Blue Cross and Blue Shield of Florida is selling two new health cards to consumers through Winn Dixie and CVS pharmacy stores across Florida.
Targeting the uninsured and underinsured, BCBSFL is offering its individual health insurance products in a retail environment that offers convenience and familiarity, said Craig Thomas, BCBSFL’s chief marketing executive.
The Florida Blues plan is aware of the “significant” population that is not in a full-blown insurance program through typical channels such as employers but want health insurance and access to healthcare providers, Thomas said.
The $59 “Gift of Health Care” card can be used by consumers to purchase a health insurance plan, including BCBSFL’s lowest cost guarantee issue product, GoBlue, which has a $35 a month premium.
The $19 “FamilyBlue Discount Card” provides discounts on dental and vision care and prescriptions for family members.
The genesis of the product and channel concepts is the state’s base of lower-income residents, Thomas said. Young Hispanics comprise the largest segment of the state’s uninsured population, he said.
Lisa Johnson, spokeswoman for Blue Cross Blue Shield Association, said she is unaware of any other Blues plan using this type of distribution channel.
While federal health insurance reform measures will likely impact the individual insurance market and the availability of certain products, Thomas said the consumer retail distribution channel would remain.
In fact, BCBSFL plans to open five brick-and-mortar stores, offering healthcare products, support, services and call centers, in high-traffic shopping malls in the first half of 2010. At a time when payers are expanding their Web services for consumers, BCBSFL is focusing on a “high-touch” environment for consumers not comfortable with making complex healthcare decisions via the Internet.
After the health cards’ rollout to 1,000 retail outlets, BCBSF plans to add more products in 2010. Expect other retailers – not necessarily chains with pharmacies – to follow suit.