The Last Word
Health plans are joining a national movement to change
the way children and parents tackle childhood obesity.
New Kids on the Block
I nsurers are joining the fight against childhood obesity.
Aetna, Blue Cross Blue Shield of Massachusetts, Blue
Cross and Blue Shield of North Carolina and WellPoint
Inc. are just a few of the partners in the Alliance for a
Healthier Generation. The coalition is a collaborative effort
ing reimbursement for obesity preventive care available in a
broader scope, former President Bill Clinton said at a recent
press conference. All insurer and employer signatories have
agreed to offer at least four additional visits with a primary
care provider or dietitian as part of their benefits portfolio
with national medical associations, payers and employers for children and youth.
to offer comprehensive health benefits to children and “We want to make sure providers can sit down and work
families for the prevention, assessment and treatment of directly with kids and their parents,” said Aetna National
this serious medical condition. Medical Director Dr. Wendy Shanahan-Richards. “That’s what
The Alliance began in 2005 as a partnership between the it takes—time to educate, listen and set goals with them.”
American Heart Association and the William J. Clinton Foun- Aetna will be offering the expanded coverage as part
dation. Its goal: Reduce the nationwide prevalence of child- of a three-year pilot program with five large employer
hood obesity by 2015 and empower kids to make healthy groups, she said.
lifestyle choices. Blue Cross and Blue Shield of North Carolina has become
Nearly one in three U.S. kids are overweight or at risk of “a poster child for what responsible health plan benefits
becoming overweight. That places them at greater risk for would look like to improve nutrition and level of activity for
developing diabetes, heart problems and other chronic med- kids,” said Dr. Don Bradley, chief medical officer and senior
ical conditions later in life. Childhood obesity carries a $14 vice president of health care. The Blues plan covers four
billion annual price tag in direct health care costs, according annual physician visits for the diagnosis of obesity and six
to the Robert Wood Johnson Foundation. yearly visits with a certified licensed nutritionist.
The Alliance’s initiative is comprised of four programs. Both Blue Cross and Blue Shield of North Carolina and Aetna
The Healthy Schools Program focuses on placing healthy have implemented provider portals and designed tool kits,
foods and beverages in vending machines and cafeterias complete with national guidelines, body mass index tools and
and increases opportunities for students to exercise and information sheets. They’re engaging members as well with
play. The Industry Program influences restaurants and online nutrition and wellness tracking programs, healthy eating
snack companies to make substantially healthier meals guidelines, fitness programs and school education initiatives.
for children. The Kids’ Movement, tagged empowerME, Thanks to the Alliance, nearly 1 million U.S. children now
inspires kids to make healthy behavior changes. And the have access to health care benefits. The coalition hopes
Health Care Program provides tools to health care provid- to increase that number to more than 1.6 million children
ers so they can better diagnose, prevent and treat obesity. within the next three years.
One of the biggest outcomes of the effort involves mak- —Lori Chordas
Photo courtesy of the Alliance for a Healthier Generation
CREATING A HEALTHIER GENERATION: Aetna Chairman and Chief Executive
Officer Ronald A. Williams (left), Dr. Lisa Latts of WellPoint Inc., former President
Bill Clinton, Dr. Don Bradley of Blue Cross and Blue Shield of North Carolina, and
others are joining together to fight childhood obesity.
96 BEST’S REVIEW • JUNE 2009