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SELECTHEALTH PLAN NAME FOCUS GROUP

February 2015

Contents

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Research Objectives

Methodology

Executive Summary

Findings

Recommendations

Research Objectives & MethodologyThere were three overall objectives to the focus group:

1) Identify the most preferred name for a new health plan from a list of proposed names.2) Identify how well the proposed names communicate what the new health plan is.3) Determine to what degree the health plan names and network plan names are important, and the

perceived differences between the two.

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Background: One focus group consisting of nine individuals was conducted on February 26th

2015 by Discovery Research Group at their focus group facility in Salt Lake City, Utah. Focus group participants consisted of an even mix of human resource representatives from various local companies with 70 or more employees, as well as owners and managers of local companies with 70 or more employees. A total of nine people participated in the focus group. The focus group was moderated by Kevan Oswald, a moderator for Discovery Research Group.

Analysis: This report represents all the analysis that was done on the focus group. Due to the limited size of the sample and the nature of focus groups, it is important to understand that the results are not statistically representative or projectable to the target market population, but rather should serve as guidance in the decision making process or for conducting additional quantitative research.

Executive SummaryA total of four names received a highly favorable reception. In order of preference they are: SelectHealth SHARE, SelectHealth HealthShare, SelectHealth Complete Heath, and SelectHealthComplete.

Only after the acronym of SelectHealth SHARE (Shared Health And Responsible Engagement) was understood along with the description of the plan, did the name receive top marks. The simplicity, positive association, and ability of the name to encapsulate the description were the primary reasons for its liking.

The word “complete” was also though to summarize the plan description effectively, which was the primary reason for its high favorability.

The name of a healthcare plan does carry a fair amount of significance and is seen as a descriptive “shortcut” for what the plan is about.

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5

Findings

In short the answer is “yes.” Respondents agreed that the name of the plan and the name of the network serves an indicator of the type of plan, especially with regard to cost. For example, including “value” in the name of the plan is a clear indicator that the plan is a low cost plan. A plan with “platinum” in the name would be a high cost plan. The assumption in both cases is that “you get what you pay for.”

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Q1a. Does the name of the plan carry any significance for you?Q1b. Does the name of the network carry any significance for you?

Most indicated that they do look at them separately, and that this is their preferred way of evaluating the offering, but for employees of a company, the differentiation is not important or even recognized.

There was some indication that those involved in HR would prefer that the network name and the plan name be separate so they could track things better, but that employers and employees would probably prefer the network name and plan name be one-in-the-same, in order to keep things simple.

Q1c. Do you separate the plan from the network when evaluating an offering?

6

Findings


The answer is “yes”…but participants feel that the network and the plan are so related that it is difficult to separate the two.

Q1d. Do you prefer to choose the plan and network separately or have the network defined with the plan?

SelectHealth SOURCE

» Several participants couldn’t think of anything. It meant nothing to them and could not figure out what it could mean.

» Some indicated that they thought it would simply mean a “source” to go for healthcare or a “source” of information.

Q2. On the sheet of paper in front of you can see 13 potential names for a new healthcare plan that will be offered by SelectHealth. I’m going to read a description of the plan in a bit, but first I want you to write down what you think each name represents with regard to healthcare. In other words, what does the name say to you about the kind of healthcare plan you would expect it to represent.

7

Findings


Q1d. Do you prefer to choose the plan and network separately or have the network defined with the plan?SelectHealth SHARE

» The employer shares in the cost.

» Everyone shares in the benefits.

» Employees shares in the responsibility of keeping costs low.

SelectHealth 360

» The full package/all encompassing.

» Represents a good value.

» Lots of providers.

» Wide array of choices.

» The “360” indicates that it would cover more than just medical. It would include coverage for vision and dental as well.

» Some indicated that the name “360” has been used to represent a lot of things and that as a result, there may be some confusion as to what it represents.

» 360 by itself doesn’t say much about what it is.

8

Findings


Q1d. Do you prefer to choose the plan and network separately or have the network defined with the plan?SelectHealth Whole360

» Boarder than 360.

» Total coverage.

» It says the same thing twice.

» Like 360 the name indicates that it may encompass vision and dental as well.

» The name is more comprehensive than 360 by itself.

» The “360” is a little ambiguous.

» The word “whole” indicates good health. There is some indication that the word “whole” is equated with preventative care and plan participants being proactive about taking care of their health.

SelectHealth WholeHealth

» Unlike “Whole 360,” WholeHealth does not indicate that it covers dental and vision, but is all inclusive with regard to healthcare.

» It covers everything.

» There is an association with preventative care.

» More associated with a healthy lifestyle.

» Some drew a connection between Whole Foods, the grocery store chain, and WholeHealth.

9

Findings


Q1d. Do you prefer to choose the plan and network separately or have the network defined with the plan?SelectHealth CompleteHealth

» The word “complete” was thought to indicate total coverage, that “nothing is left out.” All medical issues will be taken care of. The plan covers everything.

» The name “Complete” was also thought to be an indication that the plan covers someone who is sick as opposed to “WholeHealth,” which is associated with covering someone who is healthy and has a healthy lifestyle.

» The word “whole” is thought to be more proactive whereas the word “complete” indicates you are going to be completely taken care of by someone.

SelectHealth Complete

» Like CompleteHealth, the name indicates that everything will be taken care of.

» Left some question as to what “complete” means.

» Without the word “health” with it, the name lacks definition.

10

Findings


Q1d. Do you prefer to choose the plan and network separately or have the network defined with the plan?SelectHealth VIP

» Strong association with high cost. Most felt that a plan associated with this name would include absolutely everything and be expensive.

» Everyone would want it, but wouldn’t be able to afford it.

» A plan for executives. An executive perk that others wouldn’t be able to select.

SelectHealth Select Accountability

» Communicates that there is pressure on the employee to stay healthy, to be more involved in their health.

11

Findings


Q1d. Do you prefer to choose the plan and network separately or have the network defined with the plan?SelectHealth Select Share

» High deductible plan.

» Sharing in the cost.

» A pooled plan.

» Sharing something, but not sure what that is. Needs to be defined.

SelectHealth Select Save

» All about saving money.

» An inexpensive affordable plan with fewer benefits and/or options.

12

Findings


Q1d. Do you prefer to choose the plan and network separately or have the network defined with the plan?SelectHealth HealthShare

» The name was considered by some to be a bit of a tongue twister.

» It was considered to be similar in meaning to others that have the word “share” in them. (Sharing of the plan cost, sharing of responsibility to be healthy in order to keep costs down.)

SelectHealth Accountable

» Some thought it indicated that the member employee was “accountable,” but most felt that it indicated that the carrier was “accountable” to its members needs.

» “Accountability” would be associated with the member whereas “accountable” is associated with the carrier.

13

Findings


Q2a. Which name best communicates that SelectHeath is interested in keeping you healthy? Why?Q2b. Which name best communicates that SelectHealth is interested in keeping rates reasonable? Why?Q2c. Which name best communicates that SelectHealth is interested in providing the best healthcare (finest doctors, most advanced treatment/medical procedures, etc.)? Why?

Q2a. - Whole 360, WholeHealth

Q2b. - SelectHealth SHARE, SelectHealth Select Save

Q2c. – VIP, CompleteHealth

14

Findings


Q3. Now I’m going to read you a description of the healthcare plan. (Description is read) After reading that, which plan do you feel best communicates the points of the description? Why?

One of the first comments was a suggestion that the name should be “SelectHealth Rewards” or “Loyalty,” because the members would be “getting something out of it.”

SelectHealth CompleteHealth was brought up as a good option because it communicates that everyone is united together. It implies a cooperative engagement between employee, employer, and carrier. It also communicates a plan that has “better health, better care, better costs.”

SelectHealth HealthShare was brought up because the word “share” also indicates that everyone is working together to keep costs down. It ties everything together.

15

Findings


Q4. SelectHealth SOURCE and SelectHealth SHARE are acronyms. SOURCE stands for Shared Outcomes, Unified Resources, Cooperative Engagement, and SHARE stands for Shared Health and Responsible Engagement. No that you know what those names stand for does that change your opinion about them at all?

Once participants knew what the acronyms stood for, SHARE became an even stronger favorite because it encapsulates the description.

16

Findings


Q5. For this this final exercise I want you to use the piece of paper with the plan names on it to rank the names from 1 to 13 from the one you like the most to the one you like least.

Participants were asked for their top three. Weighing the results from this exercise we find that SelectHealth SHARE is the overall favorite.

Reasons give for the high ranking are:

» The name matches the description

» Everybody is responsible

» It’s simple

» The acronym

» Positive meaning

» The word “responsible” in the acronym is descriptive of the plan.

For most participants the name was initially considered “okay,” but was not their top choice. Once they knew the acronym and what it stood for, based off of the description, the plan became their favorite.

HealthShare was the number two choice for many of the same reasons that SHARE was the top choice.

CompletHealth is a top choice because the word “complete” indicates that the plan would “include everything,” but is perhaps not as expensive.

SelectHealth SHARE

SelectHealth HealthShare

SelectHealth CompleteHealth

SelectHealth Complete

SelectHealth Select Share

SelectHealth SOURCE

SelectHealth WholeHealth

SelectHealth 360

SelectHealth Whole360

SelectHealth VIP

SelectHealth Select Accountability

SelectHealth Select Save

SelectHealth Accountable

Recommendations

17(800)-678-3748 [email protected] www.DiscoveryResearchGroup.com

The strong favorability of SelectHealth SHARE indicates that this is perhaps the best option. However, without an understanding of what SHARE stands for and what the plan is all about, the likability of the name drops. If the acronym and description are to be part of the majority of the material associated with the plan, then Discovery Research Group recommends this option. If this is not to be the case then SelectHealth Complete or SelectHealth CompleteHeath appear to be the next best choices for encapsulating what the plan is all about. However, the repetition of “health” twice in the name of SelectHealth CompleteHealth, and SelectHealth HealthShareraises some concern. If either of those names are selected, it may be necessary to downplay the SelectHealth name in the description.

selecthealth plan name focus group · absolutely everything and be expensive. » everyone would...

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