At the same time we were focused on the September deadline, we also were taking steps to prepare for the future. We began to study what an exchange-based marketplace might look like in Kansas so we can assure we have the right products and services in place by 2014.
As the state’s largest health insurer, we embraced a leadership role in discussing our health care system with legislators, regulators, providers and consumers. We recognize that to create a system that is both sustainable and accessible, we must all work together to address the ultimate cost drivers: the number of services that Kansans require and the cost of those services.
That is why we began to research alternatives to the current fee-for-service payment model, a model that reimburses health care providers for the number of services they provide rather than the quality of those services. We also took steps to help our members improve their health by partnering with WebMD® for online health and wellness tools and content, while expanding our Healthy Options care management programs to include one for chronic obstructive pulmonary disease (COPD).
Both the company and the Blue Cross and Blue Shield of Kansas Foundation held to our vision of a healthier Kansas by providing financial support to a number of health-focused initiatives such as BlueCHIP® community health awards and Healthy Habits for Life grants to schools.