Simplifying and harmonizing the health care experience

December 03, 2024

by Tony Jenkins, Central Florida Market President, Florida Blue

At some point while navigating health care, we’ve all encountered bumps along the way. Whether it’s understanding our health plan, finding the right treatment, or making phone calls about medications or care needs — we want compassion and convenience. 

Meaningfully transforming health care requires deeper public-private collaboration to remove friction and barriers and provide more simplified, personalized, and coordinated care. Insurers, physician practices, hospitals, as well as policy, business, and community leaders must all play a role by partnering and pledging to drive improvements that meet people’s unique needs. 

Harmonizing health care requires us to advocate, innovate, and collaborate in a way that works for everyone — creating a system that’s more affordable, accessible, and easier. Though we have a long way to go, I’m proud to say a “living lab” of a more simple, convenient, and integrated community-driven approach is coming to life across the state and especially here in Central Florida.

Consumers nowadays are more invested in their care and spending decisions, expecting a higher level of service, individualized attention, and better value from insurance plans and providers. The trend towards consumer-driven health began in the late 1990s and has evolved. Advances have created smoother experiences, easier access to physical care and behavioral support, and better outcomes for today’s cyber-connected and health-conscious consumers.  

We can schedule virtual visits 24/7, and access personalized health data, educational resources, and health plan information with the tap of a button. When used smartly and securely, artificial intelligence makes things more efficient and consumer-friendly by pairing digital tools with a human touch.

Health care is personal and it can also be stressful and confusing. So, it’s incumbent upon all of us to examine what people need and value most and deliver services in the way they’re most comfortable. 

Across GuideWell, a family of leading health solutions companies including Florida Blue, we understand there’s no one-size-fits-all approach. We‘re committed to a diverse, multicultural, localized, and patient-centric focus to care, working and living in the communities we serve, understanding opportunities neighborhood by neighborhood, and building truly local solutions.

Under the GuideWell umbrella, we’ve assembled a collection of assets to support Central Floridians — stand-alone urgent care at GuideWell Emergency Doctors, primary care at Sanitas Medical Center or Florida Health Care Plans (FHCP) facilities, plus local Florida Blue Centers that offer community services, free yoga or nutrition classes, and a place to shop for health coverage. We take pride in witnessing Florida’s hub of health care delivery, life sciences, and innovation unfolding in Lake Nona’s Medical City where our GuideWell Innovation Center and partners are uncovering new ways to create accessible, affordable health care for everyone. 

In all our regions across the state, individuals, families, seniors, and businesses of every size can pick from a portfolio of health insurance products that meet their needs and budget — plus, care programs and tools support them when they’re sick and help them stay healthy in the first place. Florida Blue member or not, personalized and integrated care is around the corner at dozens of places, in multiple languages. 

Having served Floridians for 80 years, we believe it’s our mission and duty to bring people together and improve physical and mental health. Our distinct , hyper-local model includes investing in communities, partnering with providers, local governments, businesses, nonprofits, educational institutions, sports teams, and the faith-based community.  As detailed in our annual GuideWell Impact Report, giving back, employee volunteering, and partnering  empower a more healthy, sustainable, and thriving community.

Soon to celebrate its 20th year, Florida Blue Foundation’s annual Community Health Symposium and Sapphire Awards in Orlando brings together hundreds to advance community health improvement. Nine Florida nonprofit programs, organizations and individuals were honored with a 2024 Florida Blue Foundation Sapphire Award and the May 2025 theme will focus on transforming the future of health.

Reimagining the future of health requires us to leverage the full scale of our health solutions. Not just during enrollment season but each day and every day, Florida Blue is helping members connect the dots, delivering a simpler, more convenient, and culturally relevant experience. This, in turn, builds trust and prioritizes affordability, which gets us closer to our primary goal: healthier people and communities.