Centene Launches PSA Initiative to Boost COVID-19 Vaccine Rates

Centene Corporation has launched a new initiative to increase COVID-19 vaccination rates among health plan members as well as all Americans.

One half of the initiative will include a call campaign to Centene health plan members nationwide. The payer will work with network physicians to make phone calls in order to ask members if they have been vaccinated. Callers can then help arrange appointments for those members who have not been vaccinated.

The call campaign offers a financial incentive for providers. The top 100 providers with the highest increase in vaccination rates will each receive a $5,000 grant for medical equipment, according to the press release.

Centene will also launch a public service announcement (PSA) that highlights the importance of getting vaccinated for the benefit of loved ones, such as grandparents, parents, and friends.

For those hesitant to receive the vaccine, the payer expressed in the press release that considering the potential impacts of that decision on those close to the member could sway hesitant members’ opinions.

“Uncertainty around the COVID-19 vaccine could lead some people to avoid or delay receiving the shot. We continue to be concerned that this could have significant consequences for their health and the health of their families,” Michael Neidorff, chairman, president, and chief executive officer of Centene, said in the press release.

“Through these two new initiatives, as well as other previously announced campaigns, we want to continue to empower people to actively contribute to their health and well-being by informing them about the benefits of the vaccine.”

The new initiative is not the first step Centene has taken to increase vaccination rates among its members, the press release noted.

Centene health plans have reached out to high-risk members individually to encourage them to get vaccinated. They have also provided members with assistance in scheduling vaccine appointments and in accessing transportation to vaccination clinics.

Back in March, Centene launched a series of PSAs with Pro Football Hall of Famers Anthony Muños, Darrell Green, Aeneas Williams, Drew Pearson, and others. The 30-second spots took a similar approach as Centene’s new PSA, with Hall members speaking about loved ones who are counting on them to get vaccinated.

More than 160 TV stations have aired the spots and Centene health plans have been running the PSAs on their social media channels.

Centene’s local health plans have partnered on vaccination efforts across the country as well, including recent events in Kentucky, New Mexico, and California, according to the press release.

Since Centene health plans serve more than 25 million members across the country, their vaccination initiatives have the potential to make a strong impact on local vaccination rates.

Other payers have also taken action to educate and inform members about the COVID-19 vaccine.

Several Blue Cross and Blue Shield companies partnered with local governments and businesses to raise awareness about the vaccine, combat misinformation, and support vaccine distribution.

Cigna started offering a financial incentive in the form of $200 to employees who are fully vaccinated.

The payer also extended their employee policy around coronavirus-related paid emergency time off. Originally, the policy allowed employees to take ten days off of work for coronavirus-related reasons. Cigna adjusted this policy to include vaccine recovery as a legitimate reason for leveraging this benefit.

Payers are also using member engagement strategies to encourage beneficiaries to get vaccinated. More than nine in ten health payers have trained their customer service representatives to respond to COVID-19 vaccine questions, according to a past AHIP survey.

In addition to PSAs and past initiatives, Centene also provides a COVID-19 online resource center to notify members about the vaccine and other coronavirus-related information.