Creative brief: Showcase how Blue Cross companies improve millennials’ health
Analyzing data from millions of health claims, Blue Cross Blue Shield Association researchers found startling statistics on the health of millennials. They’re in worse health than their Gen Ex counterparts were at the same age. They’re dealing with serious chronic diseases like diabetes and hypertension, and they’re struggling with mental health problems.
I studied the data and worked my sources to uncover the ways in which Blue Cross companies are pivoting to meet the needs of this generation.
The data about millennials are troubling: rising rates of behavioral health problems, chronic disease, and stark disparities for people of color.
Personalized wellness programs help millennials reach their goals
"Millennials are catalysts,” says Alexandra Frith, marketing strategy principal at Blue Shield of California, “a generation pushing us to transform the industry, now." By that, Frith says, she means that millennials aren’t necessarily interested in traditional prevention programs. But their risk of developing more serious health problems as they age is serious enough, says Frith, that the health plan knew it had to come up with a way to engage this generation on their terms, in a radically different way from other programs.
Designing a health plan that appeals to millennials
“The way millennials use healthcare is different from other generations, according to Matthew Neidich, head of Premera Blue Cross’s newest health insurance plan, Peak Care. They don’t want to wait six months for a doctor’s appointment. They’re more likely to use urgent care. They want to be able to manage their healthcare on their smart phones, but technology isn’t enough to address all of their needs.
Helping millennials embrace preventive medicine
A mostly millennial workforce is the powerhouse behind a Philadelphia-headquartered national retail company. But company officials worry that workforce isn’t taking enough advantage of the wellness and prevention programs their health insurer, Independence Blue Cross offers to prevent or slow the progress of chronic disease - conditions that could affect their quality of life years down the road. So Independence is working with the employer to find ways to move the needle.