Archive | Marketing / Communications RSS feed for this section

Do Consumers Understand Cost of Individual Insurance?

In a study done by Kelton Research on behalf of eHealthinsurance.com, I found a few interesting data points:

  • 65% of people don’t think they could afford health insurance for more than 6 months if they lost their job.  (Since most Americans live paycheck-to-paycheck, that shouldn’t be surprising.)
  • Only 26% knew that individual health insurance is cheaper than COBRA although COBRA can be a lot less expensive with the Obama subsidiary.
  • 31% think that they would be denied coverage by another plan versus the actual denial rate which is closer to 11%.
  • To stay covered, only about 50% would be willing to spend less on cell phones or cable TV.
  • Only 40% would be willing to pay more than $200/ month.

Why Does WSJ Villanize CVS Caremark?

I was so annoyed when I read the WSJ this morning about CVS Caremark charging more for members that go outside the CVS store or mail order.  Come on guys.  This is a basic tiered network design.  It’s not unlike tiered formularies or preferred drug lists.

First, it’s a plan design that was created and offered to clients.  Some clients choose it.  That’s not CVS Caremark’s issue.  Anyone could do this and offer it.

Second, what’s different between this an mandatory mail or retail buy-up.  If you choose a higher cost location, you have to pay more.  You’re getting the same drug at a higher cost facility.

What frustrates me the most here is that we will never reform healthcare and drive out costs if people want to have their cake and eat it too.  You think you can have total flexibility and manage costs.  We have to make some hard decisions and push people to drugs, locations, treatments, etc. that offer similar quality at a lower cost.  That’s not going to be easy.

cake

Express Scripts 2009 Drug Trend Report

I always enjoyed being part of the team that put the Drug Trend Report out when I was at Express Scripts from 2001-2006. With that in mind, I do await anxiously to see what new information they will share each year. I will say that the core fundamentals (as always) were very strong in the 2009 report, but I missed not having any client case studies in the document.

They reported drug trend of 1.5% (without specialty) and 3% with specialty.

Specialty drug trend was 15.4%.

Patients paid an average of $12.82 per Rx.

They say that more patients converted to Home Delivery (aka mail order). [I have to check this. My recollection is that mail volume was relatively flat and this would be hard to achieve unless they had more people filling less drugs on average at mail.]

They reported PMPY utilization of 14.32 Rxs.

Their members paid 29% of the generic drug costs; 19.6% of the brand costs; and 22.3% overall for traditional drugs. For specialty drugs, they paid 2.3% (or 20.2% for all drugs including specialty).

They have a section on compliance (which is rapidly becoming a key discussion point in the PBM world). I was a little surprised they didn’t call it adherence which is more common these days. But, they revealed some surprisingly high MPR (medication possession ratio) numbers for antidiabetics, antihypertensives, and lipid-lowering drugs. Considering adherence is where a member has an MPR of greater than 80%, they showed 77%, 83%, and 83% respectively. Since we know that 50% of people (on average) drop therapy within 12-months, this seems improbable on a book-of-business basis. (Maybe I’m just becoming a cynic in my old age.) The only reason I could find to explain this example was that this was not based on new starts (i.e., NRxs) unless they came in the first quarter. Therefore, there might be some selection bias in that they are taking MPR on people that started the year on the medication and may therefore have been people who were more likely to be adherent. I would rather see this done on a rolling 12-month basis.

As I often use, they define waste in the system and give you a potential GFR (generic fill rate) goal for the top therapy classes.

ESI Estimated Savings GFR 2009

Their analysis shows that 55% of the costs for specialty drugs were billed through the medical benefit rather than the pharmacy benefit.

55% of their members are in plans with at least one step therapy module.

They talk about a few studies they have published showing that targeted and framed messages are more effective than general messages. And, that those messages are more effective with mail order users than people at retail.

Again, there might be some selection bias here as people at Home Delivery may simply be more active in managing their healthcare. The other question I have had for a few of my friends there has been whether we are comparing apples-to-apples. Since I ran a few of the programs before I left, I know we did a lot more interventions (web, inbound IVR, outbound calls, messaging on the invoice, letters, POS rejects) than we did for retail (letters and outbound IVR). If they’ve adjusted for that, than this is clear. If not, I would want to see that adjustment made.

As anyone who reads the blog knows, I am a big supporter of the theory behind their Consumerology story. I think Larry Zarin and Bob Nease have done a great job putting together their advisory board, creating case studies, and using behavioral economics. I always talk with our clients about these theories, and our analytics team is constantly helping clients define test plans that use these.

  • Social comparison
  • Hyperbolic discounting
  • Loss aversion

In comparing adherence at retail and mail, one thing that came into my mind was whether a driver of better adherence was a longer time window to refill. Typically, you have a refill-too-soon (RTS) edit in place until 2/3rds of the medication has been used (based on days supply dispensed from dispense date). At retail, that means you have about 10 days. At mail, that means you have about 30 days (less the 7 days for shipping). Does that make a difference?

I was also surprised under the methodology section that they now include rebates in calculating costs. It’s a quick one-line comment but how did that effect trend or other metrics here…and if so, how significantly?

As always, I love the therapy class reviews in the back that give you great numbers like:

  • Cost PMPY
  • # Rxs PMPY
  • Prevalence of Use
  • Average Cost / Rx
  • # Rxs / User / Year

CVS Caremark TrendsRx Report 2009

This is one of my favorite times of year. After working on the Drug Trend Report at Express Scripts for several years, I love to get all the trend reports from the PBMs and read them. The first one that I have had a chance to review is the one from CVS Caremark. I found it an easy to read document with good case studies and a mix of strategy and tactics.

Here are some of my highlights and observations:

  • 3 out of 4 clients cited “reducing health care costs” as their primary measure of PBM success…AND 2 out of 3 prioritized “plan participant behavior change” as the way to reach that goal. [Maybe the plan design bigot is finally dead.]
  • With pharmacy spend approaching $1,000 PMPY, I found their chart on potential cost reduction a simple way of pointing people to things they should think about.
    cvs_caremark_savings-opportunities-09
  • A 10% improvement in diabetes adherence can save $2,000 in annual health care costs. [I assume this is based on improving MPR and would definitely like to learn more on how the health care costs are quantified.]
  • They layout three objectives – improve use of lower cost drugs, improve adherence, and get people to take better care of their health. [Similar to the concept I laid out in my white paper of needing to be broader than just Rx benefit management.]
  • They talk about two of their solutions:
    • Consumer Engagement Engine (CEE) which is very similar to what Silverlink does and provides business logic for targeting the right member at the right time with the right message.

      consumer-engagement-engine

    • Proactive Pharmacy Care is their “medical neighborhood” concept to stitch together their entities – Mail Order, CVS retail, Specialty, MinuteClinic, and their disease management company.
  • Their trend was 3.9% PMPM in 2008 (or 2.8% excluding specialty drugs).
  • Medicare Part D utilization was up 4.1% compared to 0.8% for the rest of their BOB (book of business).
  • Their GDR (generic dispensing rate) averaged 65.1% for 2008 and was 66.3% in December 2008.
    • Best in class employers = 68.2%
    • Best in class health plans = 73.4%
  • As they remind you, a 1% increase in GDR is roughly equal to a 1% reduction in pharmacy spend.
    • [What I would like to see is improvements in GDR from new drugs coming to market in 2008 versus improvements that came from clients implementing plan design.]
  • They say [which I preach all the time} – “proactive consumer engagement improves results and lowers the risk of disruption. For best results, provide personalized actionable information at a range of touchpoints.”
  • I saw a few interesting things in one of the case studies they share about their “Generous Generics” program. [Does that name get used with consumers? What’s their reaction to it?]
    • $0 generic copay at mail [that should drive volume]
    • 10% coinsurance penalty for not shifting to mail after the second fill [similar in concept (I believe) to the Medco “retail buy-up” concept]
  • Top Ten Therapeutic categories (53% of spend):
    • Antihyperlipidemics
    • Ulcer drugs
    • Antidiabetics
    • Antidepressants
    • Antiasthmatics
    • Antihypertensives
    • Analgesics, Anti-inflamatory
    • Anticonvulsants
    • Analgesics, Opioid
    • Endocrine and Metabolic Agents
  • They state that the population of diagnosed diabetics is growing by roughly 1M a year.
  • They state that a generic for Lipitor is now expected in Q4 2011 [which I think is about a year later than originally expected]
  • They show some data from their Maintenance Choice program which I think has a lot of opportunity.
    • This is where you can get a 90-day Rx from either mail or a CVS store for the same copay. [The key here is for them to understand member profitability and for CVS Caremark to understand how to drive consumers to the preferred channel.]
    • [I would really need to understand their profitability by channel because if I read the chart in here right, it would appear that given the choice 45% of those at mail would choose 90-day at retail…a scary concept for mail order pharmacy.]
      maintenance-choice
  • They give a case on Maintenance Choice which leaves me looking for a key fact. They state that a recent implementation has a goal of 70% of the client’s day’s supply will go through the preferred network (CVS) or mail and that 20% of it goes through mail today. [What percentage goes through CVS today? If it’s a client in Boston, that one scenario. If it’s a client in Chicago, that would be another feat.]
  • Specialty pharmacy trend was 13.5%.
  • They say that pharmacogenomic testing is being used more frequently for specialty drugs. [I would love to know more…how often? For what drugs? Has it improved outcomes? Are their clients covering it? How are they playing in this space?]
  • They talk about adherence which continues to be one of the hottest areas in the Rx arena today. They give stats showing 15-48% improvement across different metrics and up to $142 in cost avoidance in one case. [Are these again control groups? What was the cost / benefit analysis or ROI? Is this improvement in average MPR (Medication Possession Ratio) or improvement in the % of people with an MPR of >80%?]
  • They talk about 88% of heart failure patients maintaining optimal prescription adherence compared to a norm of less than 50%. [My questions here (which isn’t apparent) is whether this was an opt-in program so the 88% is for engaged and active participants or whether it was across all targeted members.]
  • They provide a quick list of factors that will impact drug trend:
    • Driving costs:
      • Aging
      • Obesity
      • Diabetes
      • Specialty pipeline
      • More aggressive treatment guidelines and earlier diagnosis [which hopefully would lower total healthcare costs]
      • DTC advertising
    • Reducing costs:
      • Economy – reduced utilization and improved GDR
      • Increased availability of generics
      • FDA safety reform
      • Lackluster non-specialty drug pipeline
      • Utilization and formulary management
      • Consumer price transparency

Teachable Moments

In the world of communications, there is a lot of information out there.  And, it continues to grow.  Consumers are overwhelmed today…and that’s not going to stop.

I have been talking a lot lately with people on how to find the “teachable moments”.  If you are communicating with someone and want them to take action around their healthcare – continue to fill a medication, use the 24/7 nurse line, move to a generic drug, you have to catch them when they are willing to take action.

This is completely different from the parallel conversation around behavioral economics and how to figure out what information will motivate them to act.

Here, the question is when are they willing to be “taught” or “influenced”.  For example, if I tell you that Lipitor is not on formulary but you don’t take Lipitor, you probably don’t care.  Six months later when you get diagnosed with high cholesterol and your MD writes a prescription for Lipitor, you won’t remember.  

We have to identify when people are open to new information and time things to communicate with them at that point.  

Do you understand how your patients / members receive information?  Do you understand their lifecycle of interactions with you?  Do you understand how and when they take action?  I always like to use the “outside-in” framework for analyzing and problem solving things from the patient point-of-view.  

HINT: Stop thinking like a person who works in healthcare.  You will not solve this problem using yourself as an example of “normal”.

Communication Strategy Regarding H1N1 (Swine) Flu

“There is a lot of media, a lot of news, a lot of rumor – the sooner you can get correct and accurate information to consumers, the better – otherwise people will look to other sources that may not always be accurate.”  (Jan Berger, President of Health Intelligence Partners on podcast)

We have been hearing a few things from our clients and have put some information up on the Silverlink website.  Some of the comments have been:

  1. I have seen a spike in call center volume about this topic.
  2. Clients want to change plan design to make sure Relenza and Tamiflu are covered and don’t require a prior authorization or have a quantity level limit on them.
  3. We want to proactively reach out to at risk populations – children, seniors, or people with a compromised immune system.
  4. We want to be able to flexibly target certain geographies.
  5. We want to remind people not to panic, drive them to quality information sources, and make sure they know the basics – wash your hands.

At a minimum, everyone is adding information to their websites.  Many consumers are Googling the topic or following updates from @CDCEmergency (on Twitter).

Healthplans, PBMs, and population health companies are at the heart of this.  They need a coordinated strategy to inform people appropriately as this issue continues to be top of mind.

We recorded a podcast last night with the Medical Director from Healthwise and Jan Berger who is the former Chief Medical Officer from CVS Caremark and is now president of Health Intelligence Partners.  In here, they answer some general questions about the situation and what companies should be doing to educate members.

The two standard solutions Silverlink is offering clients are:

  1. Offer an inbound FAQ (Frequently Asked Questions) line with CDC content and specifics about their plans.  This can help with overflow from their call center and/or be used as a direct line from their website or outbound communications.
  2. Selectively target populations (age, zip code, disease state) with a brief message reminding them to wash their hands and telling them where to get qualified information.

As with all our communications offerings, these can be customized (messaging, channel, targeting, etc.) to meet client requirements.  Additionally, since one of our technology advantages over others in the space is our flexibility, we can work with clients to keep these messages up-to-date as the situation changes and as new information has to be added.

Communication Evolution

I was thinking this morning about how communications evolve. Here are a few examples from the past few years:

1. Caller-ID replacing voicemail.
2. E-mails replacing memos (and getting much longer).
3. SMS and Twitter replacing e-mail.
4. Scanning replacing faxing.
5. Facebook replacing online photo albums.
6. Evite replacing invitations (with mixed success).
7. Twitter beginning to replace news clipping services.
8. Craigslist replacing newpaper listings.
9. Websites replacing brochures.
10. Virtual conferences eroding attendance at physical conferences.

7 Points in 7 Minutes

In looking at the Ix Therapy blog about the conference they just had with Health 2.0, I found this note which I found very interesting…

  • James Hereford made 7 fabulous points in 7 minutes about building Ix into the delivery system:
    • You have to deliver what patients want (doesn’t matter how cool the technology is).
    • It has to make sense for clinicians from a clinical perspective.
    • It has to make sense for from a clinical workflow perspective.
    • Focus processes on the value proposition for the patient (I may have mangled this one a bit).
    • Information needs to be common, ubiquitous, and well-designed.
    • Health care is all about trust; whatever we do needs to enhance trust in the patient-provider relationship.
    • Incentives are critical.

    Pharma Rx Costs Tied To Outcomes

    Given our opinion that the PBM industry would be moving to more outcome based pricing, the articles today about Merck and Cigna‘s deal on pricing based on outcomes is very timely.  I “tweeted” about it early in the AM, but I have got the article sent to me by a lot of people.  So, here are a few of the things being said:

    WSJ Blog

    Now Merck and Cigna have announced what they’re calling a “performance-based contract” for Merck’s diabetes drug Januvia. But the deal is actually the reverse the pay-for-performance ideal: Merck will get paid less per pill, not more, if the drug works well.

    Under the deal, Cigna will get a discount on the drug if patients’ blood sugar falls. Cigna will get additional discounts if patients faithfully take the drug when they’re supposed to. (These two variables often go together — taking the drug faithfully helps keep blood sugar down.)

    Cigna PR

    “Merck should be recognized as the first major pharmaceutical company to offer increased discounts on its oral anti-diabetic products, supporting CIGNA’s efforts to reduce A1C levels for individuals with diabetes, regardless of what medication they may be taking,” said Eric Elliott, president of CIGNA Pharmacy Management. “Improving people’s health comes first for both CIGNA and Merck. We hope this agreement will become a model in the industry.”

    So…it seems like an aligned deal.  Merck and Cigna want adherence.  Employers want lower costs and better outcomes.

    Consumers Don’t Care About Wellness

    Here’s a good provacative quote from Forrester…are all the wellness efforts doomed or are incentives the minimum requirement to play?

    “Health plans keep saying that they have to improve consumer engagement and that one of the best ways to do this is by engaging them in wellness initiatives. The data tell me that consumers don’t care about wellness. Employers do. But while most employees may hear the [wellness] message, they also ignore it….”

    — Carl Doty, VP and research director at Forrester Research, told AIS’s INSIDE CONSUMER-DIRECTED CARE.

    Whitepaper: The Future of the PBM (Pharmacy)

    As we have been working with a lot of PBMs over the past year, the question has come up many times – “where do you see the industry going?” After bouncing some ideas off a few of you, we have pulled together a whitepaper with the Silverlink Communications perspective. Certainly, each area of the whitepaper could have been its own chapter, but rather than turn this into a thesis, we are publishing it.

    As I have said in a few recent articles including the one in HCPro, I think the Express Scripts acquisition of NextRx will likely accelerate a few of our predictions here.

    The executive summary of the whitepaper is below. The final whitepaper is available here.

    I would welcome any comments you have…

    Executive Summary

    In the next several years, we believe that three changes will drive the pharmacy marketplace and ultimately change the business model for PBMs. These changes will be accelerated by the current financial crisis which may drive further consolidation in the short-term. Consolidation which we believe will accelerate the “race to the bottom” where the traditional model of scale has been maxed out with parity achieved among the large PBMs.

    1. The need to better engage the consumer in understanding their benefits and ultimately responsibility for their care;
    2. The effort to automate and integrate data across a fragmented system and across siloed organizations; and
    3. The shift from trend management to being responsible for outcomes.

    Consumer Engagement
    The industry-wide movement to consumerism will continue to affect plan design, but it will also thrust PBMs and pharmacies into the critical path of member engagement. With pharmacy being the most used benefit as well as the volume and accessibility of retail pharmacies, they will play a critical role in driving adherence and helping consumers understand healthcare. This will renew the focus on cognitive skills, medication therapy management and ultimately drive the desire for a more traditional “corner store” approach that can be scaled using technology.

    Combining this with the macro-economic forces that are driving ubiquity of technology through mobile media and the evolution of the Internet from a pull media to a push media will also challenge the PBMs and pharmacies to innovate. They will be required to look outside of healthcare models to identify the right communications to drive behavior. PBM’s and pharmacies will have to leverage behavioral economics and personalization technology to get the right message to the right consumer at the right time through the right medium.
    Automation and Integration
    The consumer engagement challenges will only exasperate some ongoing challenges within the PBM and pharmacy community. This will include the lack of staff to provide more cognitive services and the general fragmentation of data across organizations and functional silos. Figuring out an overall “single view of the patient” which shows all the touch points and offers a coordinated multi-channel strategy for inbound and outbound communications will become a major focus.

    In addition, in order to make these solutions efficient, the development of predictive models, much like the clinical and underwriting solutions being used today, will become the norm across the industry. As these models are fine tuned and the promise of e-prescribing becomes more of a reality, the channel for engaging physicians in the member’s care will finally exist. PBMs and pharmacies will be able to use data to allow physicians to understand when patients aren’t being compliant and when there is an opportunity to drive change.

    From Trend Management to Outcomes
    The traditional business model for the PBMs has been based on large scale negotiations to drive rebates and efficiencies within mail service – cost to fill and acquisition costs. At the same time as those efficiencies reach a maximum discount, the traditional tools for managing trend will have run their course. Although plan design won’t “die”, comparative effectiveness may reduce (or eliminate) the need for formularies, and in general, the ability to shift cost to the consumer above the 25-30% level will be difficult.

    Both of these challenges will push the PBMs and pharmacies into a role where they are focused on driving health outcomes and being part of the bigger solution across the industry. They have a strong footprint to drive this change and as theranostics (or personalized medicine) evolves there will be an opportunity to find cost effective solutions to change the prescription landscape.

    Promotion vs. Nudging vs. Mandatory Mail

    Although there is always a dialogue about the lifecycle of mail order, I think some of the work out of the Consumerology group at Express Scripts is interesting.  The frameworks that they apply internally are very similar to the technology and approach that Silverlink uses with the rest of the market.  [Kudos to Sean Donnelly and Bob Nease for their work on this new approach.]

    The traditional ways of driving mail order have been:

    • Over a copay incentive (and hope)
    • Letter and calls encouraging member to convert
    • Providing a call center to facilitate the conversion to mail (from an inbound call or from a transfer on an automated outbound call)
    • Mandatory mail – requiring the member to use mail or pay the full cash price for the drug
    • Retail buy-up – allowing the member to keep getting the maintenance drug at retail (after 2 fills typically) but requiring them to pay a penalty for choosing a higher cost channel

    Now, “Select Home Delivery” uses the 401K approach of opt-out vs. opt-in to drive participation.  As behavioral economics would suggest, inertia will carry the momentum and by getting the member signed up in mail and moving them to mail will drive success versus requiring them to take an action. The idea here is to “nudge” the member versus force them or leave it up to them to take action.

    Select Home Delivery optimizes the use of cost-saving Home Delivery, requiring members to opt out of the program rather than the traditional approach of requiring members to opt in.  The program is based on the psychological principle of hyperbolic discounting, which says immediate events (for example, the hassles of signing up for Home Delivery) loom large compared to downstream benefits (such as a lower overall copayment and receiving a 90-day supply).  Dr. David Laibson, an economics professor at Harvard and member of the Center’s advisory board, conducted research showing that applying this principle to 401(k) programs dramatically improved participation rates.

    “Opt-out and active decision programs for 401(k) enrollment dramatically improved low employee participation rates. We wanted to explore whether these tools could also solve healthcare challenges,” Laibson said. “This is one of the first marketplace adaptations that successfully applies behavioral economics to improve healthcare.”  [quotes from Consumerology blog]

    I think the new results from their blog (below) are impressive.  [BTW – If you’re a member at Lowe’s or another client which has used this, I would love to hear your reactions.]

    select-home-delivery

    Express Scripts Outcomes Conference Begins

    As with each annual Outcomes conference, Express Scripts (ESRX) has released their annual trend numbers. Here are a few of the highlights from the press release:

    • Overall pharmacy trend = 3.0% (down from 5.5% in 2007)
    • Estimate consumers and employers are paying $42B too much in 13 therapy classes by not optimizing generics.
    • On average, a generic drug is over $90 cheaper than a brand name drug.
    • Generic drug usage increased by 7.5 percent, while utilization of brand name medications decreased 11 percent.
    • 67.3 percent of all prescriptions that Express Scripts filled were for generic drugs by the end of 2008. [I didn’t like the comparison which was an average across the 12 months ending in Sept 2008 from IMS of 63.7%…not apples to apples.]
    • In 2009, at least 20 branded drugs are expected to become available generically.
    • Over the next five years, more than $66 billion worth of branded drugs are expected to lose patent exclusivity.

    “Using generic drugs that are safe and effective can help lower costs while still driving value for patients and employers,” said Steven Miller, MD, senior vice president and chief medical officer at Express Scripts. “Our results indicate that cost control is achievable through careful management of appropriate use of drugs and delivery channels, without shifting costs to consumers. Although the trend is the lowest it has been in over a decade, significant opportunity to lower spending still exists.”

    “Finding ways to reduce spending without compromising health outcomes is the top priority for healthcare reform, as the Obama administration recognizes,” said Alan Garber, MD, PhD, Henry J. Kaiser Professor and director of the Center for Health Policy at Stanford University. “We have long used financial incentives to try to eliminate waste. Now we’re finding that tools that build upon the insights of behavioral economics and psychology can have powerful, positive effects.”

    “In today’s economy, we are not only tracking wasteful spending across the country but developing strategies to reduce it,” said George Paz, chief executive officer at Express Scripts. “By applying the principles of behavioral economics we are helping consumers make better and more cost-effective healthcare decisions. We understand we cannot eliminate waste alone and we are committed to working alongside likeminded organizations, such as the Federal Coordinating Council for Comparative Effectiveness Research, to continue to identify strategies to improve our healthcare system.”

    “Studies have repeatedly shown that people work much harder to avoid losses than to pursue gains,” said Bob Nease, PhD, the company’s chief scientist. “This suggests that a ‘stop wasting money’ message is more effective than a message focused on potential savings. In addition, by applying evidence-based segmentation, we have practical insight into which members are likely to be most sensitive to loss aversion. One size does not fit all.”

    The $40B HealthCare Opportunity Around Retention

    It’s obvious to anyone close to it, but harder to align the goals to take advantage of it.  With people “aging-out” from group plans to Medicare and people leaving their employer coverage to go to the individual market, managed care has a huge opportunity to retain that business by providing them a transition path.  According to McKinsey (and from what we see), that’s generally not happening.

    A few facts from their report:

    • 68 percent of all members aged 60 to 64 have never been approached by their current insurers to discuss retirement options.
    • more than 80 percent of respondents aged 60 to 64 said they would consider purchasing an individual product from their current carrier if they left their jobs or retired.
    • Only 33 percent of 60- to 64-year-olds thought that their insurers offered Medicare products, for example, when in fact almost all major carriers do.

    It’s also a simple economic problem.  They are less expensive to retain and convert while their a member than once they are on the open market.  You may even save on broker fees.  Developing a data driven approach to create timely and personalized communications along with a service to transition them should be a priority.

    mckinsey-conversion-opp

    WHCC 09 Interview with Ed Batchelor (Humana)

    I had an opportunity to sit down with Ed Batchelor from Humana yesterday.  He has an interesting role driving the Stay Smart / Stay Healthy program for them as part of his Corporate Web Strategy role.  From what I could tell, it’s a program done for the greater good of educating consumers about key healthcare topics.  To accomplish that, Ed has a direct reporting relationship to the operating committee at Humana and was brought in from outside the industry.

    Here is an example of one of the videos that they are pushing out on YouTube.  I really like the whiteboard communication approach.

    Some of the big takeaways from my discussion were:

    1. You have to meet the consumers where they are – Facebook, YouTube, Blogs.
    2. If you create a neutral educational message, consumers will trust information (even from health plans).
    3. You can only deliver information in “bits”.  Don’t overwhelm them.
    4. Fun is good.
    5. Regardless of what many (including myself) might think, seniors don’t all shy away from these social media.  [20% of the 1.1M views on YouTube have been from people over 55 years old]
    6. Success on YouTube doesn’t translate to blogs.

    One question that I had was how to get away from the “healthcare speak” so that consumers could actually understand it.  He talked about 3 things:

    1. Bringing in an external person
    2. Using focus groups
    3. Using an outside agency

    The other thing we talked about is that pull through that they are getting around employers and brokers.  They are pulling the videos in (like here) and re-using them.

    This was a program they were highlighting in their booth and one of the public areas here so I appreciated the opportunity to sit down and learn more.

    Medicaid Communications

    Interested in hearing more about this topic.  You can hear Margot Walthall from my team talking about this on an upcoming webinar.

    The Medicaid Communications Lifecycle:  From Onboarding through Redetermination
    April 28, 2009 | 1:00 PM ET | 10:00 AM PT

    Introducing your Medicaid members to your plan’s benefits as well as their responsibilities is critical to developing a successful member / health plan relationship. Sustaining positive impressions over the course of the member’s eligibility is equally important to retaining Medicaid members.

    Silverlink has developed a broad set of communications outreach programs that have yielded strong results for Medicaid and CHIP populations. Join us for this complimentary webinar where we will explore how Silverlink can help you cost-efficiently support:

    • The Medicaid onboarding process with welcome/HRA outreach
    • Targeted messages about health screenings to drive HEDIS results
    • Communications approaches that can reduce health disparities
    • Effective methods for educating members about the redetermination process that can inspire loyalty

    Register Here

    Why Do People Miss The Easy Stuff?

    I got an e-mail about the World Health Care Congress (WHCC) which made me wonder why people miss some of the simplest stuff in communications.  As you can see in the picture below, they were re-using a message but instead of replacing my name, they crossed out the other name.

    And, to make it worse, they use the acroynm WHC instead of WHCC which is the one used by the conference.  Simple mistakes that give a lack of credibility to the message.

    bad-e-mail

    Sprint: What’s Happening Now

    I am not sure how this helps Sprint sell more phones and/or services, but I enjoyed the advertisement. The concept of leveraging data to understand consumer behavior is essential. This is a topic we [Silverlink] are constantly working with our healthcare clients to address.

    • How do you know what members or patients are doing?
    • Do you understand their preferences?
    • What have they historically done?
    • Can you predict how they will act in the future?
    • What data is needed to do analysis and create a predictive algorithm?
    • How do you leverage that to create interactive and compelling communications?
    • How do you study their behavior change?  (e.g., did they get a flu shot after being reminded)

    X-Ray Vision Carrots

    Behavioral economics can apply in many instances.  It is the “hot” discussion topic in healthcare about how to understand how members (consumers / patients) make decisions and what factors influence their decisions.

    In this article in Newsweek about getting kids to eat healthy, they talk about three things:

    1. Verbal encouragement
    2. Descriptive labels
    3. Improved access

    Rather than calling them carrots, they talk about calling them “x-ray vision carrots”.  These 3 “principles” are relevant to a lot of communications.  You have to be proactive and provide encouragement to members to get a flu shot or do other preventative health actions.  You then need to find a way to describe the action in a way that is compelling.  And, finally, you have to make the action easy.

    Kaiser Family Foundation Health Care Data

    The Kaiser Family Foundation always has some great data points on health surveys, data trends, and other topics. In some cases, they have made these into slides that you can download and re-use.

    I grabbed a bunch of them which you can see below. To download them yourself, go to their website.

    The Inbound Only Landline

    I heard about an interesting service today which is being offered by one of the telecommunication companies. They are rolling out a landline for $5 a month that receives inbound calls, but you can only call 911 for outbound calls. Very interesting.

    phone

    What’s Your Blog’s Personality?

    I found this an interesting “blog analyzer“.  You put in your blog’s URL and it tells you the Myers-Briggs personality type of the author.  Mine was right on – INTJ.  I guess it shouldn’t be too surprising, but I can imagine all the opportunities to use that information in scale in the future.  As blogs, Twitter, Facebook, and other sites become the norm, an analyzer like this could categorize people’s personality types.

    If a service could be created, communications could be tweaked based on personality to best get people to respond.

    PCMA Carve-Out Advertisement

    I was a little surprised to see the latest PCMA advertisement that goes for the jugular on pharma companies that support generic carve-out legislation.

    pcma-ad

    What is the “generic carve-out” concept – legislation which proposes making certain classes of drugs exempt from the ability of the pharmacy to substitute an A-B rated generic for its brand equivalent when the physician has not marked the prescription – Dispense As Written (DAW).

    $2.3T on Healthcare and 47M Uninsured – National Disgrace

    Kaiser Permanente recently launched a series of advertisements that drive this message around health disparities home. It is (or should be) a concern for most of us.  Health outcomes and especially preventative care is driven by health literacy, our attitudes towards health, and our access to the healthcare system.  We should all be working with our families, our communities, and our country to try to make this better.

    I am a firm believer that one of the best ways to start to manage cost is to find a viable strategy to get universal coverage.  The costs of emergency care and absenteeism all get passed on to us in one way or another.  And, as the government is the dominant payor of healthcare (Medicare, Medicaid), long term costs are a significant issue for our economy.  If there is a systemic way of improving it, we should seek that out.

    So, a cause that is both moral and economical…what more do you need?

    Today, more than 50 percent of Americans and 75 percent of Californians without health care coverage are people of color.  Uninsured men, women, and children are far more likely to get sick and forego care simply because they lack coverage.  This is a national disgrace. We spend 2.3 trillion dollars on care in this country. Securing health care coverage for every American is the next great civil rights issue of our time. We can and should achieve universal coverage.

    kaiser-ad

    Some of the facts highlighted on their new website about disparities include:

    1. Disparities in health and health care impact everyone. African Americans, American Indians, Alaska Natives, Asians, Pacific Islanders, and Hispanics are most affected.

    2. 27% of adults report having no usual source of care. African-American (28%), Hispanic (51%), and Asian (23%) adults are all more likely to report not having a usual doctor.

    3. Uninsured adults are disproportionately, young, and minorities; 82% are between 19-49 years of age, and 41% identified themselves as black, Hispanic, or other.

    4. American Indian and Alaskan Native death rates from sudden infant death syndrome are the highest of any population groups.

    5. Asian Americans have the highest tuberculosis case rates of any racial and ethnic population.

    6. During 1996-2000, Native Hawaiians were 2.5 times more likely to be diagnosed with diabetes than non-Hispanic white residents of Hawaii of similar age.

    7. In 2005, African Americans accounted for 18,121 (49%) of the estimated 37,331 new HIV/AIDS diagnoses in a national poll which encompassed 33 states.

    8. 21.9% of U.S. children live in poverty, far and away the worst in the industrialized world. Comparable figures for the Nordic countries are 4.2% and less.

    9. Adults who have not finished high school are almost two times more likely than college graduates to be obese.

    To learn more about the topic, you can go to their community of information.

    How Does Optimism Bias Affect Us in Healthcare?

    The optimism bias means people are less likely to believe that bad events will happen to them.  They overestimate their likelihood of success.  What are some probable implications in healthcare?

    • Don’t believe they will get cancer or some other disease and not act preventatively.
    • Believe they can improve their cholesterol by exercise and that they will exercise.
    • Don’t believe that the extra calories will add on pounds.
    • Don’t believe smoking will kill them.
    • Don’t believe they need insurance because they won’t get sick or hurt.

    glasshalffull1

    Is glass half-full or half-empty?

    E-Mail No-No’s

    While I am sitting on the plane doing hundreds of e-mails (finally catching up), I flipped thru the American Way magazine. It has an article on e-mail etiquette with a list of “The Top 10 E-mail Turnoffs” (March 15, 2009, pg. 16). [BTW – Only a frequent traveler quotes airline magazines.] I think it’s a good list and hits a lot of mistakes that you see. The other key that they talk about in the text is that increased probability of someone misreading your intentions when they don’t have a voice or actions to provide more context. (A problem with text messaging professionally also.)

    10 – Get overly cutesy or slang-happy in a professional e-mail.

    9 – Skimp on the subject line.

    8 – Miss the Mr. or Mrs. mark.

    7 – Send it off without running a spell check.

    6 – Sprinkle your message with flowery language.

    5 – CC: for all to see.

    4 – Send an irate, angry, or potentially embarrassing message.

    3 – Use your work e-mail for personal time (read: racy)

    2 – Go all willy-nilly with the wingdings.

    1 – Hit reply all.

    [On a related travel note, I need to come up with some “term” for days where I eat each meal in a different state and time zone. Had another “opportunity” to do it this week, but I only hit two time zones.]