Health Plan Member Engagement Strategies and Tactics as presented to HealthSparq 2015 Customer Summit on February 25, 2015 in Las Vegas.

1. Transforming healthcare through innovative digital engagement.
Driving Health Plan Engagement:
Strategies and Tactics for Success
HealthSparq 2015 Customer Summit
Frank Hone
February 25, 2015

2. 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

3. 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.
165
health insurance companies
750
million healthcare claims
40
U.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

4. We Empower Connections

5. 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…

6. Why Member Engagement?
Enable better connections
Deliver more customer value
Improve health outcomes
Reduce administrative cost
Increase member retention
…and much more…

7. 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

8. Consumers today have greater experiential
involvement in their healthcare…
Healthcare
Shopping
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?
9

10. Consumers move through their
decision process at different speeds…
Transtheoretical Model

11. 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
6
Brand
Marketing
5
4
3
2
1

12. Advertising aims to move consumers along
their pathway to trial and repeat…
AWARENESS
A I
INTEREST
D
DESIRE
A
ACTION

13. Source: The Myers Group
Health Plan Member Lifecycle

14. Face-to-
Face
Telephonic
Digital
Engagement
Snail
Mail
Today’s Options for Engaging Members…

15. Healthx Member Engagement
• Studied 105
Healthx
customers
• Focused on those
with higher
adoption
• Identified key
best practices
5%
11%
21%
26%
37%
Healthx Clients By Adoption Rate
> 50%
20%-50%
10%-20%
5%-10%
0%-5%

16. Member Adoption Best Practices
1. Map Member Touch Points
2. Incorporate Incentives
3. Maximize Mobile
4. Mandates and Steerage
5. Continuous Improvement

17. 1. Map Member Touch Points
Outbound
Letters
Enrollment
Messaging
Email
Outreach
ID Cards
Provider
Office
Postcards
EOB
Statements
Web
Visits
Customer
service calls
On-hold
Messages
Higher Influence
Lower Influence

18. 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

19. 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

20. 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

21. 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

22. Strategic Consulting Model

23. Aligning Three Dimensions…
Effective Member Engagement
Consumer
Pathway
Strategic
Process
Internal
Operations

24. 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?

25. 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

26. 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

27. 4. Tactical Planning
Roadmap to Success
Objectives
Measurable
Outcomes
Logistics
Pilot or
Full-Scale
Initiate
Check Milestones
Results
Modify or Expand
Set plan in motion with a longitudinal
viewpoint, and relevant milestones

28. 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

29. 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

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

31. Thank you...
Frank Hone
fhone@healthx.com
317 218-0529