Optima Health has rolled out a new name for its health, prevention and clinical services, which company officials say will make its health plan packages more attractive to consumers and easier for agents to sell.

The new name, MyLife MyPlan, is designed to reflect the “full range of services, tools and programs, designed with clinical experts, that show members how to get started, stay motivated and exceed their health improvement goals,” according to a statement from the company.

Like many other health insurance companies, Optima Health’s plan is to encourage greater accountability and wellness among members as a means to reducing costs and premiums.

“We want to help our members minimize their health care costs while maximizing their health plan benefits,” said Karen Bray, vice president of clinical care services for the insurer, in a statement. “The challenge is knowing where to start and having a plan to achieve it. Whether members are in their 20s or a senior adult, MyLife MyPlan is a spectrum of services, tools and programs designed to assist them in getting the most out of their health plan benefits and improving their health.”

A new portal on the Virginia Beach, Va.-based health insurer’s website provides members with more information to assist them in making informed health decisions, maintaining their health and better managing health issues, the company said.

This story originally appeared in the August 2009 print edition of Insurance & Financial Advisor.