ORLANDO, Fla. – Florida Blue, the state’s leading health insurer, recently named a new executive leader devoted to meeting the needs, challenges and opportunities in Brevard, Volusia and Flagler counties. Tanya Easterling will serve as the company’s Coastal Central Florida Florida Market Leader as part of the Blue Cross and Blue Shield plan’s efforts to deepen its longstanding and successful local approach to supporting the diverse needs of members and businesses in each of Florida’s communities.


This model extends the local strategy the company began 15 years ago, when it expanded its regional footprint and developed local leadership teams and Market Presidents in Tampa, Orlando, Miami and Jacksonville.


“At Florida Blue we live in and provide support to the communities we serve, and we have extensive knowledge to help people and communities achieve better health,” said Jon Urbanek, senior vice president of Commercial Markets. “Health care is local and personal, and it is the Florida Blue model that uniquely positions us to make health care more affordable and accessible for every Floridian.”


Easterling will develop, lead and execute a hyper-local strategy for Florida Blue focused on Flagler, Volusia and Brevard counties that includes sales, products, analytics, provider networks and care management, as well as local marketing and community relations.


The goal is to harness the company’s market-leading strengths and capabilities, focus on targeted sub-regions, and then develop relevant tools, capabilities, products and partnerships in order to make care more impactful and personalized.


“As the competitive environment intensifies, and with no two counties the same, we must deepen our understanding of every community in the state in order to personalize our products and services and deepen our impact on health and well-being,” said Central Florida Market President Tony Jenkins. “We are lucky to have Tanya’s exceptional talents and expertise to devote to our coastal regions of Central Florida.”

Easterling is one of six new Market Leaders that Florida Blue has named to further sharpen its unmatched commitment to all 67 counties and meet the unique needs of individuals and communities in Florida’s many dynamic markets.



About Florida Blue

Florida Blue, Florida’s Blue Cross and Blue Shieldcompany,has been providing health insurance to residents of Florida for more than 75 years. Driven by its mission ofhelping people and communities achieve better health, the company serves more than 5 million health caremembers across the state. In total, Florida Blue and its affiliated companies serve 27million peoplein 35 states. Headquarteredin Jacksonville, Fla., itis anindependent licensee ofthe Blue Crossand BlueShield Association.