Spotlight On: Robert Bunch, President, Anthem Blue Cross and Blue Shield of Georgia
August 2024 — In an interview with Focus:, Robert Bunch, president of Anthem Blue Cross and Blue Shield of Georgia, discussed the rollout and engagement with Anthem’s “Link Virtual First” plans, adapting to diverse customer needs, community impact, preventive healthcare shifts, and responses to current economic and security challenges.
Can you provide an update on the rollout of Anthem’s “Link Virtual First” plans and how customers in Georgia are engaging with it?
Healthcare is inherently complex and has evolved significantly, a process accelerated by COVID-19. During the pandemic, people became more comfortable with virtual interactions. At Anthem, we leveraged this shift to enhance our virtual care offerings, which began with telehealth and expanded to virtual and chat visits. We integrated these services into our Sydney Health app, which has been well-received in the industry and offers a comprehensive suite of healthcare services.
Our platform utilizes data to identify and address gaps in care and includes care navigation to help users easily find and connect with the appropriate providers. This is particularly beneficial in a city like Atlanta, where navigating traffic can be challenging. The app prioritizes virtual care options and introduces providers who meet specific needs, such as language preferences or specialized care for the LGBTQ community.
Our virtual-first products are designed to present virtual care options initially, but they also facilitate in-person visits when necessary. This hybrid model aims to improve healthcare outcomes and reduce costs. The adoption rates are promising, and while they haven’t reached their peak, we anticipate greater acceptance as people become more accustomed to virtual care. The ultimate goal is to ensure that every member has a positive experience, receives the necessary care, and finds the process seamless, which should encourage further use and recommendations.
Given the demographic changes and increasing diversity, how does Anthem’s approach adapt to serve such a varied customer base?
Anthem Blue Cross and Blue Shield of Georgia has a long-standing presence across the state, serving all 159 counties. Our diverse membership ranges from individuals covered under the Affordable Care Act and Medicaid to those eligible for Medicare. Interestingly, the adoption of our virtual-first products crosses demographic lines. Contrary to expectations, it’s not only the younger, tech-savvy users who embrace these services; older adults, who might be perceived as less familiar with technology, are also utilizing virtual options extensively, often out of necessity for convenience and accessibility.
This approach has proved invaluable, especially in areas with fewer healthcare providers per capita, which is a challenge in Georgia. Initially thought to be more suited for rural settings where access to healthcare professionals is limited, the virtual-first model has also been highly effective in urban areas like Atlanta, addressing gaps in provider availability and easing the challenges posed by the city’s traffic.
Ultimately, our virtual-first strategy is designed to accommodate the varying needs of our diverse population efficiently. By offering easy access to healthcare services through technology, we aim to enhance patient satisfaction and outcomes, which drives higher adoption rates. We remain optimistic about the continued success and acceptance of these virtual solutions among all our members.
Reflecting on your recognition as one of Georgia’s 500 influential leaders, how does this acknowledgment align with your work at Anthem and your impact on the Atlanta area?
Being recognized as one of Georgia’s 500 influential leaders is an honor that reflects not just on my personal achievements but significantly on Anthem Blue Cross and Blue Shield’s impact in Georgia. Our extensive reach across the state and long-standing presence allows us to play a crucial role in healthcare access and affordability. This position enables us to form beneficial partnerships with providers, ensuring care is both affordable and accessible, which is especially critical as Atlanta continues to grow.
Our commitment extends beyond healthcare coverage. Understanding the multifaceted nature of health, we invest in initiatives addressing behavioral, social, and economic factors. For example, our contributions to the American Diabetes Association and initiatives like “food is medicine” programs underscore our holistic approach to healthcare. Collaborating with local leaders, including the mayor, to promote a healthier city benefits everyone, aligning with our goal to enhance community well-being and economic prosperity.
Looking back, do you think there’s been a significant shift towards preventive healthcare and resource provision among providers like Anthem Blue Cross and Blue Shield?
Over the past decade, there’s been a heightened awareness among healthcare providers about the importance of preventive care and resource provision. At Anthem, we focus intensively on preventative measures, helping individuals understand and access the necessary services to maintain their health before issues arise. This includes promoting regular wellness visits and screenings, such as mammograms and colonoscopies, which are essential but underutilized benefits.
We collaborate closely with our network of providers to ensure consistent messaging about preventive care. This partnership is crucial, especially in addressing the reluctance among some, particularly men, to establish and maintain regular contact with healthcare providers. Additionally, community health systems have been instrumental in integrating services like food access into healthcare provision, aiming to address broader social determinants of health. This shift towards a more proactive and integrated approach in healthcare is crucial for improving long-term health outcomes and creating healthier communities.
Can you discuss any recent or ongoing partnerships that focus on health and wellness in the community?
Anthem has actively engaged with local schools and sports teams, including a partnership with the Atlanta Dream, to promote health as a fundamental lifestyle from an early age. We’re also working on enhancing physical activity opportunities, such as with Atlanta’s BeltLine project. However, our partnerships extend beyond these initiatives. For example, we recently partnered with Vera Healthcare to launch advanced primary care centers in four Atlanta locations. These centers are pivotal in providing accessible healthcare and reducing emergency room and ambulatory care utilization by offering services like free health coaching and behavioral health support. This holistic approach, especially in managing chronic conditions and high-risk populations, underscores our commitment to improving health outcomes citywide.
Have there been any notable shifts in the demand for your plans over the past year?
This past year, we’ve observed significant changes, particularly influenced by the Medicaid redetermination process nationwide, which shifted many individuals from Medicaid to the Affordable Care Act (ACA) marketplace, boosting its growth in Georgia. The ACA marketplace has matured with better public understanding and navigation ease. Additionally, Georgia is set to launch its own marketplace, which will further facilitate access to healthcare for those without employer-based insurance. Another area of growth is our Chamber Smart program, which benefits small employers through the Georgia Chamber of Commerce, creating a larger pool to share healthcare costs. This expansion reflects not only in the healthcare sector but also in Georgia’s overall economic growth, attracting more businesses and developments, such as USA Soccer’s new facility south of Atlanta.
How has your organization responded to the need for increased data security in healthcare?
In today’s digital landscape, securing sensitive healthcare data is crucial. Anthem invests heavily in threat deterrence and surveillance to protect this data effectively. Our security measures include robust authentication processes, expiring passwords, and advanced phishing prevention strategies. The integrity of our systems is continuously tested, especially given our substantial involvement with government contracts, ensuring we meet rigorous security standards. This commitment to security not only protects our members’ data but also aligns with our responsibility to provide safe and reliable healthcare services.
How is your organization faring in today’s uncertain economic climate?
Anthem is navigating the current economic climate robustly. The ongoing “war for talent” remains a critical challenge, necessitating an increase in skilled healthcare providers. This need is recognized and addressed through collaborations with local educational institutions like the University of Georgia and Georgia State, which are expanding their medical and nursing programs.
Post-COVID, our company has recovered strongly, evidenced by significant growth and strengthened relationships within the healthcare sector. We’re optimistic about our trajectory, benefiting from Georgia’s dynamic business environment, which has repeatedly been recognized as one of the best places for business in America. This positive outlook is supported by the alignment and cooperation between state leadership, the legislature, and local chambers of commerce, enhancing our ability to navigate and thrive in challenging economic conditions.
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