A Conversation With: Anne Baum, Lehigh Valley market president, Capital Blue Cross

LVB: Health care insurers had to adapt quickly to changes brought about by the COVID-19 pandemic. What changes have become permanent? 

Baum: I am incredibly proud of the resilience of our amazing employees at Capital Blue Cross. They were able to quickly adapt and pivot to work at home and didn’t skip a beat, serving our members just as well as they did in the office. We had to learn how to work together virtually, and because we were able to do so, working virtually is now going to be a staple of our business going forward. Our ability to collaborate at any time, from anywhere, has made us a better company. 

LVB: Your company and other health insurers have begun opening “wellness centers.” What is their purpose and do they mark a change in the way insurers are thinking about providing care? 

Baum: For many years, the only connection that most people had to their insurance company was their ID card, or a voice over the phone if they needed help or service. Our Capital Blue Cross Connect health and wellness centers change that dynamic by creating a place where members and prospective members meet face to face with us. Our goal was to provide personal, in-person service to help people better understand their coverage and access to healthcare. 

Not only have we been able to deliver health insurance information to both our members and the general public, but we’ve expanded to include wellness services, health coaching, fitness, and more. Because of this success, we have continued to open new locations throughout our service area. Our newest center is at our newly renovated Lehigh Valley Headquarters on Hamilton Street in Allentown. 

LVB: What are some of the other trends in health care insurance right now? 

Baum: As employers emerge from the pandemic and face the challenge of finding and keeping employees, we are seeing many of them use health insurance and other ancillary benefits – dental, vision, life, accidental death and dismemberment, and short-term disability – as a recruitment tool. Many employers are offering open enrollment electronically. And our team has worked to provide resources to meet these needs. 

The pandemic has rapidly increased demand for mental wellness services, and the use of our Capital Blue Cross Virtual Care platform for access to much-needed behavioral health providers has increased dramatically. 

Employers are also trying to determine how best to navigate the vaccine-mandate issue for their workforce, and our team provides them with reporting and data to help them make decisions about the safe return to the workplace. 

LVB: What changes do you see in the industry down the road? 

Baum: At Capital Blue Cross, we are focused on delivering the best possible member experience, and that means providing members with the information and systems necessary to help them easily access healthcare services. It also means that we are committed to offering a broad range of products and services to meet our customers’ varied needs. As employers work to stabilize their workforce and face competition for hiring, health benefits will continue to play an important role. We are committed to supporting their efforts to deliver excellence to their employees. Insurers, including Capital Blue Cross, also are building closer relationships with provider and health systems in order to deliver the highest quality and easiest access to care.