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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Are we coming full circle with children’s health insurance?

Stay with me and I promise this will get interesting. But first, let’s talk about insurance basics which include spreading risk among large groups. In this way, the insurance premiums paid by one person help pay for the loss claims of another. While this does apply to all types of insurance, let’s get specific about how it applies to health insurance: because it is likely that every person at some point will get sick, be injured, or even become disabled, sharing the risk is a critical part of health insurance. When the risk is shared, the group with the lower…
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What the Heck is a Public vs. Private Exchange?

Recently I wrote about health insurance exchanges and after introducing the many different kinds that any one consumer or business may encounter, I was asked to dive a little deeper and differentiate between public and private exchanges. There is no clear winner when it comes to defining an “exchange” to begin with. One resource states it is “a place for buying and selling, typically open only to members.” Another says it’s “a store or shop specializing in merchandise usually of a particular type.”  So it’s not surprising that further differentiation is even more difficult.  Google “public or private exchange” and…
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  • Added: September 30, 2014

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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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 starts November 15 and no attorney I’ve talked to…
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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…
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CHIP On or Off the Block?

Federal funding for the Children’s Health Insurance Programs (CHIP) will dry up September 2015 unless Congress appropriates funds to continue the popular health care program for kids. Administered by the states with a generous match rate, state and federal CHIP funding combined cover about 8 million children nationwide. In Florida, 287,000 children are covered through a multi-program, multi-agency program known as Florida KidCare, the cognomen for the state’s CHIP program. A bill was filed recently by Senator Rockefeller that would extend federal funding for CHIP until 2019. With implementation of the Affordable Care Act, will federal funding continue and are…
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