Blue Cross and Blue Shield of Florida, Jacksonville, launched “The Power of the Human Voice,” an Internet-based initiative to record the conversation and debate among Floridians about health care experiences and how to improve them.

Television and radio spots and print ads will urge Floridians to voice their opinions, according to BCBS.

A special interactive Web site ( or ) will capture and play back consumers’ written and verbal thoughts, experiences and ideas on how to improve health care. People can record their voices onto the site by phone at 1-877-My-FL-Voice (1-877-693-5864) or through a personal computer microphone. BCBSF also will take microphones out into Florida’s communities in the Florida Blue Tour mobile marketing vehicle and special “The Power of the Human Voice” SUV’s for man-on-the-street consumer engagement.

Results of the outreach will be tracked along several parameters, reported to different constituent groups, and used internally to help guide product and program development and community programs. Anyone can visit the site at any time to hear posted comments.

Earlier BCBSF “listening” efforts have laid the foundation for the company’s move to a consumer-centric retail focus. These efforts included initial dialogue through traditional market research and the test marketing of new, more affordable products, as well as the opening of the Florida Blue stores in Jacksonville and South Florida’s Pembroke Pines.