3. Technology Innovations
and Adoption
Rising Healthcare Costs
• Internet access and web adoption
• Mobile and smart devices
• Increasing physician specialization
• Developing medical technologies
• Aging US demographics
Drivers Trends
The Industry is Changing…
Heightened Customer
Expectations
Increased Consumer
Responsibility and
Engagement
• Experiences in other sectors are raising
the bar for healthcare
• Information transparency is becoming
an expectation (choice, cost, value)
• Buyer Shift from Employer to Consumer
• Greater consumer involvement in planning
& spending healthcare dollars
6. We Started to Identify & Close Experience Gaps…
BUY USE DEPARTSHOP
JOURNEY
MAPPING
PEOPLE – Employees, Partners, Vendors
PROCESS – Business Processes, Policies and Procedures
TECHNOLOGY – Systems, Applications and Data
BUSINESS
CAPABILITIES
+ –
RENEW
WEB PROVIDERS CAREBRAND MOBILE SOCIAL
CUSTOMER
RESEARCH
TOUCHPOINT
ANALYSIS
“They say “Through It All” but
why can’t I get signed up on a
payment plan so I can keep my
coverage?”
“This is so frustrating! I have two
benefit statements and five doctor
bills. I’m not sure what I should
pay!”
“I just need someone to
explain the insurance
coverage I just bought and
how to use it.”
8. What We Found
BUY USE DEPARTSHOP
+ –
RENEW
Lack of customer follow up
during application processing
Need for simple cost
transparency and healthcare
management tools
Poor management of policy
cancellations
A need for education &
guided shopping
Confusing welcome and
on‐boarding processes
or education & guided
shopping
Confusing EOBs and no
comprehensive bill
reconciliation support Need for consumer‐
centric language and
clear options around
premium increases
10. • Poor understanding of
customers digital
preferences
• Disjointed user
experience
• No strategic direction
for digital tools
• No eRetail capabilities
• Lost revenue
opportunities
• Inadequate budgets
and support
• Basic member portal
capabilities
• Fledgling multi-channel
capabilities
• Disjointed user
experience compounded
by multi-channel footprint
• Basic online shopping
tools
• Comprehensive member
portal with user-centric
focus
• Comprehensive eRetail
site with shopper-centric
focus
• Member experiences still
disjointed across member
lifecycle
• Powerful suite of digital
resources to engage
user regardless of
lifecycle stage (shopper,
member, etc.)
• Highly engaged
customers through with
multiple channel and
media offerings.
• Social Communities
Digital Experience Evolution
Building an Incremental Roadmap