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Trademark, Slogan Differentiate Florida Health Choices Brand

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TALLAHASSEE, Fla. – Nearly 1.3 million Floridians had enrolled in Obamacare plans as of mid-January, according to federal data. With so many residents seeking coverage and a number of organizations driving the uninsured to the federal website,, Florida Health Choices (FHC) has made numerous efforts not only to protect its brand, but also to avoid confusion by those seeking affordable health care coverage for themselves and their families.

Maintaining the integrity of the FHC brand has always been a priority, but recent misuse at both the federal and state level forced the organization to take additional steps to protect its brand identity.

“Our use of the slogan ‘the Health Insurance Marketplace’ is well documented and began in July 2010. It is also our official slogan and registered with the Florida Department of State’s Division of Corporations,” said Florida Health Choices CEO Rose Naff. “In December 2014, I wrote letters to ask a number of Florida-based organizations to remove our slogan from their websites and printed materials. We were gearing up to launch a new line of comprehensive health insurance offerings and would begin a marketing campaign that would rely heavily on our slogan.”

The letters referenced by Naff went to 15 Florida-based organizations. Eleven of those organizations have ignored the request. Naff is sending a second letter to these organizations today.

After adopting the slogan in 2010, state lawmakers the following year updated Section 408.910 of the Florida Statutes to eliminate the term “exchange” from the law and replace it with “marketplace.”Firmly committed to the “marketplace” descriptor in practice and in law, FHC uses “the Health Insurance Marketplace” extensively. Naff provides a detailed history of the brand name and use, as well as reactions to the letter on her blog, which you can access by clicking here.

Florida Health Choices launched a multi-media campaign in January to promote the new offerings of comprehensive plans for individuals and families on The campaign includes an online video, radio advertisements, as well as advertisements online, via Facebook and on digital billboards. Open enrollment for the campaign ends Sunday, Feb. 15.

About Florida Health Choices

Florida’s Health Insurance Marketplace and Florida Health Choices, Inc. were established by the Florida Legislature to provide improved access to affordable, quality health care for residents statewide. For more information, visit or find us on Facebook.

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