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Cigna's Diversity and Inclusion Case Competition 2019
- 1. Together, Team: Corporate Crew Henry Nguyen | Lynnette Nguyen | Linh Ngo | Azamat Gasanov Protected
- 2. 2 Agenda Research: What the data shows Our target demographic profile Their barriers to healthcare Our strategy Empowering patients through transparency Their family. Our priority Understanding and catering to cultural preference …with a population-focused health care provider network Financial Analysis Market share & revenue projection Assessing and preventing risks
- 4. 4 What The Data ShowsResearch:
- 5. 336,0323,1 11,9% 2017 348,8 12,3%12,1% 2015 356,6 11,5% 2013 11,7% 2016 368,3 2014 +3,3% 26.9% 13.4% 9.3%15.6% 12.3% 22.5% Vietnamese Korean Filipino Chinese Indian Others Key Insights • In 2017, 12.3% NOVA population is Asian. 55% are Female compared to 45% who are Male. • This population outpace the overall population growth of the region (3.3% to 1.4% CAGR) Growth in the Asian population in Northern Virginia is outpacing the total population 55 Asian population in Northern Virginia (‘000 people | % of Northern Virginia population) Break down of Asian population in NOVA by ethnicities Financial AnalysisResearch Recommendations 5 26.0% 21.7% 41.5% 10.8% 65 years and over 19 to 34 years 35 to 64 years 18 years and under Break down of Asian population in NOVA by age group
- 6. 10,0 3,9 11,2 13,7 4,2 12,4 3,9 0,7 12,0 14,1 0,6 13,313,2 0,7 13,1 0,7 4,1 201720162013 0,7 13,7 2014 4,1 2015 65 years and over 35 to 64 years 19 to 34 years 18 years and under % of respective populationCAGR 0.53% 5.7% 10.4%-2.44% -6.83% 16.3% Profile of the uninsured in Northern Virginia 25% 16% 14% 4% 10% Vietnamese KoreanJapanese 17% ChineseFilipino Asian Indian 6 2.4%5.83% Uninsured population in Northern Virginia (‘000 people) Uninsured rate in major subgroups (% of subgroup total population) Uninsured rate by gender in 2017 (% of subgroup total population) 49% 44% 48% 69% 51% 56% 52% 31% 35 to 64 years19 to 34 years 65 years and over 18 years and under FemaleMale Financial AnalysisResearch Recommendations 6
- 7. Language and Cultural Barriers 7 41% of Asian Americans are limited in English proficiency, making it difficult to navigate through the already complex healthcare system, especially for the older generation 56% 41% Proficient Non-proficient 5.65M Asian Americans not proficient in English Survey shows that “... the majority of Asian Americans do not think providers know about and respect non-Western health beliefs and practices” Meanwhile, cultural belief and alternative treatments are important for Asian people 54% 46% Seek Traditional Healers Other 54% of respondents visit traditionalhealers There is a lack of physicians with culturally appropriate background • Eastern and Southern Asian patients may describe their symptoms differently • A large population of female Asian across subgroups have express serious concern over having male OB-GYN doctors Major barriers are preventing Asians from accessing and engaging in healthcare Financial AnalysisResearch Recommendations 7
- 8. Logistical barrierFinancial barrier 8 Major barriers are preventing Asians from accessing and engaging in healthcare 8Financial AnalysisResearch Recommendations 8 12.5% of Asians still live in poverty 17.2% of Asians still lack health insurance Average Asian American Salary Vietnamese American Average Salary $54,600 70% 30% Categories of Logistical Barriers $92,400 Transportation Wait Time Child Care 45 Min Maximum Appointment Wait Time
- 9. 9 Empowering Patients in their health with CignaOur strategy:
- 10. Financial Analysis 10 Cigna needs to educate and empower young working Asian Americans on their own health, for them to empower their own families Research Recommendations Millennials: The largest generation in the country had the highest rate of uninsured individuals (16%) Millennials: Digital Natives Disrupting Healthcare report Lack of health education is the root cause for why Millennials pegged for going uninsured 16% 11% 9% 8% Why uninsured? (18%) Not knowing how to apply (11%) Not having time during open enrollment (9%) The perceived difficulty of navigating the health insurance exchanges (8%) Not feeling informed enough about their health options There’s a demand for a technology platform that explains health
- 11. Financial Analysis 11 1. Introducing: myCigna+ – empowering and enabling patients to make their health decisions Research Recommendations Shifting the health care space from fee-for-service to value-based, focusing on preventive care. Initiating conversations and facilitating decisions on healthcare. • 24/7 patient-centric concierge service Language interpreters Unbeatable Convenience for working Asian Americans Educating patients on their health options Increasing transparency in the health care space, reducing cost • Building lasting relationships between Cigna as a health partner with patients Monitor, Advise, Support, Assess, Treat
- 12. “Together, protected” One health plan, protect your health, and your family’s health. Family Health plan Financial Analysis 12 2. Protecting Asian Americans’ families with Family Health Plan Research Recommendations Family is the most important value that Asian Americans hold 50% of Asian Americans ranked “Family” as the most important in the hierarchy of cultural values ThinkNowResearch: Cultural Values: Key Insights On How To Reach Asian Americans Effectively
- 13. Research Recommendations Financial Analysis 3. Building a provider network that is focus on common diseases found in Asian Americans and partner with local physicians 30% 22%9% 4% 4% 31% Korean Malignant neoplasms Diseases of heart Cerebrovascular diseases Accidents-Unintentional injuries Influenza and pneumonia Others 28% 19% 11% 4% 4% 34% Vietnamese Percentage of death due to cause (%) by racial/ethnic group from 2003-2011 (36 states and D.C) Customer Needs Our Product 13 Understanding the medical needs of Asian American is the key to find the right providers Among Asian American, each subgroup has unique medical needs. Asian Americans face higher risks of certain diseases than overall US population. We create a community of local physicians, patients and their families Asian culture emphasizes the sense of belonging to a community. Understand the patient’s social situation and how health care decision is made within their family. Avoid stereotyping patients and do not make assumptions about their ethnic heritage.
- 14. 4. Include favorable Complementary and Alternative Medical (CAM) service Financial AnalysisResearch Recommendations 14 Healthcare Gap Market Trend Customers ask We deliver 75% of Asian Americans used at least 1 type of CAM in the past 12 months. 8% reported having discuss CAM therapies with their physicians. Most popular methods are chiropractic, massage therapy, herbal medicine and acupuncture. $196.87 billion is expected value of CAM Industry by 2025 Include more integrative medicine (IM) practitioner in our provider network. Include patients’ use of traditional treatments and herbal medications into their history of the illness. Current System
- 16. Financial Analysis Our solutions deliver performance and long-term growth Research Recommendations 16 $62M $3.4B $5.7B Asian population in the U.S. is 2019 is approx. 20 millions people. Asian American population in NOVA is 368,300 people. Average spending on health care of Asian Americans is $3,400 annually. Capture 5% market share Asian population in the U.S. is expected to reach 34 millions in 2050. Long-term growth is driven by premium services, disruptive technology, and customer retention Revenue from Asian Americans in NOVA Revenue from Asian Americans in the U.S. in 2019 Revenue from Asian Americans in the U.S. in 2050
- 17. Financial Analysis Risks and Mitigation Strategy Research Recommendations 17 Risks Probability of Risk Impact on Company Mitigating Factors Availability of local doctors with suitable background Hire translators, 24/7 concierge services Number of customers decreases due to repeal of the Patient Protection and Affordable Care Act Facilitate connection between physicians and patients to retain customers Hard to assess the effect of Complementary and Alternative Medicine methods Recommend patients to use as complementary treatment, not the primary one Privacy of patients’ data on technological platforms Hire top quality software engineers to prevent Accuracy of medical terms’ translation Hire people with diverse backgrounds in the translation team
- 18. 18 Our strategy 1. Telemedicine platform myCigna+ with 24/7 virtual concierge service, creating unprecedented transparency and scope in healthcare 2. Protecting Asian Americans’ generations with Cigna’s Family Health Plan 3. Building trust through a population-focused network of health care providers 4. Understanding cultural preference by providing traditional medicine options
- 19. Together, Team: Corporate Crew Henry Nguyen | Lynnette Nguyen | Linh Ngo | Azamat Gasanov Protected
- 20. 20 Citation US Census Sawyer, Bradley, and Gary Claxton. “How Do Health Expenditures Vary across the Population?” Peterson-Kaiser Health System Tracker, 2019. Grand View Research, Inc. “Alternative & ComplementaryMedicine Market Worth $196.87 Billion By 2025: Grand View Research, Inc.” PR Newswire: Press Release Distribution, Targeting, Monitoring and Marketing, 26 June 2018. Harrah, Scott. “Doctors and Diversity: Improving Health Care for Asian Americans.” The UMHS Endeavour, 19 June 2017. “Complementary and Alternative Medical Therapy Use Among Chinese and Vietnamese Americans.” Commonwealth Fund, 1 Apr. 2006. https://clients1.ibisworld.com/reports/us/industry/majorcompanies.aspx?entid=1324 https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4411112/
- 21. Timeline 21 2019 2020 2021 2022 R&D Advertise Design plan Launch in NOVA Scaling National Wide Launch nation wide Building network Monitoring Activity Deploy App improvement Phase 1 Phase 2 Phase 3
- 22. Health care preference by age
- 23. But it can be slightly different for the Asian population 25 years and under(1st gen) 25 to 50 years (1st gen) 50 years and over (foreign born) Exposed to the US healthcare system Familiar with technology Little to no language barriers Recognized needs for health service Decision influencers on family health care Willing to pay for primary care Great needs for health service Needs for health insurance Financial means Communicate with other generations Time constraints Lack healthcare literacy Cultural barriers myCigna+
Editor's Notes
- Before we begin, how about a little knowledge check? Name an Asian country. Now you don’t have to tell me, because I know you have a correct answer, though one might be different from another But how can we all be right? That is because just in the NOVA region by itself, there are more than 19 possible right answer. Yes, the Asian ethnicities in this region is extremely diverse, and one background can be vastly different from one another. And that is why we would like to stress on an emphasize that is the back bone of our recommendation, that perhaps targeting this area alone might not be the most scalable, on-size-fit-all narrative for Cigna. Instead, we would like to encourage your company to take our recommendation as a platform to build a long-term branding strategy that position Cigna as a partner who is eager to indiscriminately engage and appreciate different cultural background
- So, let’s get to know our clients a little better
- The US cencus has shown that
- With Henry’s research, we found that a large population of those uninsured in Northern Virginia are Millennials. This group is highly important as they not only make health decisions for themselves, but also for their children, parents, and grand parents, making them the bridge across generations. This is the largest generation in the country, but also the one with the highest rate ofun insurance at 16%. The reason why many Millennials are opting out of health insurance is due to a lack of health education. Because of that, it is clear that Cigna needs to create a platform that educates and enables young working Asian Americans to make educated decisions for them and their family.
- That leads us to our first recommendation: Introducing the new-and-improved myCigna+ app. This platform aims to disrupt the healthcare space in Northern Virginia by offering a 24/7 patient-centric concierge service. We provide language interpreters to help eliminate the language barriers that Asians face, along with an unbeatable convenience for working Asian Americans. myCigna+ aims to educate patients on their health options and increase transparency, which is currently lacking in the health care space. With the app, we will build lasting relationships between Cigna as the health partner with our patients. We will not only be there for them when they’re sick, but actually accompany them from the beginning. By monitoring, advising, supporting, assessing, and treating their health. In Vietnam, we have a saying: ”Preventing sickness is better than treating sickness,” and that rings truer than ever. In conclusion, the myCigna+ app will shift the health care space from fee-for-service to value-based, focusing on preventive care. The app will be a powerful facilitator of important health conversations, not only for individuals, but also for families
- Add a more emotional approach. Tell a short impactful story In fact, family is the most important value for Asian Americans, with over 50% of them ranking it as “most important” in their cultural values hierarchy. Understanding this deep-rooted value, we recommend Cigna create the family health plan. With the tagline, “Together, protected”, Cigna communicates to the Asian population the importance of protecting their family and their health. One health plan, protect your health, and your family’s health.
- Connecting to the right people
- Hard to prove, how to show the effect of it
- Add a timeline
- Phase 1: Research, design plan and make improvement on app Phase 2: Marketing and training Phase 3: Bring service to nationalwide