UnitedHealth, Comcast pilot reality TV to prevent diabetes
UnitedHealth, in partnership with Comcast, is hoping that watching a reality TV show will help prevent individuals from developing diabetes.
As part of a 12-month pilot study, people at risk for diabetes will watch video-on-demand programming through Comcast and receive health and wellness coaching, reported the Hartford Courant.
The insurer and cable provider will select 320 individuals to watch 16 episodes of the reality TV show, "Not Me," which follows six Minnesotans who are overweight and at risk of developing Type 2 diabetes as they go through the National Diabetes Prevention Program, the Philadelphia Inquirer reported.
Each episode involves a health and wellness coach helping the six cast members lose weight and reduce their diabetes risk. The 320 study participants will practice the skills they learn from the program between each episode, according to the Knoxville News Sentinel.
UnitedHealth is testing the market in Philadelphia and Knoxville, Tenn., but if the reality show program leads to positive results, UnitedHealth says it might expand it to other markets, the Courant noted.
UnitedHealth ties doctor fees to quality care
UnitedHealth, WellPoint target kids' obesity under reform law
UnitedHealth partners with mobile health IT companies
Interview: UnitedHealth's IT strategy listens to the mobile consumer
UnitedHealth jumps into Medicare market, buying XLHealth