I’ve worked for an HMO and their parent delivery system for 5–6 years. Honestly, I don’t think “green” is a selling point right now. Green is something you add after you bring down costs and improve quality to a point that people aren’t feeling like they’re being held hostage by the healthcare system. The best you can do on that front, I believe is to provide affordable preventive care and comprehensive acute care coverage (plus behavioral, etc). Wellness benefits (massage, chiro, acupuncture) might also slide into the “green” category. Also, give your members internet tools to utilize benefits, access account, etc.
Instead, I would make it more of an internally focused plan to recruit and retain better employees. Purchase wind power instead of coal. Institute “green” best practices for offices—such all encompassing recycle and shredding (to comply with HIPAA), green modifications to office buildings or spaces and pass whatever administrative overhead savings on to customers.
Beyond that, I suppose a plan could adopt some kind of green offset project- planting trees or whatever—something that ties in with improving health. The mission of the org I worked for was “improving the health of individuals, families and communities.” They struggled with the meaning of improving the health of a community (other than vaccines and HEDIS type stuff). Perhaps implementing green projects that improve wellness is a start.
All that said, I doubt it will move customers in your direction if costs aren’t equitable, and I believe you risk alienating customers if they are paying extra for a green plan. So go green for employees, and go quality for customers.
Moreover, take that brainpower and focus on collaborative efforts to cover the uninsured in your state.