Florida Blue reacts to health care ruling, will continue push to reach consumers

Jon Urbanek, ?senior vice president of sales and marketing for employer markets for Florida Blue.

At Florida Blue, the Supreme Court?s decision to uphold the Affordable Care Act means the increased focus on reaching consumers will continue.

Florida Blue changed its name from Blue Cross and Blue Shield of Florida Inc. earlier this year in an effort to reach more consumers.

?There?s definitely a lot of opportunity, and we have to approach it in the right manner,? said Jon Urbanek, senior vice president of sales and marketing for employer markets for Florida Blue.

There are estimates that 3 million more people in Florida will be entering the health insurance market under the Affordable Care Act.

Urbanek said Florida Blue will also be looking to build better relationships with providers to improve patients? outcomes by negotiating incentives to promote quality care.

?We?re going to shift into more of a quality or value-based reimbursement,? Urbanek said. ?We need to agree on key quality things physicians should be doing, and help them with the information and provide them with incentives.

?We need to be working with the providers,? Urbanek said. ?We?re not going to get any further with hospitals, doctors and health plans beating each other up over rates. We need to start working together.?

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