Phone: Understanding why and decision-making processMail: Keeping a finger on the pulse of your marketUnderstanding what beneficiaries want or don’t wantResults: What we thought was the biggest problem was not our biggest problemAnd other assumptions that were incorrectCommunity events: Competitor segmentsWhat confuses beneficiaries. . . . And agents
Examples:-Member with MS on Choice showed how utilization can be higher for those who disenrolled-Those who left Health Net where it was the cost but needed to probe the rest. Why did you really leave us just like you sometime ask someone who is breaking up with you. It’s not you but me is not enough-Some responses are definitive while some are notPhone scripts must be approved by your regional Medicare office and can only be used for quality improvementNo asking “How can we get you to join our plan?”Customer Service asked 20 members if they would open to being called by Marketing and the best times to reach them
-Calculation on benefit info-Really hear the indecision in dental-Imaging structure folks were split 50/50
Remove those who disenrolled due to non-paymentCMS approval for survey and can’t “recruit.” Questions can measure the receptiveness of a new benefit or feature that has already been developedQuestions not too open ended to trigger a response of “it depends”Survey should be no more than 2 pages and a maximum of 11 questions
Pay more than you thought allowed us to resist benefit changesLearned who we didn’t lose members too and this overall showed us which plans were comparables. Learned that Atrio was not a factorIt allows one to ask questions that can’t be asked directly
Even Subaru and Best Western ask dumb survey questionsHad the idea of asking Customer Service what they hear from members but what they hear tends to be specific and in response to a complaint or take pictures of nuns off the wallThere are also no trade off’s in this question
Referral process- angry to a very objective doublecopay view
Confuses seniors: difference between pcp and specialist, application of a deductible, preventive services and no cost shareAgents don’t understand Point of Service, ESRDAgents use Preimum and OOP or Imaging, Part B, SNF to how quickly will reach OOP max
Transcript of "Medicare innovations conference customer feedback loops"
Medicare Market Innovations Conference:Building and Incorporating Direct Customer Feedback Loops into Product Planning <br />July 18, 2011<br />
Providence Health Plans Background<br />Providence Health Plans (PHP) is a 400,000 life plan with Commercial, Medicare Advantage, and Medicaid lines of business<br />Owned by the Providence Health and Services, a Catholic 5 state hospital system<br />Service area is northwestern Oregon and SW Washington<br />PHP has the 3rd largest Medicare Advantage market share in Oregon with 39,400 members<br />PHP Medicare Advantage has employer groups and 3 products, $128 HMO, $71 Point of Service, and $143 PPO plan<br />
Even with innovation, some things don’t change<br />
Agenda Non-resource intensive process for surveys<br />Using phone surveys for benefit planning for new products <br />Structuring mail surveys to determine customer needs and plan future strategies <br />Survey Results and Impact on business strategies<br />Getting direct consumer feedback with attendance at community events <br />PHP’s Survey Department<br />
Why a Phone Survey?A more open process for early in the development stages<br />It’s a very inexpensive focus group<br />Quality is more important than quantity<br />Beneficiaries like talking on the phone<br />Phone surveys were used for:<br />Input into a new plan design (8 members)<br />Finding out why beneficiaries were leaving us for one particular plan (14 former members)<br />
Phone Survey Results or What we Learned<br />How do beneficiaries make decisions?<br />Decisions are calculated<br />What core medical benefits will cause a beneficiary to make a different decision?<br />Not urgent care<br />What benefit structure is easier for beneficiaries to understand?<br />No and health plans should stop trying<br />Is there a dental plan that will fit the majority of beneficiaries?<br />No, beneficiaries were evenly divided on a comprehensive vs preventive dental plan<br />Why are beneficiaries leaving us for one particular plan? <br />Is it price, the 90 day mail order for 2 copays, acupuncture, lack of a referral (PPO plan design), vision benefit, or the network?<br />
Mailed SurveysLessons learned from the disenrollment Survey for Choice, PHP’s $71 Point of Service plan<br />Survey a subset of former members who disenroll in greater numbers than average<br />Providence reviewed age, utilization, and plan type and identified the plan type as source of greater frequency<br />Questions should have a direction that will elicit a clear response<br />The question should not be too open ended<br />Good response options are yes/no or rate on a scale<br />Questions should also force trade-offs<br />Question should be actionable<br />
Providence’s most successful questionsThe following questions have gotten clear responses and provided information that allowed us to take action or not take action<br />What was the main reason that you left our plan?<br />Other than cost, why did you leave our plan?<br />Did you pay more than what you thought you should pay for a medical service based on how you understood the benefit description?<br />Would you pay $5 more per month for a fitness club membership like Silver Sneakers?<br />Did you use an agent to disenroll?<br />Rate our referral process on a scale of 1-5<br />What Medicare Advantage plan did you select after leaving Providence and what was the monthly premium?<br />
Less successful questionsExamples from both Providence and large for-profit companies<br />From previous Providence surveys<br />Are there any features that we should add to our Part D plan?<br />Are there any other features or benefits that you think we should add to improve our plans?<br />How helpful was the information that you received before you enrolled?<br />From a Subaru survey:<br />Rate the size of the waiting area from 1-10<br />Rate the level of concern with your satisfaction from 1-10<br />From a Best Western survey:<br />Rate the quality of your pillow from 1-7<br />
Mail Survey ResultsResponse rate and the responses that changed how we looked at our $71 Point of Service Product<br />
Mail Survey Results (continued)<br />Experience with the referral was rated a 3.7 in 2009 and 3.5 in 2010 on a scale of 1-5<br />Beneficiaries disenrolled because of ancillary benefit such as Pharmacy, Dental, Vision, Fitness Clubs<br />PHP lost the most members to United and Health Net’s $0 PPO plan<br />Beneficiaries view of the referral process has changed<br />Value of Free Gym membership and lack of value of Alternative Care rider<br />
Attending Community Events or Sales presentationsIt’s not only beneficiaries who attend sales presentations<br />The carriers segment becomes very clear<br />Hawaiian Shirt Segment<br />Trust but Verify<br />Overwhelmed and Looking for Help<br />How carriers position their plans compared to Medicare Supplement, Original Medicare, or other Medicare Advantage plan<br />Carriers key messages<br />How agents value plans<br />What parts of the plan confuse seniors and agents<br />
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