Employers and health plans pushing health care consumerism expect that involving consumers in health care decisions will result in healthier members and reduced costs. Consumerism in health care simply refers to individuals evaluating, purchasing and using health care products and services. Consumer-driven products—including high-deductible health plans, health savings accounts (HSAs) and health reimbursement accounts (HRAs)—demand a major shift in how individuals think about and engage with their health care.

Driven by market forces, health care is becoming increasingly unaffordable—and the pace of change in our industry is faster and even more intense. Health insurance premiums are increasing at a rate that far exceeds income levels. In a five-year period in Florida, premiums increased 29%, whereas income increased only 2%. Consumers are responding by going uninsured or purchasing lower premium, higher out-of-pocket plans.

By the year 2012, the population enrolled in consumer driven health plans (CDHPs) is projected to grow to 70 million from 13 million this year. Now, more than ever, consumers are seeking information about their health coverage and looking for guidance on how to effectively navigate the health care system.

“Selling across the marketing continuum is crucial to assuaging the fears of hesitant employers and increasing CDHP adoption among uncertain consumers,” according to a report published by Forrester Research.

We have several capabilities focused on informing and engaging consumers, providing them with a better understanding of the health care options available to them, and explaining how they can get the most value from their health care budget. Our current capabilities and programs that promote customer engagement include:

• Tools such as CareCalc^® and the magnetic stripe ID card, which allow physicians and providers to quickly and easily calculate our members’ financial responsibility. CareCalc now includes real-time claim adjudication.
• MyBlueService^SM–-offering members secure access to health-related information like claims history, claims status and calendar year deductibles.
• Disease Management that provides our members with trusted resources for obtaining the information and services they need to effectively manage and make decisions about specific health conditions.
• Educating consumers through value added services and resources such as our WebMD^® Tools, (Hospital Advisor^SM, Physician Selection Advisor^SM, Healthcare Advisor^SM, Treatment Cost Advisor^SM, Personal Health Advisor); Health Dialog^® services (Health Coaches 24x7, Health Assessments, Lifestyle Improvement and Health and Wellness Resources), discounts through BlueComplements^SM, MyRxHealth to assist with prescription drug information and HSA calculators through ACS/Mellon.

The objective of our most recent initiative, “The Power of the Human Voice” is to listen and respond to our customers’ needs, by engaging everyday people in an ongoing dialog about health care. Their insight and opinions will help us develop new, personalized solutions in addition to what we already offer, as outlined above.

Clearly, there is no single answer for improving quality and value and expanding coverage. We all must take an active role in listening to and understanding our customers’ diverse perspectives and health care needs. Meaningful change will depend on thoughtful, coordinated contributions from everyone—and it will require payers, patients, providers and policymakers to accept responsibility for taking part in the solution.

As leaders in the health care community for more than 75 years, we look forward to working with all stakeholders to make quality health care affordable and accessible for all Floridians.