File source: http://commons.wikimedia.org/wiki/File:Sports_shoes.jpg (Photo: Nicole Aspinall/Wikimedia Commons Public Domain)

Mutual of Omaha may have a powerful new source of marketing magic in the Medicare supplement (Medigap) insurance market this year: a wellness program from the same company that runs the popular SilverSneakers fitness program.

The Omaha, Nebraska-based company says it now has a three-year agreement to offer a new healthy lifestyle program, the Mutually Well program, starting Oct. 1.

(Related: Bankers Life to Add ‘Plan D’ Medigap Policy)

The program will give 1 million people who use Mutual of Omaha Medigap coverage access to about 10,000 gyms and other fitness locations in the Tivity Health Prime Fitness network.

Mutual of Omaha’s program will also include a mobile app that will recommend personalized daily wellness plans and exercise programs, and access to Tivity Health’s alternative medicine discount program network.

The alternative medicine discount program includes about 20,000 providers of services such as chiropractic care and products such as vitamins.

The Medicare Plan Fitness Gameboard

Mutual of Omaha is starting its relationship with Tivity Health as UnitedHealth, a major player in the Medigap and Medicare Advantage plan markets, has been cutting back on use of the SilverSneakers program.

UnitedHealth dropped SilverSneakers access for 1.2 million Medicare Advantage plan enrollees in 11 states this year, and for 1.3 million Medigap policyholders in nine states.

Mark Farrah Associates says in a Medigap market analysis that UnitedHealth, AARP’s Medigap provider, had a 34% share of Medigap enrollment in 2018, with 4.5 million Medigap enrollees.

Mutual of Omaha had a 10% share and 1.4 million Medigap enrollees.

— Read N.J. Carrier Tries On SilverSneakers Program, on ThinkAdvisor.

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