Blue Cross To Target Emergency Room Visits

New outreach campaign shows members when to use the ER

Misuse of emergency rooms (ERs) for non-emergency medical concerns is a big cost driver for our clients and members. The average cost to go to the ER for a non-emergency is $1,200 (1). Yet 66% of members go to the ER whenever they (or someone they care for) are sick and the doctor’s office is closed.(2) And, 25% believe the best place to go is the ER, regardless of how sick or injured they are, no matter the time of day.(2) This not only costs members more – in terms of both time and money — but also ties up emergency staff unnecessarily. That’s why we’re launching a new campaign designed to reduce avoidable ER visits.

This new campaign uses targeted direct mail and email materials to help members understand when they should use the ER and when it may make more sense to use another quick care option, like an urgent care center, walk-in doctor’s office, or retail health clinic. These other options can be a great way for members to avoid long waits and big bills while getting quick care for non-emergencies like sprains, stitches and rashes. Campaign materials also include money-saving tips and Anthem resources to help members make wise decisions based on their unique health care needs.

Take a peek at a few of our campaign samples. Actual materials received by members may vary based on how they’ve used the ER in the past.

1. National averages of the total cost, not what members paid based on Anthem, Inc. members’ paid claims from January 1, 2015 through December 31, 2015.
2. 2014 Voice of the Customer Quick Care Alternatives Communication Survey

This article applies to:

•     California
•     Small Group, Large Group, and Individual (under 65)