Bluegrass Family Health – the insurance arm of Baptist Health – is changing its name to Baptist Health Plan.
The Lexington-based health insurance carrier will now be more readily identified with its parent organization, which is based in Louisville.
Bluegrass Family Health has offered insurance through area employers for more than 20 years and now has nearly 80,000 members in Kentucky and parts of adjoining states. In January 2016 Baptist Health Plan will launch modified versions of its current plans – along with some new types of plans – as the company continues to grow.
Research into the preferences of both consumers and employers in the region helped guide the decision to make the name change. Many respondents were familiar with Baptist Health’s reputation for quality care and believed the health plan would benefit from a similar name.
The name change is part of a larger transformation within Baptist Health, focusing more on a proactive approach to keep people well, not just care for them when they are sick. Under the new model of care, dedicated care teams led by primary care physicians actively engage patients in decisions about their health and help them find the resources they need. This shift toward “value-based care” – working toward healthier outcomes for patients while keeping an eye on costs – is driving Baptist Health’s entire healthcare delivery system and each of its strategic objectives.
The next few months will be a transition period in which consumers may continue to see the name Bluegrass Family Health in some capacity, but as signs are replaced and contracts and members renew, Baptist Health Plan will gain more visibility.