Stronger Together: How a Strategic Partnership with BCBSMN Enhanced MSK Care Accessibility

"The biggest surprise, and quite frankly, a motivating factor is how successful the program has been. As a fairly fit and active person, I really questioned how the exercises that didn’t seem too taxing, could make a difference. But the great thing is, it does, continued dedication makes a huge difference!”

- Anonymous employee and Hinge Health participant

About the company

This manufacturing organization is a large, member-owned cooperative with a diverse portfolio of business units, including dairy products, animal nutrition, and agronomy. Its operations span across a wide geographical area, with employees located in nearly every state and 290 US facilities. The organization prides itself on its cooperative structure and its commitment to its members and employees.

Diverse Workforce, Unique Challenges: The Quest for Inclusive Benefits

The organization's workforce is incredibly varied, encompassing field workers, manufacturing personnel, and desk-based employees. A significant portion of their team works in manufacturing plants, often operating 24/7 or on rotating shifts, where access to personal devices like phones is restricted. Many employees reside in rural communities, which presents unique challenges such as limited internet access (sometimes relying on basic cell service or even flip phones) and considerable travel distances to traditional healthcare providers.

These diverse demographics and geographical spread created significant pain points for the client's benefits strategy. A primary concern was effective communication and engagement with their entire employee base, particularly those in manufacturing roles who don't regularly access computers or email. Despite offering a wealth of resources, the benefits team found that information often wasn't reaching these employees, or it was perceived as too complex or difficult to access via technology.

From a healthcare cost perspective, the organization faced increasing expenses, driven by factors common across many populations, such as endocrinology, oncology, orthopedics, and rheumatology, along with associated prescription drug costs. A key priority for the benefits team was to contain these rising costs while simultaneously ensuring comprehensive support for their members. Their overarching goal was to provide a unified, accessible resource that could support employees when they needed it most, reducing the burden of navigating complex healthcare systems and offering alternatives to traditional brick-and-mortar care.

Strategic Solutions: Driving Engagement and Delivering Measurable Impact

The journey to finding a more inclusive and effective solution began when the organization recognized that a previous incentive program primarily benefited headquarters staff, failing to engage their broader, non-digital workforce. They decided to reallocate those funds into programs that would offer more widespread benefit. This led to a focused search for partners in two key areas: MSK and mental health. The critical criteria for any new solution were virtual accessibility and ease of use for employees without internet access or computer proficiency, allowing them to receive care from home without needing to travel for appointments. To further address accessibility, the client even provided cell-enabled tablets to employees in areas with limited internet infrastructure.

After a thorough evaluation, the organization selected Hinge Health for their MSK solution in 2020. The benefits manager noted that Hinge Health stood out as uniquely capable of meeting their needs, being the only one that offered fully virtual and accessible care. The implementation, initially planned for later in the year, was rapidly accelerated in mid-2020 due to the pandemic, as many corporate employees transitioned to working from home with less-than-ideal setups, increasing the potential for MSK issues. The launch was remarkably successful, quickly exceeding engagement targets and proving "really popular" with employees.

To ensure continuous engagement and reach all employees, the organization partnered with the Hinge Health Enrollment Marketing Team to develop a multi-faceted communication strategy. This included using TV slides at all locations, sending home mailers, and providing shift talking points for managers. They even implemented unique initiatives such as:

• On-site Pilots: Training plant supervisors and managers, and providing tablets for the break rooms for hands-on demonstrations.

• Tailored Exercises: Collaborating with Hinge Health to create job-specific stretches based on videos from their safety team (e.g., for lifting tasks).

• Total Rewards Champions: Establishing a network of employee champions across all locations who receive monthly updates on benefits, including presentations from partners.

• Physical Care Packages: There is a plan to send quarterly "care packages" to plant locations with tangible items and information for break rooms, with champions assisting in distribution.

A bit after the initial direct implementation, the client integrated Hinge Health with their health plan, BlueCross BlueShield of MN since they were already a partner with Hinge Health. This transition was driven by a desire for "simplicity," consolidating contracts and streamlining the claims process. BCBSMN now handles eligibility and integrates Hinge Health into its digital platform, making it discoverable when members search for related services. BCBSMN also proactively identifies members at risk for conditions like back pain and promotes the program through targeted communications. This integration was seamless, causing no disruption for members.

A key benefit priority for the organization for the coming year is to launch BlueCare Advisor Premium with Blue Cross so employees can have a centralized hub for all well-being benefits and programs. 

The outcomes have been overwhelmingly positive. They have noticed that engagement remains strong over several years, with the client's benefits manager noting, "It hasn't gone stale. We're still seeing the engagement." Employee feedback has been consistently positive, with many expressing enthusiasm for the program and even several employees wear their Enso around the office and are proud to show it off. 

The benefits manager has also become an internal advocate, giving presentations that have led to requests for similar sessions from other internal groups, highlighting the power of personal stories. 

These outcomes are self-reported from 2,277 total program members since the company’s launch in mid 2020:

• 53% average pain reduction

• 54% reduction in surgery intent

• 64% reduction in pelvic floor symptoms

• 8.6/10 member satisfaction

• 3.7x projected ROI

• 82% of members achieved MCID (minimal clinically important difference) compared to 59% in traditional physical therapy*

*Olsen, MF et al. Journal of clinical epidemiology (2018). Eleswarapu, AS et al. Spine (2016). 

The success with Hinge Health is also attributed to its holistic approach, with coaches and physical therapists collaborating with other benefit partners (like mental health services) to ensure comprehensive support and referrals, acknowledging the many interconnected factors influencing an employee's overall health. This commitment to "creating accessibility for all regardless of who that person was" has been a cornerstone of the program's enduring success.