going all the way: health systems as health insurers

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


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


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


Questions?LindsayResnick

EVPReviveHealth

[email protected]