The Blue Cross Blue Shield Association is an association of 36 independent, locally operated Blue Cross and/or Blue Shield companies.

Brian Lobley

President, Commercial and Consumer Markets

Independence Blue Cross

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Brian Lobley
Areas of Expertise
Sales and Marketing
Consumer Engagement
Educational Institution
Lehigh University

Brian Lobley is president of commercial and consumer markets at Independence Blue Cross. He is responsible for leading the company’s profit and loss centers (P&Ls), focusing on all commercial and consumer business, including senior markets. Mr. Lobley oversees all of the functions supporting the P&Ls, including sales, marketing, consumer business, advertising, and sales and marketing communications, as well as all senior market activities.

Prior to his current role, Mr. Lobley was senior vice president of marketing and consumer business, leading the company’s efforts to develop and execute a winning strategy for the individual market and exchanges. He was responsible for product management, development and benefits, retail capabilities, mobile and Web capabilities, sales operations, and sales systems.

Mr. Lobley was also vice president of strategy and innovation and held various leadership positions across eBusiness, operations, and project delivery, including leading several corporate initiatives aimed at reducing costs and improving efficiency across the organization.

In addition to his leadership roles, Mr. Lobley is one of the founding members of the G. Fred DiBona, Jr. Memorial Foundation, also known as Fred’s Footsteps, which provides financial support to families caring for critically or chronically ill children. He is also a board member of the Greater Philadelphia Alliance for Capital and Technologies (PACT). In addition, Mr. Lobley serves as an advisory board member to Array Health and Lehigh University Health Systems Engineering Council.

Mr. Lobley is a frequent speaker at local and national industry forums on a range of topics including consumer engagement and health care innovations. He also serves on the editorial board of Fierce Health Payer and consults with various private equity and venture capitalist firms on investment areas in the health care space.

Mr. Lobley received a bachelor of science in industrial engineering from Lehigh University.