Anthem Blue Cross and Blue Shield in Wisconsin has launched Anthem Health Rewards, a program designed to allow customers to provide their employees with a variety of rewards – such as gift cards, premium contribution discounts and account deposits – when they participate in targeted programs known to improve health and outcomes.
In an effort to combat rising healthcare costs, employers are seeking ways to encourage healthier behavior among their employees aimed at decreasing their overall number of doctor visits. Anthem Health Rewards is seen as a step in that direction.
"Incentives are powerful and effective motivators that can positively influence behaviors," said Larry Schreiber, president of Anthem Blue Cross and Blue Shield in Wisconsin. "Our clients have asked for incentives to encourage their employees to adopt healthier lifestyles and participate in our wellness and care management programs. Anthem Health Rewards is just another example of our commitment to meet the needs of our customers and to seek out innovative ways to address rising healthcare costs."
Under the program, employers can provide incentives for a number of specific actions, such as a health risk assessment or participattion in health and wellness programs offered by Anthem. The rewards can also be used to help increase compliance with care management programs for people living with chronic conditions.
"We all know that healthcare costs are rising, due in part to lifestyle choices," said Randy Brown, executive vice president of human resources for Anthem's parent company, which also offers Anthem Health Rewards. "We know that individuals who are personally accountable and engage in healthy behaviors reap the benefits of better health."
The program is the latest attempt by employers and insurers to find new ways to encourage healthy behavior among their employee populations, with the ultimate goal of saving money spent on healthcare. Reducing the need for management of specific chronic conditions such as diabetes and cardiovascular disease – which comprise nearly 75 percent of total healthcare dollars spent in this country, according to the Centers for Disease Control – is taking high priority.
"Consumers are searching for plans that do more than just pay their medical bills. They're looking for insurance plans that help them navigate the healthcare system and manage chronic conditions, provide more value for their money and help them stay healthy in the long run through innovative wellness programs," said Schreiber.
Employers who participate in Anthem Health Rewards can create programs targeted specifically to their employee base or choose a program that is longitudinal in design. Anthem also provides online wellness programs focused on weight management, nutrition, exercise, stress management, insomnia and smoking cessation. These online programs offer customers lower-cost ways of promoting health and wellness.