And the concept would be challenging, at best, to enforce. The idea of rewarding positive behavior or punishing negative behavior to save private insurance company or government money isn't new. Back in 1984, Blue Cross of Virginia introduced a non-smokers' discount. Some 25 percent of large companies, including U-Haul and Texas Instruments, charge smokers higher premiums. About 60,000 PEIA enrollees currently use tobacco.
Officials believe it's the first such discount in the nation for a public insurance program.
In another creative approach to prevention for the individual and cost savings to insurers, Mountain State Blue Cross Blue Shield will assist several hospitals in West Virginia in offering a yearlong, intensive lifestyle modification regimen. It includes a low-fat diet, group support, moderate aerobic exercise, stress management and smoking cessation. Not only does the insurer save in the long run, but people get healthier, too. When people get healthier, insurers save even more.