CVS Caremark Corp. drug stores in Florida have begun offering Blue Cross and Blue Shield of Florida Health Cards, which offer savings on health insurance and health care services.

The health insurer, which announced the availability of the health cards in CVS pharmacies this week, said that the cards provide an innovative form of health care savings for residents in Florida, where the chain drug retailer has approximately 700 stores.

JACKSONVILLE, Fla. — CVS Caremark Corp. drug stores in Florida have begun offering Blue Cross and Blue Shield of Florida Health Cards, which offer savings on health insurance and health care services.

The health insurer, which announced the availability of the health cards in CVS pharmacies on Monday, said the product provides an innovative form of health care savings for Florida residents. CVS has nearly 700 stores in the state. 

Located in special displays in the pharmacy department of each store, the cards come in two types: one that can be used for health insurance, and the other for discounts on health care services.

The Gift of Health Care Card can be used to buy health insurance plans. Priced at $59, it can be applied to the plan that the customer selects during the card activation call. The card features GoBlue, Blue Cross and Blue Shield of Florida’s most affordable guaranteed-issue preventive and routine health plan. For other plans, customers will need medical underwriting before coverage is issued, the insurer said.

Meanwhile, the FamilyBlue Discount Card, which retails for $19, provides discounts on dental and vision care as well as prescriptions for an entire family. The card is good for three months.

Once the cards have been purchased at the register, customers call a number on the back of the card to complete a brief activation and enrollment process. Blue Cross and Blue Shield of Florida said it will help customers select the plan that best fits their needs and budget. Shortly after that process, they receive a member ID card that can be used with participating providers.

Winn-Dixie Stores Inc. rolled out the Gift of Health Care and FamilyBlue Discount health cards in its 353 Winn-Dixie and Save-Rite stores in Florida late last month.

"We believe this is a fresh and innovative approach to make health care products more accessible to Floridians. We are the first health company to offer health cards in retail," Craig Thomas, vice president and chief marketing officer at Blue Cross and Blue Shield of Florida, said in a statement.

"Consumers have told us that they need affordable options. Retail stores, such as CVS and Winn-Dixie, allow us to further reach out to communities and to those in need of coverage and care with more affordable solutions," Thomas noted.