For consumers who may be considering taking supplements, but may not have the money to buy each product they consider, one health insurance company is starting a program to offer them to its members.

Independence Health, based in Buffalo, says it will offer alternative therapies including omega-3 fatty acids which have been shown to lower cholesterol in some studies and probiotics. Multivitamins will also be available to customers to reduce deficiencies in calcium, vitamin D, and zinc.

"We believe that by making positive lifestyle choices such as eating better, exercising and taking the right vitamins or supplements in the right amounts, our members can reduce their risk of certain diseases and achieve optimal health," said Dr Thomas Foels, Independent Health medical director.

He says that the company is trying to adopt a more collaborative approach to healthcare by supporting consumers who want a holistic plan where they manage some of their own care through supplements and other alternative remedies.

Independence says that the program will also increase the number of options in its preventive health program.