Landmark Health plans N.C. entrance through partnership with BCBSNC

Huntington Beach, California-based Landmark Health is planning its North Carolina entrance through a new partnership with Blue Cross and Blue Shield of North Carolina, Jessica Diaz, senior director of brand and marketing at Landmark, said Thursday.

“We’re a risk-based provider group that cares for chronic, complex populations,” she says. “We partner with health plans and identify subsets of their population that really needs more care.”

The new partnership with BCBSNC will see Landmark set up shop in the Triangle and Triad regions of the state, as well as in Charlotte and Fayetteville, she says. Landmark will begin serving patients in North Carolina in June. It currently serves patients in California, New York, Massachusetts, Pennsylvania, Oregon and Washington state. 

The expansion in North Carolina will involve a lot of hiring, according to Diaz, for physicians, nurses and social workers, among other positions. Companywide, Landmark employs about 600. 

“We’ve been actively hiring [and] that continues,” she says. In each of the regions in North Carolina, Landmark will “build up providers in the community that can then call on members in their homes.”

While financial terms of the new partnership with BCBSNC are not being disclosed, Diaz says Landmark shares the risk with its health plan partners. She says that BCBSNC plan members will have no costs for the service. The goal is to keep the population Landmark serves healthy, out of the hospital with readmissions reduced. Cost savings are then shared by the health plan with Landmark. 

The new partnership will see Landmark reach 6,500 patients in North Carolina, according to Diaz.

Landmark, which serves more than 80,000 patients companywide, announced Wednesday that growth equity firm General Atlantic had made a strategic investment of an undisclosed amount in the company.

“Our members would rather be at home instead of in the emergency room,” Dr. Patrick Conway, president and CEO of BCBSNC, said in an email Thursday afternoon. “Through this partnership, we are now able to offer an added level of care to help members manage their conditions at home, and stay ahead of a crisis that would otherwise put them in the hospital.” 

In an interview earlier this year, Conway discussed his interest in risk-based payment models moving forward as a way to address the rising costs of health care.


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