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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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