Foster Public-Private Coverage Solutions - What the Blues are Doing - Attracting The 'Opt Outs'

Twenty-six percent of relatively high-income uninsured workers (earning $75,000 or more annually) are eligible for employer coverage but decline it (EBRI, 2005). Some higher-income individuals may not believe they need coverage - perhaps because they are young and/or healthy. Others may be unaware of coverage options for individuals or may overestimate the cost of health coverage. Still others may not know about important tax advantages - such as the fact that self-employed individuals can deduct the full cost of coverage.

Developing User-friendly Products and Programs

The Blues are conducting research to understand the various segments of the uninsured population in order to develop education and outreach programs on the importance of health coverage. Blue Plans also are developing innovative products - to attract those who may opt out of coverage - and consumer-friendly tools to help individuals navigate and better understand affordable insurance options.

WellPoint has designed a portfolio of benefit-rich, low-cost products called Tonik. Available to all age groups, Tonik is marketed especially to young adults or "young invincibles" who might otherwise not have insurance or buy it. Tonik provides medical coverage, payment for doctors’ visits, generic drug coverage and dental benefits. It is available in California, Colorado, Connecticut, Georgia, New Hampshire and Nevada.

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