HealthLeaders-InterStudy, a leading provider of healthcare market intelligence, reports that United HealthGroup is tapping into a new vein of customers with a product aimed at working, uninsured males in the 35-54 age bracket. According to the latest Ohio, Kentucky & Indiana Health Plan Analysis, United's new product Belay is a low-cost, high-deductible health plan being piloted in the Cleveland and Chicago markets.
"According to United, Cleveland has one of the highest rates of single, working, uninsured people in the United States with more than 129,000 individuals ages 35 to 54 living in this area" states Rick Byrne, HealthLeaders-InterStudy market analyst.
The product name Belay is a reference to rock climbing where to belay one's line is to secure the climbing rope. With security as the subliminal message, United has deployed marketing teams to home improvement stores where they offer the policy to construction workers who may lack coverage, and used an X-Games rock-climbing champion to help launch the marketing campaign.
This product cannot be purchased through an agent, only enrolling directly through the carrier, online or over the phone. Users are covered for 100 percent of just about everything after the annual deductible of $2,500, $3,500 or $5,000 is met, and they can access United's savings-based network, or choose its narrower preferred network for a lower premium. With a plan that is easy-to-understand and inexpensive, the simplicity is intended as a selling point.
Other news in the Ohio, Kentucky & Indiana healthcare markets:
*In one of the most ambitious managed care expansions in the country, Ohio has begun converting Medicaid beneficiaries who are aged, blind or disabled into managed care by phasing in the changes with these members enrolling in one of seven health plans that won bids in Ohio.
*Indiana is reshaping its Medicaid managed care program by reducing the number of managed care vendors for its 540,000-member Hoosier Healthwise program.
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