Dive Brief:
- Humana has announced a "first-of-its-kind" deal that will integrate Weight Watchers into the insurer's medical and wellness programs in order to help members fight obesity.
- Members enrolled in qualified, employer-sponsored health plans will have access to the program at no cost for six months, and "at a significant discount thereafter," the insurer says.
- Humana will reportedly pay Weight Watchers an undisclosed monthly rate for each participant.
Dive Insight:
"The key to this program is the active connection we're making among our members, the Weight Watchers offering, and Humana's existing health and wellness initiatives," Humana CEO Bruce Broussard told Forbes. "The discount is important, because it provides an incentive to get started and removes financial barriers that many people face."
The question may be whether a discount on a program that members weren't previously paying for will work as a true incentive, and what value may come from the added level of member engagement.
Want to read more? You may enjoy this story on 3 off-the-wall things insurers are doing to increase engagement.