New York plan adds advocate coverage

Two New York Blue plans--BlueCross BlueShield of Western New York and BlueShield of Northeastern New York--have become what they claim is the nation's first health insurer to offer a health advocacy service to all of its members at no cost to them. The plans' parent company, HealthNow New York, is partnering with Health Advocate Inc. Health Advocate, for its part, already works directly with several large employers, including BankAtlantic and Comcast-Spectacor, but this seems to be its first health plan deal.

Health plan members and their families will now have access to "personal health advocates," who will help them with understanding test results, treatments, medications and setting medical appointments. The advocates will also help patients with complex needs find the right doctor. In an unusual move, the health advocates are also empowered to help members negotiate bills in advance if they must have a non-covered procedure. While the rest of the package bears some resemblance to existing nurse help lines, this fee-negotiation option is an interesting feature which probably wouldn't be there if consumer-driven healthcare wasn't in the air. I wonder if this means that the health plans expect to drive more costs to the consumer and are trying to protect themselves from criticism in advance?

Find out more about HealthNow's advocate deal:
- read this release from Health Advocate

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