The news: Blue Cross Blue Shield of Massachusetts is teaming up with two primary care startups—Carbon Health and Firefly Health—to launch a virtual primary care service that will be made available to most commercial plan members at no cost starting Jan 1, 2023.
Here’s how it works: Eligible Blue Cross MA members can choose their virtual primary care provider (PCP) through either Carbon or Firefly.
The service comes with a host of benefits, namely:
- $0 cost sharing for primary care and mental health virtual visits. Members need to designate a virtual care team provider as their PCP to receive this benefit. Certain members will also have to meet their deductible for the no-cost telehealth option to kick in.
- Personalized care plans. A patient-specific care plan incorporates personalized coaching tailored to the person’s needs, and medical devices such as blood pressure cuffs are shipped to the member’s home if deemed appropriate.
- Hybrid care. The service also includes access to in-person care with in-network providers if needed.
It’s exclusive, and that’s a big win: Under this specific offering, Carbon and Firefly are betting that once they’re selected as a member’s PCP, they’ll capture patients for the long haul when they need more comprehensive care.
Zooming out: Virtual-first health plans are a potential win-win for the consumer and the healthcare organization for a few reasons.
- Patients have more control over when and where they receive care. Plus, co-pays and cost-sharing are commonly waived for enrollees.
- The health plan can manage costs and steer patients away from expensive services when appropriate.
That’s why prominent health insurers like UnitedHealthcare, CVS Health/Aetna, and Cigna launched virtual-first primary care plans, capitalizing on the surge of telehealth utilization during the pandemic.
- US consumers—particularly younger generations such as Gen Z—cite convenience and cost as top reasons for using telehealth services, per Insider Intelligence’s Telehealth Trends 2022 survey.
- Blue Cross MA members wanting to access more affordable healthcare could be drawn to this plan. For example, outside of this tie-up, Carbon doesn’t accept insurance for its mental health services, meaning patients are on the hook for $99 per visit.