The document reviews three distinct go-to-market strategies for health savings accounts (HSAs), highlighting ten best practices for their successful implementation. HSAs are viewed as a significant opportunity for financial institutions, with an emphasis on customer education, flexible enrollment options, and online management. The author, Sherry K. Lawton, encourages understanding of the HSA product and strategic collaboration with customers to enhance program outcomes.

1. Health Savings Accounts: A Review of
Three Distinct HSA Go-to-Market Strategies
Sherry K. Lawton, Senior Healthcare Strategic Sales Executive
FIS Government, Education and Healthcare Division

2. The Crazy Lady in Front of You!
• Sherry K. Lawton
– Sr. Healthcare Strategic Sales Executive
– FIS Government, Education and Healthcare Division
• Worked with HSAs since their inception in 2004
• Consult with financial institutions to understand and implement successful HSA
programs and solutions
• ABA’s HSA Council
• Prior life worked with financial institutions to understand and implement online
banking and bill payment solutions, including social media marketing
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3. Our HSA Discussion
Why do HSAs sizzle?
• Show me the money
• Healthcare Bill
• Market statistics
Ten best practices
1. Do your homework
2. Understand the basic HSA product
3. Establish realistic goals
4. Turnkey marketing and education
5. Flexible enrollment options
6. Online account management
7. Integrated investment options
8. Entry into CDH market
9. Health and wealth
10. Customer empowerment
Next steps
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4. The Sizzle of Health Savings Accounts

5. Why HSAs?
• Single biggest opportunity since the 401k
– Introduced in 1978………Over 30 years ago!
• Deposits, Deposits, Deposits
• Fee income and interchange revenue
• New commercial and small business customers
• Expand/strengthen current customer relationships
• Cross selling opportunities
– Average of four services per HSA account holder
• New Healthcare financial planners / advisers
• Healthcare “Reconciliation” Bill

6. Healthcare “Reconciliation” Bill Impacts
• You in the audience
– As an employer
– As an employee
– As a financial institution
• Your customers
– Large commercial clients
– Mid to small clients
– Individuals
• Consumer driven health care
• Health Savings Account market
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7. HSA Market Estimates for 2012
$325 Billion in Assets
30,000,000 Accounts
Source: Bearing Point, February 29, 2008

8. CDHP / HSA Adoption
NOTE:
CDH includes:
HSA, HRA, FSA
CDHP includes:
HSA, HRA
Sources: Leading Research Firm, US Census Bureau, Kaiser Family Foundation, Aetna, eHealthInsurance, Employers Council on Flexible Compensation, Mercer, CFO.com,
Benefitnews.com, 100 Best MerchantAccounts.com, Federal Reserve, ISI, Forrester, US government reports/agencies BearingPoint SME, others

9. 10 Best Practices for HSA Program Success
It’s All About the Customer

10. 1. Do Your Homework
Who is your target market? What division will own the HSA product?
• Commercial clients • Treasury
• Retail / Branch / • Wealth Management
Online customers • Commercial
• Trust / Wealth managers, • @ Work/Small
Investment brokers and agents Business
• Health plans, TPAs, Insurance • Retail
and Benefit agents / brokers • Trust
• Payroll providers, Others • Healthcare Division
• Insurance Division

11. 2. Understand the Basic HSA Product
• DDA on Steroids
– Acts like a checking account
• Debit Card
• Checks
• Recommend No ATM
– Tiered interest rates similar to a Money Market account
– Tax reporting like an IRA
• Regulatory reporting
– 5498SA and 1099SA
• Separate BIN
– Merchant code restrictions
– VISA and MasterCard requirements
• HSA Portfolio of Accounts
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12. 3. Establish Realistic Objectives
CRAWL WALK RUN SPRINT
Establish Promote Enhance Surpass
• Begin promoting • Add advanced HSA
• Establish an HSA • Full suite of
your HSA program capabilities such as
program consumer driven
in the marketplace integrated
healthcare
investments
solutions (FSA,
HRA, dependant
care and transit
accounts)
PROGRAM MEASUREMENT

13. 4. Turnkey Marketing and Education
• Health Savings Accounts 101
– Web sites / Portals
– Glossary of terms
– Training tools
– Brochures
• Empowering employers and brokers
– PowerPoint presentations
– Collateral
– Program overviews
– Help wizards
• Employee / Consumer Enrollment Decision Support FIS Wealthcare Portal
– Flash movies
– Tutorials
– Calculators
– Frequently asked questions

14. 5. Flexible Enrollment Options
• Automated Account Opening (AAC)
– Accepts employee data from online application and / or
eligibility file
– Manages data scrubbing
– CIP / OFAC screening
– CIP exception management
Bulk/Batch Enrollment
– Opens DDA and Investment Accounts
– Sends file to preferred print vendor for Welcome Kits
– Sends file to create and mail Debit card
Online Enrollment
Paper Enrollment
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15. 6. Online Account Management
• Integrated HSA depository and trust account processing
• Web- based and brandable
• Single online access to all HSA accounts
– DDA, MM, COD and Investments
• Account balances
• Transaction history
• Contribution history
• Integrated, self-directed investments
• Thresholds and automated sweeps
• Bill payment
• Consolidated statements
• Regulatory reporting
FIS Personal Cash Manager

16. 7. Integrated Investment Options
• Integrated HSA DDA and Investment Solution
• Should have:
– Consolidated statements (much like a 401k)
– Single Participant Login
– Self-directed
– Sweeps and Thresholds
– Asset allocation to support the 401K-like model

17. 8. Entry into CDH Market (Sprint)

18. 9. Health and Wealth
WealthCare
• Wealth Mobile
– Smart and Informed saving and spending
• Health
– Proactively manage their health
• Personal health records
– Patient-owned, patient-managed medical records FIS HealthManager
– Track medical details for family members and dependents
– Comprehensive record of conditions, medications,
– allergies, diagnostic statistics, etc.
– Messaging, reminders and alerts
– Links to clinical information
– Health risk assessment
– Wellness

19. Integrated CDH Vision
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20. 10. Customer Empowerment is Key
HSA Program Success:
It’s all about the customer.
• Education, Education, Education
• Easy
• Management of their healthcare $$
• Management of their wellness, health and medical

21. Review the HSA Sizzle

22. Our HSA Discussion
Why do HSAs sizzle?
• Show me the money
• Healthcare Bill
• Market statistics
Ten best practices
1. Do your homework
2. Understand the basic HSA product
3. Establish realistic goals
4. Turnkey marketing and education
5. Flexible enrollment options
6. Online account management
7. Integrated investment options
8. Entry into CDH market
9. Health and wealth
10. Customer empowerment
Next steps
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23. Want the Sizzle…Next steps
• Get moving
• Review the 10 steps discussed today
– Focus on Steps 1, 2 and 3
• Talk to your customers
• Evaluate your technology
• Contact your Strategic Account Manager
• Contact me
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24. Thank You
Sherry K. Lawton, Sr. Healthcare Strategic Sales Executive
FIS Government, Education and Healthcare Solutions
402.730.3317
sherry.lawton@fisglobal.com