HIX to Bring in Business

Jacqueline Fellows, for HealthLeaders Media , November 14, 2012

Some of the data that Florida Blue already has from its retail store fronts includes:

  • 15-20% of individual product sales (under 65 and Medicare Advantage) take place at centers
  • Approximately 50% of consumers who visit the Florida Blue centers do so to discuss purchasing health care coverage; the others come for health & wellness offerings and for customer service

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.

Jacqueline Fellows is an editor for HealthLeaders Media.
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