A large health insurer is promoting health insurance policies aimed at individuals and families.
Blue Cross and Blue Shield of Florida, Jacksonville, Fla., which provides or administers health coverage for 3.8 million people, has started a television ad campaign that compares that cost of individual coverage to “about what you’d pay for your cell phone,” or “like your cable TV bill.”
The campaign is promoting a new menu of relatively low-cost BlueOptions products,