Health insurance companies are getting more and more creative when it comes to promoting healthy behaviors among their members. This seems like a logical trend, as healthier lives should – hopefully – correlate to lower costs for both payers and consumers. Some of the latest examples of this trend include efforts from some of the bigger players in health insurance – Humana, UnitedHealth and Anthem.
Two of these companies, for example, recently partnered with local grocery stores to create “special member programs that provide discounts of up to 10 percent on health foods,” according to Fierce Health Payer. UnitedHealth’s partnership with Wisconsin-based Roundy’s Supermarkets includes the Healthy Savings program, where members save money on healthy foods identified by the grocery chain – as much as $150 each month, according to FHP. Humana’s partnership with Wal-Mart means members can save 10 percent when purchasing certain foods.
Although it’s not partnered with a specific grocery chain, Anthem BCBS also helps members with healthy shopping. It provides grocery coupons for healthier food and household products so that they may make better choices, too.
Influencing what goes into members’ shopping carts at the grocery store isn’t the only way health plans are promoting healthy behaviors. To help lower obesity rates among its members, Humana has recently partnered with Weight Watchers, giving its members access to “weight loss programs that are integrated within Humana’s own wellness program,” as reported in another FHP article. Humana says the partnership “connects its members to either Weight Watchers’ online or in-person weight loss programs for free for six months and then at a ‘significant discount’ afterward,” according to the article.
Clearly, health insurers are recognizing the role they can play in encouraging wellness among their members. Every week, it seems, there’s a new initiative or partnership announced. Whether this is simply the latest trend in healthcare or, in fact, a sign of things to come, it will be interesting to see what’s next. Be sure to keep an eye on our blog for the latest developments!