 With strong support from Chairman and CEO Dr. Robert I. Lufrano, Blue Cross and Blue Shield of Florida has been gaining a well-deserved reputation as a diversity leader. |
Lufrano personally chairs the diversity council, which meets quarterly. He also meets regularly with employee-resource groups and holds senior executives accountable for diversity goals. He ties 5 percent of the bonuses of his seven direct reports to diversity progress.
The company's work force is increasingly reflective of its demographics. Blue Cross and Blue Shield of Florida reports that its workers are 26.5 percent Black, 4.5 percent Asian and 7.5 percent Latino. Blue Cross and Blue Shield of Florida has a strong mentoring program, with training, metrics and formal follow-up to assess success. The company has eight employee-resource groups: WIN (Women's Interactive Network), VETNET (Military Veteran's Network), ENAABLE (African-American Network), HOLA (Hispanic Network), RESPECT (GLBT), AVAS (South Asian), Gen Y, and possAbilities (People With Disabilities).
The company clearly communicates its diversity values. Blue Cross and Blue Shield of Florida gets a perfect score for the way it discusses its diversity commitment on its web site, and the company allocates 16 percent of its advertising budget to multicultural media. |
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Robert I. Lufrano, M.D., Chairman and CEO
"Cultural competence and diversity are ingrained in our mission and touch everything we do--from our charitable investments to the way we provide services; how we communicate to our diverse stakeholders, including members, agents, providers and the community; and how we build a more inclusive work environment. What we strive to do, first and foremost, is be aware and understand what the needs are in the community, and then be able to respond with appropriate solutions. Given Florida's current economic condition, the affordability of and access to healthcare is top of mind for many of our citizens. They're looking to us for products and services that meet these needs. It's not only what you do but how you do it. This requires a culture that recognizes and appreciates a variety of perspectives, styles and opinions and where differences are sought out, valued, respected and put to use. We have an opportunity to have a much more participatory, open, opportunistic society if we make a real concerted effort to include everybody. We need to focus on people, and what they want and need, versus dollar signs. If corporations want to grow, if they want to be successful, they can't ignore the communities and the nature of what America is today. Having the courage to address diversity is a solid first step; living it out on a daily basis is real progress." |
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Ed Gallegos, Vice President, Office of Cultural Competence and Diversity Systems
"At Blue Cross and Blue Shield of Florida, we realize that the market is changing. It's this reality of globalization, and how organizations face that challenge is going to mean failure or success in the future. As a health insurer, we realize that healthcare is highly personal, yet it's shaped by culture, values, beliefs and behaviors. That's why it's critical our employees understand the diverse, multicultural needs of customers so that we may better serve them. We will continue developing and building a work force that encourages inclusion and respect while reflecting the marketplace we serve. We accomplish this by fostering continuous learning year-round. We apply a similar focus to building relationships with business partners, such as agents and brokers, and healthcare providers. Doing so encourages economic development in the state's multicultural communities and allows us to better serve current and future members. When focused on achieving a common mission, a diversity of perspectives, opinions and skill sets yield better, innovative healthcare solutions for Floridians. And that's what BCBSF is all about." |
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Industry
Health Insurance
Main Competitors
Aetna, CIGNA, United Health Group
U.S. Headquarters
Jacksonville, Fla. |
Number of U.S. Employees
7,200
Annual Revenue
$8 billion
% of Operations Outside U.S.
N/A |
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