NEW YORK, N.Y., April 10 – With the rise of financial incentives and a multitude of decisions facing consumers regarding healthcare benefits, treatment options and behavior, employees are highly receptive to guidance from health coaches, according to Phillip Micali, founder and CEO of bWell international, inc., a provider of products and services to the health and wellness marketplace.

Citing a recent survey from Watson Wyatt Worldwide and the National Business Group on Health, Micali noted that 29 percent of companies in the U.S. will offer a consumer driven health plan (CDHP) that includes health coaching in 2006 for the 2007 plan year, and increase from seven percent in 2004, and 13 percent in 2005.

Think of the consumer driven playing field as a baseball diamond, where professional teams maintain a battery of coaches " head coach, pitching coach, batting coach, infield/outfield coaches and others, said Micali.Newly empowered health care consumers want the same approach and welcome specialty coaching that helps them to navigate the new turf.

He added, While some health plans simply camouflage their old utilization review and case management programs into health coaching initiatives, more progressive managed care organizations and companies are rolling out tailored formats to assist consumers with the plethora of information available in the health care and wellness marketplace today.Effective health coaching includes risk factor identification and well-being planning that are highly personalized and customized to the individual consumer.

Micali said that employees who opt for consumer driven health plans need specialty coaching in three distinct areas:

Health Benefits Coverage is an increasingly complex area that hinges upon high-deductible Health Savings Accounts (HSAs) and other options, and requires creative and significant educational efforts using multi-media and multi-channel tools.The benefit plan health coach focuses upon articulating the plan options clearly so that consumers can make a choice that best fits their individual or family needs, taking into account not only current requirements but also future plans that may impact retirement, said Micali.

Decision Care Support focuses upon choosing the right service at the right time.Micali explained, Clinical health coaches, also known as disease management specialists, have a clinical background that helps consumers to interpret and evaluate available information.Basically, they help consumers to shop for services, ask the right questions before the service is rendered, and make appropriate decisions that deliver optimal value regarding clinical, cost and quality outcomes.

Lifestyle Decisions involve the broader context of healthy living. Lifestyle health coaches include personal fitness trainers, EAP counselors, dietary counselors, yoga instructors, life coaches, and any expert in managing personal health risks, Micali said. They address individual and unique health risks are and provide frequent and repetitive contact and support that enables consumers to develop healthy habits.Employers are increasingly supportive of this brand of preventive health.

Phil Micali has over 20 years experience designing, developing and operating health and wellness companies, including HMOs and specialty managed care programs, both in the U.S. and in Europe.