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Tricia Keith
DETROIT — The Board of Directors of Blue Cross Blue Shield of Michigan announced Wednesday that Tricia A. Keith will become its new chief operating officer, effective January 2025. Keith, 53, grew up on her family’s farm in Victory Township and is a 1989 graduate of Mason County Central High School. She received her bachelor’s degree from Central Michigan University in 1993 and a master’s of business administration from Michigan State University in 2009.
She will be replacing Daniel J. Loepp, who has served as president and CEO for almost 20 years and will become the organization’s first female CEO.
“Tricia Keith is the right person to build on our strong foundation and inspire and deliver the changes we need to make, while honoring the historic nonprofit mission that makes us unique as a company,” Loepp wrote on the organization’s MI Blues Perspectives website.
“As president of Emerging Markets since 2020, Tricia Keith has been at the forefront of this diversification strategy. She led the dramatic growth of our Emerging Markets division – totaling $22 billion in annual revenue – and helped our non-health lines of business flourish nationally,” Loepp wrote. “When I became CEO in 2005, our workers’ compensation subsidiary, AF Group, generated $600 million in annual premium. Today, it operates in 50 states and generates $3 billion in annual premium. Last year, AF Group purchased AmeriTrust Group in a strategic move to expand its national offerings and provide more comprehensive solutions to customers. And then, there’s Medicare. When I started as CEO, BCBSM only offered a Medicare Supplemental product to Medicare beneficiaries. Today, we offer a complete array of Medicare Advantage products and Supplemental products, and our Medicare membership places us in the top 10 of all insurers nationally. In Medicare, we are a model that other Blue Cross and Blue Shield plans around the nation have turned to for our expertise and partnership.”
Keith’s parents, Ray and Audrey Keith, continue to own property in Victory Township.
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