Blue Cross and Blue Shield of Florida Inc. has started construction on its first Tampa Bay experiment selling health insurance through retail storefronts.
Called Florida Blue, the consumer health center that opens in mid December at 201 N. West Shore Blvd., Tampa, will market health coverage more like phone companies sell wireless.
Blue Cross want to try the direct one-on-one sales approach because health coverage is becoming more customized thanks to various deductibles and more employers cutting health benefits.
The store includes a children's play area, health care advisers, research materials for treatment options and space for personal health assessments and seminars. The first two Florida Blue stores in Jacksonville and Pembroke Pines drew 30,000 people the first year.