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Medicare innovations conference customer feedback loops

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Medicare innovations conference customer feedback loops

  1. 1. Medicare Market Innovations Conference:Building and Incorporating Direct Customer Feedback Loops into Product Planning <br />July 18, 2011<br />
  2. 2. 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 />
  3. 3. Even with innovation, some things don’t change<br />
  4. 4. 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 />
  5. 5. 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 />
  6. 6. 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 />
  7. 7. 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 />
  8. 8. 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 />
  9. 9. 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 />
  10. 10. Mail Survey ResultsResponse rate and the responses that changed how we looked at our $71 Point of Service Product<br />
  11. 11. 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 />
  12. 12. 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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