Tricia Keith named president of Blue Cross’ emerging markets division

Tricia Keith has been named president of the emerging markets division of Blue Cross Blue Shield of Michigan.

Keith, who was executive vice president and chief administrative officer, replaces Liz Haar, who retired after 23 years with the Michigan Blues.

Haar previously headed the Blues’ highly profitable Accident Fund, the for-profit workers’ compensation national insurer, and served on many national boards.

“Tricia brings keen business acumen and an energetic leadership style to our Emerging Markets lines of business,” said Blue Cross CEO Daniel Loepp in a statement.

Emerging markets, a $8.8 billion business unit, includes the Michigan Blues Medicare business, and subsidiaries the Accident Fund Group, Advantasure and Covantage Health Partners, which was formed in 2019 to form Medicare Advantage joint ventures in states outside of Michigan.

“She has been at the forefront in building our company’s advanced analytics center of excellence, which is bringing data and artificial intelligence capabilities together to solve our customers’ most pressing concerns around managing health care benefits and delivering optimal health outcomes for Blue Cross members,” Loepp said.

Keith also oversees Blue Cross’ office of the president, the insurer’s senior management governance body, coordination and community responsibility initiatives. She also serves as secretary of bluesPAC, and board chair for the Downtown Detroit Business Improvement Zone, Central Michigan University and the Michigan Economic Development Foundation.

In 2010, Keith, 49 was named a Crain’s 40 Under 40 honoree and in 2016 among its Top 100 Influential Women in Michigan. She received an MBA from Michigan State University and a bachelor’s degree from Central Michigan University.