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© PA Knowledge Limited 2015
1
NEXT LEVEL
CONSUMER SUPPORT
TOOLS
Implementing decision support beyond
network and price choice
Proteus Duxbury
July 16 2015
© PA Knowledge Limited 2015
2
Buying health insurance is hard!
© PA Knowledge Limited 2015
3
While a majority of Americans understand key health insurance concepts and
terms, over a quarter of them are unable to answer even four questions correctly
0%
10%
20%
30%
40%
50%
60%
8%
20% 20%
48%
4%
Understanding of Insurance Terms
and Concepts
A recent survey by the Kaiser Family Foundation (KFF)
found that over 50% of those surveyed were able to answer
seven out of the ten questions asked
• Only 4% of those surveyed were able to answer all
questions asked
• Double that number were not able to get even one
correct answer
Out of the ten questions asked, six were considered to be
fairly easy to answer and at least 67% answered these
correctly
Source: KFF Survey
© PA Knowledge Limited 2015
4
Some of the simpler questions relating to frequency of premium payments and
definitions of deductibles were easily answered by respondents to the KFF survey;
however a deeper understanding of how healthcare payments works is still elusive
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Frequencyofpremium
payments
Definitionofhealth
insurancepremium
Descriptionof"provider
network"
Definitionof"annual
healthinsurance
deductible
Knowledgethatnon-
paymentbyinsurercanbe
appealed
Descriptionof"out-of-
pocketlimit"
Calculationof"out-of-
pocket"spendingon
hospitalstay
Understandingofhow
providernetworkswork
Descriptionof"health
insuranceFormulary
Calculationof"out-of-
pocket"spendingonlab
test
Understanding of Key Healthcare Insurance Terms and Factors
Don’t know Wrong Answer Correct Answer
While knowledge of the key concepts and terms are quite good, most people are unable to replicate the calculation of
out-of-pocket expenses suggesting that a deeper understanding still eludes them
Source: KPC Analysis
Source: KFF Survey
© PA Knowledge Limited 2015
5
Those who are insured are more likely to understand the concepts than the non-
insured; younger people are less likely to be exposed to health insurance terms;
Male respondents and college graduates are more likely to be better informed
0%
20%
40%
60%
80%
100%
LowScorers
Moderate
Scorers
HighScorers
Understanding of Concepts & Terms by Status
Un-insured Insured
0%
50%
100%
150%
200%
250%
LowScorers
Moderate
Scorers
HighScorers
Understanding of Concepts & Terms by Age
Above 64
50-64
30-49
18-29
0%
20%
40%
60%
80%
100%
120%
LowScorers
Moderate
Scorers
HighScorers
Understanding of Concepts & Terms by Gender
Female Male
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
LowScorers
Moderate
Scorers
HighScorers
Understanding of Concepts & Terms by
Education
College Grads Some College High School or Less
Source for all graphs: KFF Survey Note: Low Scorers – 0-4 Correct Answers, Moderate Scorers 5-6 Correct Answers and High Scorers – Above 7 Correct Answers
© PA Knowledge Limited 2015
6
The ACA is not well understood by consumers
Source: www.healthlawhelper.org
© PA Knowledge Limited 2015
7
Only 50% of consumers are enrolling direct through web channels
Connect for health Colorado, 2015
© PA Knowledge Limited 2015
8
Very few consumers are selecting lower deductible health plans
Even though these may be financially
better choices.
For example CSR is only available with
Silver plans and above.
Connect for health Colorado, 2015
© PA Knowledge Limited 2015
9
The challenges faced by marketplaces in the US have implications that are
driving opportunity
Need to be financially
sustainable with less
capital
Making the right plan
choice is tough and non-
web support costs are
high
The cost of healthcare is
rising but revenues are
decreasing
M
A
R
K
E
T
P
L
A
C
E
Online support tools
Plan selection tools
Greater transparency
Care management
Private / public partnership
Pressures Implications
© PA Knowledge Limited 2015
10
Consumers make sub-optimal choices leading to dissatisfied customers
 Consumers take shortcuts to simplify complex purchasing decisions
 Vulnerable individuals most likely to take shortcuts
 People’s decision-making is malleable – we must
aid people in making trade-offs
 Information overload takes place quickly
– must be doable in less than 10 minutes *
Cheapest
is best
Top of list
is best
Gold is
good
* Source: Ted von Glahn, 2014
© PA Knowledge Limited 2015
11
Premium is still the #1 factor when deciding on a plan
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
Premium
Deductible
MaximumannualOut-Of-
PocketSpending
ChoiceofProviders
RangeofServices
available
AmountofCo-Pay
InclusionofCurrent
Providers
AccesstoSpecialistCare
CostofOut-Of-Network
Care
Helpinmanaging
particularconditions
AvailabilityofHealth
SavingsAccount
Factors influencing the choice of healthcare plans
Overall
Currently in a non-group plan
Uninsured
Healthcare providers need to keep in mind the non-financial factors that influence choice of healthcare forms although
of course the financial aspects dominate the choice
Source: Factors Influencing Health Plan Choice among the Marketplace Target Population on the Eve of Health Reform
Source: KPC Analysis
© PA Knowledge Limited 2015
12
Variables become more important as people age
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
Premium
Deductible
MaximumannualOut-Of-
PocketSpending
ChoiceofProviders
RangeofServicesavailable
AmountofCo-Pay
InclusionofCurrent
Providers
AccesstoSpecialistCare
CostofOut-Of-NetworkCare
Helpinmanagingparticular
conditions
AvailabilityofHealthSavings
Account
Factors influencing the choice of healthcare plans – by Age
Overall
18-30
31-49
50-64
Source: Factors Influencing Health Plan Choice among the Marketplace Target Population on the Eve of Health Reform
© PA Knowledge Limited 2015
13
Trade offs that are acceptable to people favouring lower premiums suggest that
people are more willing to trade non-financial advantages for lower premiums
Factors that can be traded off against lower
premiums
% of respondents
Limits on covered services 43.5%
Limited drug coverage 42.3%
Restricted access to specialist care 39.2%
Limited choice of healthcare providers 34.4%
Unwilling to accept any trade offs 27.2%
Higher co-payment/co-insurance 26.3%
Higher deductible 25.1%
Higher annual “out-of-pocket spending limit” 24.7%
Source: Factors Influencing Health Plan Choice among the Marketplace Target Population on the Eve of Health Reform
© PA Knowledge Limited 2015
14
Online avatars are being used to help consumers navigate the online experience
more seamlessly
© PA Knowledge Limited 2015
15
Best of breed out of pocket calculators are helping consumers select the right plan
Picwell claims:
• 90% success rate at guiding consumers to choose a plan
for their individual needs
• Helping consumers reduce their total healthcare spending
by close to 20%
• Helping individuals save up to $1,300 per year.
© PA Knowledge Limited 2015
16
… and drawing on big data to provide targeted analytics
© PA Knowledge Limited 2015
17
Treatment cost calculators and advanced provider search tools are helping
consumers utilize their healthcare $’s efficiently
© PA Knowledge Limited 2015
18
… and providing cost transparency
© PA Knowledge Limited 2015
19
The All Payer Claims Database contains valuable transparency data
© PA Knowledge Limited 2015
20
Smart phone usage has become ubiquitous over the last 10 years
© PA Knowledge Limited 2015
21
Maturing consumer digital services is a progression
Learn Transact Manage
 Static content
 Basic plan browsing
 Provider search
 Eligibility
 Enrolment
 Account management
 Transparency tools
 Health management
 Social
© PA Knowledge Limited 2015
22
Direct enrollment APIs can open up new channels and allow other intermediaries to
share the cost of engaging the consumer
Source: hCentive, 2014

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Consumer decision support - proteus duxbury

  • 1. © PA Knowledge Limited 2015 1 NEXT LEVEL CONSUMER SUPPORT TOOLS Implementing decision support beyond network and price choice Proteus Duxbury July 16 2015
  • 2. © PA Knowledge Limited 2015 2 Buying health insurance is hard!
  • 3. © PA Knowledge Limited 2015 3 While a majority of Americans understand key health insurance concepts and terms, over a quarter of them are unable to answer even four questions correctly 0% 10% 20% 30% 40% 50% 60% 8% 20% 20% 48% 4% Understanding of Insurance Terms and Concepts A recent survey by the Kaiser Family Foundation (KFF) found that over 50% of those surveyed were able to answer seven out of the ten questions asked • Only 4% of those surveyed were able to answer all questions asked • Double that number were not able to get even one correct answer Out of the ten questions asked, six were considered to be fairly easy to answer and at least 67% answered these correctly Source: KFF Survey
  • 4. © PA Knowledge Limited 2015 4 Some of the simpler questions relating to frequency of premium payments and definitions of deductibles were easily answered by respondents to the KFF survey; however a deeper understanding of how healthcare payments works is still elusive 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Frequencyofpremium payments Definitionofhealth insurancepremium Descriptionof"provider network" Definitionof"annual healthinsurance deductible Knowledgethatnon- paymentbyinsurercanbe appealed Descriptionof"out-of- pocketlimit" Calculationof"out-of- pocket"spendingon hospitalstay Understandingofhow providernetworkswork Descriptionof"health insuranceFormulary Calculationof"out-of- pocket"spendingonlab test Understanding of Key Healthcare Insurance Terms and Factors Don’t know Wrong Answer Correct Answer While knowledge of the key concepts and terms are quite good, most people are unable to replicate the calculation of out-of-pocket expenses suggesting that a deeper understanding still eludes them Source: KPC Analysis Source: KFF Survey
  • 5. © PA Knowledge Limited 2015 5 Those who are insured are more likely to understand the concepts than the non- insured; younger people are less likely to be exposed to health insurance terms; Male respondents and college graduates are more likely to be better informed 0% 20% 40% 60% 80% 100% LowScorers Moderate Scorers HighScorers Understanding of Concepts & Terms by Status Un-insured Insured 0% 50% 100% 150% 200% 250% LowScorers Moderate Scorers HighScorers Understanding of Concepts & Terms by Age Above 64 50-64 30-49 18-29 0% 20% 40% 60% 80% 100% 120% LowScorers Moderate Scorers HighScorers Understanding of Concepts & Terms by Gender Female Male 0% 20% 40% 60% 80% 100% 120% 140% 160% 180% LowScorers Moderate Scorers HighScorers Understanding of Concepts & Terms by Education College Grads Some College High School or Less Source for all graphs: KFF Survey Note: Low Scorers – 0-4 Correct Answers, Moderate Scorers 5-6 Correct Answers and High Scorers – Above 7 Correct Answers
  • 6. © PA Knowledge Limited 2015 6 The ACA is not well understood by consumers Source: www.healthlawhelper.org
  • 7. © PA Knowledge Limited 2015 7 Only 50% of consumers are enrolling direct through web channels Connect for health Colorado, 2015
  • 8. © PA Knowledge Limited 2015 8 Very few consumers are selecting lower deductible health plans Even though these may be financially better choices. For example CSR is only available with Silver plans and above. Connect for health Colorado, 2015
  • 9. © PA Knowledge Limited 2015 9 The challenges faced by marketplaces in the US have implications that are driving opportunity Need to be financially sustainable with less capital Making the right plan choice is tough and non- web support costs are high The cost of healthcare is rising but revenues are decreasing M A R K E T P L A C E Online support tools Plan selection tools Greater transparency Care management Private / public partnership Pressures Implications
  • 10. © PA Knowledge Limited 2015 10 Consumers make sub-optimal choices leading to dissatisfied customers  Consumers take shortcuts to simplify complex purchasing decisions  Vulnerable individuals most likely to take shortcuts  People’s decision-making is malleable – we must aid people in making trade-offs  Information overload takes place quickly – must be doable in less than 10 minutes * Cheapest is best Top of list is best Gold is good * Source: Ted von Glahn, 2014
  • 11. © PA Knowledge Limited 2015 11 Premium is still the #1 factor when deciding on a plan 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% Premium Deductible MaximumannualOut-Of- PocketSpending ChoiceofProviders RangeofServices available AmountofCo-Pay InclusionofCurrent Providers AccesstoSpecialistCare CostofOut-Of-Network Care Helpinmanaging particularconditions AvailabilityofHealth SavingsAccount Factors influencing the choice of healthcare plans Overall Currently in a non-group plan Uninsured Healthcare providers need to keep in mind the non-financial factors that influence choice of healthcare forms although of course the financial aspects dominate the choice Source: Factors Influencing Health Plan Choice among the Marketplace Target Population on the Eve of Health Reform Source: KPC Analysis
  • 12. © PA Knowledge Limited 2015 12 Variables become more important as people age 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00% Premium Deductible MaximumannualOut-Of- PocketSpending ChoiceofProviders RangeofServicesavailable AmountofCo-Pay InclusionofCurrent Providers AccesstoSpecialistCare CostofOut-Of-NetworkCare Helpinmanagingparticular conditions AvailabilityofHealthSavings Account Factors influencing the choice of healthcare plans – by Age Overall 18-30 31-49 50-64 Source: Factors Influencing Health Plan Choice among the Marketplace Target Population on the Eve of Health Reform
  • 13. © PA Knowledge Limited 2015 13 Trade offs that are acceptable to people favouring lower premiums suggest that people are more willing to trade non-financial advantages for lower premiums Factors that can be traded off against lower premiums % of respondents Limits on covered services 43.5% Limited drug coverage 42.3% Restricted access to specialist care 39.2% Limited choice of healthcare providers 34.4% Unwilling to accept any trade offs 27.2% Higher co-payment/co-insurance 26.3% Higher deductible 25.1% Higher annual “out-of-pocket spending limit” 24.7% Source: Factors Influencing Health Plan Choice among the Marketplace Target Population on the Eve of Health Reform
  • 14. © PA Knowledge Limited 2015 14 Online avatars are being used to help consumers navigate the online experience more seamlessly
  • 15. © PA Knowledge Limited 2015 15 Best of breed out of pocket calculators are helping consumers select the right plan Picwell claims: • 90% success rate at guiding consumers to choose a plan for their individual needs • Helping consumers reduce their total healthcare spending by close to 20% • Helping individuals save up to $1,300 per year.
  • 16. © PA Knowledge Limited 2015 16 … and drawing on big data to provide targeted analytics
  • 17. © PA Knowledge Limited 2015 17 Treatment cost calculators and advanced provider search tools are helping consumers utilize their healthcare $’s efficiently
  • 18. © PA Knowledge Limited 2015 18 … and providing cost transparency
  • 19. © PA Knowledge Limited 2015 19 The All Payer Claims Database contains valuable transparency data
  • 20. © PA Knowledge Limited 2015 20 Smart phone usage has become ubiquitous over the last 10 years
  • 21. © PA Knowledge Limited 2015 21 Maturing consumer digital services is a progression Learn Transact Manage  Static content  Basic plan browsing  Provider search  Eligibility  Enrolment  Account management  Transparency tools  Health management  Social
  • 22. © PA Knowledge Limited 2015 22 Direct enrollment APIs can open up new channels and allow other intermediaries to share the cost of engaging the consumer Source: hCentive, 2014