UserZoom & Key Lime Interactive Healthcare Webinar

Health Care Industry Study 2009
September 2009

Agenda
About UserZoom and Key Lime Interactive (2 min)
Study Background (3 min)
Methodology and Technology (3 min)
Executive Summary (3 min)
Findings and Opportunities (20 min)
Learn more about UserZoom Self-Serve Edition (15 min)
Questions and Comments (15 min)

About UserZoom
International online user experience research firm.
Help brands better understand their online users, drive website ROI & improve business revenues.
What is UserZoom?
What do we do?
How do we do it?
Through a unique, web-based, on-demand software application (UZ Self-Serve Edition) that empowers businesses to conduct highly sophisticated online research.
We offer both a license and research services (using partners like KLI)
Our tool will allow you to capture & measure critical and actionable data about your users’ online experience needed to properly manage your business.
Bottom line… Why should you work with us?

About Key Lime Interactive
Experienced market research and usability professionals
Over 10 years of consulting experience testing Internet 500 websites and providing actionable results
Most consultants have Masters in Human-Computer Interaction, Psychology, Industry Engineering or related field
Cross-Industry Expertise
Ability to scorecard against competition
Ability to suggest cross-industry recommendations to improve ease of use
Independent Third Party
Impartial with no-hidden agenda
Ability to work with business team and developers to “get everyone onboard”
Technology-agnostic
Can work with any solution or recommend the best solution to meet your specific needs
Expert Reviews

Study Background
Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.

Technology: UserZoom
UZ Self-Serve watches hundreds of users as they complete directed or natural tasks. Users can be located anywhere in the world.
The software compiles the data and creates top-line reports.
Usability experts then use these to create actionable recommendations

Tasks
Learn & Explore: Please take a few minutes getting a basic understanding of Medicare Supplemental Insurance and the plans available with <PROVIDER>. Do NOT get a quote for Medicare Supplemental Insurance and do not spend a lot of time exploring the site in detail. When you feel you have an understanding of Medicare Supplemental Insurance and the plans available with <PROVIDER>, click ‘Success’.
Get Rate: Using the site, obtain the rate for any of the Medicare Supplemental Insurance plans [A-L] available from <PROVIDER> that is of interest to you. When you have found a Medicare Supplemental Insurance plan, write down the rate as you will be asked for it afterwards.

Study Design
Introduction:
Based on what you know, how negative or positive is your image of PROVIDER?
Which of the following brand attributes, if any, do you associate with PROVIDER?
Post-task:
Self-Reported Success
Ease of Use
Satisfaction with amount of time to complete task
What did you learn that you previously did not know?
What did you like?
What did you dislike?
Problems or frustrations while completing task(s)
Wrap-up:
Overall satisfaction
Likelihood to purchase
Likelihood to recommend : (Net Promoter Score )
Post-task brand image
Post-study brand attributes
Security and Privacy Likes/Dislikes with site
Screener
N=200
Introduction
Aetna
BCBS
Kaiser
Permanente
United
n-=50
n-=50
n-=50
n-=50
Task 1
Task1:
Task 1
Task 1
Task 2
Task 2
Task 2
Task 2
Wrap-up

Poll question 1

Executive Summary
Overall, study showed that leading sites for Health Care have significant opportunities to enhance the online user experience for researching and getting online rates for Medicare Supplemental Insurance
With 52% overall satisfaction, Blue Cross Blue Shield (Anthem) has the best overall experience for both the research and get quote tasks ; other sites had overall satisfaction below 50%
All sites had low Net Promoter Scores (likelihood to recommend friend/colleague)
All sites showed a lift in brand perception pre/post with Aetna showing the highest increase

Executive Summary: Opportunities
Most panelists indicated that they were successful in completing the “Learn and Explore” task. However, over 40% of all panelists experienced at least one frustration during the “Learn and Explore” task. The top frustrations included:
No information about why I should choose provider
Terminology on site is confusing
Process took too long / too many steps
Frustrations for the “Get Rate” task was higher than 55% for all sites. The top frustrations with the “Get Rate" task were:
Difficult to locate whereon site to get a rate/quote
Not enough guidance in selecting coverage options
Process took too long / too many steps

Brand Perception: Pre/Post
All sites had a positive lift in brand perception.
+22%
+14%
+2%
+20%

Brand Pillar Metrics:Pre vs. Post Differences
United showed a 26% increase on the ‘helpful’ attribute and maintained “professional” while other sites had a decrease on these two attributes.
All sites showed a sharp increase in the “rude” attribute.

Overall Satisfaction
Panelists were most satisfied with Blue Cross Blue Shield and Aetna’s site when researching and getting rates for Medicare Supplemental Insurance.
Differences of 17% or greater are significant at 90% CI

Net Promoter Score (NPS)
When asked if they would recommend PROVIDER to a colleague or friend, all sites had relatively low NEGATIVE NPS with Aetna and United Healthcare being the lowest.
Detractors
Promoters
-
=
% of Promoters
(9s and 10s)
Detractors
(0 through 6)
NPS

Task 1: Learn & Explore
The success rate for the “learn and explore” task, although the frustration rate was above 40% for all sites showing room for improvement.
BCBS
Aetna
United
Kaiser Permanente

Usability Metrics: Learn & Explore
Blue Cross Blue Shield had the highest mean usability scores for task 1.

Blue Cross Blue Shield Liked Best:Learn & Explore
Ease of navigation:
“I liked the ease of finding information directly relating to the Blue Shield’s Medicare Supplement insurance.”
“it was all user friendly....I think even people who don't use web sites a lot would be able to navigate”
Comparison charts:
“clearly divided options for each plan”
“the graphic showing the differences between the supplemental plans”

Kaiser Permanente Liked Best:Learn & Explore
Detailed content
“how detailed the information for the different program plan were”
“very informative and very detailed”
“Loads of information”
“the site seemed to have lots of information that I would want to return to”

Top Frustrations: Learn & Explore
About half of the panelists on all sites had some sort of frustration with learning about Medicare Supplemental Insurance online.
Opportunities

Poll question 2

Task 2: Get Rate
Aetna and Blue Cross Blue Shield had the highest success rate when panelists were asked for the rate they found.

Usability Metrics: Get Rate
Blue Cross Blue Shield had the highest mean usability scores for task 2 as well.

Blue Cross Blue Shield Liked Best:Get Rate
Online step-by-step process
“Step-by-step process was fast and had a detailed summary of each plan.”
“I like the online ability to get a quote, and not have to talk to an agent or be pushed into purchasing”
Comparison with large print
“good comparisons between plans”
“I like how the plans could be compared side by side.”
“Gave information for different quotes with the large print making it easy to read it”
24

United HealthCare Liked Best:Get Rate
Step-by-step approach to getting a rate
“The lady who spoke of the difference between the offer service was nice hearing her explain”
“Offered a range of plans and easy to answer questions to narrow down my choices”
Many disliked/wished:
“Wish choice were in a side-by-side comparison chart.”

Top Frustrations: Get Rate
Kaiser Permanente’s panelists were most frustrated with site navigation and lack of guidance.
Opportunities

LEARN ABOUT USERZOOM
15 minute demo of the technology used to conduct this study

More about UZ Self-Serve Edition
100% hosted / on-demand solution
It includes access to 2 apps:
UZ Manager (for project design management)
UZ Analytics (for data analysis)

Easily create and manage your studies with UZ Manager

Analyze results with UZ Analytics

Analyze results with UZ Analytics: Clickstreams per task

Analyze results with UZ Analytics:
Clickmaps/heatmaps per page

Would you like a demo?
Contact us and we’ll offer you a chance to see and try out our technology
Do you have any questions?
We’re sure you have many questions. Don’t hesitate to contact us and we’ll be glad to answer them.
Contact information
Alfonso de la Nuez
Founder & Int’l Business Dev
alfonso@userzoom.com
VirginieGlaenzer
US Sales Director, USA
vglaenzer@userzoom.com
AniaRodriguez
Founder, Key Lime Interactive
ania@keylimeinteractive.com
USA Office
UserZoom: 440 N. Wolfe Rd. - Sunnyvale, CA 94085 (USA) · [t] +1 (408) 524 7445
Key Lime Interactive: 1221 BrickellAvenue Suite 900, - Miami, FL +1 (305) 804-2930
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UserZoom & Key Lime Interactive Healthcare Webinar

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