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TAMPA — With joblessness on the rise, and employers increasingly bowing out of providing health insurance, more Americans than ever need to find their own policies. So insurance companies are finding new ways to reach these consumers.
The latest — and most visible — example is BlueCross BlueShield of Florida, which is building a glass-fronted walk-in store across the street from WestShore Plaza. When the 5,000-square-foot Florida Blue retail center opens in mid January, consumers will be able to buy health insurance with face-to-face sales help, rather than over the phone or online.
"Because so many people have never picked their own plan, they really don't know how to do it," said Craig Thomas, company vice president and chief marketing officer.
Though most Americans under 65 still get their health insurance from their employers, the numbers are declining. Sixty percent of employers offered health benefits this year, down from 66 percent a decade ago, according to the Kaiser Family Foundation. And a recent report by Families USA estimates that nearly 300,000 adults in Florida lost health coverage this year due to higher unemployment.
Humana has opened 15 "guidance center" retail locations across the country, including one in Zephyrhills that opened two years ago. Spokesman Mitch Lubitz said individual health insurance plans are the fastest-growing market segment for Humana in Florida and nationally.
Aetna advertises its individual health plans through the Web, direct mail, radio, television and billboards. It also sells individual health plans for people ages 50-64 directly through the AARP.
Thomas said the Florida Blue stores are a response to two trends: more consumers buying their own insurance, and people — even those with insurance — paying a larger share of their health care costs.
"People would now like to be better consumers, and shop and understand options, just like they're consumers in every other marketplace," Thomas said.
Though details on the Tampa store, at 201 N West Shore Blvd., are still being figured out, it will likely include areas where consumers can meet with a representative to discuss their health situation and insurance needs, machines where they can check blood pressure and other vitals, a space to get information on wellness and preventive care, and a place for kids to hang out while their parents shop.
Tampa will be the third Florida Blue store. The first opened in Jacksonville in 2007 and the second in Pembroke Pines in 2008. The first two locations are smaller, focusing mainly on helping people choose plans, and providing administrative support, Thomas said. They have served more than 30,000 people to date.
Besides Tampa, new stores are planned for Orlando, Fort Lauderdale, Miami and Jacksonville in 2010.
Richard Martin can be reached at rmartin@sptimes.com or (727) 893-8330.
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