Florida Blue is undergoing a range of leadership changes, from its chief medical officer to market presidents.
The changes come as GuideWell, parent company of Florida Blue and Triple-S Salud, is working toward greater integration with its lines of business, a spokesperson confirmed to Becker’s Feb. 4.
The spokesperson said some executive roles are now encompassing more businesses. For example, in an interview with Becker’s, Thomas Graf, MD, said he is now CMO of all Florida Blue’s business, beyond its Medicare activity, which previously was his primary responsibility.
Separately, Florida Blue confirmed Feb. 10 that Jeff Goddard, formerly executive vice president, chief financial officer for GuideWell, has been named executive vice president and president, health services for GuideWell. Jim Boyman, vice president of GuideWell Health, will serve in a new capacity as senior vice president, care delivery solutions.
Florida Blue also confirmed Feb. 9 that Tony Jenkins will transition from his role as central Florida market president to northeast Florida market president. Tanya Hill Easterling has been promoted to take over the central Florida market, following Mr. Jenkins’ 20-year tenure. In a newly created role, Hong Potomski will serve as northwest Florida’s market president, according to a press release. She previously was northwest Florida market leader.
The company’s mission will remain the same under upcoming GuideWell changes, and the organization is still working toward internal alignment, the spokesperson said.
The shifts come amid GuideWell President and CEO Brian Pieninck’s appointment last October.
