Philadelphia based health insurer Independence Blue Cross (IBC) has introduced a virtual wellness coaching program, the WebMD Digital Health Assistant (DHA), to assist members make positive lifestyle choices and healthy behavior change.

IBC marketing and consumer business senior vice president Brian Lobley said, "We are excited to leverage our partnership with WebMD by offering a simple and fun tool like My Health Assistant that can have a positive, lasting impact on members’ health."

The new My Health Assistant will replace the WebMD lifestyle improvement programs on

Following the completion of Personal Health Profile (PHP) online health risk assessment, the new platform will help members in selecting identified health risks areas which include losing weight, increasing physical activity, or quitting smoking.

The program will enable member to set personalized goals, select an intensity level, and track their progress along the way.

By integrating with other relevant content from WebMD such as articles, videos, personalized reading lists, and mini-courses to identify health risks and the actions members, the virtual coaching tool can suggest relevant activities and provide words of encouragement.