RELEASE
Blue Cross Blue Shield of Michigan partners with Homeward to expand access to care for Medicare Advantage members in Michigan’s Upper, Northern Lower Peninsulas
Gabby Abel
| 4 min read
DETROIT, Jan. 28, 2025 – Blue Cross Blue Shield of Michigan announced an expansion of its partnership with Homeward®, a comprehensive rural health care platform, that will benefit Medicare Advantage members in 48 counties in Michigan’s Upper and Northern Lower Peninsulas. Blue Cross and Homeward will work together to reduce common access barriers by connecting seniors to essential services through Homeward Navigation™ that will improve their health and quality of life.
According to the U.S. Census Bureau, Michigan’s senior population is one of the highest in the country, especially in the Upper Peninsula where residents over the age of 65 represent more than one-fifth of the population. This increasing senior population, combined with a shortage of providers in rural communities, requires thoughtful investment in health care equity to ensure our senior members have the care they need to live long, healthy lives.
Homeward Navigation was first launched for Blue Cross Medicare Advantage members in the Upper Peninsula in October 2024. This month, approximately 65,000 Blue Cross Medicare Advantage PPO and HMO members have access to Homeward care navigators, who can connect them with community and health plan resources to address social barriers, including lack of transportation and food and housing insecurity. Homeward care navigators will also help members find primary care doctors, specialists and behavioral health providers in their communities.
“Seniors living in rural areas across Michigan face unique challenges when it comes to accessing health care,” said Krischa Winright, president of Medicare Advantage at Blue Cross Blue Shield of Michigan. “At Blue Cross Blue Shield of Michigan, we are committed to helping seniors access high quality, affordable health care, and through this partnership we are offering an innovative solution to address and eliminate barriers to consistent care.”
In addition to care navigation services, Homeward’s team includes physicians, nurse practitioners and registered nurses who can help support members and their primary care doctors by offering supplemental services in home, in the community and virtually. This includes ensuring members are up to date on preventive screenings and annual wellness visits and assisting them with the management of chronic conditions. Member engagement with Homeward is voluntary, and there is no cost to members for Homeward services.
“Our partnership with Blue Cross Blue Shield of Michigan focuses on supporting existing health care infrastructure by working closely with local providers to ensure Michiganders residing throughout the Upper and Northern Lower Peninsulas receive the comprehensive, quality care they deserve,” said Dr. Jennifer Schneider, co-founder and CEO of Homeward. “By extending our reach in Michigan to more rural areas, our navigators will help increase access to essential social services that we know greatly impact health.”
Homeward has a value-based care arrangement with Blue Cross for Medicare Advantage members, expanding Blue Cross’ Blueprint for Affordability portfolio. These types of arrangements align health outcomes to payment, strengthening efforts to make care in Michigan more accessible and affordable, while driving better health outcomes.
More information about Blue Cross’ Medicare plans can be found at bcbsm.com/Medicare/plans. To learn more about Homeward, visit homewardhealth.com.
About Blue Cross Blue Shield of Michigan
Blue Cross Blue Shield of Michigan, a nonprofit mutual insurance company, is an independent licensee of the Blue Cross Blue Shield Association. Blue Cross provides health benefits to more than 4.7 million members residing in Michigan in addition to employees of Michigan-headquartered companies residing outside the state. The company has been committed to delivering affordable health care products through a broad variety of plans for businesses, individuals and seniors for more than 80 years. Beyond health care coverage, Blue Cross supports impactful community initiatives and provides leadership in improving health care. For more information, visit bcbsm.com and MiBlueDaily.com.
About Homeward
Homeward is rearchitecting the delivery of health and care for rural Americans by partnering with payers, providers and community organizations. By taking full financial accountability for clinical outcomes and the total cost of care across rural counties, Homeward aligns incentives and strengthens local healthcare ecosystems. The Homeward Navigation™ platform uses advanced analytics to connect members to the right care and local resources that address social determinants of health and improve holistic health outcomes. Since many rural communities lack adequate clinical capacity, Homeward employs care teams that supplement local practices and reach people who cannot access care otherwise. As a public benefit corporation and B Corp™ certified company, Homeward’s mission and business model are aligned to address the healthcare, economic, and demographic challenges that make it harder for rural Americans to stay healthy. For more information, please visit www.homewardhealth.com.
