Have questions about payer markets? Join us as we pick the brain of our newest CPR editorial advisory board member, Scott Wilson, public affairs manager for BlueCross BlueShield of Tennessee.

Today, insurance companies are not just focused on healing the sick—it’s about keeping people from getting sick. In this look at payer markets, Wilson answers questions about health care today—and how it may not look the same tomorrow.

CPR: In thinking about marketing/communicating to BCBS members, what are the most important messages you want to convey with any strategic communiqué?

Wilson: Personally, I focus on clarity and transparency when developing any communication. The first seems fairly obvious—as a communicator if I’m not understood, I’m a failure. Transparency is absolutely essential for trust building in the world in which we work.

CPR: What are the prominent issues that remain top of mind for your membership?

Wilson: Our customers want value for their premium dollar. That means affordable health care coverage and medical care that produces high quality health outcomes.

CPR: What are the current healthcare system’s strengths?

Wilson: There are many great aspects to our current system, not the least of which is that nearly 75 percent of the employees in private industry and state and local governments—civilian workers—have access to medical benefits through their employer, according to the U.S. Department of Labor. That’s a really big chunk of the workforce getting benefits via the workplace from private insurance carriers. My point is that with such a high percentage of the work of reform already done, it seems unwise to get rid of that system entirely, rather than move to better address the other 25 percent.

CPR: In which areas do you feel the current healthcare system should improve?

Wilson: Getting quality, affordable care to the uninsured and the underinsured is key. That’s what the healthcare reform debate will be about: how to keep the innovations and efficiencies of the private sector in place, while involving the federal government to cover those who aren’t in the system.

CPR: Taking a look at your own organization, how has BlueCross BlueShield of Tennessee changed to meet consumer needs and healthcare cost realities?

Wilson: All of our efforts have been toward affordability, access, and prevention. We’ve introduced new health-benefit plans, such as high-deductible health plans coupled with a health savings account to help lower a member’s monthly premium. We have been undergoing a transformation from simply paying claims to really being a personal health advocate for our members.

CPR: Looking ahead, what trends in health care are BlueCross BlueShield of Tennessee preparing for now?

Wilson: The future is about “well care.” Everyone wants to keep healthcare costs down and the easiest way to do that is to stay healthy. More importantly, being healthy is a key component to living a vibrant, full life.

Staying healthy is difficult, and it takes effort to eat right and stay fit in contemporary American society. To help combat current trends, BlueCross BlueShield of Tennessee is focusing on well care for our employees and members. Investing in a person’s health and fitness is far, far less expensive than paying to cure them when they are sick.

For more of our interview with Scott Wilson, check out the upcoming issue of CPR magazine.