Independence promotes Kortney Cruz to vice president of Sales and Marketing-Medicare

Philadelphia, PA — Independence Blue Cross (Independence) has promoted Kortney Cruz to vice president of Sales and Marketing-Medicare, effective September 9, 2019. In her new role, Cruz will report to Daphne Klausner, senior vice president of Senior Markets at Independence.

Cruz succeeds Rob Smith, who was recently appointed president of Medicare at AmeriHealth Caritas. AmeriHealth Caritas is part of Independence Health Group — the parent company of Independence Blue Cross — and is a national leader in health care solutions for people who are at a low-income level and/or are chronically ill.

“Kortney is a proven leader who has not only helped build high-performing teams but has brought a strategic and innovative approach to attracting and retaining our members,” said Klausner. “While we will miss Rob’s dedication and enthusiasm, we are delighted that he will be expanding his leadership role within Independence Health Group and are pleased to have Kortney take on this new role.”

Cruz was most recently the director of Medicare Marketing and Telesales at Independence, where she developed marketing campaigns in support of the field service representatives and brokers, which helped to increase effectiveness across all sales channels. Earlier this year, Cruz expanded her scope of accountability to include Group Sales. Among other projects, Cruz has worked extensively with the Blue Cross Blue Shield Association’s Medicare senior leadership workgroup, where she has collaborated with other Blue Cross Blue Shield plans to share best practices in Medicare marketing.

“It’s an exciting time in health care, especially for an area like Medicare that is ever-changing,” said Cruz. “I’m looking forward to this new opportunity and to leading a group of talented and creative professionals that are dedicated to enhancing the value we provide our members.”
Cruz studied at the Wharton School of the University of Pennsylvania with a concentration in marketing and strategic management.

About Independence Blue Cross
Independence Blue Cross is the leading health insurance organization in southeastern Pennsylvania. With our affiliates, we serve nearly 8 million people nationwide. For more than 80 years, we have been enhancing the health and well-being of the people and communities we serve. We deliver innovative and competitively priced health care products and services; pioneer new ways to reward doctors, hospitals, and other health care professionals for coordinated, quality care; and support programs and events that promote wellness. To learn more, visit Connect with us on Facebook at and on Twitter at @ibx. Independence Blue Cross is an independent licensee of the Blue Cross and Blue Shield Association.

About Blue Cross Blue Shield Association

The Blue Cross and Blue Shield Association is a national federation of 36 independent, community-based and locally operated Blue Cross and Blue Shield companies that collectively provide health care coverage for one in three Americans. BCBSA provides health care insights through The Health of America Report series and the national BCBS Health Indexsm. For more information on BCBSA and its member companies, please visit We also encourage you to connect with us on Facebook, check out our videos on YouTube and follow us on Twitter.

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