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Aetna launched its PHR system in late 2006. WellPoint and CIGNA provide a PHR to their members in collaboration with WebMD; for example, My Health Record is available from Empire BlueCross BlueShield. UnitedHealth Group markets a PHR system through its subsidiary OptumHealth. OptumHealth takes things a step further by using the PHR and health risk assessment as feedback for consumer-direct health incentives. With the "Rewards for Action" program, as members comply with therapy and engage in risk reduction, information from the PHR is fed back to the health plan for use in calculating premium reductions or other financial incentives. Several health plans — including CIGNA and UnitedHealth Group — are adding a financial component to their PHR with Intuit Inc.'s Quicken Health. Quicken Health allows consumers to organize and view medical expenses, insurance payments and service history from providers.

In April, Availity and Humana deployed the nation’s first multi-payer online health record, CareProfile, into Kentucky. CareProfile is now available to all physicians, hospitals, and associated administrative personnel throughout the state. Availity, Humana, and Blue Cross and Blue Shield of Florida initially deployed CareProfile in Florida in 2006 and have since expanded the functionality to service health care providers in Texas, with the added support of Blue Cross and Blue Shield of Texas. CareProfile is an electronic health record currently sourced by claims-based information from multiple health plans, offering physicians and clinicians the ability to view up to 18 months of physician office visits, hospitalizations, medications, lab tests and results, radiology tests and immunization information.