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Read fresh information and recaps of this month's news about Florida's people, places, and products.

Patrick J. Geraghty has been named to succeed Dr. Robert Lufrano as CEO of Blue Cross and Blue Shield of Florida.

Read fresh information and recaps of this month's news about Florida's people, places, and products.

Read fresh information and recaps of this month's news about Florida's people, places, and products.

The worst economic downturn since the great depression, the uncertainty of health care reform, and the ever-rising cost of care have converged to create a difficult selling landscape for group health. There are emerging opportunities, however, that can help ease the strain.

At the start of 2009, there were high hopes but low expectations for Florida's new program to help its nearly four million residents without health insurance.

Blue Cross and Blue Shield of Florida (BCBSF), Inc., of Jacksonville has developed two new health cards available for consumer purchase at Winn Dixie(R) in October and at CVS/pharmacy(R) stores in November statewide.

But with Florida facing a $2 billion budget deficit, there's no money for any major marketing campaign. That means the state and insurance carriers are relying heavily on insurance agents to promote