Since a 2015 CMS rule gave Medicare Advantage plans more flexibility to offer rewards and incentives programs (RI programs), the agency has continued to loosen up what was historically a limited benefit, allowing completed health risk assessments to qualify as rewardable activities starting in 2019 (RMA 3/1/18, p. 1) and now offering some flexibility around plan marketing of specific rewards and incentives (see story, p. 1). This is potentially good news for the many RI program vendors that have sprung up in recent years as health plans become more interested in incentivizing healthy behaviors that can lead to higher star ratings and HEDIS scores. AIS Health spoke with three vendors to learn more about this increasingly competitive space and how they are attempting to differentiate themselves.
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