Superior Vision Reveals New Management Structure and Branding Following Merger With Block Vision


RANCHO CORDOVA, Calif.— Superior Vision announced its new management structure and unveiled its new visual identity this week. This follows the managed vision care company’s merger with Block Vision, originally announced by VMail July 16, 2013, and finalized in December, as reported by VMail Dec. 4, 2013.

The new company will be named Superior Vision, and it will be “organized into two operating divisions, one focused on employee benefit programs and the other dedicated to the managed care market,” Kirk Rothrock, CEO of the combined company, told VMail. Rick Corbett, formerly CEO of Superior Vision, will be chairman of the board, and Andy Alcorn, previously Block Vision’s president/CEO, will be executive vice president, added Rothrock, who was president of Superior Vision prior to the merger.

Rothrock further explained the synergies between the companies and the newly formed company’s goals after the merger: “Superior Vision has historically focused exclusively on providing employer-sponsored vision benefits programs. Block Vision has a broad product portfolio, concentrating primarily on delivering vision and eye health benefits through health plans. The combination creates a company with approximately eight million members, one of the largest provider networks in the industry, a diversified product portfolio and customer base, multiple distribution channels and broad capabilities.

“Superior Vision manages a national network that includes a broad array of providers in numerous professional settings. The Block Vision network is regional, developed in specific geographic markets to support its managed care partners. There are a number of providers that participate in the networks of both organizations. We plan to take advantage of this large national network to expand our product offerings across the country. The size and scale of our new organization will allow Superior Vision to increase its investment in tools and technology, making it easier for providers to engage with us and to exchange information regarding their patients,” Rothrock said.

About the new logo, a statement from Superior Vision explained that it “depicts movement and health, evokes the image of an eye, and represents the flow of ideas and interconnected solutions with its broad strokes. The tagline ‘See yourself healthy’ encompasses the idea that vision and eye health are important components of overall health and wellness.”

While the new identity has been introduced on the Superior website, the websites of Block Vision and Vision Insurance Plan of America (which was also affiliated with Block Vision) will carry a new transition identity as the businesses’ operations merge over the coming months. “A thoughtful transition has been initiated to change the identity of the Block Vision entities,” Rothrock told VMail. “This change will take place over the balance of the year. In the meantime, all Block Vision companies will continue to operate under their current names.”