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Florida Blue Goes Retail

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Blue Cross and Blue Shield of Florida is selling gift cards that can be used to get health care discounts or pay for limited-benefit guarantee coverage.

Purchasers or gift recipients who go through a medical underwriting process can use the cards to pay for major medical insurance, according to Florida Blue, Jacksonville, Fla.

Florida Blue has started by selling the cards through displays in the pharmacy sections of CVS drug stores.

Florida Blue will be offering two types of cards: a $19 FamilyBlue Discount Card, which can provide discounts on dental care, vision care and prescriptions for 3 months, and a $59 Gift of Health Care health insurance payment card.

A consumer who has a Gift of Health Care card will use it sign up for ordinary health coverage and pay for part of the coverage, rather than using the card as an insurance card. The consumer is supposed to call a telephone number on the back of the card. Florida Blue then will send the consumer a regular Florida Blue member identification card that can be used with participating providers.