Blue Cross Blue Shield of Arizona (BCBSAZ) has launched Prosano Health Solutions, a new integrated care company that will include behavioral health services.
This marks the organization’s first move into the “payvider” space. The platform is based on a comprehensive care model and allows members to access primary care teams, behavioral health practitioners, lab services, same-day appointments, virtual options and prescription medications.
Behavioral health is at the core of Prosano’s approach to holistic care.
“When we talk about ‘integrated behavioral health,’ we are specifically talking about our Care Team, including trained behavioral health clinicians, working together with patients and families when needed, using a collaborative approach to provide patient-centered care,” Beth Ginzinger, chief transformation officer at BCBSAZ and president of Prosano Health Solutions, told Behavioral Health Business in an email.
BCBSAZ is a nonprofit organization and independent licensee of the Blue Cross Blue Shield Association. It offers health insurance and related services to 2 million customers and employs 3,000 people across Arizona.
“Examples of this care could include anything from the need to ‘just talk to someone’ about major life stressors or crises, or other life experiences such as substance abuse conditions, eating disorders, health behaviors and stress-related physical symptoms,” Ginzinger continued.
Prosano will first roll out to BCBSAZ members and their families via its two BlueSignature PPOs plans. These members can access virtual behavioral health and primary care services.
The initial offering will also have a brick-and-mortar location with many of the services housed there. Prosano will have a total of four brick-and-mortar locations by the end of 2024.
The plan is to expand in 2024 and allow employer groups to enroll in AZ Blue’s Blue Signature Prosano plan.
Prosano is the last in a long line of payers to roll out their own provider offerings.
For example, CVS Health (NYSE: CVS) launched its virtual primary care offering to select Aetna commercial health plan members in January. Aetna is CVS Health’s payer subsidiary.
The service offers members access to virtual licensed therapists and psychiatrist appointments.
Other payers are looking to specifically target their member’s behavioral health. For example, at the beginning of the year, UnitedHealth Group (NYSE: UNH) announced that select health insurance members would get free access to behavioral health coaching.
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