Health Savings Accounts: A Review of Three Distinct HSA Go-to-Market Strategies<br />Sherry K. Lawton, Senior Healthcare S...
The Crazy Lady in Front of You!<br />Sherry K. Lawton<br />Sr. Healthcare Strategic Sales Executive<br />FIS Government, E...
Our HSA Discussion<br />3<br />Why do HSAs sizzle?<br />Show me the money<br />Healthcare Bill<br />Market statistics<br /...
The Sizzle of Health Savings Accounts<br />
Why HSAs?<br />Single biggest opportunity since the 401k <br />Introduced in 1978………Over 30 years ago! <br />Deposits, Dep...
Healthcare “Reconciliation” Bill Impacts<br />You in the audience<br />As an employer<br />As an employee<br />As a financ...
HSA Market Estimates for 2012<br />$325 Billion in Assets<br />30,000,000 Accounts<br />Source: Bearing Point, February 29...
CDHP / HSA Adoption<br />NOTE: <br />CDH includes: HSA, HRA, FSA<br />CDHP includes: HSA, HRA<br />Sources: Leading Resear...
It’s All About the Customer<br />10 Best Practices for HSA Program Success <br />
1. Do Your Homework<br />Who is your target market? <br />Commercial clients<br />Retail / Branch / Online customers<br />...
Wealth Management
Commercial
@ Work/Small Business
Retail
Trust
Healthcare Division
Insurance Division</li></li></ul><li>2. Understand the Basic HSA Product <br />DDA on Steroids<br />Acts like a checking a...
3. Establish Realistic Objectives<br />CRAWL<br />WALK<br />RUN<br />SPRINT<br />Establish<br />Promote<br />Enhance<br />...
Add advanced HSA capabilities such as integrated investments
Begin promoting your HSA program in the marketplace
Establish an HSA program</li></ul>PROGRAM MEASUREMENT<br />
4. Turnkey Marketing and Education<br />Health Savings Accounts 101<br />Web sites / Portals<br />Glossary of terms<br />T...
Automated Account Opening (AAC)<br />Accepts employee data from online application and / or eligibility file<br />Manages ...
6. Online Account Management<br />Integrated HSA depository and trust account processing<br />Web- based and brandable<br ...
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HSA Go-To-Market Strategies

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FIS examines three distinct HSA go-to-market strategies – helping you determine if an HSA offering is right for your institution.

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HSA Go-To-Market Strategies

  1. 1. Health Savings Accounts: A Review of Three Distinct HSA Go-to-Market Strategies<br />Sherry K. Lawton, Senior Healthcare Strategic Sales Executive<br />FIS Government, Education and Healthcare Division<br />
  2. 2. The Crazy Lady in Front of You!<br />Sherry K. Lawton<br />Sr. Healthcare Strategic Sales Executive<br />FIS Government, Education and Healthcare Division<br />Worked with HSAs since their inception in 2004<br />Consult with financial institutions to understand and implement successful HSA programs and solutions<br />ABA’s HSA Council<br />Prior life worked with financial institutions to understand and implement online banking and bill payment solutions, including social media marketing<br />2<br />
  3. 3. Our HSA Discussion<br />3<br />Why do HSAs sizzle?<br />Show me the money<br />Healthcare Bill<br />Market statistics<br />Ten best practices<br />Do your homework<br />Understand the basic HSA product<br />Establish realistic goals<br />Turnkey marketing and education<br />Flexible enrollment options<br />Online account management<br />Integrated investment options<br />Entry into CDH market<br />Health and wealth<br />Customer empowerment<br />Next steps<br />
  4. 4. The Sizzle of Health Savings Accounts<br />
  5. 5. Why HSAs?<br />Single biggest opportunity since the 401k <br />Introduced in 1978………Over 30 years ago! <br />Deposits, Deposits, Deposits<br />Fee income and interchange revenue<br />New commercial and small business customers<br />Expand/strengthen current customer relationships<br />Cross selling opportunities <br />Average of four services per HSA account holder<br />New Healthcare financial planners / advisers<br />Healthcare “Reconciliation” Bill<br />
  6. 6. Healthcare “Reconciliation” Bill Impacts<br />You in the audience<br />As an employer<br />As an employee<br />As a financial institution<br />Your customers<br />Large commercial clients<br />Mid to small clients<br />Individuals<br />Consumer driven health care<br />Health Savings Account market<br />6<br />
  7. 7. HSA Market Estimates for 2012<br />$325 Billion in Assets<br />30,000,000 Accounts<br />Source: Bearing Point, February 29, 2008<br />
  8. 8. CDHP / HSA Adoption<br />NOTE: <br />CDH includes: HSA, HRA, FSA<br />CDHP includes: HSA, HRA<br />Sources: Leading Research Firm, US Census Bureau, Kaiser Family Foundation, Aetna, eHealthInsurance, Employers Council on Flexible Compensation, Mercer, CFO.com, Benefitnews.com, 100 Best MerchantAccounts.com, Federal Reserve, ISI, Forrester, US government reports/agencies BearingPoint SME, others <br />
  9. 9. It’s All About the Customer<br />10 Best Practices for HSA Program Success <br />
  10. 10. 1. Do Your Homework<br />Who is your target market? <br />Commercial clients<br />Retail / Branch / Online customers<br />Trust / Wealth managers, Investment brokers and agents<br />Health plans, TPAs, Insurance and Benefit agents / brokers<br />Payroll providers, Others<br />What division will own the HSA product?<br /><ul><li>Treasury
  11. 11. Wealth Management
  12. 12. Commercial
  13. 13. @ Work/Small Business
  14. 14. Retail
  15. 15. Trust
  16. 16. Healthcare Division
  17. 17. Insurance Division</li></li></ul><li>2. Understand the Basic HSA Product <br />DDA on Steroids<br />Acts like a checking account<br />Debit Card<br />Checks<br />Recommend No ATM<br />Tiered interest rates similar to a Money Market account<br />Tax reporting like an IRA<br />Regulatory reporting<br />5498SA and 1099SA<br />Separate BIN <br />Merchant code restrictions<br />VISA and MasterCard requirements<br />HSA Portfolio of Accounts<br />11<br />
  18. 18. 3. Establish Realistic Objectives<br />CRAWL<br />WALK<br />RUN<br />SPRINT<br />Establish<br />Promote<br />Enhance<br />Surpass<br /><ul><li>Full suite of consumer driven healthcare solutions (FSA, HRA, dependant care and transit accounts)
  19. 19. Add advanced HSA capabilities such as integrated investments
  20. 20. Begin promoting your HSA program in the marketplace
  21. 21. Establish an HSA program</li></ul>PROGRAM MEASUREMENT<br />
  22. 22. 4. Turnkey Marketing and Education<br />Health Savings Accounts 101<br />Web sites / Portals<br />Glossary of terms<br />Training tools<br />Brochures<br />Empowering employers and brokers<br />PowerPoint presentations<br />Collateral<br />Program overviews<br />Help wizards<br />Employee / Consumer Enrollment Decision Support<br />Flash movies<br />Tutorials<br />Calculators <br />Frequently asked questions<br />FIS Wealthcare Portal<br />
  23. 23. Automated Account Opening (AAC)<br />Accepts employee data from online application and / or eligibility file<br />Manages data scrubbing<br />CIP / OFAC screening<br />CIP exception management<br />Opens DDA and Investment Accounts<br />Sends file to preferred print vendor for Welcome Kits<br />Sends file to create and mail Debit card<br />Bulk/Batch Enrollment<br />Online Enrollment<br />Paper Enrollment<br />14<br />5. Flexible Enrollment Options<br />
  24. 24. 6. Online Account Management<br />Integrated HSA depository and trust account processing<br />Web- based and brandable<br />Single online access to all HSA accounts<br />DDA, MM, COD and Investments<br />Account balances<br />Transaction history<br />Contribution history<br />Integrated, self-directed investments<br />Thresholds and automated sweeps<br />Bill payment<br />Consolidated statements<br />Regulatory reporting<br />FIS Personal Cash Manager<br />
  25. 25. 7. Integrated Investment Options<br />Integrated HSA DDA and Investment Solution<br />Should have:<br />Consolidated statements (much like a 401k) <br />Single Participant Login<br />Self-directed <br />Sweeps and Thresholds<br />Asset allocation to support the 401K-like model<br />
  26. 26. 8. Entry into CDH Market (Sprint)<br />
  27. 27. 9. Health and Wealth <br />Wealth<br />Smart and Informed saving and spending<br />Health<br />Proactively manage their health<br />Personal health records<br />Patient-owned, patient-managed medical records<br />Track medical details for family members and dependents<br />Comprehensive record of conditions, medications, <br /> allergies, diagnostic statistics, etc.<br />Messaging, reminders and alerts<br />Links to clinical information<br />Health risk assessment<br />Wellness<br />WealthCare<br />Mobile<br />FIS HealthManager<br />
  28. 28. 19<br />Integrated CDH Vision<br />
  29. 29. 10. Customer Empowerment is Key<br />HSA Program Success: <br />It’s all about the customer. <br />Education, Education, Education<br />Easy<br />Management of their healthcare $$<br />Management of their wellness, health and medical<br />
  30. 30. Review the HSA Sizzle<br />
  31. 31. Our HSA Discussion<br />22<br />Why do HSAs sizzle?<br />Show me the money<br />Healthcare Bill<br />Market statistics<br />Ten best practices<br />Do your homework<br />Understand the basic HSA product<br />Establish realistic goals<br />Turnkey marketing and education<br />Flexible enrollment options<br />Online account management<br />Integrated investment options<br />Entry into CDH market<br />Health and wealth<br />Customer empowerment<br />Next steps<br />
  32. 32. Want the Sizzle…Next steps<br />Get moving <br />Review the 10 steps discussed today<br />Focus on Steps 1, 2 and 3<br />Talk to your customers<br />Evaluate your technology<br />Contact your Strategic Account Manager<br />Contact me<br />23<br />Slide with Two Columns of Body Copy <br />Second Column<br />• Text box at 5.08” and 1.89” <br /> from top left corner<br />Page Number<br />• Font: Calibri, 9 pt<br />• Color: 128/127/131<br />• Right-aligned<br />• Text box at 8.79” and 7.08” <br /> from top left corner<br />Click on the corner of this text box to delete <br />
  33. 33. Sherry K. Lawton, Sr. Healthcare Strategic Sales Executive<br />FIS Government, Education and Healthcare Solutions<br />402.730.3317<br />sherry.lawton@fisglobal.com<br />Thank You <br />

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