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    JACKSONVILLE, Fla., Feb. 26 /PRNewswire/ -- Blue Cross and Blue Shield of Florida (BCBSF) today unveiled "Florida Blue(SM)," a new concept in retailing geared to assist consumers' navigation of the health insurance market. The store is located at 4624 Town Crossing Drive, Suite 137, in the St. John's Town Center in Jacksonville.     (Logo: http://www.newscom.com/cgi-bin/prnh/20000427/BLUELOGOA            http://www.newscom.com/cgi-bin/prnh/20000427/BLUELOGOB )     Florida Blue will sell health and ancillary products such as dental and life insurance currently available through BCBSF and its subsidiaries, as well as provide educational and informational seminars for consumers on health care and health coverage related issues.     The company said the store, one of the first of its kind nationally, is a new concept in the health insurance arena and is one additional component of BCBSF's move to a consumer-empowered retail environment.     "Florida Blue is a place where consumers can go for easy access to insurance products, health and health care information and to get their service questions answered all under one roof," said Michael Guyette, senior vice president, sales and account management for BCBSF. "In the Florida Blue setting we have the ability to showcase our existing services to potential customers as well as our current customers. It is our hope that this high- touch environment will create not only a positive buying experience for consumers, but also provide information and assistance to improve their general health care experience."     Guyette said that the concept behind Florida Blue was more than a year in the making, and was designed to provide health care consumers with personalized services that enhance the health care experience.     "BCBSF has been very aggressive in developing the tools consumers need to make educated and informed health care choices regarding their personal health situation, as well as decisions concerning quality, access and potential out- of-pocket costs," said Guyette.     He cited the company's recent introduction of quarterly personalized health reports, e-medicine capabilities, enhanced service and the CareCalc patient cost calculator as additional examples of the company's foray into the consumer-empowered retail market. Guyette added that Florida Blue will be a success even if consumers do not sign up for BCBSF products on the spot, because it will expose potential customers to BCBSF's extensive portfolio of products and services in a no-pressure environment and favorable way.     Guyette said the company will decide sometime later this year when and where additional Florida Blue stores would open in other areas of the state.     Florida Blue's hours of operation are 10 a.m. to 9 p.m. Monday through Saturday, and 12 to 3 p.m. every other Sunday.     Blue Cross and Blue Shield of Florida is a leader in Florida's health industry. BCBSF and its subsidiaries serve more than 8.6 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 www.bcbsfl.com.  

SOURCE Blue Cross and Blue Shield of Florida