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Blue Cross and Blue Shield of Florida Invites Floridians to Step Up to the Microphone and Talk Health Care

Emotional Ads Deliver 'The Power of the Human Voice'

JACKSONVILLE, Fla., April 21 /PRNewswire/ -- Blue Cross and Blue Shield of Florida on April 21 launches "The Power of the Human Voice," an Internet-based initiative to record the conversation and debate among Floridians about health care experiences and how to improve them.

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Gripping television spots as well as print and radio ads will urge Floridians to step up to the microphone, pick up their phones or go online to talk health care.

"It takes a powerful communication program to engage people in this sort of opportunity," said BCBSF Marketing Vice President Craig Thomas, "but this is far more than an ad campaign for our company. We want 'The Power of the Human Voice' to belong to all Floridians, including physicians, community advocates, politicians, consumers, even other health insurers."

A special interactive Web site ( or will capture and play back consumers' written and verbal thoughts, experiences and ideas on how to improve health care. People can record their voices onto the site by phone at 1-877-My-FL-Voice (1-877-693-5864) or through a personal computer microphone. BCBSF also will take microphones out into Florida's communities in the Florida Blue Tour mobile marketing vehicle and special "The Power of the Human Voice" SUV's for man-on-the-street consumer engagement.

Results of the outreach will be tracked along several parameters, reported to different constituent groups, and used internally to help guide product and program development and community programs. Anyone can visit the site at any time to hear posted comments.

According to John Kaegi, chief marketing executive, BCBSF, "The time couldn't be better to engage the public in a dialogue. The national conversation about health care and reform is escalating, driven by a rapidly changing marketplace and the national political campaigns. Our commitment is to deliver personalized products and services and support our communities' needs. This initiative lets people tell us how best to do that. The content and tone of what we hear, however, can have broad application by many decision makers outside this company."

Earlier BCBSF "listening" efforts have laid the foundation for the company's move to a consumer-centric retail focus. These efforts included initial dialogue through traditional market research and the test marketing of new, more affordable products, as well as the opening of the Florida Blue stores in Jacksonville and South Florida's Pembroke Pines.

Blue Cross and Blue Shield of Florida is a leader in Florida's health industry. BCBSF and its subsidiaries serve more than 8.8 million people. Since 1944, the company has been dedicated to meeting the diverse needs of all those it serves by offering an array of choices. BCBSF is a not-for-profit, policyholder-owned, tax-paying mutual company. Headquartered in Jacksonville, Fla., BCBSF is an independent licensee of the Blue Cross and Blue Shield Association, an association of independent Blue Cross and Blue Shield companies. For more information concerning BCBSF, please see its Web site at

SOURCE Blue Cross and Blue Shield of Florida
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