UnitedHealthcare is testing the waters of consumer rewards and digital engagement, in a new partnership with Walgreens that's aiming to spur better health choices.
UnitedHealthcare's fully insured members in Arizona and Illinois will be able to earn Walgreens Balance Rewards points for completing health activities like walking.
The two companies are collaborating with a pilot integration of the UnitedHealthcare Reward Me program, via its Health4Me app, and Walgreen's Balance Rewards loyalty program.
Arizonans and Illinoisans insured through UnitedHealthcare's full-risk plans can use Walgreen's "first-of-its-kind program" to take simple steps, or "micro-habits," to improve their health and wellbeing--daily activity, regular walking, meals with lots of fruits and veggies, taking an 8-hour sleep--and then earn discounts on Walgreens products in stores or online.
"Through our Balance Rewards for healthy choices initiative, Walgreens encourages participants to adopt simple steps that can positively affect a person's health, and collaborating with leading health plans such as UnitedHealthcare can further enhance the reach and impact of these programs," said Adam Pellegrini, divisional vice president of digital health for Walgreens.
Under the pilot, currently just being used with UnitedHealthcare, health plans can define activities for their members to earn Balance Rewards points to meet both health goals and HEDIS and Medicare Advantage quality ratings.
"We have seen that rewarding healthy behavior can help people make sustained, positive behavior change," said Vidya Raman-Tangella, head of UnitedHealthcare's Innovation Center of Excellence. "Our collaboration with Walgreens will play an important role in encouraging consumers to take a more active role in their overall health and well-being, and realizing the promise of a truly activated, engaged and supported consumer."
United Reward Me program is available through its Health4Me mobile app, and is pitched as a "health incentive initiative" to help members track their physical activity, food habits "and other lifestyle choices that promote better well-being." In exchange for tracking their progress, members can earn discounts, including up to 50 percent of certain retail products, for everything from Puma athletic apparel to yoga classes or Jamba Juice.
More broadly in its healthcare app, after revamping and updates, UnitedHealthcare boasts that it is the only national insurer offering mobile payment options integrated with claims and benefits information.
UnitedHealthcare updated its Health4Me mobile app with version 4.1 in February. Available on iPhone and Android systems, anyone can download the app to identify local providers and review average prices for 755 kinds of services and 500 episodes of care--"providing a comprehensive view of what consumers should expect throughout their course of treatment."
UnitedHealthcare members can get estimates based on contracted rates and any real-time account balances. The mobile bill-payment service is available to more than 13 million UnitedHealthcare employer-sponsored plan participants nationwide.
"Health4Me helps consumers conveniently and easily manage their healthcare finances, and make more informed choices, while at home or on the go," said Yasmine Winkler, UnitedHealthcare's chief marketing and product officer. "By enabling consumers to more easily monitor, manage and understand their health care expenses anytime and anyplace, we are helping people take charge of their health and make more informed decisions regarding their care," added Winkler.
UnitedHealthcare also started a new healthy foods discount program in Wisconsin, where it covers some 1.4 million residents.
Wisconsinites insured through UHC's employer-sponsored plans can now get discounts of up to $150 per month on a range of wholesome foods as part of a program with company Healthy Savings. Members can see a list of discounted items like unsweetened yogurt, guacamole and baked vegetable snacks with ratings from the Guiding Stars nutrition guidance system. They can use pre-loaded cards to get the discounts at 199 Roundy's grocery stores, including four Metro Market, 25 Copps and 90 Pick'n Save.
Payers go mobile Member apps can be a fraught pursuit, opening insurers to scrutiny and raising questions about the very experience they're trying to offer.
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