Leading Health Insurer Deepens Commitment to Local Communities with New Model and New Leaders
September 2 2020 – Florida Blue, the state’s leading health insurer, announced today a deepening of its longstanding and successful local approach, and the promotion of three local leaders, to support the diverse needs of members and businesses in each of Florida’s communities. The state’s Blue Cross and Blue Shield plan is sharpening its unmatched commitment to all 67 counties of the state in order to respond to and meet the unique needs of individuals and communities in Florida’s many dynamic markets.
Florida Blue has recently appointed several company executives to the new position of Market Leader to more specifically meet the needs, challenges and opportunities that exist neighborhood-by-neighborhood. This model further deepens the local strategy that the company began 15 years ago, when it expanded its regional footprint and developed local leadership teams and Market Presidents in Tampa, Orlando, Miami and Jacksonville. 
In South Florida, Market Leader Doug Bartel will oversee Miami Dade and Monroe counties; Market Leader Rafael Vasquez will be responsible for Broward and South Palm Beach counties; Market Leader Maggie Lucas will be accountable for North Palm Beach, Martin, St Lucie, Okeechobee and Indian River counties (Treasure Coast). Together with additional new local leadership and focus in key areas, Lucas, Vasquez, and Bartel will continue their many business and community relationships while extending the regional team’s reach and impact, neighborhood-by-neighborhood.
“At Florida Blue we live in and provide support to the communities we serve, and we have extensive knowledge to help people and communities achieve better health,” said Jon Urbanek, senior vice president of Commercial Markets. “Health care is local and personal, and it is the Florida Blue model that uniquely positions us to make health care more affordable and accessible for every Floridian.”
Each Market Leader will develop, lead and execute a hyper-local strategy for Florida Blue that includes sales, products, analytics, provider networks, care management, as well as local marketing and community relations.  The goal is to harness the company’s market-leading strengths and capabilities, focus on targeted sub-regions, and then develop relevant tools, capabilities, products and partnerships in order to make care more impactful and personalized.
“As the competitive environment intensifies, and with no two counties the same, we must deepen our understanding of every community in the state in order to personalize our products and services and deepen our impact on health and well-being,” said South Florida Market President Penny Shaffer. “We are fortunate to have exceptional executives like Doug, Maggie and Rafael, and I am proud and excited to congratulate each of our new market leaders across Florida.”
About Florida Blue
Florida Blue, Florida’s Blue Cross and Blue Shield company, has been providing health insurance to residents of Florida for more than 75 years. Driven by its mission of helping people and communities achieve better health, the company serves more than 5 million health care members across the state. In total, Florida Blue and its affiliated companies serve 27 million people in 35 states. Headquartered in Jacksonville, Fla., it is an independent licensee of the Blue Cross and Blue Shield Association.