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Anthem Blue Cross and Blue Shield debuts in-network mobile search

Healthcare insurer WellPoint's Anthem Blue Cross and Blue Shield has introduced an online directory of in-network doctors and hospitals that is searchable via mobile devices.

The Anthem Mobile Provider Finder tool lets users search for in-network doctors and hospitals by address, city, state, ZIP code or name. Users can also refine their search using physician specialties, languages spoken and gender.

"As more and more people use these devices to stay connected, we feel that it's important to expand our mobile suite of products," said Scott Golden, spokesman for Anthem Blue Cross and Blue Shield, Richmond, VA. "That's why WellPoint is the first in the industry to offer a mobile provider tool."

This announcement by the Virginia branch of Anthem Blue Cross and Blue Shield follows similar launches in Connecticut, Maine and New Hampshire. They are precursors for a national roll-out later this year.

Members can visit www.anthem.com/mobile from any Web-enabled phone. The provider tool's displayed search results include physicians' phone numbers and addresses and step-by-step driving directions specifically designed for small screens.

WellPoint claims to be the first company in the health insurance industry to offer this service to its members.

"This is the beginning of a new era in healthcare and it provides us an opportunity to make tremendous improvements to the way most of us experience the healthcare system in America," Mr. Golden said.

"Health information technology, including mobile, is a key component of our strategy to transform healthcare and has the potential to help lower long-term healthcare costs, improve healthcare quality, simplify healthcare delivery and empower patients," he said.

Anthem Blue Cross and Blue Shield members receive the same results whether they search on a computer or a Web-enabled mobile device because the mobile tool takes advantage of the company's current provider data integration capabilities.

The Anthem Mobile Provider Finder is one of an expanding line of online transparency tools, including Anthem Care Comparison, Zagat Health Survey tool, Mobile Prescription Drug tool and WellPoint's Surgical Procedures tool.

Other examples of WellPoint's healthcare IT tools include personal health records, e-prescribing, health and online communities, and electronic health records.

According to a study done by the Pew Internet and American Life Project, 38 percent of Internet users in the United States have a Web-enabled mobile phone or handheld device. Of these, 7 percent regularly use these devices to search for people, contact information or directions.

"We are currently assessing what mobile tools will be most useful for our members," Mr. Golden said.

"To deliver the most value to our members, we will target tools that have the most online utilization and will be most helpful to members that may be away from their computers and need access to health and healthcare information," he said.