Bluecross Blueshield of Western New York (BCBSWNY) and Blueshield of Northeastern New York (BSNENY) announced the initial launch of Online Care NY, an on-demand health care service in New York State available to eligible members and employers. The service will be available first to employees and its charter physician group on August 1, with the member launch in Western New York following September 1 and Northeastern New York by year-end 2010. The announcement was made at the American Health Insurance Plans’ industry conference.

Powered by American Well (Boston) technology, Online Care NY will enable eligible members to have immediate live encounters via Internet or telephone with credentialed physicians from the plans’ established provider networks. During live encounters, physicians can review patients’ clinical information, speak with and see patients, prescribe medication, and suggest follow up care.

BCBSWNY and BSNENY are divisions of HealthNow New York Inc., heaquartered in Buffalo, N.Y. They are independent licensees of the BlueCross BlueShield Association.