2012-12 Member Engagement A Journey to Consumerism for Medicare Health Plans

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This presentation introduces persona lifecycle modeling into the product design of Medicare Insurance products. It was coupled with my Workshop 1a – Claim Your Consumer.

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  • I just wrapped up giving a condensed version of my Workshop 1a – Claim your customer at the 4th Annual Medicare Advantage Strategic Business Symposium in San Juan, Puerto Rico. You can see my intro deck here. It was a fantastic group and we all learned from each other. Participants ranged from major insurance plans to renowned hospitals, and everything in between.
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2012-12 Member Engagement A Journey to Consumerism for Medicare Health Plans

  1. 1. Member Engagement:A Journey to Consumerism for Medicare Health Plans a presentation by Kevin Riley to the Opal Medicare Conference December 2012
  2. 2. Learning objectives Session: Member Engagement: A Journey to Consumerism for Medicare Health Plans Agenda: Part 1 – Defining insurance in a retail marketplace • What is consumer health, really? • Why bother with the consumer? • What does Medicare look like in a retail market? Part 2 – Workshop 1a - Claiming your customer • Segmentation • Categorization • Personification
  3. 3. Who am I? Principal at Kevin Riley & Associates | Health Model Innovation • former chief innovation officer of Florida Blue (Blue Cross Blue Shield of Florida) and founder and former president/CEO of GuideWell • entrepreneur, health care executive, business model innovator, and pursuer of experiences that drive behavior, and ultimately action Kevin started Kevin Riley & Associates | Health Model Innovation consultancy in 2006 to help companies with the convergence of health care and the consumer. He founded and was CEO of a national health care retail company, played leadership roles for several national retail health start-ups, and served as the first Chief Innovation Officer of a major insurance plan. Kevin holds a Masters of Business in entrepreneurship and marketing from Rice University. follow me on @kevineriley, linkedin, slideshare
  4. 4. What is retail health? “Retail health is where consumers find quality care in a variety of convenient forms and at competitive prices. Consumers are able to plan for the health care needs they can anticipate and make informed decisions based on readily available information. They can then “shop” competitively for products and services using a variety of channels, formats and business models. And for those that need help, they can turn to “navigators” who work with them to design the most suitable health care solutions for themselves and their families.” • Source:* Booz & Companys Health Care’s Retail Solution Retail health should serve as a means to EDUCATE | NAVIGATE | PLAN | MOTIVATE to enable consumers to choose from suitable solutions for health care needs, anticipated and otherwise.
  5. 5. The evolution of retail health One Day Events Retail Clinics The Wired Self Screening and flu shots Primary care provided Mobile devices and at big box in convienent smartphones that track retailers, usaually on locations with more than out steps, and one or two days extended hours reward us Mobile Health Insurance Stores Healthy Gaming Health screenings in a Retail centers that sell Buy the shoes and the mobile unit at your work and servioces game, work out and and neighborhoods insurance policies show your doctor
  6. 6. What is retail health? “Retail health is where consumers find quality care in a variety of convenient forms and at competitive prices. Consumers are able to plan for the health care needs they can anticipate and make informed decisions based on readily available information. They can then “shop” competitively for products and services using a variety of channels, formats and business models. And for those that need help, they can turn to “navigators” who work with them to design the most suitable health care solutions for themselves and their families.” • Source:* Booz & Companys Health Care’s Retail Solution Retail health should serve as a means to EDUCATE | NAVIGATE | PLAN | MOTIVATE to enable consumers to choose from suitable solutions for health care needs, anticipated and otherwise.
  7. 7. With so many choices …
  8. 8. What could be the problem? It is for me? What do other people think? Which expert is right? Can I afford it? Can my family use it? What are others doing? Will my insurance cover it? Is it the best? What works? How can I fit it in? What is new? Where do I start? Is it safe? Who do I trust?
  9. 9. Too much of a good thing ~13,500 heart rate monitor entries on amazon ~23,000 articles on WebMD >13,000 healthcare related apps in iTunes
  10. 10. Which one is yours? A Shovel A Hole A Fruit Tree By technicians for technicians – it is Better than shovel, in fact best They have utility and you forget shinny and sturdy, but in of itself is created with shovels, holes have they are a tree because you are of no use! usefulness only when applied focused on the sweetness of the properly (filled with something) fruit and what it brings you
  11. 11. What is retail health? Retail health should serve as a means to EDUCATE NAVIGATE PLAN MOTIVATE to enable consumers to choose from suitable solutions for health care needs, anticipated and otherwise.
  12. 12. A better educator VS.
  13. 13. A better navigator VS.
  14. 14. A better planner VS.
  15. 15. A better motivator VS.
  16. 16. So how do you get there?
  17. 17. Tenant #1 – All of this exists in an ecosystem,only some of which is in your control Patient Payer Purveyor Provider
  18. 18. Tenant #2 – You are a retailer now, get usedto it and act like one big- EST quick- EST cheap- EST easy- EST cool- EST
  19. 19. Tenant #3 – Your customers attitudes (may)stay the same, but their needs andbehaviors do not
  20. 20. Kevin Riley & Associates | Health Model Innovationkevin@healthmodelinnovation.comwww.healthmodelinnovation.comQuestions?

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