Zelda Geyer-Sylvia, who has been serving as interim president and CEO since July 2012, had the interim designation removed and is now the top official for Blue Cross of Idaho.

Geyer-Sylvia replaced Ray Flachbart, who retired last year.

Board chairman Mike Shirley said Geyer-Sylvia has "demonstrated her ability to lead the company through this unprecedented time of change."

Geyer-Sylvia had been executive vice president and chief operating officer before she was appointed to interim president and CEO. She started at Blue Cross of Idaho in 2006, after holding CEO, vice president and COO positions at health insurance organizations in other states.

She serves on board of directors for the Idaho Association of Commerce and Industry, the Idaho Association of Health Plans, the Health Quality Planning Commission, the Idaho Health Data Exchange and Gov. Butch Otter’s Health Care Council.