Medicare innovations conference customer feedback loops

Medicare Market Innovations Conference:Building and Incorporating Direct Customer Feedback Loops into Product Planning
July 18, 2011

Providence Health Plans Background
Providence Health Plans (PHP) is a 400,000 life plan with Commercial, Medicare Advantage, and Medicaid lines of business
Owned by the Providence Health and Services, a Catholic 5 state hospital system
Service area is northwestern Oregon and SW Washington
PHP has the 3rd largest Medicare Advantage market share in Oregon with 39,400 members
PHP Medicare Advantage has employer groups and 3 products, $128 HMO, $71 Point of Service, and $143 PPO plan

Even with innovation, some things don’t change

Agenda Non-resource intensive process for surveys
Using phone surveys for benefit planning for new products
Structuring mail surveys to determine customer needs and plan future strategies
Survey Results and Impact on business strategies
Getting direct consumer feedback with attendance at community events
PHP’s Survey Department

Why a Phone Survey?A more open process for early in the development stages
It’s a very inexpensive focus group
Quality is more important than quantity
Beneficiaries like talking on the phone
Phone surveys were used for:
Input into a new plan design (8 members)
Finding out why beneficiaries were leaving us for one particular plan (14 former members)

Phone Survey Results or What we Learned
How do beneficiaries make decisions?
Decisions are calculated
What core medical benefits will cause a beneficiary to make a different decision?
Not urgent care
What benefit structure is easier for beneficiaries to understand?
No and health plans should stop trying
Is there a dental plan that will fit the majority of beneficiaries?
No, beneficiaries were evenly divided on a comprehensive vs preventive dental plan
Why are beneficiaries leaving us for one particular plan?
Is it price, the 90 day mail order for 2 copays, acupuncture, lack of a referral (PPO plan design), vision benefit, or the network?

Mailed SurveysLessons learned from the disenrollment Survey for Choice, PHP’s $71 Point of Service plan
Survey a subset of former members who disenroll in greater numbers than average
Providence reviewed age, utilization, and plan type and identified the plan type as source of greater frequency
Questions should have a direction that will elicit a clear response
The question should not be too open ended
Good response options are yes/no or rate on a scale
Questions should also force trade-offs
Question should be actionable

Providence’s most successful questionsThe following questions have gotten clear responses and provided information that allowed us to take action or not take action
What was the main reason that you left our plan?
Other than cost, why did you leave our plan?
Did you pay more than what you thought you should pay for a medical service based on how you understood the benefit description?
Would you pay $5 more per month for a fitness club membership like Silver Sneakers?
Did you use an agent to disenroll?
Rate our referral process on a scale of 1-5
What Medicare Advantage plan did you select after leaving Providence and what was the monthly premium?

Less successful questionsExamples from both Providence and large for-profit companies
From previous Providence surveys
Are there any features that we should add to our Part D plan?
Are there any other features or benefits that you think we should add to improve our plans?
How helpful was the information that you received before you enrolled?
From a Subaru survey:
Rate the size of the waiting area from 1-10
Rate the level of concern with your satisfaction from 1-10
From a Best Western survey:
Rate the quality of your pillow from 1-7

Mail Survey ResultsResponse rate and the responses that changed how we looked at our $71 Point of Service Product

Mail Survey Results (continued)
Experience with the referral was rated a 3.7 in 2009 and 3.5 in 2010 on a scale of 1-5
Beneficiaries disenrolled because of ancillary benefit such as Pharmacy, Dental, Vision, Fitness Clubs
PHP lost the most members to United and Health Net’s $0 PPO plan
Beneficiaries view of the referral process has changed
Value of Free Gym membership and lack of value of Alternative Care rider

Attending Community Events or Sales presentationsIt’s not only beneficiaries who attend sales presentations
The carriers segment becomes very clear
Hawaiian Shirt Segment
Trust but Verify
Overwhelmed and Looking for Help
How carriers position their plans compared to Medicare Supplement, Original Medicare, or other Medicare Advantage plan
Carriers key messages
How agents value plans
What parts of the plan confuse seniors and agents

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Medicare innovations conference customer feedback loops

by dongrunt on Jul 20, 2011

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Medicare innovations conference customer feedback loops — Presentation Transcript