Promote Health and Wellness - What the Blues are Doing

The Blue Cross and Blue Shield System is pioneering programs to encourage consumers to adopt healthy lifestyles, which has shown to be beneficial to health outcomes, cost of care and overall quality of life. BCBSA also recommends greater incentives in the system to promote prevention and public health.

Engaging Consumers@Work: Helping Americans Live Healthier, More Active Lives

BCBSA launched WalkingWorks in 2003 to encourage healthier lifestyles and combat obesity and related diseases. A daily routine of brisk-paced walking can help individuals lose weight, lower cholesterol, strengthen the heart and reduce the likelihood of serious health problems in the future. In 2006, six Blue Cross and Blue Shield Plans participated in a pilot program, working with the Harvard Medical School Department of Health Care Policy, National Opinion Research Center at the University of Chicago, the National Business Group on Health and eight employers to empirically test the impact of worksite-based employee education materials and activation programs, such as WalkingWorks. The effort included both an educational component with tailored worksite communications (posters, table tents and direct mail postcards) for employees, as well as a 10-week walking program incorporating a multi-worksite team competition. Research results validate that these programs have a demonstrated influence on both consumer awareness of how lifestyle choices affect their health and consumers' engagement in activity to promote better health.

Prevention and Disease Management Programs: Encouraging Healthier Lifestyles

Blue Plans are offering innovative prevention and disease management programs on a number of fronts. Following are some examples of the many initiatives underway:

Blue Shield of California's pilot Healthy Lifestyle Rewards program motivates and enables members to make lifestyle changes to lower their risks for chronic conditions and illnesses. This online program includes interactive health promotional tools on diet and meal planning, stress management, exercise and smoking cessation and financial incentives to participants. At the end of two years, participants reduced their average health risks by 24 percent, with an associated average savings of $277 in avoided costs per individual per year.

In response to the obesity epidemic, Blue Cross and Blue Shield of Massachusetts implemented a multifaceted health and wellness program to help members move toward increased activity and a healthier weight. FitBlue combines personal coaching, fitness and nutrition programs, educational material and individual phone consultations with a registered nurse or registered dietician to help members overcome obstacles and reach their goals. The personal coaching provides the motivation that is often needed to help members take control of their ability to develop healthier habits. Goals of the program are healthier members with better quality of life, lower rates of chronic disease, such as coronary artery disease, stroke and diabetes, weight loss, increased physical activity, and reduced stress and depression.

Next: What the Government Should Do.