The trend of health systems entering the full-risk insurance business is here to stay.

1. The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2016 Society for Healthcare Strategy & Market Development
Going All the Way:
Health Systems as Health Insurers
Diane Ewing
System Vice President
Chief Communications Officer
Premier Health
Ramon Soto
SVP
Chief Marketing &
Communications Officer
Northwell Health
Lindsay Resnick
Executive Vice President
ReviveHealth,
a Weber Shandwick company

2. Healthcare’s Long View
Looming: 2016 elections, DC gridlock, debt ceiling, Fed rate hike1
Pressure: 1 in 3 Americans say healthcare is biggest economic burden2
Activist Consumerism: on-demand, gig, sharing or access economy3
Shifting: micro-segmentation, multi-cultural, omnichannel interaction1
Balance: content (relevance), brand (awareness) & direct (response)2
Digitalization: IoT, eCommerce, mCommerce, sCommerce, Digital Health3
Disruption: sector consolidation, HDHPs, blurring lines, trust gaps1
Trending: value over volume, quantified-self, precision medicine, chronic care2
Reality: government as a business partner – ACA, Medicare, Medicaid3
ECONOMY
MARKETING
HEALTHCARE

3. Payer Market: Business Drivers
Uninsured, Under-insured
Medicaid Expansion
New Medicare, Parental Age-Offs, Switchers
Risk Assessment
Most Valuable, Most Vulnerable
Emphasis on CX
Manage risk & pricing
Early care management
Engage in prevention & wellness
OFFENSE: Acquire New Customers
DEFENSE: Retain Existing Customers
PROFITABILITY
BlueCross
BlueShield
Commercial
Insurers &
Health Plans
ACA,
Medicare &
Medicaid

4. Payer Market:
Size & Scope
18M beneficiaries
10.8M policyholders
40M beneficiaries
71M beneficiaries
16M members
150M members
MEDICARE ADVANTAGE
MEDICARE SUPPLEMENT
MEDICARE PART D
MEDICAID/CHIP
INDIVIDUAL MEDICAL
GROUP MEDICAL

5. Payers: New Models Seeking to
Disrupt & Consumerize

6. Provider Market: Business Drivers
Value-based purchasing payments
Outcome-based payment
Medical Home
Retail Clinics
Mobile/Online/Housecall MDs
Higher volumes, higher acuity
Risk sharing payment models & infrastructure transformation
Alternative care sites & delivery
patient safety, waste & inefficiency, and quality benchmarkingRenewed focus:
Consolidation and physician practice acquisition
Episode or bundled
Readmission penalties
Accountable Care - ACOs
Urgent Care & Wellness centers
Nurse Practitioners
Fully integrated patient continuum:financial and clinical

7. Providers: Own the Customer
Experience Over Lifecycle

8. Disintermediation: Claiming a
Piece of Healthcare Landscape

9. Data driven insights
Use
Ask
Hospitals as Insurers
Leverage data-driven insights to
understand target customers
Create strong brand connections
with relevant content & channels
Drive membership through
multi-channel B2C selling
Deliver personalized, mapped
customer experiences

10. The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2016 Society for Healthcare Strategy & Market Development
Diane Ewing
System Vice President
Chief Communications Officer

11. Launching a New Health Plan
• Establishing the
team
• Naming the
plan
• Brand
alignment
• Developing the
plan
• Jumping into
the deep end
of the pool

12. Rules and More Rules
(commonly known as compliance)
• Approval processes
• Wording requirements
• Timing, timing, timing
– and more timingAPPROVED

13. New Ways to Do Things
• Strategic thinking
and tactics
• Buying media
• Measuring results

14. Sound Advice
• Ask a lot of questions and then ask more
• Stick with your brand
• Engage your internal audience
• Provide great service!!!
• Plan, plan, plan

15. The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2016 Society for Healthcare Strategy & Market Development
Preparing for the Future of Healthcare
Ramon Soto
SVP
Chief Marketing &
Communications Officer

16. The Strategic Challenge
The Marketing Challenge
North Shore Long Island Jewish Health System
Powerful, market
leading capabilities
Largest Health
System in NY
26% Market Share
4M Patient Visits
Untold
Story
Fee For Service
to
Value Based Transition
No Brand
No Integrated Marketing or
Communications Organization
No Single Source of Truth
Diverse Value Proposition

17. Northwell Health Preparing for
the Future of Healthcare
1. Improving the Patient Experience
2. Searching For Revenue and Profit – Northwell Ventures
3. Controlling More of The Healthcare Dollar – CareConnect
4. Expanding – Leveraging our Scale
5. Diversifying – From Hospital to Outpatient Setting
6. Efficiency – Improving Quality and Outcomes
7. Building The Brand
Seven Keys to Strategic Growth

18. The Power of Our System
The Power of an Untold Story
21 Hospitals
450 Ambulatory Facilities
Medical Education
Health Insurance
World Class Research
Westchester, Staten Island, Manhattan, Brooklyn,
Queens, Long Island
4 Million Patient Visits
First New Medical School in NY in 40 years
Innovative, Attractive Insurance Offering
2,700 Researchers

19. New name and graphic
identity… Northwell Health

20. Our brand launch… Happy
birthday Austin Joseph
January - June Results
350M Digital Impressions
100% Site Traffic Increase
120% Social Traffic Increase
4.6% Increase in System
Volume

21. CareConnect
Background:
• Founded 2014
• Plans in NYC DMA
Membership:
• 101,000 (308% Growth)
Network:
• Northwell Health: 21 Hospitals, 13,000 Providers
• Alliance Network: 26 Additional Hospitals, 20,000 Providers
Financials:
• $500M Premium Revenue
Expansion:
• Medicare Advantage

22. The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA. © 2016 Society for Healthcare Strategy & Market Development
Questions?
Lindsay Resnick
EVP
ReviveHealth
lr@thinkrevivehealth.com