Category: Health Care Reform

Healthcare.gov vs. Florida Health Choices

Almost one year ago, I wrote a blog titled “What’s in a brand?” In it, I reviewed Florida Health Choices’ first use of the tagline “Health Insurance Marketplace,” the reason it was chosen as our official slogan, and our efforts to develop and protect the brand. A few days later, on January 30, 2015, attorneys representing Florida Health Choices formally filed an application with the U.S. Patent and Trademark Office (USPTO) (Application number 86515931). The application describes the logo as it is used by Florida Health Choices and registered with the state’s Division of Corporations, including an artistic arc over…
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Affordable Care Act Not the Only Reason for Higher Premiums

The recent announcement by Florida Healthy Kids that full-pay program participants will experience a rate increase double or triple their current premiums was a devastating blow to many families across the state. According to Florida Healthy Kids, this increase will affect more than 30,000 Floridians and their children. While health care inflation has contributed significantly to these dramatic rate hikes, the premium increases for full-pay families enrolled in Florida Healthy Kids have outpaced private sector premiums by 750 percent over the past 23 years. As the founding director of the program and its former executive leader for nearly two decades, I see many factors that contributed…
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Is This the Age of Consumerism?

As a guest of Tom Flanigan on NPR’s Perspectives last month, I joined other panelists to talk about the future of healthcare in the United States. Our conversation covered rising healthcare costs, anticipated premium increases, rate regulation, expansions of coverage, and even ineligible populations. During the show, I also discussed the trend of consumerism, which I view as a very positive change that is influencing the way healthcare is purchased. There may be other definitions of healthcare consumerism, but in my opinion it is the consumer-centric practice of putting economic purchasing power and decision-making into the hands of individuals when it…
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Results of the King v. Burwell Ruling

The Supreme Court of the United States has finally announced a ruling in the case of King v. Burwell upholding the subsidies awarded to Floridians who enrolled in coverage through healthcare.gov. I have been watching and listening from the sidelines as various pundits predicted a variety of dire consequences if the justices had ruled differently. Below are my comments on some of the more common predictions: Prediction: After taking advantage of the insurance subsidies to buy coverage, over one million Floridians will likely owe thousands of dollars back to the IRS at tax time. Result: 1.3 million Floridians and every…
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Setting the Record Straight

With the Supreme Court expected to rule on King v. Burwell in the coming week, healthcare leaders, elected officials and media outlets across the nation are hungry for information about what will happen next. I’ve seen dozens of news stories about the intended effects of a ruling for the plaintiffs and its impact both nationally and here in Florida. The latest of these came from the Palm Beach Post, where opinion staff refers to the Florida Health Choices Marketplace offerings as failing to meet the definition of a “qualified health plan.” I raise this because it’s critical for Floridians to…
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Rose Naff - CEO Florida Health Choices

What’s in a brand?

I didn’t set out after graduating from college with a plan to launch three separate startup companies but I have.  With each venture, establishing a brand, developing style guides to ensure consistent use of colors and fonts, building brand equity, and protecting the brand became regular items on my executive to-do list. First was the Florida Healthy Kids Corporation.  Seventeen years later, I launched Government Policy Solutions.  In 2010 I was asked to lead Florida Health Choices and the familiar life cycle of brand development commenced for the third time in my career.  However, this time it was different. Initially,…
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What the Heck is an Exchange?

I received an email this week wherein the writer asked for help understanding what a health insurance exchange is, specifically, the differences and similarities between state, federal and private exchanges. My answer was “it depends on who is asking and who is answering.” The word exchange has been bandied about in many circles, by many different people, and with great frequency since the Patient Protection and Affordable Care Act was signed into law in 2010. Most of us act as if we know exactly what it means when, in actuality, the meaning is determined by the person using the term…
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