Florida Blue is a leader in Florida’s health industry. Since 1944, their members have counted on them to continuously develop better solutions that promote more affordable health care across the state. Florida Blue’s mission to help people and communities achieve better health is central to all that they do. Helping people in their pursuit of health reflects Florida Blue’s commitment to ensuring affordable plans, providing personal support for health and wellness, and building strong communities that enable health and wellness for all. Florida Blue has approximately 4 million health care members and serves 15.5 million people in 16 states through its affiliated companies. Florida Blue is a nonprofit, policyholder-owned, tax-paying mutual company. Headquartered in Jacksonville, Fla., it is an independent licensee of the Blue Cross and Blue Shield Association, an association of independent Blue Cross and Blue Shield companies.
Phillip (Phil) Lee, West Florida Market President
In this role, Lee is responsible for the company’s business operations in a 14-county region from Hernando south to Collier, which includes greater Tampa-St. Petersburg, Sarasota-Manatee, and the Fort Myers-Naples-Southwest Florida area. He leads business strategy and a regional team that is accountable for membership growth and retention, brand enhancement, as well as civic, community, and employee engagement.
Lee has more than 20 years of health care experience. Since joining Florida Blue in 2007, he has held a number of key leadership roles across several functions. Prior to his promotion as Market President, Lee served as Vice President of Select Markets where he developed and implemented differentiating strategies in targeted geographies across the state of Florida, with particular focus on rural areas. Prior to that, he served as Vice President of Strategic Provider Partnerships and President of Truli for Health, and from 2018-2020, as vice president and chief of staff to the GuideWell-Florida Blue president and CEO. Lee began his extensive career at Florida Blue in sales, as a Strategic Account Executive.
Your coverage area of West Florida is one of the fastest-growing regions in the state. What in your view are Florida Blue’s greatest opportunities for growth in the short term, and the longer term?
There are numerous opportunities for growth. West Florida is home to several major industries, including tourism, health care, and technology. The needs of these companies are ever evolving, and Florida Blue must continue working with small, medium-sized, and large businesses across all key industries. We must collaborate so we can offer customized group plans and wellness programs that help businesses attract and retain employees. West Florida also faces challenges related to Social Determinants of Health, such as food insecurity, housing, and transportation. Florida Blue must continue tailoring and developing programs that address these issues, improve health outcomes and help reduce health care costs in the region.
What role do you see your organization playing in helping to shape our community’s healthcare industry in the future?
As a major health insurer in Florida, I believe Florida Blue is likely to play a significant role. We have a history of investing in innovative health care solutions, such as telemedicine and digital health platforms. We will continue to invest in and partner with Tampa-based health care startups, fostering a culture of innovation and entrepreneurship in the city. The health care industry is facing workforce shortages, particularly in primary care and behavioral health. We will continue to collaborate with local educational institutions and health care organizations to develop training programs and attract top talent to the Tampa area. By playing a proactive role in these areas, Florida Blue can help shape Tampa’s health care industry, improving the quality, accessibility, and affordability of care for the community, which is aligned to our mission of helping people and communities achieve better health.
What is the number one thing that you believe will impact Tampa Bay’s competitiveness in the coming decade?
The number one thing that will impact Tampa Bay’s competitiveness in the coming decade is our ability to develop and retain a skilled and diverse workforce, particularly in the fields of technology, innovation, and entrepreneurship.
Tampa Bay has been growing rapidly in recent years, with a strong economy and a high quality of life. However, to remain competitive, the region will need to continue to attract and retain top talent, particularly in the tech industry. This will require investments in education and workforce development, as well as initiatives to promote diversity, equity, and inclusion.
When you’re talking to colleagues from around the state, or even outside of the state, what about the West Florida region do you brag about the most?
I am most proud of our dynamic team who lives and works throughout Tampa Bay and our 14-county region. It’s gratifying to see the team live out our mission to help people and communities achieve better health. From our call centers, nurses, social workers and corporate office, we have the best and brightest along the health care continuum. West Coast is the best coast is a moniker developed by my beloved predecessor David Pizzo. And it’s not only a reflection of our team but of this broader region. I am fortunate to be part of an ecosystem of businesses, nonprofits, and governments who know and work together for the greater good.
