A Conversation With: Joseph Haddock, segment president for Eastern Pennsylvania, Highmark Blue Shield
LVB: The health care insurance industry is always evolving. What are the things insurers, like Highmark, are concentrating on right now?
Haddock: Highmark’s goal is to reinvent health. We are achieving this through expanding digital transformation, enhancing consumer engagement, supporting value-based care models, incorporating emerging technologies, and addressing the social determinants of health for our members.
Our Living Health strategy is fueling our transformation to create better insurance products that provide 360-degree support for our members physical, mental, and social well-being. By integrating health, coverage, and care, Living Health is providing a simpler, more personalized, and proactive health experience for individuals and clinicians promoting greater engagement and empowering everyday health rather than just treating illness.
LVB: Like many insurers, Highmark now has retail storefronts. How do they help in your efforts?
Haddock: Located across Pennsylvania and New York, our Highmark Direct stores help consumers navigate what can be a complex industry.
Our retail stores have licensed associates on site to help both existing members as well as individuals shopping for health insurance compare and enroll in plans, get personalized support with Medicare eligibility, discuss if individuals qualify for financial assistance, resolve claim and billing questions, get assistance in locating and scheduling providers, and better understand health plan benefits through assistance utilizing the myHighmark app.
Our stores provide free self-service health evaluation tools, and some stores offer fitness classes and social events to enhance the member experience.
LVB: What can a company do to help keep its health care insurance costs down?
Haddock: Companies can optimize plan designs by offering high performing network products to reduce healthcare spend and improve member outcomes.
They can leverage technology to increase employee engagement and adherence to individual treatment plans by utilizing digital and virtual solutions.
Companies can also promote wellness and prevention to better manage chronic conditions, increase knowledge on health risks, and encourage their employees to maintain healthy lifestyles.
Lastly, they can incorporate evolving pharmacy solutions, such as Highmark’s Free Market Health platform, to better manage high-cost specialty drugs while enhancing clinical outcomes.
LVB: Where do you see the health care insurance industry heading in the future?
Haddock: Our industry is undergoing rapid transformation, driven by technological advancements and shifting consumer preferences.
AI-enabled digital and virtual healthcare technologies will play an important role in personalizing insurance plans based on health data, risk factors, and lifestyle choices. Predictive analytics will help identify potential health issues early providing greater opportunities for proactive intervention and preventive care.
Forward-thinking companies will look to Highmark to continue to develop new products and solutions and personalized experiences that will leverage data analytics to gain deeper insights into consumer behavior, healthcare trends, and risk factors.
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