When it comes to pharmaceuticals, health insurance companies use lower co-payments to entice customers to choose less expensive, generic drugs over brand name medications. Recently, insurance companies have begun applying the same concept to health providers: rewarding customers who choose the cheapest facilities and locations for a given treatment. Rather than discounts on co-payments, writes Michelle Andrews of Kaiser Health News, the new approach is even more direct, involving cash rewards ranging between $50 and $200 per procedure.
Among the insurance companies trying out this strategy are Anthem Blue Cross and Blue Shield in New Hampshire, Connecticut, and Indiana; and Harvard Pilgrim Health Care in New Hampshire and Massachusetts. Insurers are focusing on specific, common services that vary widely in cost and complexity, such as mammograms, MRIs, hip and knee replacements, and tonsillectomies.
So far, the savings have been substantial for insurers, even after taking the cash rewards into account. It works like this: a patient’s primary care physician refers him or her to another provider for a treatment or procedure. Sometime between the referral and the scheduled treatment, the patient visits the insurance company’s website for a list of low-cost providers in the area. If the referred provider – physician or facility – is not on the list, the patient may ask the doctor to change the referral to one that is. After the low-cost provider submits the claim, the patient receives a check in the mail containing the reward. There is no penalty for patients who decide to stick with the original referral.
Some doctors have worries about this approach, writes Ms. Andrews. A major concern is that the list of low-cost providers does not factor in quality. While providers on the list do have to be licensed and have the appropriate qualifications, some perform better than others or have fewer complications. Particularly for more invasive procedures or surgeries, these differences in quality can be important. Providers also worry that changing referrals can hamper the coordination of a patient’s care.
Readers, what do you think about this approach? Would you choose a cheaper provider for the cost of a new outfit or hotel stay? Would you worry about the impact of such a decision on the quality of your care?
Related blog posts:
- 1/11/2012: A Value-Based Approach to Health Insurance
- 10/28/2011: Predicting the Future of Health Insurance
- 10/3/2011: How High-Deductible Health Plans Lower the Cost of Care
