TECHNOLOGY OPTIONS FOR ANCILLARY

PRODUCTSPrepared for: Connect for Health Colorado Public Benefits Corporation Task Force

February 2016

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Topics

• Overview of Options

• Next Steps

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$0 $500 $1,000 $1,500 $2,000 $2,500 $3,000

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Estimated Cost (in 000’s)

Link Only

Full Portal

Standalone

Medium Portal

Small Portal

Options

Description of Options• Link only – one way transfer of customer with

‘cookie’ indicating that the customer came from Connect for Health Colorado including light integration of web personalization software

• Small portal – secure web site, database and rules engine that can be accessed from anywhere; if user is logged into their Connect for Health Account, some user information may be passed to the external provider*

• Medium portal – same as small portal but with additional features to capture, store and send information to external providers to assist with broker commissions and sales

• Full portal – extensive functionality to enroll customers in products; align with QHP for QLCEs; auto renewal; etc.

*Recommended option

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Link Only Option

Based on plan selection, web personalization

software will recommend various additional products

on the final ‘thank you’ screen

Based on plan selection, web personalization

software could recommend various additional products

on the final ‘thank you’ screen

Based on plan selection, web personalization

software will recommend various additional products

on the final ‘thank you’ screen

Link on final ‘thank you’ screen or VSP link on

WordPress site will send customer to external web site with ‘cookie’ showing

customer ‘came from’ Connect for Health

Colorado

Benefits• Very cheap and easy to implement• Current approach for VSP (vision product) • Can be accessed from our WordPress site

Down Side• Hard to find and access link• Difficult to tie sales to customers and their

brokers – all tracking is done by the ancillary product vendor based on limited amount of information we can pass in the ‘cookie’

• If the customer purchases the ancillary product from a different device (computer) than the one they used to link to the vendor’s site from Connect for Health Colorado or if they disable cookies, we can not be tied to the enrollment

Link on final ‘thank you’ screen or the link on

WordPress site will send customer to external web

site with a ‘cookie’ showing customer ‘came from’

Connect for Health Colorado

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Interested in Other Insurance Products?

Interested in Other Insurance Products?

Interested in Other Insurance Products?

Small Portal

Based on plan selection, web personalization software will

recommend various additional products on the final ‘thank

you’ screen

Benefits• Relatively easy to implement• Scalable over time• Allows Connect for Health Colorado to capture information that can be

used to make business decisions and to reconcile with product vendors and brokers

Down Side• Security considerations begin to impact design and implementation• Manual reconciliation process with vendors and brokers• Depending on time and budget, may not be able to streamline application

process so customers can look at multiple products in a single session without having to keep coming back to the main web page

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Customers can access a new secure web site from anywhere on the web at any

time to shop for ancillary products; rules engine will determine whether customer

is logged in and share appropriate products based on demographics or other information; database stores

Cloud Hosted

SaaS

Simple Rules Engine Database

New web page(s) with information and links; may be

personalized based on QHP shopping

choices

Based on plan selection, web personalization

software will recommend various additional products

on the final ‘thank you’ screen

Limited information sent to external vendor to

complete shopping

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Interested in Other Insurance Products?

Interested in Other Insurance Products?

Interested in Other Insurance Products?

Medium and Large Portal

Based on plan selection, web personalization

software will recommend various additional

products on the final ‘thank you’ screen

Benefits• Natural extension of ‘Small portal’ option • Allows Connect for Health Colorado to capture information that

can be used to make business decisions and to reconcile with product vendors and brokers

• Increased automation driven by product vendors and operational cost reduction

Down Side• Very costly, not recommended to start with this option

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Customers can access a new secure web site from anywhere on the web at any

time to shop for ancillary products; rules engine will determine whether customer

is logged in and share appropriate products based on demographics or other information; database stores

Cloud Hosted

SaaS Enrollment information sent to external vendor to complete shopping; broker of record

identified on EDI; could automatically send updates to

ancillary products based on changes made to QHP. Limitless

possibilities for improved user experience and automation

Rules Engine Database

New web page(s) with information and links; may be

personalized based on QHP shopping

choices

Product vendors

Product vendors

Product vendors

Product vendors

Link becomes an

API

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Comparison

Technology and Operational Costs User Experience and Business Value

Options Implementation complexity Ongoing M&O costs Operational Costs User Experience Revenue Capture Ability to Reconcile with Brokers and ProductVendors

Link-only Very low – less than 1 month to stand up for 1 or more vendors once vendors are selected and links defined; very limited hCentive / CGI coding needed

Very low Very low; burden is on product vendor to pay C4 and brokers accurately based only on cookie

Clear that product is 3rd

party; potential for lots of data re-entry

Very low – can only get to link from 1 or 2 places on Marketplace, lots of potential for ‘leakage’ and lost revenue

Wholly dependent on vendor to pay / reconcile with brokers

Link (including demographic and personalization data)

Low – 1 to 2 months to stand up; requires additional hCentive coding to incorporate personalization software

Adding/removingproducts will involve some limited coding with CGI / hCentive

Same as link-only Clear that product is with third party and would be handled with them

Same as link-only Same as link-only

Small Portal Low – 2-3 months to stand up; limited CGI and hCentivecoding;

Use SAS model; adding removing products involves limited coding on new application

Begin to start building an organization that can track and reconcile with external vendors

Clear that product is with third party and would be handled with them

Can track shoppers who started with the Marketplace and went to ancillary product sites; requires effort to ensure all revenue is captured

Can track shoppers and their brokers; manual processes required to reconcile and pay brokers but Connect for Health Colorado can be source of record for payments

Medium to LargePortal

Very large implementation effort; very complex; APIs with vendors would be limited to vendor capabilities

Unknown but potential to be very large

Unknown but potential to be very large

Could be made to look like a shopping cart. No double data entry. With enough time and money we could bill for products and integrate with QHP for renewal and life change processing

Potential to capture all sales / revenue due to Connect for Health Colorado

There will always be a need for manual reconciliation with vendors, no matter how elegant the solution

*

Good

Fair

Poor

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Questions and Next Steps