b2 b2c6.22.11v2
TRANSCRIPT
Leo GarneauVice President of Marketing
PHX,IncFounder
SculptedFog,LLC
A Strategy for Effective Communication of Healthcare Benefits
B2B to B2B2C
•the Landscape •the Issues/Opportunities•the Suggested Approach
Today’s Goals
Yesterday’s Actuality
Today’s Reality
Government and Employer Responsibility
Employee Responsibility increased 40% from 2004-2009
Control
Responsibility
Healthcare Market Dynamics Influenced by Consumerism
EmployerConsumer
$
Decisions
Employer Role Shift
Gatekeeper
Enabler
Employer Needs are Evolving
•Requirements for goal attainment changingcore benefitsaccess to systems enablers
•Metrics changingincreased demand for ROIemployee satisfactionretention/recruitment
•Competencies and capabilities changingcommunicationtools necessary to complete internal customer jobs
•Vendor expectations changingadaptation to their new requirements
B2B2C Competitive Advantage
70% said they could
explain their plan to a
co-worker¹
• Most health plan members rated their plans lowest for communication and
information that could help them understand their benefits¹
• 66% of Consumers are confounded by their coverage and benefits¹
¹Guardian Life Insurance Company of America 10/07 *National Survey of Employer-Sponsored Health Plans, Mercer 2007
Issues/Opportunities
¹Towers Perrin 2007 ABHP (Account Based Health Plan) Survey
•75% of Employers believe they effectively communicate health plan benefits to Employees
•Only 49% of Employees believe their plan is easy to understand•Only 46% of Employees are confident in the quality and value of their Employers communication about their health plan.
Obstacles/Opportunities
HuH?
All is Well
Solutions
• Uncover Employer and Employee needs, desires, preferences, utilization,
expectations
• Seek to understand the relationship between your Customer and the
Consumer
• Understand the distinct psyches of the employee as he/she resides in the
patient, consumer, care giver, employee roles
• Gather data whenever an interaction occurs balancing formal and informal
collection techniques and frequency
Voice of the Customer/Consumer
Successful Tactics
Engage Educate Empower
• Become an Enabler
• Innovate and simplify processes
• ‘Easy ‘ is the mantra of Consumers
• Blast away obstacles that impede utilization
• Speak the language of the Consumer
Master Complexity
Spouses are Key
• Employee is not always the administrator or decision maker for the benefits
• Spouses want open access to plan information, account balances…
¹Data on file McNeil Consumer Healthcare 2008
Frequency employees want to receive health-related
communications
73%
Source: Midwest Business Group On Health and GlaxoSmithKline, November 2008
“This is really an innovative approach, but I’m afraidWe can’t consider it. It’s never been done before.”
A. Bacall
FSA and You
“Give yourself a Raise”
FSA and YouStrategic Employee Outreach Program
Employees exposed to “Consumerized” health
materials used their accounts 3X more often than those who weren’t
Contemporary Communication Tools
Data on File McNeil Consumer Products Company 2008¹
•Interactive •Customizable Tools •Video•Mobile•Games•Advergames•Social Media•Virtual Worlds
Copyright: McNeil Consumer Healthcare division McNeil-PPC 2007
Confidential
"Give Yourself a Raise"
1929
44
17.5
74
4.5
01020304050607080
2005 2006 2007
Program Year
% E
mp
loyee P
art
icip
ati
on
Pitney Bowes
Staples
Pitney Bowes – 132% increaseStaples – 1544% increase
Copyright: McNeil Consumer Healthcare division McNeil-PPC 2008
Adding an incremental $3MM/YR to Pitney Bowes bottomline
B2B2C Results
•Drove +$400mm in incremental J&J sales• Cross sold programs like pain management and wellness
•TPA partners increased participation on average 81%
•PayFlex transitioned to a B2B2C strategic approach • Won 13 of 13 targeted RFP’s • Customer loss ratio dropped from 6% to <1%• Increased its growth of new business and portfolio expansion by 40%
B2B2C Results
•Increased Customer Satisfaction
•Increased Customer Retention
•Increased New Business Development
•Increased Cross Sell Opportunities
•Increased Topline Sales
B2B2C Impact
• Actively Participate
• Set aggressive goals
• Target Customers that are “Consumer Centric” first
• Build a Communication strategy
• Speak the language of the Consumer
• Pulse communication using meaningful bursts
• Needs, Motivations and Priorities change– What worked yesterday???
• ‘Easy’ = success
• Enable the enabler
Key Success Influencers
Copyright: McNeil Consumer Healthcare division McNeil-PPC 2007
Confidential
Thank You