The newest “ism” in the marketplace is consumerism. But it’s not enough just to have the products and services in place to market and support consumer-directed health plans. The bottom-line result depends on how well you activate consumers. And that means all health care consumers – not just those members with a consumer-directed plan.

Because everyone is a consumer when it comes to health care. Every test, office visit, prescription or surgery has a price, source, associated value, and expected outcome – important decision factors, just like any other significant purchase. So it’s important that everyone have access to tools and resources that encourage quality and cost comparisons for health care – and activate consumers to make choices based on smart health care decisions.

First in nation for Consumer Education and Support recognition
In 2006, BlueCross BlueShield of Tennessee became the nation’s first health plan to receive the Consumer Education and Support accreditation from URAC. The new distinction, awarded by the Washington, DC-based accrediting organization that establishes quality standards for the health care industry, recognizes the high quality standards of our product and wellness education, financial and clinical decision-making tools, personal health assessment resources, and one-on-one consumer support.

Consumer Coaches deliver one-on-one support
To activate consumers, the expanded tools and resources on bcbst.com are available for all plan members to use – whether comparing prescription medications and costs, checking and comparing hospital quality scores, or choosing an appropriate network physician. For members enrolled in a high-deductible health plan, BlueCross BlueShield of Tennessee takes consumer education and support to an additional, instructive level with Consumer Coaches.

Members new to a consumer-directed health plan receive a personal welcome call from their Consumer Coach – a high-touch, one-on-one opportunity to discuss plan specifics and answer any questions. The one-on-one service and contact continues as coaches help plan members better understand the details of their high-deductible health plan and its financial components.

Consumer Coaches are trained to educate and advise members who have an HSA (health savings account), HRA (health reimbursement arrangement), or FSA (flexible spending account). Coaches can provide callers with third party administration information, advise members about their specific benefits, and guide them to a variety of online resources.

Coaches also work to guide and connect consumers to the exact online tools to support their specific needs. The full suite of online consumer health tools features a health plan comparison tool, hospital cost and quality comparison tools, treatment cost estimator and drug search calculator. Members can also complete a personal health assessment for proactive health planning, all at the interactive Web site that demonstrates our dedication to consumerism and the education, communication and tools that surround it.

New user-friendly, award-winning Web site
After a year in development, the new bcbst.com debuted in 2006 with a redesign that offers visitors an easy and distinct way to access information about their health plan programs and learn about healthier lifestyle choices. Featuring the latest in video, flash and navigation technologies, the site highlights the everyday stories of a variety of individuals who serve as site hosts and help activate plan members to choose and use the plan information, online health tools and resources the site provides.