Blue Cross Offers Cash Incentives for Healthy Customers

By Kelvin Hosken, The Institute for HealthCare Consumerism

June 27, 2012 - Blue Cross and Blue Shield of Minnesota (Blue Cross) is now offering individual plan customers cash incentives for meeting a set of health goals. The “Healthy Incentives” program is the first of its kind in Minnesota, and is now available to all Personal Blue members and their spouses, and on July 1, 2012, it will be available to new Healthy Blue members as well. This new program is a great example of an insurance company looking to improve the health of its customers, and at the same time save money on customer’s health costs.

This new “Healthy Incentives” program from Blue Cross is unique, because it targets the individual consumer versus employers. The “Healthy Incentives” program offers individuals a $100 credit a year if they are able to meet a set of four basic health goals:

• A Body mass Index (BMI) of 25 or less
• Low-density lipoprotein (“bad cholesterol”) level at or below 130 mmol/L
• Blood Pressure less than or equal to 120/80
• And no Tobacco use

This new incentives program comes from a Blue Cross and Blue Shield of Minnesota who have been innovating health incentives since 2009. Blue Cross has focused on integrating their “Healthy Incentives” programs with insurance provided by the employer, working with large companies in Minnesota, like Mills Fleet Farm, who have added the “Healthy Incentives” approach to their business. Blue Cross has been changing the way both employers and employees view health with their incentive programs, by offering financial incentives Blue Cross has created healthier businesses and employees, in Mills Fleet Farm’s case reduced high blood pressure and tobacco use.

"Our research shows individuals are taking more accountability for their health, and this is a way to reward them for their achievements in a very direct way - reducing their health care costs," said Kathy Dunmire, vice president of product management for Blue Cross. "For those who are still working on reaching their health goals, we offer a full suite of wellness programs to help them on their journey. Blue Cross and Blue Shield of Minnesota was a pioneer in creating Healthy Incentives for the group market and we are excited to bring our individual customers the same opportunity."

This focus on healthier individuals is an important part of health consumerism. Employers, individuals and insurance companies benefit from an increase in healthy people. For customers who want to sign up for Blue Cross’ new “Healthy Incentives” programs they simply need to go to www.bluecrossmn.com and sign into their personal account.