Tallahassee, Florida – After conducting an executive search, the Florida Health Choices Board of Directors announced the appointment of Rose M. Naff to lead the fledgling organization.

Created by the Florida Legislature in 2008 and headed by a 15-member board of directors, Florida Health Choices will launch a virtual marketplace of health care plans and services in what’s known as an insurance exchange. 

“Naff is a proven leader and innovator in health policy, outreach, insurance and health care finance,” said chairman Aaron Bean.  “She knows what it takes to get something like this up and running.  She is one of Florida’s great assets when it comes to health care and that makes her our number one draft pick.”

In tapping Naff, board members cited her 18-year tenure with the Florida Healthy Kids Corporation, a national reputation on health care issues, and award winning marketing and outreach campaigns directed at the uninsured.

“We postponed filling this important position while health care reform was being debated in Washington,” said Senator Durell Peaden, a board member.  “Now we are ready to show the rest of the country how Florida’s insurance exchange can be effective at reducing the number of uninsured workers and Rose is the best choice for the job at hand.”  Naff will officially begin her new duties May 14.

Approximately 67% of employers in Florida with fifty or fewer employees do not offer an insurance option to their workers.  Health Choices will reach out to these small employers in an effort to enroll many of the 3.6 million Floridians that do not have health care coverage.