We started something similar. Health Risk Assessment. Discounted premium if you took the annual assessment. It's based on the fact that MOST don't go to their dr. for routine exams. Small problems go unchecked until they become large, expensive issues. Blood pressure, cholesterol, etc.
I haven't had to do it yet because it's a rather large project to get going.
I couldn't care less. I see my dr regularly. It can create a pathway for medical confidentiality to be breached between you and your employer, but I'll participate anyways.. whenever it gets running.
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