Empire BlueCross BlueShield has put into place a new management team, created to focus resources and expertise on specific market segments, according to its president and CEO, Mark Wagar.

Mark Wagar

Wagar, who said the new team of general managers was empowered in October, also is intended to “address an environment needing unique benefit designs and understanding following sensible health care reform.”

Patrick O’Keefe joins Empire as vice president and general manager for the Downstate small-group and middle markets. Tom Canty was named vice president and general manager of labor, municipal and jumbo accounts and Ethel Graber was named vice president and general manager for Upstate and Mid-Hudson accounts.

“The addition of Patrick’s extensive management and marketing skills for integrating large scale operations with small business needs will blend well with the existing customer-focused leadership of Tom and Ethel,” Wagar said in a statement. “Patrick’s ability to develop and focus nimble, integrated teams to build customer-driven solutions will be essential to creating smarter benefit solutions for our smaller business customers in this difficult economy.”

Empire BlueCross BlueShield, which represents nearly 6 million members, is the trade name of Empire HealthChoice Assurance, and Empire Blue Cross Blue Shield HMO is the trade name of Empire HealthChoice HMO, independent licensees of the Blue Cross Blue Shield Association, serving residents and businesses in the 28 eastern and southeastern counties of New York State.