The Hawai'i Medical Service Association is making available discounts of as much as 30 percent for weight-loss programs, fitness club memberships and exercises.

The effort, under a program called HMSA365, is aimed at improving the health and wellness of HMSA's more than 700,000 members. The state's largest health insurer hopes the program will indirectly cut health care costs because they won't need as many doctor's visits.

"Healthy people use less health care services," said HMSA spokesman Laura Lott, noting a healthier population helps keep costs down for everyone as well as reduce out-of-pocket health care costs for individuals who become healthier. "If everybody exercises, it would go a long way toward that goal."

The insurer noted that maintaining a healthy life-style may help prevent costly chronic conditions, such as heart disease, diabetes, high blood pressure and obesity.

HMSA365 features discounts at 167 health and wellness services and is available to anyone who is an HMSA member. Providers include individual Jazzercise programs, some Curves programs, hearing aid services, a couple of yoga schools, Jenny Craig, Weight Watchers Hawaii and the YMCA.

A full list of services is available at http://www.HMSA.com. To receive the discounts, the insurer said HMSA members only need to show their HMSA card and mention the program name.

HMSA said the program most likely will provide a fresh source of clients for the participating businesses. The insurer will also be providing posters and rack cards to the businesses and will support the program with radio advertising, Lott said.