“Young invincibles” usually no longer covered by family insurance policies and are only beginning to establish their independence. They are also just beginning their careers and less likely to be offered or purchase health insurance from their employers.

“Tonik is an important product that allows this growing demographic to purchase coverage on their own terms,” said Monye Connolly, president, BCBSGa. “We asked ‘young invincibles’ what they were looking for in a health plan, and we listened. The end result is Tonik – a plan that makes it easy to understand the concepts and terms related to health insurance and offers easy access to a health insurance product they can relate. ”

Tonik health plans were designed with input from “young invincibles” throughout the country in an attempt to determine the most appropriate product possible to decrease the number of uninsured and expand access to health care coverage. This product – first introduced in 2004 – has already started in California, Colorado and Nevada. Approximately 78 percent of current Tonik enrollees were previously uninsured.

BCBSGa offers three Tonik plans – flexible PPO products to the medical, pharmaceutical, dental and vision. Prices vary depending on the plan and the insured’s age, medical history and where they live.

“We found through our research that this group wants head-to-toe coverage in one easy to understand product. And with Tonik plans beginning at less than $ 100 per month, we are able to identify the nature of the coverage they are looking at rates most young invincibles’ can afford, “Connolly said. “By introducing innovative new products and services like Tonik, BCBSGa constantly working to improve our members’ health, improve health care quality and address affordability for our members. ”

Blue Cross Breaks the Mold by offering new options uninsured; Simple, Online, All-Inclusive Health Coverage Tonik their website. Blue Cross has the mold of traditional health insurance offered by marketing unique health plans tailored to the lifestyle and attitudes of “young invincibles.”

Young adults have the highest percentage of uninsured, consistently reported between 30 and 40 percent. “Young invincibles” are generally people who are no longer family insurance and only beginning to establish their independence. They are also starting their careers and less likely to be offered insurance by their employers. Nearly half of all full-time workers aged 19 to 29 lack employer-based health benefits.

Tonik health insurance plans were designed by and for young invincibles, “as an attempt to improve access to health care coverage for one of the fastest growing uninsured population in the state and the country. Tonik plans are simple, easy to use and affordable. Tonik covers everyday preventive needs (such as routine doctor visits) as the more serious medical needs. Unlike other individual policies on the market, seeing a dentist, get eye exams, glasses and contacts are all-inclusive design in the new benefit.

Curious “young invincibles” can visit and apply for Tonik online. Applicants are subject to review and approval of a plan within a few minutes. Tonikplans.com is intentionally easy to understand and navigate. There is little or no paperwork and if approved, an applicant may be printed in a specially designed identification card.

“Young adults think of insurance, such as broccoli,” said Steve Synott, general manager of individual services for Blue Cross of California. “They know it’s good for them, but they have no taste for it yet.” As a result, many go without. There are currently an estimated 1.6 million uninsured 19-29-year-olds in California. The financial pain of a sports-related injury or other unforeseen event can outweigh the physical. Consider the following: an ambulance ride to the hospital is $ 607, the average cost of a day in the hospital is $ 7175, and knee surgery and care is estimated at $ 48302nd The costs of Tonik plans painless. They range from $ 64 to $ 123 per month, depending on the plan, the insured’s age and where they live.
There is nothing quite like this since … Tonik is an original!

In a unique approach to product development, Blue Cross engaged in a “reverse point-of-view” philosophy by examining the preferences and lifestyles of uninsured young adults. Blue Cross research indicated that they are interested in health insurance, if it meets their needs and was offered at the right price. “The more research we did to understand this group, the more we are convinced that the” young invincibles’ were willing and ready to take responsibility for their own health – if they find a plan that fit their needs, “says Deborah Lachman, Senior Vice President of individual and small group services for Blue Cross of California.
Tonik will initially be available only in California and begin a series of non-traditional marketing techniques. Tonik is expected to grow in Colorado and Nevada in the autumn of 2005. Unicare expect similar versions of Tonik in Illinois and Texas called Sound Health.

Extreme skiing and Tonik unite

To show that this is not your typical health insurance program, Blue Cross is launching Tonik through a groundbreaking marketing campaign that a heavy emphasis on online promotion and advertising, because this group is a heavy utilizer of the Internet. Non-traditional high energy graphics and advertising themes are designed to appeal to this group as well. In addition, the company is a sponsor for the upcoming State Wide launch of the new Warren Miller film “IMPACT,” to premiere in the main cities in California earlier this Monday.