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Board of Directors
Zelda Geyer-Sylvia, Chairman
Zelda Geyer-Sylvia is President and Chief Executive Officer. She joined Blue Cross of Idaho in December 2006 and brings with her exceptional credentials and extensive professional experience in her more than 20 years in the health insurance industry. From 1998 until joining Blue Cross of Idaho, Zelda was the chief executive officer at M-Care, a 200,000 member not-for-profit managed care company owned by the University of Michigan, in Ann Arbor. Previous experience includes executive positions with Kaiser Permanente in New York and Community Health Plan located in New York, Massachusetts and Vermont.
Zelda received her masters in public health from Yale University and a bachelor of arts from Middlebury College in Vermont. She was recently honored as one of the “Most Influential Women in Business in 2006” by the Ann Arbor Business Review. Zelda has also held various prestigious board memberships, including the Michigan Association of Health Plans.
David Jeppesen, Vice Chairman
David is currently the Sr. VP Marketing and Communications with Blue Cross of Idaho. He is focused on elevating the Blue Cross of Idaho Brand directly with consumers. He has accountability for all Blue Cross of Idaho marketing and communications, which includes advertising for both the individual market and the group market. He also has accountability for individual and group product development. Finally, he is accountable to ensure that Blue Cross of Idaho implements all requirements of Health Care Reform. David has spent the majority of his career in retail banking, focused on consumer brand and marketing.
He started his career at Capital One and most recently worked in London as the chief marketing officer for the UK retail bank at Barclays. David brought his years of consumer brand and marketing experience to health insurance when he joined Blue Cross of Idaho in May 2012. David received his Bachelor of Science Degree in Mathematics from Idaho State University and his Masters of Applied Statistics from the Ohio State University.
Dr. Bruce Croffy
Secretary & Treasurer
Dr. Bruce Croffy completed his MS and PhD in Biochemistry at Boston College before attending Tufts University School of Medicine. After receiving his MD, he completed his internship, medical residency and gastroenterology fellowship at Tufts-New England Medical Center in Boston. He then practiced internal medicine and gastroenterology for 15 years in Salem, Mass., before transitioning to the role of chief medical officer for HCC Life, a stop-loss health insurance underwriter. There he served for eight years developing programs unique to the reinsurance industry.
In 2007 he joined OptumHealth as national medical director for the nurseline and treatment decision support services programs, also managing the dedicated Care Management Teams for major client accounts. In 2009 he joined Blue Cross of Idaho as Medical Director for Government Programs and Quality before accepting the position as Senior Medical Director in October of 2009. In March of 2010 he accepted the position of Chief Medical Officer at Blue Cross of Idaho.