• October 28, 2009

In what may be the most novel approach to healthcare reform yet, Winn-Dixie Stores, Inc. says it has hooked up with Blue Cross and Blue Shield of Florida to sell Health Cards in its more than 350 Florida Winn-Dixie and Save-Rite stores.

After customers buy their cards, from kiosks in the pharmacy, they call a Blue Cross number to activate it, and are then issued a personalized member ID card to take to doctors.

Its Gift of Healthcare cards are priced at $59, which is then applied to whichever plan consumers select; the FamilyBlue discount cards cost $19, and provide a family discount on dental, pharmacy and vision care for three months, and the Jacksonville, Fla.-based chain says it will pay for itself in just one provider visit.

"Our goal is simple -- to provide Floridians with easy access to the health care system," Blue Cross says in its release. "This allows us to reach a broader audience of uninsured and underinsured who would normally go to their local store to purchase pre-paid and gift cards."--Sarah Mahoney