Sorting Online Health Facts from Fiction: Premera Web Site Earns Key Endorsements.

Business Editors/Health/Medical Writers

ANCHORAGE, Alaska--(BUSINESS WIRE)--Nov. 18, 2003

Navigating the multitude of Web sites that offer health advice can be a daunting task, so it's no wonder consumers sometimes wonder whether they are getting the best and most reliable information available.

Health insurers seeking to provide online health information content to their members face a similar challenge.

Fortunately, a number of organizations exist to set standards and accredit health Web sites, and others recognize Web sites' usability and innovation.

Premera Blue Cross Blue Shield of Alaska offers "aHealthyAdvantage.com," the only health Web site offered by a Northwest insurer recognized by all three of the following national and international accreditation and evaluation organizations:

-- Accreditation by URAC 

-- Certification by HON (Health On the Net Foundation)

-- Recognition by the Web Marketing Association

"The World Wide Web is increasingly looked to as a source of important health information," said Dr. John Castiglia, chief medical officer for Premera Blue Cross Blue Shield of Alaska. "With so much information available, consumers need to know whether a site is credible, reliable, and easy to use. The recognition aHealtyAdvantage has received gives our members that reassurance."

For its health-information site, Premera contracted with Consumer Health Interactive (CHI), a leading provider of consumer-focused Web solutions. The Web site gives Premera members and the public access to valuable tools that help them better understand and manage their health, guides them through the myriad of online health information resources, and helps them make more informed health-care decisions.

Among the Web site's features are weekly developmental reports for expectant mothers, tools to help members avoid dangerous drug interactions, and tools that help members assess how particular lifestyle choices affect their health.

In recently receiving the Web Marketing Association's Standard of Excellence award, aHealthyAdvantage.com was judged on site design, innovation, content, interactivity, navigation, and ease of use and use of technology.

The site also recently won re-accreditation by URAC, the national organization recognized as the authority in setting high standards for health-care programs. URAC Health Web Site Accreditation is a "seal of approval" backed by rigorous third-party review.

All Web sites that achieve URAC accreditation must comply with 53 comprehensive standards including privacy, security, health content and disclosure.

The Web site was also recently re-certified by HON, an international organization recognized by the United Nations and the World Health Organization. Its mission is to guide health-care consumers, physicians and providers to sound and reliable medical information and expertise on the Web.

In assessing online health information, Web site visitors can look for the URAC and HON logos, and ask 10 questions of their own (see Fact Sheet: 10 Tips to Judge Health Web site Reliability).

Premera Blue Cross/Premera Blue Cross Blue Shield of Alaska provides health insurance and related services to more than 1.2 million people in Washington and Alaska. Premera Blue Cross has operated in Washington since 1933, and Alaska since 1957. Premera Blue Cross/Premera Blue Cross Blue Shield of Alaska are independent licensees of the Blue Cross Blue Shield Association.

10 Tips to Judge Health Web site Reliability

To ensure that the health information found on any Web site is reliable, ask these questions. If the answer to any of them is "no," be wary of what you read.

-- Is the Web site author - an organization or individual -

easily identified?

-- Does the Web site provide an easy way for visitors to provide

feedback or ask questions?

-- Can the information provided be checked, and is the scientific

source cited?

-- Is medical or health advice offered provided only by medical

professionals unless clearly stated otherwise?

-- Is the information up to date?

-- Are Web site sponsors and advertisers clearly identified?

-- Does the site respect confidentiality of site visitors' health

information?

-- Is the Web site balanced, or does it provide only one point of

view?

-- Does the Web site offer visitors a means to opt-out of the

collection and use of personal information? Does it offer an

explanation of the consequences both of providing, and not

providing, such information?

-- Where the Web site offers self-assessment tools, does it

disclose the source and the scientific basis for the tools and

their findings?

Remember, never disregard the advice of your own doctor. Always look for either the URAC or HON symbols on the Web site. They are your assurance of quality.