Trying to beef up marketing and sales while refocusing his own role, Blue Cross and Blue Shield of Maryland President William L. Jews announced major management changes yesterday, including the hiring of an executive from Alexander & Alexander Services Inc.
Gregory A. Devou, who was regional director of marketing and new business development at Alexander Consulting Group, a subsidiary of the insurance broker, was named senior vice president of corporate marketing at Blue Cross. His duties include marketing, market research, product development and corporate communications.
Mr. Jews also promoted David D. Wolf, 44, who has been chief financial officer and senior vice president of managed care, to chief operating officer, overseeing the activities of the parent company and its subsidiaries.
Delegating more day-to-day operational responsibilities to Mr. Wolf, whose appointment clearly makes him second in command in Blue Cross' management, Mr. Jews is broadening his focus. "It has become clear to me that I need to play an expanded role in providing strategic guidance for the company, fostering relationships with our key external constituents and exploring partnership opportunities," Mr. Jews, who is also chief executive officer, said in a statement.
The appointment of Mr. Devou represents an attempt to strengthen marketing and sales at a time when Blue Cross is struggling to increase its share of an increasingly competitive market. Although still the largest health insurer in Maryland, with 1.4 million subscribers, the company lost ground to competitors in the early 1990s.
"The company now must focus on providing even better service to our customers and expanding our sales and marketing opportunities," Mr. Jews said.
Although company officials said no one has been demoted, insurance industry executives outside of Blue Cross said it appeared that Michael J. Felber, senior vice president for insurance businesses and a longtime employee, was being displaced by Mr. Devou.
Mr. Felber, who previously reported directly to Mr. Jews, will instead report to Mr. Devou.
Mr. Devou, 43, is no stranger to Blue Cross or to Mr. Felber, whom he has known for years. He was among the speakers invited to discuss the insurance market last month at a meeting of the Blue Cross board.
He has more than 18 years of experience in benefits design and managed care consultation..
"I would say Greg Devou . . . will add to Blue Cross' ability to gain market share," said William F. Simmons, president of Group Benefit Services Inc.