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Employing Custom Tagging to Understand and Alleviate Member Pain Points. Presented by Tyler Cox Manager of Consumer Analytics, eBusiness. Overview. In this session you’ll learn: - PowerPoint PPT Presentation
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© 2012 Private and Confidential.
1
is an Independent Licensee of the Blue Cross and Blue Shield Association.
The Regence Group
Employing Custom Tagging to Understand and Alleviate Member Pain Points
Employing Custom Tagging to Understand and Alleviate Member Pain Points
Presented by
Tyler Cox
Manager of Consumer Analytics, eBusiness
© 2012 Regence. Private and Confidential.
2
Overview
• In this session you’ll learn:
• How custom web tagging and other data sources can be leveraged to understand member interactions and improve the member experience.
• How to take advantage of analytics, multi-dimensional tagging, and merged data sources to inform business decisions.
• How analytics is leveraged across departments to streamline the registration process, enhance the core insurance functionality and provide a suite of powerful transparency tools to help members become better informed health care consumers.
© 2012 Regence. Private and Confidential.
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How we develop tools and features with members in mind
+ + =+ + =InformationChoice FinancialIncentive
Optimal Decision
Related to Care
This model, supported by the three cornerstones, is the philosophy behind our wellness portal:
Advise members on their health care decisions, help them navigate the health care system, and reward them for
healthy behavior
© 2012 Regence. Private and Confidential.
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Progression of member interactions online
Partner w/Me
Producing answers to others
Value
Know MeEducated to find basic info
Engage MeDialog to find answers – 1:many
Connect MeCollectively finding answers – many:many
Partner w/Me
Producing answers to others
Time2005/2006 2007/2008 2009 to date
© 2012 Regence. Private and Confidential.
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Welcome to myRegence.com
myRegence.com offers resources that help members become healthier, and better informed and engaged health care consumers, including:
•Personalized, trustworthy, health and wellness information.
•Transparency regarding cost and quality of care.
•Programs, tools and resources for healthier living.
•A foundation of support through dynamic online community.
© 2012 Regence. Private and Confidential.
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More and more people are seeking health information online
Source: Krames StayWell - “Health care 2012: a snapshot of consumer opinion.”
© 2012 Regence. Private and Confidential.
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It is imperative that we provide members with the ability to control their health care costs
© 2012 Regence. Private and Confidential.
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Digital analytics is essential to understanding current needs and driving this level of customer engagement
© 2012 Regence. Private and Confidential.
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Scenario #1: Making it easier to register….
• Leveraged cross-channel analytics and qualitative feedback to drive registration improvements to the tune of a 41% reduction in registration errors
© 2012 Regence. Private and Confidential.
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…..and return to myRegence.com
• Insights gained via cross-channel analytics led to the creation of a new and improved username and password retrieval process
• Over 20% reduction in overall web support call and live chat volume
• Self-service: Username & password calls/chats down 56%
• $118,000 projected annual cost savings. These savings will be realized via the reallocation of customer service resources.
© 2012 Regence. Private and Confidential.
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Scenario # 2: Elevating the transparency of cost and quality information
Enhanced Provider Profiles: Access additional demographics and display capability for quality/recognitions feeds
ER Alternatives: Learn through educational copy, search and suggested locations
Patient Reviews Display: Read reviews left by other Blue members about their experiences with providers
Provider Search: Sort, filter and compare professionals and facilities
Treatment Cost Estimator: Know your treatment options and get predictability of time, cost and services with basic member liability estimation
© 2012 Regence. Private and Confidential.
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The Treatment Cost Estimator provides detailed care options and network average cost ranges for over 350 treatments and conditions
Over 100,000 estimates have been given since
the tool launched in March 2009.
““I appreciate being able to look up the procedures I need and get specific information on cost and out-of-pocket. It makes planning and budgeting a lot easier!” -- Regence member
© 2012 Regence. Private and Confidential.
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Top treatments, doctors and search behavior is tracked and reported frequently to drive business actions
Vaginal Birth, Inpatient Hospital
C-Section, Inpatient Hospital
Colonoscopy, Surgical Center
Mammogram, Imaging Clinic
Colonoscopy, Outpatient Hospital
Wisdom Teeth Extraction
Non-Surgical Treatment of Lumbar (Low Back) Pain
Total Knee Replacement, Inpatient Hospital
Routine Exam, Female, Ages 18 to 39
Dental Check-up (Adult)
Top 10 Treatments(average weekly visits)
© 2012 Regence. Private and Confidential.
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Additional treatments will be added in 2013 based on intelligence gathered via custom tagging
-
20
40
60
80
100
120
140
Dec-2011 Jan-2012 Feb-2012 Mar-2012 Apr-2012 May-2012 Jun-2012 Jul-2012 Aug-2012
Search Volume by Month - Treatments WITHOUT Results
MRI - 0
vasectomy - 0
sleep apnea - 0
birth control - 0
mental health - 0
iud - 0
diabetes - 0
CT scan - 0
skin - 0
© 2012 Regence. Private and Confidential.
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Scenario # 3: Giving members the ability to quickly and easily find the best provider for them
Filter search results by
availability, gender,
specialties, and more.
Sort by distance,name, most reviews,
and cost.
See if the doctor is in
your network.
Read member reviews and
recommendations.
Compare up to 5 providers.
© 2012 Regence. Private and Confidential.
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And informing providers of what information members need and want from them
Accepting New Patients
Female
Speciality - Family Practice
Male
Has Website
Philosophy
Urgent Appointment
Night Hours
Recognition
Speciality - Internal Medicine
Top 10 Filters (Cumulative Page Views)
Cost Metric Lowest
Distance Closest
Most Reviews
Name A to Z
Relevance
Name Z to A
Cost Metric Highest
Sort Types (Cumulative Page Views)
© 2012 Regence. Private and Confidential.
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Other examples include: claims error tracking and benefit navigation
© 2012 Regence. Private and Confidential.
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Our members find the information they need to influence their healthcare decisions and control healthcare costs
Changed provider choice based on information received from our transparency solutions
March 2012 results based on a 9% response rate of 12,662 randomly selected members who have opted into myRegence.com communications
Found information to lower costs, with 78% indicating actualizing savings
Agree out transparency solutions provide information to help control costs
Agree our transparency solutions provide information they need to be involved in making decisions
© 2012 Regence. Private and Confidential.
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What are the experts saying? myRegence.com has been recognized and awarded for our unique, user-centric transparency tools, for overall site design, and for our videos and stories
Forrester Research Inc., a national independent research
firm, recognized Regence’s transparency tools as best in
class.
Tweet from Liz Boehm, December 2011