Blue Cross Blue Shield of Massachusetts debuting virtual primary care option

Photo: Kilito Chan/Getty Images

Beginning January 1 of next year, Blue Cross Blue Shield of Massachusetts will introduce a new virtual primary care option dubbed the "Virtual Care Team Feature," which enables members to receive comprehensive virtual healthcare through a team that includes dedicated primary care providers.

These providers can treat certain mental health issues and provide health coaching from two national healthcare providers, Carbon Health and Firefly Health, said BCBS.

The feature will be included in the majority of Blue Cross MA commercial health plans, the company said.

"More consumers are using virtual care and experiencing its benefits, including greater convenience and affordability," said Blue Cross Chief Commercial Officer Patrick Gilligan.

WHAT'S THE IMPACT?

Eligible members can choose their designated virtual primary care provider through either Carbon Health or Firefly Health. Each PCP will provide virtual primary care with integrated mental health and access to in-person care with in-network providers when needed.

The virtual PCP model boasts a number of features, including access to coordinated virtual care inside the home and a $0 cost share for primary care and mental health visits with designated virtual care team clinicians.

It also includes comprehensive primary care for chronic conditions and integrated mental health support, as well as a welcome kit from providers that may include certain medical devices, such as a blood pressure cuff, tailored to a member's needs.

Rounding out the features are a mobile app and website with multiple communication options, full access to the Blue Cross MA provider network, and personalized coaching and support for overall health and wellbeing.

THE LARGER TREND

Blue Cross MA launched a Health Equity Business Accelerator in May in an attempt to address the fact that fewer than 3% of venture capital funding went to companies with Black or Latinx founders in 2020.

Accelerator participation includes a $150,000 investment as well as nine months of tailored programming delivered in conjunction with partners, such as the Capital Network and Healthbox, to help accelerate growth and foster innovation.

Blue Cross MA signaled its focus on equity in 2021 when it made a number of investments, including a grant program to support non-profits led by Black, Indigenous and other people of color (BIPOC); a first-to-market approach to collecting race and ethnicity data to address inequities in the care members receive; expanding marketing efforts to better reach a more diverse audience, with messages focused on addressing gaps in care and improving overall health; and new investments and support for minority-owned businesses.

Those efforts were enabled by $350,000 Racial Equity and Justice Grants that support BIPOC-led not-for-profit organizations focused on addressing racial injustice in Massachusetts communities.

ON THE RECORD

"We believe virtual primary care is a safe and effective way to reach patients who have not traditionally engaged with PCPs," said Dr. Ashley Yeats, Blue Cross' vice president of medical operations. "Research shows that patients who have an established primary care physician achieve better health outcomes than those who don't. They are more likely to receive important preventive services, and they have fewer hospitalizations and lower rates of emergency department utilization. In addition, their overall healthcare spend is lower, and they report greater satisfaction with their care."
 

Twitter: @JELagasse
Email the writer: jeff.lagasse@himssmedia.com