Blue Cross and Blue Shield of Florida has unveiled "Florida Blue," a new concept in retailing geared to assist consumers' navigation of the health insurance market. Florida Blue will sell health and ancillary products such as dental and life insurance currently available through BCBSF and its subsidiaries, as well as provide educational and informational seminars for consumers on health care and health coverage-related issues. The company said the new retail store, one of the first of its kind nationally, is a new concept in the health insurance arena and is one additional component of BCBSF's move to a consumer-empowered retail environment.

"Florida Blue is a place where consumers can go for easy access to insurance products and health care information and to get their service questions answered all under one roof," said Michael Guyette, senior vice president, sales and account management for BCBSF. "In the Florida Blue setting we have the ability to showcase our existing services to potential customers as well as our current customers. It is our hope that this high-touch environment will create not only a positive buying experience for consumers, but also provide information and assistance to improve their general health care experience."

Guyette said that the concept behind Florida Blue was more than a year in the making, and was designed to provide health care consumers with personalized services that enhance the health care experience. "BCBSF has been very aggressive in developing the tools consumers need to make educated and informed health care choices regarding their personal health situation, as well as decisions concerning quality, access and potential out-of-pocket costs," said Guyette.