Wellmark, Hy-Vee, UnityPoint launch health-focused insurance plan

June 28--DES MOINES -- "Healthy behaviors" are a centerpiece of a new option in health insurance that Wellmark Blue Cross and Blue Shield, Hy-Vee and UnityPoint Health announced Friday.

Blue Rewards integrates coordinated care of the UnityPoint Health provider network -- which includes 290 clinics and 32 hospitals -- combined with the Hy-Vee's pharmacy, healthy food, wellness and dietitian services all in a new health insurance option from Wellmark Blue Cross and Blue Shield.

The Blue Rewards program meets all requirements set forth by the federal Affordable Care Act. Wellmark said it would file proposals for premiums for Blue Rewards plans in the next week.

"This collaboration is part of our strategy to keep health care local and sustainable, and promote health through convenience," said Laura Jackson, Wellmark's executive vice president for Health Care Innovation & Business Development. "We know consumers turn to brands they know and trust, which makes this collaboration among three strong Iowa brands even more meaningful for Iowans."

She said the program is designed to save money for patients through collaboration.

"What is a little different is, let's say I'm a member and living in Waterloo and I buy Blue Rewards and go see my UnityPoint primary care physician and I go to the Hy-Vee store and the dietitian does a biometric screening," Jackson said. "That screening goes back to the physician, so we're collaborating, and those are covered services. In addition to first getting a prescription filled and going to physician, you'll have additional types of nutrition-based services that are also part of the plan."

More benefits will be developed as the plan evolves, Jackson said.

"We're collaborating to bring more rewards to members for their behaviors," she said. "We're working on what those will be. We know we'll continue evolving the product. We want to help our customers, patients and members with healthy lifestyles and we can do that with services at Hy-Vee stores, UnityPoint physicians and in a rewards -- based quality insurance product."

As in other ACA-approved plans, policyholders will be able to choose from Bronze, Silver and Gold level options, she said.

Savings are available in deductibles, as well as out-of-pocket ceilings, Jackson said.

Organizers say the concept is the first of its kind in Iowa but is consistent with national trends that extend the convenience of health and wellness into environments where customers live, work and shop. Individuals and small businesses will be able to purchase Blue Rewards during the 2015 open enrollment period, which begins Nov. 15, and Oct. 1 respectively.

Wellmark says evidence shows patients who have a personal physician "have better health outcomes" and pay less for healthcare.

"Blue Rewards members can expect a highly coordinated care experience between their UnityPoint Health providers, Hy-Vee dietitians and pharmacists, and their Wellmark care support team," the insurer said in a news release. "This collaboration will ensure members get the right care at the right time in the right setting."

Savings stem from the scale of the program, said Jim Waterbury, vice president of institutional advancement with UnityPoint Health-Allen Hospital in Waterloo.

He also said coordination of care is the heart of the program.

"It emphasizes local services and programs that keep people healthy close to home," he said. "The focus is on preventing disease and treating it early. We want to encourage people to establish healthy habits, get regular primary care and screenings and participate in wellness programs."

That's cheaper than the alternative, Waterbury said.

"It costs less and works better to prevent or treat health problems early, before they progress," he said. "This program offers participants incentives to take regular steps that will help keep them healthy, get regular checkups and screenings and lower their healthcare costs."

The plan also promotes "healthy behaviors," and Blue Rewards members can access a variety of health-related options at Hy-Vee, such as health assessments, wellness screenings, nutrition counseling and of course, healthy food options, Wellmark said.

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