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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
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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
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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
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Payer Market: Size & Scope
18Mbeneficiaries
10.8Mpolicyholders
40Mbeneficiaries
71Mbeneficiaries
16Mmembers
150Mmembers
MEDICAREADVANTAGE
MEDICARESUPPLEMENT
MEDICAREPARTD
MEDICAID/CHIP
INDIVIDUALMEDICAL
GROUPMEDICAL
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Payers: New Models Seeking to Disrupt & Consumerize
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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
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Providers: Own the Customer Experience Over Lifecycle
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Disintermediation: Claiming a Piece of Healthcare Landscape
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Datadriveninsights
Use
Ask
Hospitals as Insurers
Leveragedata-driveninsights tounderstandtargetcustomers
Createstrongbrandconnectionswithrelevantcontent&channels
Drivemembershipthroughmulti-channelB2Cselling
Deliverpersonalized,mappedcustomerexperiences
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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
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Launching a New Health Plan• Establishingtheteam
• Namingtheplan
• Brandalignment
• Developingtheplan
• Jumpingintothedeependofthepool
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Rules and More Rules(commonly known as compliance)
• Approvalprocesses• Wordingrequirements• Timing,timing,timing– andmoretimingAPPROVED
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New Ways to Do Things• Strategicthinkingandtactics
• Buyingmedia• Measuringresults
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Sound Advice• Askalotofquestionsandthenaskmore• Stickwithyourbrand• Engageyourinternalaudience• Providegreatservice!!!• Plan,plan,plan
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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
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The Strategic Challenge
TheMarketingChallenge
NorthShoreLongIslandJewishHealthSystem
Powerful,marketleadingcapabilities
LargestHealthSysteminNY
26%MarketShare
4MPatientVisits
UntoldStory
FeeForServiceto
ValueBasedTransition
NoBrand
NoIntegratedMarketingorCommunicationsOrganization
NoSingleSourceofTruth
DiverseValueProposition
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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
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The Power of Our SystemThePowerofanUntoldStory
21Hospitals
450AmbulatoryFacilities
MedicalEducation
HealthInsurance
WorldClassResearch
Westchester,StatenIsland,Manhattan,Brooklyn,Queens,LongIsland
4MillionPatientVisits
FirstNewMedicalSchoolinNYin40years
Innovative,AttractiveInsuranceOffering
2,700 Researchers
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New name and graphic identity… Northwell Health
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Our brand launch… Happy birthday Austin Joseph
January- JuneResults
350M DigitalImpressions
100% SiteTrafficIncrease
120%SocialTrafficIncrease
4.6% IncreaseinSystemVolume
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CareConnectBackground:
• Founded2014• PlansinNYCDMA
Membership:• 101,000(308%Growth)
Network:• NorthwellHealth:21Hospitals,13,000Providers• AllianceNetwork:26AdditionalHospitals,20,000Providers
Financials:• $500MPremiumRevenue
Expansion:• MedicareAdvantage
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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