Anne Jessup Discusses Understanding the Needs of Florida Blue's Hispanic Population

Florida Blue has experienced a huge surge in their Hispanic population membership and is working to understand and meet that demographic’s needs, said Anne Jessup, senior director of digital channels at Florida Blue.

Transcript (modified)

You know, in Florida we’ve had a really great opportunity in the last 3 years. The marketplace has changed even within those 3 years. We have seen a huge surge in the Hispanic population, and really trying to understand and target that group of membership—they truly are community-based in the sense that they want to form a relationship, they want to talk to somebody, they want to have that personal touch when making a decision. Really leveraging the infrastructure we’ve had in place, but tweaking it to meet their specific needs, has been huge and impactful for us.

The other opportunity that we’ve had is that Florida Blue, as I said, has had a lot of experience in the individual space. Over the last year we have spent some time restructuring and so we’ve spun off what is considered GuideWell Connect, which is our consumerism focus and the entity within that partners with Florida Blue to really drive engagement and to reach out to the community.

We’ve had some great opportunities to not only expand what we do in Florida, but to consult and work with other plans and talk to them about spreading that individual consumerism knowledge, and helping them take advantage of our experiences.