Highmark Site Supplies Comparisons, More Security

Highmark Blue Cross Blue Shield has introduced a tool to help consumers compare health plan options and select one that best suits their needs. The Plan Cost Advisor is available to consumers on Highmark member Web sites. "Choosing a health plan often is intimidating to consumers," says Kim Bellard, vice president of e-marketing and customer relationship management. "This is especially true now that consumers are more likely to be faced with not just increased cost-sharing but also various types of tax-preferred spending accounts, such as health savings accounts (HSAs). The Plan Cost Advisor helps consumers model their estimated out-of-pocket spending for the different health plan options they may have."

To begin using the Plan Cost Advisor, consumers enter basic information about family, health conditions, and health plan options. Plan Cost Advisor analyzes the data that is entered and projects the next year's medical spending for each health plan option with a breakdown for co-pays, deductibles, and co-insurance. The tool shows consumers estimated out-of-pocket spending and takes into account any payroll contributions as well as any benefit cost-sharing for each health plan option entered. The system also helps users with HSAs or other spending accounts to model the impacts of various contributions to the account.

"Highmark was a pioneer in giving consumers online tools to help them select more effectively the right health plan when we introduced BlueChoice in May 2000," says Bellard. "Plan Cost Advisor further leverages our consumerism expertise and our health analytics capabilities to produce an additional way for consumers to have a greater hand in their healthcare decisions."

In order to provide extra protection of members' online personal health information, Highmark has added more Web site security to its member site at http://www.highmarkbcbs.com. Highmark's Web site requires members who register online for the first time to use an assigned personal identification number (PIN) to verify their identity before they can access personal health information on the Web site.

"Throughout the nation, there are daily reports about identity fraud and online security breaches," says Kimberly Gray, Highmark's chief privacy officer. "Protecting members' personal health information is one of the most important jobs we have as a health insurer. By keeping personal health information private, we are providing a safe environment for our members to receive care with peace of mind."

Members who establish a user ID and password for the first time on Highmark's member Web site will be able to log into the member portal, but access will be limited to nonpersonal content such as cost and quality information, health and wellness information, HSA enrollment, and provider directories.

After a member accesses the site, a PIN will be mailed in seven to 10 business days to the address currently on file at Highmark. Once the member enters the PIN on the Highmark Web site to verify his or her identity, the member will have full access to all of his or her account information, including confidential personal health information such as claims, spending account balances, and expense summaries.

PIN numbers will be used for initial verification for new users of the Highmark member Web site. Once the PIN has been entered into the Web site, members will need only their ID and password for full access on subsequent visits.

"We believe this combination of limited but immediate initial access, followed by PIN verification for full access, is an industry best practice in terms of balancing members' desire for self-registration with their desire for online security," says Bellard. "Adding this new layer of security allows us to further assure our members their online information is in the right hands. We look forward to other health insurers following our lead."