Content-matters-at-premera
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Let's Be Clear is a company-wide communication project launched at Premera Blue Cross in January 2016. Its goal is to simplify how we talk to our customers by eradicating jargon, acronyms, and confusing words and terms (and there's much too much of those in health insurance!). Learn how we carefully launched this project, earned buy-in from the majority of coworkers, simplified our customer experience, and improved the way co-workers talk to each other.
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Content-matters-at-premera
- 1. Erica Jorgensen April 20, 2017 @JorgensenErica #ContentSEA
- 2. A little bit about Premera We’ve been around since 1933 Not-for-profit Leading health plan in the Northwest 2 million customers 3,500 employees @JorgensenErica #ContentSEA
- 3. A little bit more about Premera New CEO in 2014 Rapid industry change Internal cultural change/digital divide being bridged Major accounts: @JorgensenErica #ContentSEA
- 4. A little bit about me At Premera since 2014 Journalism background Ecommerce, branding, and startup experience
- 5. A company-wide initiative to use plain and simple language inside and outside the workplace. It aims to abolish acronyms, jargon, and confusing insurance-speak. Launched January, 2016 @JorgensenErica #ContentSEA
- 7. A lot of lessons learned during the last 2 years… Preparing… Launch! So much enthusiasm! Some missteps Continual moral support and reassessment Some great victories Continuing education & weaving Let’s Be Clear into the company culture
- 8. Many challenges… When it comes to customer trust, health insurers are right alongside cable companies at the bottom of the barrel @JorgensenErica #ContentSEA
- 10. Health insurance literacy 77% of individuals are unsure what the terminology in their health plan really means Fewer than 1% of people surveyed by Premera could estimate a hospital bill given the copay, deductible, and coinsurance 87% think that “provider” means the insurance company, not a doctor @JorgensenErica #ContentSEA
- 11. “What do you think of when you think of your health insurance network?”
- 14. Lots of stumpers! Adjudicate Deductible Formulary Generic drugs (may not be cheaper than name brands!) Prior authorization Producer Provider Silver health plans
- 15. What do you think about when you think about health insurance?
- 16. Wahhh wahh wah wahhhhh…
- 17. …wahhh wahh wah wahhhhh
- 18. What I think about when I think about health insurance…
- 20. Being clear and helpful to our customers is an ethical issue @JorgensenErica #ContentSEA
- 23. Task force Marketing/branding Corporate communications Legal Ecommerce/digital and customer experience Voice of the customer Design research Human resources Customer service
- 24. Molly Marsicek (Former) Senior manager, customer experience
- 25. Megan Howell Assistant general counsel, legal Lobbying to make your health claims and forms understandable!
- 26. Johanna Dokken Voice of the customer
- 28. Premera’s entire content strategy team at the time…
- 30. $$$$$$$$ savings Reducing calls to customer service Improving customer loyalty
- 32. Creating the word list and their replacements …also known as gathering feedback from around the company while keeping the Let’s Be Clear project on the down-low @JorgensenErica #ContentSEA
- 37. Senior manager buy-in was KEY VP-level sponsor/blessing Executive leadership team awareness Pre-kickoff meetings with team leaders to start to spread the word @JorgensenErica #ContentSEA
- 39. 3-year plan Ultimate goal: Include Let’s Be Clear work in everyone’s annual review @JorgensenErica #ContentSEA
- 40. Timing was also key @JorgensenErica #ContentSEA
- 43. A few missteps Focus on member website first: Pharmacy and provider legally couldn’t implement all the Let’s Be Clear terms. --Formulary --Prior authorization @JorgensenErica #ContentSEA
- 44. A few missteps Let’s Be Clear word list/writing tips vs. Premera writing style standards @JorgensenErica #ContentSEA
- 45. Flesch-Kincaid statistics Grade level and overall readability @JorgensenErica #ContentSEA
- 48. Probably more important than Flesch-Kincaid: Front-loading sentences Subject/verb lead-in @JorgensenErica #ContentSEA
- 49. Avoid homonyms & homophones The writing I’m writing is on the writing tablet @JorgensenErica #ContentSEA
- 51. Pushback in late 2016: The Trump factor 3rd grade reading level “Why would we want to communicate like Trump?” @JorgensenErica #ContentSEA
- 52. Simple does not mean simplistic Clarity over brevity Active vs. passive voice
- 54. …and some victories “Pssst….do you know what PBCWA is?” @JorgensenErica #ContentSEA
- 55. …and some victories Company survey: 95% of employees were aware of the Let’s Be Clear work and felt it was important @JorgensenErica #ContentSEA
- 56. …and some victories Serial comma added to writing style guide!!!! @JorgensenErica #ContentSEA
- 57. YESSSSSSSSSSSSSS
- 58. …more victories Coordination of Benefits Letter 40% easier to understand On track to save tens of thousands of dollars annually
- 60. MUST-HAVES: Moral support was necessary The superheroine team met regularly
- 61. Showing our work: Find a Doctor content
- 63. Open enrollment landing page @JorgensenErica #ContentSEA
- 65. Let’s Be Clear in 2017 Revised/longer word list Letter campaign: 1 million letters (51%) Mobile app More content strategy help! @JorgensenErica #ContentSEA
- 66. Net promoter score (NPS): A complex metric @JorgensenErica #ContentSEA
- 67. Net promoter score (NPS) vs. customer satisfaction @JorgensenErica #ContentSEA
- 68. Email signatures Thank-you postcard campaign Executive sign-offs on letters Suggestion boxes @JorgensenErica #ContentSEA Keeping up the momentum
- 69. Keeping on keepin’ on SVP and CEO support Quarterly report-outs Increased staffing! Sharing befores-and-afters Not-humble-bragging about $$ savings Cafeteria “fridge” Postcards Let’s Be Clear desk flags @JorgensenErica #ContentSEA
- 70. In retrospect…things I would encourage the team to do differently… Divert the attention from Flesch-Kincaid earlier It got lots of people hung up and made the work feel difficult and slow esp. for those who don’t enjoy writing Launch the 10 steps to clear writing sooner
- 72. More resources Roy Peter Clark http://www.poynter.org/author/rclark/ Nicely Said: Nicole Fenton & Katie Kiefer Lee http://www.nicelysaid.co @JorgensenErica #ContentSEA
Editor's Notes
- Doctors, pharmacists, lawyers
- As Bezos said in his Wired interview, the best customer service experience is when they never have to contact you. Amazon: 2nd editorial hire, first health books editor in ye olden days
- Not a new thing—but it was a big change for P Let’s Be Clear is a company-wide initiative to use plain and simple language inside and out of our workplace. remera
- https://health.gov/communication/literacy/issuebrief/ Customers thought they were “producers” because they produced a hospital bill some thought they were providers because they provided a body for treatment--!
- We’re down there with Comcast in terms of customer trust
- https://health.gov/communication/literacy/issuebrief/ Customers thought they were “producers” because they produced a hospital bill some thought they were providers because they provided a body for treatment--!
- What your typical person on the street thinks about health care terms
- “save money with generics” went away Producer: people think they produced a health care claim, so they’re the producer Provider: People think provider is the insurance company itself. https://www.google.com/search?q=seriously&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjB7o-5u7HTAhULsVQKHUXZArsQ_AUICCgB&biw=1033&bih=562
- What we think about when we think about healthcare
- What we think about when we think about healthcare
- What we think about when we think about healthcare
- mom, Glenn Susie
- What I think about when I think about health insurance –mom, Glenn
- User testing results: on-the-street surveys
- User testing results: on-the-street surveys
- User testing results: on-the-street surveys
- User testing results: on-the-street surveys
- Ingrid Lindberg, ChiefCustomer.com She is a hoot First Chief Customer Officer in the country
- User testing results: on-the-street surveys
- Input from all over the company
- Had to clear these terms with all the subject matter experts and legal.
- Had to clear these terms with all the subject matter experts and legal.
- Had to clear these terms with all the subject matter experts and legal.
- Ingrid helped so much with this…
- Push back: those who have lots of years of schooling not always gung ho about talking ‘Simply”
- Legal team 26.2 grade level copy
- Yellowlees Douglas
- To enable reading, 3 parts of the brain coordinate simultaneously
- http://www.poynter.org/2017/did-donald-trump-just-come-up-with-a-new-use-for-quotation-marks/452766/
- Some pages that performed better were LONGER than before
- User testing results: on-the-street surveys providers: midwives, nurse practitioners, etc.—not just doctors 1095 content—do we really need to put that stuff on the website???
- https://www.merriam-webster.com/video/serial-comma
- History of the serial comma: Merriam-Webster.com
- https://www.merriam-webster.com/video/serial-comma
- Puget Sound Business Journal
- We did not buy capes, but we thought about it
- This took SO much people-wrangling!!
- Lowercasing the person’s title and department
- Fun fact: her godmother is Maggie Smith from Downton Abbey
- User testing results: on-the-street surveys