Category: Health Insurance Exchanges

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…
Read More »


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…
Read More »


King v. Burwell: Answers to Questions from Wall Street

A lot has been written about the pending decision by the U.S. Supreme Court and I really don’t have an opinion on the matter. However, I have fielded an unusual number of inquiries from financial advisors and researchers on Wall Street so I thought I would try and save myself from a few more conference calls and personal visits by answering their most common questions here. Wall Street: If the court rules against the Obama Administration and premium subsidies are eliminated in states like Florida, what happens? Rose: You ask the question like it’s up or down, black or white, while I see a…
Read More »


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,…
Read More »


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…
Read More »


Affordable Care Act: Open Enrollment 2014

Recent court rulings in Washington, D.C. and Virginia will make the upcoming open enrollment period in Florida and 35 other states that opted to allow the federal government to run their exchanges more interesting. The issue in question is whether a federally operated exchange can grant tax credits that are intended to make the purchase of Obamacare coverage affordable for those that qualify. I am not an attorney so don’t expect me to give a legal analysis of the various claims and rulings. But the next open enrollment period at healthcare.gov starts November 15 and no attorney I’ve talked to…
Read More »


Employer-Based Coverage: Where is My Crystal Ball?

A rumble of conversation seems to be growing around the topic of employer-based health insurance. Not that there is agreement among the conversers, but surely the Affordable Care Act is having an impact on the employer group markets – large and small? Let’s see how the following influences your thoughts on the subject: By the numbers – A study called “Why Not Just Eliminate the Employer Mandate?” was recently published by the Urban Institute. One of its conclusions about the employer mandate in the Affordable Care Act (ACA) is that it won’t be very helpful in increasing overall insurance coverage…
Read More »



For other requests, please email us at support@memberbenefits.com