Midi launches insurance-backed longevity program for women
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The women's telehealth company Midi said Tuesday it's launching a longevity care program that will be covered by private insurers nationwide.
Why it matters: Longevity care is booming, but it mostly serves the wealthy. As preventive health messaging and midlife care becomes more common, telehealth businesses are pushing to broaden access.
Midi is advertising the program, called AgeWell, as the first longevity offering designed specifically for women — and covered by payers in every state.
- The company contracts with some major health insurers including Aetna, BlueCross BlueShield and UnitedHealthcare.
How it works: Accepted insurance will cover an annual diagnostic visit as well as hormone therapy, bloodwork and screenings. There isn't a membership fee, but copays could still apply.
- Patients who join will be asked to complete a panel of blood tests, come back for a virtual visit to discuss the results and receive a tailored care plan.
What they're saying: This isn't "fancy longevity doctors and cash blood tests" or "biohacking," said Joanna Strober, CEO and founder of Midi Health.
- Women need "really good care that's grounded in biology, backed by science" that isn't just "reserved for rich people."
Yes, but: Some genetic tests are not yet covered. Also, Midi is not in-network with managed care plans and doesn't participate in Medicaid or Medicare.
Between the lines: As longevity becomes a health buzzword, more companies are thinking of ways to expand familiar services with preventive care in mind.
Women, specifically, who are becoming more educated about menopause myths and outdated advice, are increasingly seeking personalized, expert care.
- Hormone therapy has also shown promise for longevity, not just treating perimenopause symptoms.
What we're hearing: Telehealth companies including Elektra, which accepts insurance and government plans, are working to further expand plan offerings, Elektra's chief medical officer, Nora Lansen, told Axios earlier this year.
- "It's great that you're hearing about [menopause care] from celebrities and online, on social media and — you know — from your neighbor and your sister, but if you can't use your health insurance to pay for it. … That just feels not fair."
On the policy front, there's been an uptick of menopause-related legislation in at least dozen states — some of which could expand insurance coverage, too.
The bottom line: Women's telehealth companies are banking the longevity of their business models on more women wanting to live longer.
