VBE programs for HRA, email, and PCP assignment

Value Based Enrollment (VBE) programs for HRA, email, and PCP assignment

As you likely have already heard, Cigna is continuing their Value Based Enrollment (VBE) program including VBE payments for health risk assessments (HRAs) and digital application submissions.

In addition to providing extra money in your pocket, submitting digital applications and participating in the VBE program allows Cigna to more effectively transition new customers to their Cigna Healthcare Medicare Advantage (MA) plan and help them access and utilize their MA plan benefits. Cigna has also seen that collecting the VBE details pre-enrollment helps improve customer retention and reduce Complaints to Medicare (CTMs).

For 2025, the HRA has been updated to ask customers new questions about Social Determinants of Health. Aside from this change, the VBE program and HRA payments remain the same.* With the VBE program for email and PCP assignment, you can earn up to $50 per digital customer application; and with the HRA program, you can earn up to $125 when you facilitate an HRA for your customers.

As Cigna has done for the past two years, they are offering an extended submission deadline for HRAs facilitated during the AEP season.

You will have until December 22, 2024 to submit the HRA for any customer applications taken from October 1 – December 7, 2024.

See below for an overview of both programs.

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VBE program for email and PCP assignment

Earn up to $50 per eligible digital application as follows:

• $30 for providing a valid in-network PCP for your customer on the digital application.
• $20 for providing a valid customer email address on the digital application.

How to access

• Submit a digital application using one of Cigna's online enrollment platforms – ConnectureDRX, SunFire, or eEnrollment.

HRA programs

• Earn $125 when you enroll your Cigna Healthcare MA customers in an eligible Medicare D-SNP or C-SNP plan and facilitate an HRA.
• Earn $75 for each HRA that you facilitate with your other Cigna Healthcare MA customers.

How to access

• SunFire or ConnectureDRX: The HRA is embedded in each program for agents that are fully integrated into the respective vendor platform.
• CignaForBrokers: For non-SunFire users and/or non-ConnectureDRX agency partners – use single sign-on to access the SunFire HRA via the "Health Risk Assessment" link in the Tools section.
• eEnrollment: The HRA is embedded at the end of the customer enrollment process. Access by clicking the "Cigna HRA Survey Tool" button on the enrollment Submission Confirmation screen.

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