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Hello, everyone.

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This is Jacob Emerson with the Becker's Pay

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Your Issues podcast.

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Thrilled today to be joined by a special

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guest,

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Blue Shield of California's Promise Health Plan CEO,

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Kristin Cerf. Kristin, thank you so much for

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taking the time to be with us on

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the podcast today.

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Hello. Thank you so much for having me,

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Jacob. I'm excited. This will be fun.

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Likewise, Kristen. And before we dive into everything

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we wanna talk with you about and everything

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that's going on at Blue Shield, can you

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tell us a little bit more about yourself

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in terms of your health care career background

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and what it is that you're doing today

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at Blue Shield of California?

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Alright. So I am currently president and CEO

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of Blue Shield of California Promise Health Plan.

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Blue Shield of California Promise Health Plan is

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a nonprofit health plan that is fully owned

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by Blue Shield of California,

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also a nonprofit mission oriented health plan here

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in California.

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And I've been in this role for about

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5 years now, and I've had a little

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bit of a nontraditional

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journey because before I moved into this position,

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I was in the legal department. I was

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the chief legal officer for Promise Health Plan.

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I've had a long legal career, I guess.

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At this point, it's over 15 years. I

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started with the California

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Department of Managed Health Care that regulates managed

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care plans in California.

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I spent time as outside counsel at Lock

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Lord. It's an AM fifty law firm, and

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it specialized at the time in deep, payer

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issues and did everything from value based contracting

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to, you know, disputes to learning how to

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implement operational changes, mergers and acquisitions, all kinds

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of fun stuff. And I was also at

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another health plan and worked deeply in their

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Medicaid business for 6 or 7 years as

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well prior to coming to Blue Shield. So

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it's been a really fun, a little bit

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of a different journey, but I think that

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lenses are always fun to play with. So,

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it's definitely contributed a lot to my career.

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Fantastic. Well, I appreciate you taking us through

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that, Kristen. And the first thing I wanted

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to talk with you about is something that

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happened just a few weeks ago, and it

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really affected all health plans throughout the country.

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But the National Committee For Quality Assurance awarded

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a 4 star rating to Blue Shield's Promise

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health plan. Really, only a handful of,

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health plans around the country achieved 4 stars,

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and that number gets even smaller as you

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know when we're talking about the Medicaid space.

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So talk to us a little bit about

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this rating. What goes into something like that,

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and what does it mean specifically for Blue

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Shield of California?

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You know, this rating is a really special

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rating because it's all about preventative care, and

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it's about whether or not we've been able

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to get our members access to and receive

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the preventative care services that we need. So

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I like to think of this as, like,

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blood pressure screening, cervical cancer screenings, childhood immunizations,

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adolescent immunizations,

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prenatal and postpartum care. Right? So this is

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really critical stuff, and so this is not

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only a win for us at Promise. It's

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a win for all of our members, our

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580,000

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Medicaid members in Los Angeles and San Diego

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County.

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And it's really deeply personal for me and

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the team. As I mentioned, we're a nonprofit

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organization.

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Our mission is to ensure that our members

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have access to high quality health care that's

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worthy of our family and friends.

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And we really view ensuring that members have

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access to these preventative care services as core

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to that mission. And I think in Medicaid,

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it's a little bit tricky. Right? Because you're

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talking about a low income population. It's a

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significant

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population as well. You've got about a third

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of all Californians

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on the Medicaid program

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and about half of the children.

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And for folks that are listening from other

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states, California has combined the Children's Health Insurance

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Program with the Medicaid program. So I just

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talk about them together.

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But it is a very large swath. And

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when you think about that and you think

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about the challenges that folks living in those

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communities

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may have, the lack of resources and access

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to care that they may have, I I'd

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say this is a pretty significant accomplishment and

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one that we're very excited about.

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Absolutely.

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And, you know, that number you mentioned, 580,000

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members across the state of California, that rating

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means that all of those people are receiving

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high quality health care as deemed by the

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NCQA.

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So, Kristen, what specific innovations took place within

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the company, let's say over the last year,

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to help achieve this high rating?

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You know, it's so funny because we're living

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in this age of technology, and I'd say

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core and center to all of this is

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data. Right? And access to is real time

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data as is possible, and that requires really

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deep partnership with our providers

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to make sure that we know what's going

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on and that we have that collaborative relationship.

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But the real secret sauce here and where

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the rubber meets the road is how do

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you influence

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someone to come to the table.

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Right? How do you influence someone to go

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see a doctor? How do you influence a

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mom to take time out of her day

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who has a job, children, other issues,

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and go get a mammogram, which may feel

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like something that's a little bit, like, not

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as necessary because you feel fine. Right? Life

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is going along. You're feeling great. Why do

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I need that cervical cancer screening? Why do

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I need that mammogram screening? Or, you know,

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for men as well, why do I need

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that blood pressure or that diabetes screening?

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And and so it's hard because it's about

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influence. And so what we've done is we've

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taken our data. Right? We've continued to evolve

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and invest in getting as real time data

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as is humanly possible, and that is part

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of the work that we're doing at Blue

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Shield, and I'm sure you'll be hearing more

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about that,

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in the coming days,

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and working with our providers and our community

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based organization partners so that we can really

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get out there and build that trust with

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our members.

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I think that equity and understanding the communities

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that we serve, understanding barriers and access to

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care, understanding that there may be a need

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for alternative

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appointment hours, working with providers to ensure that

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they understand what's going on in their specific

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community, and also listening.

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Because so often, so many of our members,

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our providers, and our community based organizations

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actually tell us exactly what they need. And

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so when we understand what we need, we

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can actually tailor and build interventions

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that are designed to address those needs. So

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that's really been the secret sauce, but, you

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know, it's not necessarily like a cut and

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paste or a one size fits all because

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every person is different. Every provider group is

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different. Every community that someone lives in is

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different. And so, you have to take those

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dynamics into account to truly move the needle

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and build those trusted relationships and get to

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a place where people understand the importance of

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taking the time to engage in these important

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screenings.

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Sure. Absolutely. So a lot of data driven

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processes here along with a lot of provider

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collaboration, it sounds like, that led to this

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high rating.

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And as you know, Kristen, there's a member

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survey that goes into this rating as well

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from the NCQA,

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that the that the organization administers itself. Blue

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Shield has no input in terms of how

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what kind of data comes back from your

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members. So were there other areas within the

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member experience that the company has placed emphasis

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on in the past couple of years that

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then led to where we are now with

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with that high rating for your Medicaid plan?

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Yeah. I'd say one of the things that

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we've invested in is actually a joint partnership

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with LA Care Health Plan down in Los

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Angeles. They're

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a local initiative health plan. We're a nonprofit.

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We have a heck of a lot in

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common.

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We put a $149,000,000,

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collaboratively

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together into the pot to build 14 community

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resource centers.

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Right? And so this is also taking us

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back to the days of brick and mortar,

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but creating a place that is welcoming,

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and designed to meet community needs, the needs

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that I spoke about earlier.

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Also incredibly data driven intended to serve very

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high volume of both of our membership that

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live within 3 miles of each center across

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Los Angeles County

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and really designed to address

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lifestyle issues, right, that can contribute

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to health

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outcomes. So are you cooking and eating well?

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Do you have the skills and tools to

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understand how to do that? We offer family

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cooking classes. I think that's so great just

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to get even kids to the table and

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start folks early on what it means to

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to live a healthy lifestyle, exercise classes, financial

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classes so that people can understand

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how to build a credit score. Right? Things

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like that. And then as a lever point,

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we're able to use them as a place

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where we can bring in some screening services.

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So everyone's aware we have mammogram vans. Everybody

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does. We have provider partners that do that.

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We're able to bring those vans to those

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sites based on what the community has told

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us or or times and needs that will

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serve them best.

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Well, it's a fantastic example, and I I

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really appreciate you sharing that with us, Kristin,

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in terms of payers collaborating together for better

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health outcomes.

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In that vein, any other notable innovations or

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community outreach programs that the company wants to

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build upon

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from this past year or moving forward?

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Yeah. Well, before we hit that, if that's

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okay, I'd love to just discuss a few

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data points that I neglected to mention earlier.

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Yeah. So at our community resource centers, we're

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actually starting to see our data. We started

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this journey about 5 years ago. Sure you

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can imagine COVID had an impact, but most

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importantly,

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we're seeing that these centers are actually supporting

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the members. So if we all start at

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the top that social needs drive 80% of

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health care spending. Right? So we all know

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how expensive it is, and we all know

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that we need to address it.

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And then we bring in interventions like a

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resource center to support our members.

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We have seen a 36%

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decrease in in patient admissions,

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a 32%

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decrease in urgent care visits, and most excitingly

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when we're talking about quality and we're talking

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about interventions,

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we've seen a 21%

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increase in primary care visits from the members

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that access these sites. So this is really

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exciting stuff and something that I really want

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to encourage people to think about.

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The stuff that you're gonna see as we

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head towards the future that's really exciting, I

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think, for us and for everyone at Promise.

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You're gonna see deeper partnership. You're gonna see

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a focus on equity, which is part of

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the work that I think so many states,

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including California, are doing.

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Again, that is core to our mission, so

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we're very excited in that. I think that

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we're a little bit ahead of the curve

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on that and truly understanding our members, the

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populations that we serve, and tailoring,

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to address their specific needs.

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We've also launched an incredibly exciting program in

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partnership with GED Works to support our members

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and understanding that

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every single member, right, that may need access

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to,

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getting their high school diploma or GED, general

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education degree equivalent,

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can do that. And it's completely free to

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them because there has been a really deep

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correlation shown in studies between

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having that high school level education and their

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overall health and well-being outcomes. So, we're really

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excited to get some data on that as

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well and see where we we go. Our

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first group has already gone through GED Works,

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and they're in the middle of testing and

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getting those very exciting,

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degrees.

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And then our second group is up and

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starting right now. So just really exciting, wonderful

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stuff to see and also just great to

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see how when you listen to the community,

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you understand the needs of the folks that

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are in that community and you bring to

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the table and offer things,

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people do take you up on it. And

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I think that that is the most meaningful

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part of all the work that we're doing.

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Absolutely. And clearly so much impactful work going

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on at Blue Shield. But before we go,

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Kristen, what else are we missing? Any final

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thoughts or final bits of advice you'd like

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to offer while you have the ears of

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a lot of health plan leaders all over

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the country?

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I am just gonna say, and I've been

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saying this for years, partnership,

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partnership, partnership. Whether it's partnership with your providers,

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your community based organizations,

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your members, or even other payers.

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These are tremendous challenges, right, that we're all

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facing. We all have

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extremely,

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you know, big audacious goals because they're the

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right things to do.

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And as we work together, I think that

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we're able to have significantly more impact. So,

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our future is so bright.

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We're seeing Medicaid programs not only in California

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through California Advancing and Innovating in Medi Cal

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but other states

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really headed around and focused on such key

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important components of people having the highest and

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best opportunity

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at an overall, like, great health outcome. Right?

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We're focused on equity. We're focused on population

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health. We're focused on whole person care. It

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doesn't get much better than that. Really understanding

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social needs and and delivering on those, I

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think, are the key to unlocking highest and

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best optimal health outcomes for everyone. So I

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always say if it works in Medicaid, it's

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gonna work everywhere else too.

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And it's working here, it's working now, and

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I'm really excited for what that means for

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the future.

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Wonderful. Well, Kristen, thank you so much for

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taking the time to sit down with us

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and for sharing your insights with our listeners.

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We truly appreciate it.

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Thank you, Jacob.

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If you'd like to listen to more podcasts

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from Becker's Health Care, you can visit beckershospitalreview.com.