Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Upcoming SlideShare
Proje yonetimi-egitimi-catalca
Next
Download to read offline and view in fullscreen.

0

Share

Download to read offline

Healthcare Monitor: 2015 Year in Review

Download to read offline

The healthcare insurance industry experienced numerous disruptors in 2015 including cyber-attacks, the Affordable Care Act ruling and numerous mergers and acquisitions. Partially in response to these happenings, Corporate Insight’s Healthcare Monitor coverage group reported a variety of changes to firms’ public and member sites, improving the way members manage and understand their health benefits. In our Year in Review, we examine how payers reacted in the digital space to major industry issues, as well as key website changes throughout the year – revamps and design changes, capabilities, tools, and services. Here are the highlights to major updates across the health insurance industry within our coverage group of 12 health plans and organizations.

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all
  • Be the first to like this

Healthcare Monitor: 2015 Year in Review

  1. 1. Healthcare Monitor Year In Review A Look Back at the Health Insurance Industry The healthcare insurance industry experienced numerous disruptors in 2015 including cyber-attacks, the Affordable Care Act ruling and numerous mergers and acquisitions. Partially in response to these happenings, Corporate Insight’s Healthcare Monitor coverage group reported a variety of changes to firms’ public and member sites, improving the way members manage and understand their health benefits. In our Year in Review, we examine how payers reacted in the digital space to major industry issues, as well as key website changes throughout the year – revamps and design changes, capabilities, tools, and services. Here are the highlights to major updates across the health insurance industry within our coverage group of 12 health plans and organizations.
  2. 2. Healthcare Monitor Year In Review Page 1 About Corporate Insight Corporate Insight (CI) provides competitive intelligence and user experience research to the nation's leading finance and insurance institutions. For 20 years, CI has tracked new developments across industries through our syndicated Monitor research and consulting services. Now, Corporate Insight is turning our proven methodology to examine the digital member experience of leading group health insurance firms. There are no assumptions in our work – we use live accounts with industry leaders to benchmark their effectiveness across all major channels and give our clients unparalleled competitive intelligence. PRESS COVERAGE CONNECT WITH CI
  3. 3. Healthcare Monitor Year In Review Page 2 Table of Contents About Corporate Insight ...............................................................................................................................1 Cyber Attacks ................................................................................................................................................3 King vs. Burwell Supreme Court Ruling ........................................................................................................3 Mergers and Acquisitions .............................................................................................................................4 Revamps, Design Changes and New Capabilities .........................................................................................5 Tools............................................................................................................................................................11 Teladoc Services..........................................................................................................................................16 New Microsites, Apps and Social Media Handles.......................................................................................17 Online and Social Media Campaigns ..........................................................................................................20 Connect With Corporate Insight.................................................................................................................22
  4. 4. Healthcare Monitor Year In Review Page 3 Cyber Attacks The beginning of 2015 several cyber-attacks against major health plans were a cause of concern. In March, four firms - Aetna, Anthem/Empire BCBS, BCBS of Massachusetts and Harvard Pilgrim – offered site education and information on cyber security and cyberattacks on their public sites. Aetna and BCBS of Massachusetts featured articles and news releases regarding the Anthem cyberattack, and included information about their current online security strategies. Anthem/Empire BCBS and Harvard Pilgrim, posted announcements directly on their homepages about security strategies against cyberattacks and services members received such as free credit repair and ID protection services in the aftermath of the breach. In July, BCBS of Massachusetts released a statement on its public site offering free identity protection services including credit monitoring, fraud detection and credit/identity repair to eligible members beginning January 1, 2016. Anthem/Empire BCBS Public Homepage Message King vs. Burwell Supreme Court Ruling In June, the Supreme Court ruled to preserve the premium tax credits for healthcare plans purchased on public exchanges, regardless of whether they are state-run or provided directly through Healthcare.gov. Five health plans and organizations – Aetna, Cigna, Healthcare.gov, Humana and UnitedHealthcare – published articles, press releases and other publications on their public websites with summaries and details on the Court’s ruling, information on how the decision will affect current members and company perspectives on the issue. Cigna Public Homepage Announcement Humana Public Homepage Announcement
  5. 5. Healthcare Monitor Year In Review Page 4 Mergers and Acquisitions Between June through August, four health plans from our coverage group were in merger and consolidation negotiations. In July, Aetna and Humana released public site statements regarding Humana’s acquisition agreement. Aetna’s public site article featured projections of what the combined entity will bring to members including improved technology-driven products, services and solutions, higher quality health care at lower costs, and greater transparency and convenience. Humana promoted a Business Wire article on its public homepage with a summary of the offer as well as predictions for members. Aetna Member Homepage Graphic Link In June and July Cigna published two press releases communicating concerns regarding Anthem’s acquisition proposal. Specifically, based on a number of factors such as Anthem’s lack of growth strategy, data breach risks and other issues, the Cigna Board determined the proposal was not in the best interests of Cigna’s shareholders. Then in August, through continued negotiations between the firms, Cigna announced that it had reached an agreement with Anthem to merge. Through their public site and through a dedicated microsite, Cigna included projections of what the combination of the two firms will bring to members, as well as important dates and operational changes. The microsite, betterhealthcaretogether.com, offers responsive capabilities and features details on the deal with press releases, a fact sheet, infographics and videos. The microsite also offers six pages with explanations on how the combination of the two firms will affect consumers, employers, providers, policymakers, brokers and investors. Anthem and Cigna Dedicated Microsite Homepage (Truncated)
  6. 6. Healthcare Monitor Year In Review Page 5 Revamps, Design Changes and New Capabilities In May, BCBS of Massachusetts redesigned its public homepage to feature responsive capabilities, graphic links to a variety of online resources and a comprehensive footer. The page included a new link on the top menu to the Medicare Plans site. An image carousel promoted three member stories within the firm’s Blue Cross of You microsite. Social media icons were fixed on the right side of the page. Redesigned BCBS of Massachusetts Public Index Page – Desktop and Mobile View
  7. 7. Healthcare Monitor Year In Review Page 6 Also in May, UnitedHealthcare added a new Financial Graph page on the member site with a personalized and customizable view of the member’s benefits and coverage responsibility. The page includes a pie chart depicting the member’s total amount billed, separated into plan discount, plan paid and responsibility amounts. Three pie charts display the member’s responsibility by family member, claim type and financial type. Members can change the date range from a dropdown menu at the top of the screen, and can save the data as a PDF. UnitedHealthcare Member Site Financial Graph Page
  8. 8. Healthcare Monitor Year In Review Page 7 Aetna redesigned its public site landing page in August, which now includes a navigation menu leading to the site’s various sections: Individuals & Family, Employers & Organization, Health Care Professionals and Producers. The new page also includes a more prominent client login section and an image carousel. The firm announced the changes through an interstitial message detailing the purpose of the redesign, which is to offer shoppers, members, healthcare professionals and employers a unified place to begin their online experience. Aetna also informs visitors that phase two, which will be introduced in early 2016, will let returning users skip this landing page and go directly to the relevant site area. Redesigned Aetna Public Site Landing Page
  9. 9. Healthcare Monitor Year In Review Page 8 In October, Tufts Health Plan redesigned its logo on the public, Medicare and private member websites. New Tufts Health Plan Logo Old Tufts Health Plan Logo In November there were a few public site revamps from Tufts Health Plan and UnitedHealthcare as well as a new web search tool from Humana. Humana’s Ask Humana web search tool is offered to public site prospects as well as private site members and features intelligent filtering with targeted responses to search queries. Searches performed on Humana.com or on the Customer Support page incorporate user behavior based on recent queries to tailor responses. Individuals can enter full questions, phrases and keywords into the search bar and are provided with the most relevant answer. Additionally, if a question is relevant to multiple lines of business, a transitional page will appear where the user can select the most relevant one from a list. Users can rate answers based on usefulness. This data will be collected to enhance result quality over time. Ask Humana Web Search Tool Results Screen
  10. 10. Healthcare Monitor Year In Review Page 9 Tufts Health Plan’s revamped public site features responsive design and added educational content. The site includes a new navigation menu, making educational content and plan information more accessible from four flyout tabs. Prospects looking for health insurance information can easily navigate to it from the newly organized Explore Our Plans section. The site also features an improved layout for the Health Insurance 101 and Health + Wellness sections, which are now more visually appealing and filled with resources. The new site makes use of the entire screen whereas the previous site consolidated text in one small area of the page. Tufts Health Plan Public Site - Desktop Main Menu and Header (Top) Mobile Main Menu and Header (Bottom)
  11. 11. Healthcare Monitor Year In Review Page 10 Also in November, UnitedHealthcare debuted a revamped public site with responsive design, a redesigned homepage and universal footer. The layout of content, navigation and site sections remain unchanged. UnitedHealthcare Public Homepage (Desktop and Mobile View) (Truncated)
  12. 12. Healthcare Monitor Year In Review Page 11 Tools In 2015 we saw notable updates to doctor locator tools, plan quote tools and tax-focused tools. In March 2015 Cigna revamped its doctor locator tool on both the public and member sites to feature responsive design. Redesigned Cigna Public Site Find a Doctor Tool Desktop View (Left) and Mobile View (Right)
  13. 13. Healthcare Monitor Year In Review Page 12 Also in March, Healthcare.gov and UnitedHealthcare released tax-related tools. The Healthcare.gov site promoted two tools throughout the site, one of which helps individuals who purchased a plan through the marketplace calculate their 2014 premium tax credit, while the other helps users determine applicable health coverage exemptions. UnitedHealthcare added a new public site calculator that estimates members’ tax credits. UnitedHealthcare Public Site Tax Credit Calculator
  14. 14. Healthcare Monitor Year In Review Page 13 UnitedHealthcare redesigned the member site provider locator tool in July to feature responsive capabilities and then in October, the public site tool was redesigned to match the one on the member website. The only difference between the public site tool and member site tool is that public users have the option to view providers for UnitedHealthcare plans as well as for state exchanges. The public site tool does not automatically render a plan, so users are required to enter a specific plan for the tool to perform a more accurate search. In December, UnitedHealthcare added cost estimates for common services and procedures on the member site locator tool’s provider profile pages. Redesigned UnitedHealthcare Member Site Provider Locator Tool – Desktop (Left) and Mobile (Right) Views In November BCBS of Illinois, Anthem BCBS, Healthcare.gov and Humana released new and redesigned tools. BCBS of Illinois’s doctor locator tool introduced two new icons that inform users whether a provider will be joining or leaving the network or location soon. BCBS of Illinois Doctor Locator Tool Results Icons
  15. 15. Healthcare Monitor Year In Review Page 14 The Anthem/Empire BCBS individual insurance quote tool offered a new component, Estimate Savings, where individuals have three options to choose from that determine what plans are presented on the results screen, Marketplace plans, off-Marketplace, and a Federal tax credit calculator. Informational lightboxes explain the differences between plans and new filter options for Marketplace plans and off-Marketplace plans are provided on the results page. Also in November, Healthcare.Gov’s redesigned plan quote tool offered a new a progress meter, a redesigned plan comparison capability and an estimate of total annual costs based on how much medical care users think they will use. For the expected medical use feature, users have three options that range in expected number of doctor visits, prescription drugs needed, other medical expenses and more. The tool’s results screen features a new Yearly Cost option on the sorting function and new portions on every plan with a breakdown of estimated total yearly costs by premiums and by deductibles, copayments and other costs. Anthem/Empire BCBS Plan Quote Tool Step 2, Estimate Savings Healthcare.gov Plan Quote Tool Results Screen (Truncated)
  16. 16. Healthcare Monitor Year In Review Page 15 Humana’s updated plan quote tool incorporates factors such as household income, household size and a qualifying life event, which are featured as new inputs. The household income input offers a new calculator lightbox that helps users determine total household income by paycheck or by hourly wage. Plan Quote Tool (Left) and Household Income Calculator (Right)
  17. 17. Healthcare Monitor Year In Review Page 16 Teladoc Services Over the past year, several of our coverage group health plans introduced telehealth services for their members where individuals have a face-to-face consultation with a doctor through a smartphone, tablet, laptop or desktop computer. In March Anthem/Empire BCBS introduced its teladoc service, LiveHealthOnline, via promotions on the public and member sites. In October, a new banner image on the homepage carousel of Aetna’s member site introduced the Teladoc service, and in November, a new promotional link on the doctor locator tool’s search results screen advertises Aetna’s services with Teladoc and leads to the Teladoc login screen. Anthem/Empire BCBS Public Homepage (Left) and Member Homepage (Right) Promotions
  18. 18. Healthcare Monitor Year In Review Page 17 New Microsites, Apps and Social Media Handles Throughout the year Healthcare Monitor coverage group health plans released new web and digital components that promote and encourage healthy initiatives as well as educate individuals on health, wellness and insurance. In May, Aetna launched a new Twitter account – @AetnaNews – that promotes the firm’s educational articles. The posts cover topics such as health care, social responsibility and clinical innovation. Anthem/Empire BCBS promoted its Benefit Advisor microsite, which features information to help individuals understand their plan and benefits. The microsite addresses common health insurance-related questions through videos, infographics and interactive tutorials. Similarly, that same month, Cigna promoted its Together, All the Way microsite, which features thought leadership pieces and videos that help individuals live a more secure and healthier physical, financial and emotional life. Cigna Public Homepage Graphic Link Anthem BCBS Benefit Advisor Microsite – Understanding Your Plan Page (Truncated)
  19. 19. Healthcare Monitor Year In Review Page 18 In May, Humana unveiled a new health and wellness iPhone and iWatch app – Humana Cue – that promotes healthy habits like drinking water, staying active or stretching. The app tracks these habits by having the user confirm or dismiss them via on-screen prompts. By tracking how many times the user successfully completes a “cue,” the app illustrates users’ streaks of healthy habits. Humana Public Homepage Graphic Link In June, Cigna released another noteworthy app for Samsung Galaxy devices, Coach by Cigna. Together with Samsung, Coach by Cigna identifies the individual’s personality type – such as Planner, Day Dreamer or Explorer – determines aptitude (disciplined or disorderly) and provides personalized programs to help with diet, exercise, sleep, stress and weight. Users can personalize health goals, select recommended programs, and track progress while being supported by motivational messaging, quantifiable health activities and achievement badges. Then in November, Coach by Cigna was released for Apple iOS devices. New Public Homepage Image
  20. 20. Healthcare Monitor Year In Review Page 19 In June, Humana renamed and updated its mobile app, MyHealth by Humana, where members can track their blood pressure and weight measurements, view their current medications, schedule reminders, and browse health and wellness articles and tips. All the information tracked is saved so members can share with their healthcare provider. The app (previously titled Humana for Members), allows members to manage their diabetes, input blood-sugar measurements, track measurements over time through graphs, and share historical data. Humana MyHealth App Public Site Page (Truncated)
  21. 21. Healthcare Monitor Year In Review Page 20 Online and Social Media Campaigns In 2015 Cigna was the most active coverage group firm in terms of promoting its campaigns and sweepstakes through its social media channels and on the public site. Cigna’s #HonorYourMom campaign was promoted on the firm’s public site homepage in May. The campaign featured its corresponding microsite created by Samahope and encouraged individuals to upload a picture of their mother and make a donation to support safe births and life-changing medical treatments for mothers in need. The microsite included a special dedication page where members could mail a personalized gift to each honoree. Cigna Public Homepage Graphic Link In June, Cigna promoted its Twitter and Instagram sweepstakes through a #CoachbyCignaSweepstakes page on the public site. To enter the sweepstakes, users shared a “healthy selfie” and included a caption/tweet on how a health coach could help improve health and wellness in six areas – exercise, food, sleep, stress weight and integrated health. The Twitter and Instagram campaign ran for six weeks, with a random entrant selected to receive a $500 VISA gift card each week. Cigna Public #CoachbyCignaSweepstakes Page – Top and Bottom
  22. 22. Healthcare Monitor Year In Review Page 21 Lastly, in October Cigna unveiled a new TV, digital and social advertising campaign, America Says Ahhh, that focuses on preventive care by encouraging individuals to get annual checkups. The campaign features a new responsive microsite that houses resources and tools regarding annual checkups, what to expect when visiting the doctor and the benefits of Cigna insurance. The microsite was promoted through graphic links on the public homepage and a press release. Cigna Public Homepage Images Cigna America Says Ahhh Campaign Microsite
  23. 23. Healthcare Monitor Year In Review Page 22 Connect With Corporate Insight CONTACT US Craig Sherter Director of Business Development Monitor Services (646) 929-5149 CSherter@corporateinsight.com HEALTHCARE MONITOR www.corporateinsight.com/healthcaremonitor CONNECT WITH CI

The healthcare insurance industry experienced numerous disruptors in 2015 including cyber-attacks, the Affordable Care Act ruling and numerous mergers and acquisitions. Partially in response to these happenings, Corporate Insight’s Healthcare Monitor coverage group reported a variety of changes to firms’ public and member sites, improving the way members manage and understand their health benefits. In our Year in Review, we examine how payers reacted in the digital space to major industry issues, as well as key website changes throughout the year – revamps and design changes, capabilities, tools, and services. Here are the highlights to major updates across the health insurance industry within our coverage group of 12 health plans and organizations.

Views

Total views

478

On Slideshare

0

From embeds

0

Number of embeds

22

Actions

Downloads

3

Shares

0

Comments

0

Likes

0

×