employing custom tagging to understand and alleviate member pain points

© 2012 Private and Confidential.

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is an Independent Licensee of the Blue Cross and Blue Shield Association.

The Regence Group

Employing Custom Tagging to Understand and Alleviate Member Pain Points

Employing Custom Tagging to Understand and Alleviate Member Pain Points

Presented by

Tyler Cox

Manager of Consumer Analytics, eBusiness

© 2012 Regence. Private and Confidential.

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Overview

• In this session you’ll learn:

• How custom web tagging and other data sources can be leveraged to understand member interactions and improve the member experience.

• How to take advantage of analytics, multi-dimensional tagging, and merged data sources to inform business decisions.

• How analytics is leveraged across departments to streamline the registration process, enhance the core insurance functionality and provide a suite of powerful transparency tools to help members become better informed health care consumers.


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How we develop tools and features with members in mind

+ + =+ + =InformationChoice FinancialIncentive

Optimal Decision

Related to Care

This model, supported by the three cornerstones, is the philosophy behind our wellness portal:

Advise members on their health care decisions, help them navigate the health care system, and reward them for

healthy behavior


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Progression of member interactions online

Partner w/Me

Producing answers to others

Value

Know MeEducated to find basic info

Engage MeDialog to find answers – 1:many

Connect MeCollectively finding answers – many:many

Partner w/Me

Producing answers to others

Time2005/2006 2007/2008 2009 to date


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Welcome to myRegence.com

myRegence.com offers resources that help members become healthier, and better informed and engaged health care consumers, including:

•Personalized, trustworthy, health and wellness information.

•Transparency regarding cost and quality of care.

•Programs, tools and resources for healthier living.

•A foundation of support through dynamic online community.


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More and more people are seeking health information online

Source: Krames StayWell - “Health care 2012: a snapshot of consumer opinion.”


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It is imperative that we provide members with the ability to control their health care costs


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Digital analytics is essential to understanding current needs and driving this level of customer engagement


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Scenario #1: Making it easier to register….

• Leveraged cross-channel analytics and qualitative feedback to drive registration improvements to the tune of a 41% reduction in registration errors


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…..and return to myRegence.com

• Insights gained via cross-channel analytics led to the creation of a new and improved username and password retrieval process

• Over 20% reduction in overall web support call and live chat volume

• Self-service: Username & password calls/chats down 56%

• $118,000 projected annual cost savings. These savings will be realized via the reallocation of customer service resources.


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Scenario # 2: Elevating the transparency of cost and quality information

Enhanced Provider Profiles: Access additional demographics and display capability for quality/recognitions feeds

ER Alternatives: Learn through educational copy, search and suggested locations

Patient Reviews Display: Read reviews left by other Blue members about their experiences with providers

Provider Search: Sort, filter and compare professionals and facilities

Treatment Cost Estimator: Know your treatment options and get predictability of time, cost and services with basic member liability estimation


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The Treatment Cost Estimator provides detailed care options and network average cost ranges for over 350 treatments and conditions

Over 100,000 estimates have been given since

the tool launched in March 2009.

““I appreciate being able to look up the procedures I need and get specific information on cost and out-of-pocket. It makes planning and budgeting a lot easier!” -- Regence member


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Top treatments, doctors and search behavior is tracked and reported frequently to drive business actions

Vaginal Birth, Inpatient Hospital

C-Section, Inpatient Hospital

Colonoscopy, Surgical Center

Mammogram, Imaging Clinic

Colonoscopy, Outpatient Hospital

Wisdom Teeth Extraction

Non-Surgical Treatment of Lumbar (Low Back) Pain

Total Knee Replacement, Inpatient Hospital

Routine Exam, Female, Ages 18 to 39

Dental Check-up (Adult)

Top 10 Treatments(average weekly visits)


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Additional treatments will be added in 2013 based on intelligence gathered via custom tagging

-

20

40

60

80

100

120

140

Dec-2011 Jan-2012 Feb-2012 Mar-2012 Apr-2012 May-2012 Jun-2012 Jul-2012 Aug-2012

Search Volume by Month - Treatments WITHOUT Results

MRI - 0

vasectomy - 0

sleep apnea - 0

birth control - 0

mental health - 0

iud - 0

diabetes - 0

CT scan - 0

skin - 0


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Scenario # 3: Giving members the ability to quickly and easily find the best provider for them

Filter search results by

availability, gender,

specialties, and more.

Sort by distance,name, most reviews,

and cost.

See if the doctor is in

your network.

Read member reviews and

recommendations.

Compare up to 5 providers.


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And informing providers of what information members need and want from them

Accepting New Patients

Female

Speciality - Family Practice

Male

Has Website

Philosophy

Urgent Appointment

Night Hours

Recognition

Speciality - Internal Medicine

Top 10 Filters (Cumulative Page Views)

Cost Metric Lowest

Distance Closest

Most Reviews

Name A to Z

Relevance

Name Z to A

Cost Metric Highest

Sort Types (Cumulative Page Views)


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Other examples include: claims error tracking and benefit navigation


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Our members find the information they need to influence their healthcare decisions and control healthcare costs

Changed provider choice based on information received from our transparency solutions

March 2012 results based on a 9% response rate of 12,662 randomly selected members who have opted into myRegence.com communications

Found information to lower costs, with 78% indicating actualizing savings

Agree out transparency solutions provide information to help control costs

Agree our transparency solutions provide information they need to be involved in making decisions


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What are the experts saying? myRegence.com has been recognized and awarded for our unique, user-centric transparency tools, for overall site design, and for our videos and stories

Forrester Research Inc., a national independent research

firm, recognized Regence’s transparency tools as best in

class.

Tweet from Liz Boehm, December 2011

employing custom tagging to understand and alleviate member pain points

Documents