Going All the Way: Health Systems as Health Insurers

Transcription

1 Going All the Way: Health Systems as Health Insurers Lindsay Resnick Executive Vice President ReviveHealth, a Weber Shandwick company Diane Ewing System Vice President Chief Communications Officer Premier Health Ramon Soto SVP Chief Marketing & Communications Officer Northwell Health The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA Society for Healthcare Strategy & Market Development

2 Healthcare s Long View ECONOMY Looming: 2016 elections, DC gridlock, debt ceiling, Fed rate hike Pressure: 1 in 3 Americans say healthcare is biggest economic burden Activist Consumerism: on-demand, gig, sharing or access economy MARKETING Shifting: micro-segmentation, multi-cultural, omnichannel interaction Balance: content (relevance), brand (awareness) & direct (response) Digitalization: IoT, ecommerce, mcommerce, scommerce, Digital Health HEALTHCARE Disruption: sector consolidation, HDHPs, blurring lines, trust gaps Trending: value over volume, quantified-self, precision medicine, chronic care Reality: government as a business partner ACA, Medicare, Medicaid

3 Payer Market: Business Drivers OFFENSE: Acquire New Customers Uninsured, Under-insured Medicaid Expansion New Medicare, Parental Age-Offs, Switchers DEFENSE: Retain Existing Customers Risk Assessment Most Valuable, Most Vulnerable Emphasis on CX BlueCross BlueShield Commercial Insurers & Health Plans PROFITABILITY Manage risk & pricing Early care management Engage in prevention & wellness ACA, Medicare & Medicaid

4 Payer Market: Size & Scope MEDICARE ADVANTAGE 18M beneficiaries MEDICARE SUPPLEMENT 10.8M policyholders MEDICARE PART D 40M beneficiaries MEDICAID/CHIP 71M beneficiaries INDIVIDUAL MEDICAL 16M members GROUP MEDICAL 150M members

5 Payers: New Models Seeking to Disrupt & Consumerize

6 Provider Market: Business Drivers Higher volumes, higher acuity Risk sharing payment models & infrastructure transformation Value-based purchasing payments Episode or bundled Outcome-based payment Readmission penalties Medical Home Accountable Care - ACOs Alternative care sites & delivery Retail Clinics Mobile/Online/Housecall MDs Urgent Care & Wellness centers Nurse Practitioners Renewed focus: patient safety, waste & inefficiency, and quality benchmarking Consolidation and physician practice acquisition Fully integrated patient continuum: financial and clinical

7 Providers: Own the Customer Experience Over Lifecycle

8 Disintermediation: Claiming a Piece of Healthcare Landscape

9 Hospitals as Insurers Leverage data-driven insights to understand target customers Data driven insights Create strong brand connections with relevant content & channels Ask Drive membership through multi-channel B2C selling Use Deliver personalized, mapped customer experiences

10 Diane Ewing System Vice President Chief Communications Officer The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA Society for Healthcare Strategy & Market Development

11 Launching a New Health Plan Establishing the team Naming the plan Brand alignment Developing the plan Jumping into the deep end of the pool

12 Rules and More Rules (commonly known as compliance) Approval processes Wording requirements APPROVED Timing, timing, timing and more timing

13 New Ways to Do Things Strategic thinking and tactics Buying media Measuring results

14 Sound Advice Ask a lot of questions and then ask more Stick with your brand Engage your internal audience Provide great service!!! Plan, plan, plan

15 Preparing for the Future of Healthcare Ramon Soto SVP Chief Marketing & Communications Officer The opinions expressed are those of the presenter and do not necessarily state or reflect the views of SHSMD or the AHA Society for Healthcare Strategy & Market Development

16 The Strategic Challenge North Shore Long Island Jewish Health System Largest Health System in NY 26% Market Share 4M Patient Visits Powerful, market leading capabilities Untold Story Fee For Service to Value Based Transition The Marketing Challenge No Brand No Single Source of Truth No Integrated Marketing or Communications Organization Diverse Value Proposition

17 Northwell Health Preparing for the Future of Healthcare Seven Keys to Strategic Growth 1. Improving the Patient Experience 2. Searching For Revenue and Profit Northwell Ventures 3. Controlling More of The Healthcare Dollar CareConnect 4. Expanding Leveraging our Scale 5. Diversifying From Hospital to Outpatient Setting 6. Efficiency Improving Quality and Outcomes 7. Building The Brand

18 The Power of Our System The Power of an Untold Story 21 Hospitals Westchester, Staten Island, Manhattan, Brooklyn, Queens, Long Island 450 Ambulatory Facilities 4 Million Patient Visits World Class Research 2,700 Researchers Medical Education First New Medical School in NY in 40 years Health Insurance Innovative, Attractive Insurance Offering

19 New name and graphic identity Northwell Health

20 Our brand launch Happy birthday Austin Joseph January - June Results 350M Digital Impressions 100% Site Traffic Increase 120% Social Traffic Increase 4.6% Increase in System Volume

21 CareConnect Background: Founded 2014 Plans in NYC DMA Membership: 101,000 (308% Growth) Network: Northwell Health: 21 Hospitals, 13,000 Providers Alliance Network: 26 Additional Hospitals, 20,000 Providers Financials: $500M Premium Revenue Expansion: Medicare Advantage