Discussing An Interesting Idea From The Community: Linking Behavior To Health Premiums

A number of surveys indicate that Americans are concerned about the cost of healthcare, but also think people should pay higher insurance premiums if they engage in unhealthy behaviors.  For example, a 2005 WSJ/Harris Interactive poll indicates that the “majority of Americans say smokers and those who don't wear seat belts should pay different levels of insurance premiums, co-payments or deductibles.” 

Now, some employers are taking this sentiment to the next level.  According to the Financial Times, supermarket giant Safeway “will offer its employees discounts on their health insurance if they participate in a service that tracks the nutritional quality of the food they buy at its stores.”  Humana, the sponsor of the ChangeNow4Health campaign, is also leading the charge by “offering lower health premiums to employees who pursue healthy lifestyles.” 

This is certainly an interesting concept.  After all, it makes a lot of sense to encourage healthy behaviors by intervening directly at the source of many bad habits: the supermarket.  Of course, if this idea were to be rolled out more broadly, one would have to account for variations in the US population, especially geographic.  For some (especially those in poor neighborhoods), it’s very difficult to eat healthy because they do not have access to wholesome foods, including fresh fruits and veggies. 

Overall, however, the Safeway initiative is certainly intriguing.  Thanks to “Kim the Consumer” for suggesting this idea.  I’d love to hear what you think.