BlueCross BlueShield of TNConsumer Platform1
THE STRATEGY: EMPOWERING CONSUMER ENGAGEMENT11
CONSUMER CENTRIC VIEW OF “THE DATA”Integrated Data Anchored around the Consumer Clinical Financial Lifestyle Behaviora...
4Group members into uniquemicro-segments based onlifestyle characteristics suchas age, income, life stage, etc.Group membe...
LEVERAGING NEW SOURCES OF DATAL I F E S T Y L E + C L I N I C A L = ME MB E R 3 6 0 D E G R E E V I E W18CLINICALClustersL...
12Effectively Meet Consumers Where They Are To address current needs and preferencesAppropriately Tailor Consumer Outreac...
Call Impact: highMail Impact: lowAction: start with call contact,may follow up with mailCall Impact: highMail Impact: high...
Reach: goodConvert: badAction: alternative reach methodReach: goodConvert: goodAction: no changeReach: badConvert: badActi...
12ENGAGING THE PROVIDER: PATIENT CENTERED MEDICAL HOME PCMH Web Based Dynamic Tool provides key patient data directlyto c...
Thank You48
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Health Datapalooza 2013: Transforming Benefits Design - Sherri Zink

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Health Datapalooza IV: June 3rd-4th, 2013
Transforming Benefits Design and Delivery Through the Analysis and Exchange of Personal Health Data
Moderator:
Myrl Weinberg, Chief Executive Officer, National Health Council
Speakers:
Martha Wofford, Vice President / Head of Consumer Platform, Aetna
Sherri Zink, Vice President, Medical Informatics, BlueCross BlueShield of Tennessee

New products and services are making it easier for people to gather information about their health, as well as share this information with providers and other health care stakeholders. Learn how health plans are looking at the future of consumer engagement and how new emerging sources and types of health data are being used to prevent and manage disease more effectively.

This session is eligible for continuing education credit.

Published in: Health & Medicine, Business
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Transcript of "Health Datapalooza 2013: Transforming Benefits Design - Sherri Zink"

  1. 1. BlueCross BlueShield of TNConsumer Platform1
  2. 2. THE STRATEGY: EMPOWERING CONSUMER ENGAGEMENT11
  3. 3. CONSUMER CENTRIC VIEW OF “THE DATA”Integrated Data Anchored around the Consumer Clinical Financial Lifestyle BehavioralShowcasing Consumer Behavior andLinking Consumer Engagement to EconomicPerformance16
  4. 4. 4Group members into uniquemicro-segments based onlifestyle characteristics suchas age, income, life stage, etc.Group members into uniquemicro-segments based on howthey interact with the healthplan, utilization and cost,medical risk levels, etc.Combine a member’s lifestyleand clinical micro-segment toform the overall memberpersonaClinical LifestyleLifestyle Clinical Member360oUNDERSTANDING THE CONSUMER BETTER
  5. 5. LEVERAGING NEW SOURCES OF DATAL I F E S T Y L E + C L I N I C A L = ME MB E R 3 6 0 D E G R E E V I E W18CLINICALClustersLIFESTYLEClustersFrequent Emergency Room userNon-compliant with medicationsBody Mass Index greater than 35No established Primary CarePhysicianFrequent Emergency Room userNon-compliant with medicationsBody Mass Index greater than 35No established Primary CarePhysicianJackieAge 55, DiabetesLizAge 55, DiabetesStruggling society segmentEconomically challengedNot computer literateStruggling to meet workresponsibilities due to healthSuburban style segmentPermanent residenceFamily-centric livingInternet savvyProductive Employee
  6. 6. 12Effectively Meet Consumers Where They Are To address current needs and preferencesAppropriately Tailor Consumer Outreach To focus on what is important to themConsistently Flex the Delivery Model To better support existing health and financial needsProactively Identify Potential Risks To alleviate future health issues and unforeseen costsContinuously Monitor Outcomes To improve quality of careLEVERAGING CONSUMER INFORMATION TO:
  7. 7. Call Impact: highMail Impact: lowAction: start with call contact,may follow up with mailCall Impact: highMail Impact: highAction: choose the cheaperway to contactCall Impact: lowMail Impact: lowAction: alternative outreachmethod like emailCall Impact: lowMail Impact: highAction: start with mailcontact12345Money to BurnStable SpendersAmerican MeltingPotMiddle-of-the-RoadMixersSingle SaversGenerally, mail has greater impact thanphone calls.Comparing the five clusters:Stable Spenders responded the best,followed by the Single Savers Money to Burn members respondconsiderably better to mail compared to IVRTRACKING RESULTS: WOMEN’S HEALTH CAMPAIGN
  8. 8. Reach: goodConvert: badAction: alternative reach methodReach: goodConvert: goodAction: no changeReach: badConvert: badAction: update contact info oralternative reach methodReach: badConvert: goodAction: update contact info12345Money to BurnTend to be more affluent. Like to know how aproduct can elevate their status and are morewilling to take risks with their purchases.Stable SpendersYoung to middle-aged individuals that tend tobe driven by how to get the most “bang fortheir buck.” However, they are very aware ofhow specific brands can reflect their lifestyleand tend to gravitate towards popular logos.American Melting PotContains members from a wide array ofincome levels and ethnicities. They take pridein local and American made products and liketo see a reflection of family when makingpurchases.Middle-of-the-Road MixersMiddle-class, diverse households and havespending habits that are just as varied. Theseindividuals highly regard how products affecttheir family when making purchasingdecisions.Single SaversMostly singles living in urban areas that tendto gravitate towards discounts when spendingtheir hard-earned money. They aren’t asconcerned with the newest products, but tendto focus on those that are tried and true.TRACKING RESULTS TO IMPROVE THE MODEL: ASTHMA CAMPAIGN
  9. 9. 12ENGAGING THE PROVIDER: PATIENT CENTERED MEDICAL HOME PCMH Web Based Dynamic Tool provides key patient data directlyto clinicians Gaps in Care Utilization Patterns and Risk Scores Interactive Patient Workflow by Disease State Understanding Barriers to Care and Socioeconomic Factors Real-time Updating of Measure Sets Comparison to Peer GroupResults Quality in Care Gaps improve 8% over control population with useof appropriate tools* Reduction in ER and Admit RatesBetter Tools - Better Data - Better Outcomes!!!Gaining Valuable Insights with Enhanced Consumer Profiles
  10. 10. Thank You48

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