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B2 b2c6.22.11v2

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B2 b2c6.22.11v2

  1. 1. Leo GarneauVice President of MarketingPHX,IncFounderSculptedFog,LLC<br />
  2. 2. A Strategy for Effective Communication of Healthcare Benefits<br />
  3. 3. Today’s Goals<br /><ul><li>the Landscape
  4. 4. the Issues/Opportunities
  5. 5. the Suggested Approach </li></li></ul><li>the Landscape<br />
  6. 6. Yesterday’s Actuality<br />Today’s Reality<br />Employee Responsibility increased 40% from 2004-2009<br />Government and Employer Responsibility<br />
  7. 7. Healthcare Market Dynamics <br />Influenced by Consumerism<br />$<br />Employer<br />Consumer<br />Control<br />Decisions<br />Responsibility<br />
  8. 8. Employer Role Shift<br />Gatekeeper<br />Enabler<br />
  9. 9. Employer Needs are Evolving<br /><ul><li>Requirements for goal attainment changing</li></ul> core benefits<br /> access to systems enablers<br /><ul><li>Metrics changing</li></ul> increased demand for ROI<br /> employee satisfaction<br /> retention/recruitment<br /><ul><li>Competencies and capabilities changing</li></ul> communication<br /> tools necessary to complete internal customer jobs<br /><ul><li>Vendor expectations changing</li></ul> adaptation to their new requirements<br />
  10. 10. B2B2C Competitive Advantage<br />
  11. 11. Issues/Opportunities<br /><ul><li>Most health plan members rated their plans lowest for communication and information that could help them understand their benefits¹
  12. 12. 66% of Consumers are confounded by their coverage and benefits¹ </li></ul>70% said they could explain their plan to a co-worker¹<br />¹Guardian Life Insurance Company of America 10/07 *National Survey of Employer-Sponsored Health Plans, Mercer 2007<br />
  13. 13. Obstacles/Opportunities<br /><ul><li>75% of Employers believe they effectively communicate health plan benefits to Employees
  14. 14. Only 49% of Employees believe their plan is easy to understand
  15. 15. Only 46% of Employees are confident in the quality and value of their Employers communication about their health plan.</li></ul>¹Towers Perrin 2007 ABHP (Account Based Health Plan) Survey<br />
  16. 16. All is Well <br />HuH?<br />
  17. 17. Solutions<br />
  18. 18. Voice of the Customer/Consumer<br /><ul><li>Uncover Employer and Employee needs, desires, preferences, utilization, expectations
  19. 19. Seek to understand the relationship between your Customer and the Consumer
  20. 20. Understand the distinct psyches of the employee as he/she resides in the patient, consumer, care giver, employee roles
  21. 21. Gather data whenever an interaction occurs balancing formal and informal collection techniques and frequency</li></li></ul><li>Successful Tactics<br />Engage<br />Educate<br />Empower<br />
  22. 22. Master Complexity<br /><ul><li> Become an Enabler
  23. 23. Innovate and simplify processes
  24. 24. ‘Easy ‘ is the mantra of Consumers
  25. 25. Blast away obstacles that impede utilization
  26. 26. Speak the language of the Consumer</li></li></ul><li> Spouses are Key<br /><ul><li>Employee is not always the administrator or decision maker for the benefits
  27. 27. Spouses want open access to plan information, account balances…</li></ul>¹Data on file McNeil Consumer Healthcare 2008<br />
  28. 28. Frequency employees want to receive health-related communications<br />73%<br />Source: Midwest Business Group On Health and GlaxoSmithKline, November 2008<br />
  29. 29.
  30. 30. FSA and You<br />“Give yourself a Raise”<br />
  31. 31. FSA and YouStrategic Employee Outreach Program<br />
  32. 32.
  33. 33. Employees exposed to “Consumerized” health materials used their accounts 3X more often than those who weren’t<br />
  34. 34. Contemporary Communication Tools<br /><ul><li>Interactive
  35. 35. Customizable Tools
  36. 36. Video
  37. 37. Mobile
  38. 38. Games
  39. 39. Advergames
  40. 40. Social Media
  41. 41. Virtual Worlds</li></ul>Data on File McNeil Consumer Products Company 2008¹<br />
  42. 42. Confidential<br />Copyright: McNeil Consumer Healthcare <br />division McNeil-PPC 2007<br />
  43. 43. B2B2C Results<br />Pitney Bowes – 132% increase<br />Staples – 1544% increase<br />Adding an incremental $3MM/YR to Pitney Bowes bottomline<br />Copyright: McNeil Consumer Healthcare <br />division McNeil-PPC 2008<br />Copyright: McNeil Consumer Healthcare <br />division McNeil-PPC 2008<br />
  44. 44. B2B2C Results<br /><ul><li>Drove +$400mm in incremental J&J sales
  45. 45. Cross sold programs like pain management and wellness
  46. 46. TPA partners increased participation on average 81%
  47. 47. PayFlex transitioned to a B2B2C strategic approach
  48. 48. Won 13 of 13 targeted RFP’s
  49. 49. Customer loss ratio dropped from 6% to <1%
  50. 50. Increased its growth of new business and portfolio expansion by 40% </li></li></ul><li>B2B2C Impact<br /><ul><li>Increased Customer Satisfaction
  51. 51. Increased Customer Retention
  52. 52. Increased New Business Development
  53. 53. Increased Cross Sell Opportunities
  54. 54. Increased Topline Sales</li></li></ul><li>Key Success Influencers<br /><ul><li>Actively Participate
  55. 55. Set aggressive goals
  56. 56. Target Customers that are “Consumer Centric” first
  57. 57. Build a Communication strategy
  58. 58. Speak the language of the Consumer
  59. 59. Pulse communication using meaningful bursts
  60. 60. Needs, Motivations and Priorities change– What worked yesterday???
  61. 61. ‘Easy’ = success
  62. 62. Enable the enabler</li></li></ul><li>
  63. 63. Thank You<br />Confidential<br />Copyright: McNeil Consumer Healthcare <br />division McNeil-PPC 2007<br />

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