The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2016 Society for Healthcare Strategy & Market Development
Going All the Way:Health Systems as Health Insurers
DianeEwingSystemVicePresident
ChiefCommunicationsOfficerPremierHealth
RamonSotoSVP
ChiefMarketing&CommunicationsOfficer
NorthwellHealth
LindsayResnickExecutiveVicePresident
ReviveHealth,aWeberShandwickcompany
Healthcare’s Long ViewLooming:2016elections,DCgridlock, debtceiling,Fedratehike1
Pressure:1in3Americanssayhealthcareisbiggesteconomicburden2
ActivistConsumerism:on-demand, gig, sharingoraccesseconomy3
Shifting:micro-segmentation,multi-cultural,omnichannel interaction1
Balance:content(relevance),brand(awareness)&direct(response)2
Digitalization:IoT,eCommerce,mCommerce,sCommerce,DigitalHealth3
Disruption:sectorconsolidation, HDHPs,blurring lines,trustgaps1
Trending:valueovervolume,quantified-self, precisionmedicine,chroniccare2
Reality:government asabusinesspartner– ACA,Medicare,Medicaid3
ECONOMY
MARKETING
HEALTHCARE
Payer Market: Business Drivers
Uninsured,Under-insured
MedicaidExpansion
NewMedicare,ParentalAge-Offs,Switchers
RiskAssessment
MostValuable,MostVulnerable
EmphasisonCX
Managerisk&pricing
Earlycaremanagement
Engageinprevention&wellness
OFFENSE:AcquireNewCustomers
DEFENSE:RetainExistingCustomers
PROFITABILITY
BlueCrossBlueShield
CommercialInsurers&HealthPlans
ACA,Medicare&Medicaid
Payer Market: Size & Scope
18Mbeneficiaries
10.8Mpolicyholders
40Mbeneficiaries
71Mbeneficiaries
16Mmembers
150Mmembers
MEDICAREADVANTAGE
MEDICARESUPPLEMENT
MEDICAREPARTD
MEDICAID/CHIP
INDIVIDUALMEDICAL
GROUPMEDICAL
Payers: New Models Seeking to Disrupt & Consumerize
Provider Market: Business Drivers
Value-basedpurchasingpayments
Outcome-basedpayment
MedicalHome
RetailClinics
Mobile/Online/HousecallMDs
Highervolumes,higheracuity
Risksharingpaymentmodels&infrastructuretransformation
Alternativecaresites&delivery
patientsafety,waste&inefficiency,andqualitybenchmarkingRenewedfocus:
Consolidationandphysicianpracticeacquisition
Episodeorbundled
Readmissionpenalties
AccountableCare- ACOs
UrgentCare&Wellnesscenters
NursePractitioners
Fullyintegratedpatientcontinuum:financialandclinical
Providers: Own the Customer Experience Over Lifecycle
Disintermediation: Claiming a Piece of Healthcare Landscape
Datadriveninsights
Use
Ask
Hospitals as Insurers
Leveragedata-driveninsights tounderstandtargetcustomers
Createstrongbrandconnectionswithrelevantcontent&channels
Drivemembershipthroughmulti-channelB2Cselling
Deliverpersonalized,mappedcustomerexperiences
The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2016 Society for Healthcare Strategy & Market Development
DianeEwingSystemVicePresident
ChiefCommunicationsOfficer
Launching a New Health Plan• Establishingtheteam
• Namingtheplan
• Brandalignment
• Developingtheplan
• Jumpingintothedeependofthepool
Rules and More Rules(commonly known as compliance)
• Approvalprocesses• Wordingrequirements• Timing,timing,timing– andmoretimingAPPROVED
New Ways to Do Things• Strategicthinkingandtactics
• Buyingmedia• Measuringresults
Sound Advice• Askalotofquestionsandthenaskmore• Stickwithyourbrand• Engageyourinternalaudience• Providegreatservice!!!• Plan,plan,plan
The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2016 Society for Healthcare Strategy & Market Development
Preparing for the Future of HealthcareRamonSoto
SVPChiefMarketing&
CommunicationsOfficer
The Strategic Challenge
TheMarketingChallenge
NorthShoreLongIslandJewishHealthSystem
Powerful,marketleadingcapabilities
LargestHealthSysteminNY
26%MarketShare
4MPatientVisits
UntoldStory
FeeForServiceto
ValueBasedTransition
NoBrand
NoIntegratedMarketingorCommunicationsOrganization
NoSingleSourceofTruth
DiverseValueProposition
Northwell Health Preparing for the Future of Healthcare
1. ImprovingthePatientExperience
2. SearchingForRevenueandProfit– NorthwellVentures
3. ControllingMoreofTheHealthcareDollar– CareConnect
4. Expanding– LeveragingourScale
5. Diversifying– FromHospitaltoOutpatientSetting
6. Efficiency– ImprovingQualityandOutcomes
7. BuildingTheBrand
SevenKeystoStrategicGrowth
The Power of Our SystemThePowerofanUntoldStory
21Hospitals
450AmbulatoryFacilities
MedicalEducation
HealthInsurance
WorldClassResearch
Westchester,StatenIsland,Manhattan,Brooklyn,Queens,LongIsland
4MillionPatientVisits
FirstNewMedicalSchoolinNYin40years
Innovative,AttractiveInsuranceOffering
2,700 Researchers
New name and graphic identity… Northwell Health
Our brand launch… Happy birthday Austin Joseph
January- JuneResults
350M DigitalImpressions
100% SiteTrafficIncrease
120%SocialTrafficIncrease
4.6% IncreaseinSystemVolume
CareConnectBackground:
• Founded2014• PlansinNYCDMA
Membership:• 101,000(308%Growth)
Network:• NorthwellHealth:21Hospitals,13,000Providers• AllianceNetwork:26AdditionalHospitals,20,000Providers
Financials:• $500MPremiumRevenue
Expansion:• MedicareAdvantage
The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2016 Society for Healthcare Strategy & Market Development
Questions?LindsayResnick
EVPReviveHealth