Transforming healthcare through innovative digital engagement.

Driving Health Plan Engagement:Strategies and Tactics for Success

HealthSparq 2015 Customer Summit

Frank HoneFebruary 25, 2015

Frank Hone VP, Marketing & Engagement - Healthx

• 2008 book written as an Employer’s Guide to Healthcare Consumerism

• 25+ years consumer products advertising and marketing• 16 years of direct-to-consumer (DTC) advertising experience

• Director of Sustainable Engagement at Healthways • Chief Engagement Officer at Healthcentric Partners

Healthx operates a secure, private cloud-based SaaS platform for digital engagement. We work with Health Plans, Medicare/Medicaid providers

and TPAs to reduce their investment and risk in healthcare IT.

165health insurance companies

750 million healthcare claims

40U.S. states

15% U.S. population use the Healthx cloud,

including 600,000 healthcare providers

1st

to launch SaaS to the health insurance market

Healthx Overview

We Empower Connections

Presentation Overview

1. Key Industry Trends • Why member engagement

2. Consumer Behavior Change• Adopting a marketing mindset

3. Member Engagement• Experience and lessons learned

4. Strategic Approach• Consultative process

5. Discussion…

Why Member Engagement?

Enable better connectionsDeliver more customer value

Improve health outcomesReduce administrative cost

Increase member retention

…and much more…

Key Industry Trends - 2015

All are “game changers” and each relies on better member engagement

Healthcare Consumerism

Accountable Care

Health Insurance Exchanges

Population Health

Management

Volume

Value

Consumers today have greater experiential involvement in their healthcare…

HealthcareShopping

Financial Incentives

Well-Being Improvement

Self-Monitoring

9

…but there are still behavioral barriers to effective member engagement

• Why do people do what they do?• How can ingrained habits be changed?• What can we influence self-motivation?• How mindful are people about their actions?• How do social norms and peer influence play in?

Consumers move through theirdecision process at different speeds…

Transtheoretical Model

Brand Marketers attempt to influence the decision process with ad campaigns…

Brand Positioning and StrategyMeasurement and

Adjustments

Media Planning and Execution

Creative Development Key Messages

Target Audience Identification

6Brand

Marketing

5

43

2

1

Advertising aims to move consumers along their pathway to trial and repeat…

AWARENESS

A IINTEREST

DDESIRE

AACTION

Source: The Myers Group

Health Plan Member Lifecycle

Face-to- Face Telephonic

Digital Engagement

SnailMail

Today’s Options for Engaging Members…

Healthx Member Engagement

• Studied 105 Healthx customers

• Focused on those with higher adoption

• Identified key best practices

5%11%

21%

26%

36%

Healthx Clients By Adoption Rate

> 50%20%-50%10%-20%5%-10%0%-5%

Member Adoption Best Practices

1. Map Member Touch Points2. Incorporate Incentives3. Maximize Mobile 4. Mandates and Steerage5. Continuous Improvement

1. Map Member Touch Points

Outbound Letters

Enrollment Messaging

Email Outreach

ID Cards

Provider Office

Postcards

EOB Statements

WebVisits

Customer service calls

On-holdMessages

Higher Influence

Lower Influence

2. Incorporate Incentives

Member Incentives• Going paperless• Completing an HRA,• Selecting a PCP• Creating an account

Sales • Drive sales team to

enroll members

Provider• Steering members

to the site• Use online tools to

engage patients

Employers• Link to wellness

initiatives • Tie to mobile

activation

Customer Service• Direct members

to site

3. Maximize Mobile

Mobile is now the go-to “screen” for many segments and is the only screen for some:

• Check Eligibility and Coverage• Digital ID Card• Review Claims • Check Account Balances • Search Providers and Facilities• Complete Forms • Deliver Custom Content

4. Mandates and Steerage

Make on-line access the “default” point of access for certain transactions:

• Making PCP Changes• Completing HRA • Checking Flex Balances• Reviewing Claim Activity• Document retrieval• Printing Temporary ID cards• Making Premium Payment

5. Continuous Improvement

• Track clicks and transactions – turn into meaningful metrics

• Configure home page to deliver content member accesses most frequently.

• Ensure organizational alignment on business objectives, and impact on certain metrics

• Report regularly to all stakeholders and identify areas for improvement and lessons learned

Strategic Consulting Model

Aligning Three Dimensions…

Effective Member Engagement

Consumer Pathway

Strategic Process

Internal Operations

1. Business Objectives: Engagement Priorities

Current State Desired State

Metrics:Where are we now?

Goals: Where do we want to be?

• What are the “problems” that need to be solved?

• What do we know about the member population?

• What opportunities are we aiming to achieve?

• How do we want to deliver member engagement?

2. Discovery:Situation Analysis

• Develop understanding, gain insight and begin to identify areas of opportunity.

• Healthx and health plan team members collaborate on key areas of exploration to assess the situation

3. Strategic Options:Areas of Opportunity

• Identify refinements to internal process flows

• Determine budget implications• Coordinate with existing timeline

considerations• Gain stakeholder acceptance• Go for easier wins first, and build

momentum Member Incentives

Digital Engagement

Drive to Web

Messaging Strategy and

Content

4. Tactical PlanningRoadmap to Success

Objectives

Measurable

Outcomes

LogisticsPilot or

Full-Scale

InitiateCheck

Milestones

ResultsModify

or Expand

Set plan in motion with a longitudinal viewpoint, and relevant milestones

5. Metrics and Lessons Learned

• Review key metrics on monthly, quarterly basis• Identify areas for refinement• Set regular update meetings with stakeholders• Built repository of best practice and lessons• Focus on continuous improvement

Summary: Digital Member Engagement

• Drive adoption and utilization:• Make Enrollment Easy• Drive Self-Service and make it the “default option”• Deliver Value that is worthwhile for the member

• Higher adoption and utilization leads to:• Fewer incoming phone calls and reduced operational

costs (postage and mailing)• Improved quality of customer service• Higher member retention and Increased member

satisfaction• Better health outcomes

“Member engagement is the key to success for health plans as the market continues to evolve toward a direct-to-consumer/retail model”

Thank you...Frank Hone

fhone@healthx.com317 218-0529