Managing an Integrated Multi-Dimensional Brand Rollout: A Case Study — FLORIDA BLUE

2:45pm – 3:00pm

Positioning itself to be successful in the consumer-oriented healthcare marketplace, Blue Cross Blue Shield of Florida began the journey of rebranding in 2011 with a major milestone of renaming the company, Florida Blue, in 2012.  As there are a large number of internal and external stakeholders required to be aligned with the change and new direction, the communication process has been marked by integrated efforts from corporate communications and marketing among others.

This session will focus on why the company embarked on such a journey after seven decades of successful history in the state, and how integrated communication has created alignment and internal ambassadors for the brand.

Lowell Weiner,Vice President, Corporate Communications,
Florida Blue