Proving the Business Case for the Internet of Things

Fitbit partners Blue Cross and Blue Shield

Steve Rogerson
August 21, 2018

Blue 365, a US-based health and wellness programme for Blue Cross and Blue Shield (BCBS) members, is partnering with Fitbit to help consumers create and maintain healthy habits.
Through this programme, more than 60 million BCBS members have access to an offer on Fitbit activity trackers and smart watches, and also have access to an additional offer by bundling their purchase with a Fitness Your Way gym membership from Tivity Health.
As part of a commitment to providing consumers with affordable health and wellness products, the Blue 365 programme also partners with employers to help build a culture of health in the workplace. Employers can either buy in bulk or subsidise a purchase of Fitbit devices for their employees.
“There is no question that increasing activity and moving more is a tremendous benefit that can improve health, and I’m excited Blue 365 members will have even more incentives to get and remain healthy by exercising at a pace that’s right for them,” said Mark Talluto, vice president of strategy and analytics for the Blue Cross Blue Shield Association. “This strategic partnership will bring personalised health and wellbeing to the next level, allowing members to put their health first.”
Blue 365 is available to members of the 23 participating BCBS companies, as well as the Blue Cross and Blue Shield government-wide service benefit plan, also known as the federal employee programme. Blue 365 features weekly deals and long-running special offers from top national retailers and other vendors. In addition to the special offer on Fitbit devices, other available products and services include fitness gear, gym memberships, healthy eating options, stress management services, hearing aids and vision and dental products.
“Fitbit provides a powerful platform to engage consumers by offering data, insights and guidance to help them meet their health goals,” said Adam Pellegrini, general manager of Fitbit Health. “This partnership is an example of how Fitbit is expanding access to our devices and software so that we can help more people focus on their health and wellness and achieve better health outcomes.”