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Blue Cross and Blue Shield of Florida changes name to Florida Blue

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.

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.

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