Alexa Health Skills - New chance to satisfy and monetize the digital demands in healthcare of Generation Y

Transcription

1 Shaping the Digital Future Alexa Health Skills - New chance to satisfy and monetize the digital demands in healthcare of Generation Y August 2018

2 Generation Y challenges health insurances with their technology affinity and high desire for individualization, both regarding healthcare and insurance topics. Analysis of Generation Y customers Customer habits Customer desires For the vast majority of Generation Y it is absolutely normal to search for references online the search for healthcare topics is the logical consequence. Nuance Communication 54 % of Generation Y initially use the internet for healthcare questions 37 % of Generation Y have already booked an insurance service online Individualization is one of the biggest mega trends. Trend researcher Prof. Peter Wippermann 67 % of Generation Y desire personal advice for complex topics like health insurance services 50 % of Generation Y would provide personal data, so that products are 100 % individualized Source: Mücke, Sturm & Company; World Insurance Report 2016; Nuance Communications; Bain & Company; Microsoft Trendstudie; QVC Zukunftsstudie; Springer Professional 2

3 To meet the changing customer expectations, health insurances offer digital services along the health value chain; they concentrate on Treatment & Monitoring. Digital insurance services German market overview Administration Prevention Diagnosis Treatment & Monitoring Administration Electronic Health Card 2 Invoice app 3 Live chats Electronic patient record Stress/Well-being support Fitness program Diet Vaccinations Digital bonus program Second expert opinion Symptom checker Health information Addiction Back pain Sleeping disorder Medication management Diabetes Exemplary digital services 1 Public 17 % 4 5 % 22 % 56 % Focal points of insurances Private 21 % 21 % 10 % 48 % Source: Mücke, Sturm & Company; 1 Exemplary digital services of 42 analyzed digital services by MSC; 2 Public health insurances only; 3 Private health insurances only; 4 The 13 analyzed public insurances offer in total 7 digital services in the area administration. 3

4 TK and AXA provide the most digital services; on average, the public health insurances offer 6 digital services more than their private peers. Digital insurance service categories of public and private health insurances Number of digital 1 service categories 2 (public) Number of digital 1 service categories 2 (private) 27 Ø Ø Source: Mücke, Sturm & Company; MSC study Der Wandel der Krankenversicherungen vom Kostenerstatter zum ganzheitlichen Gesundheitsdienstleister, June 2018; 1 Accessible using any digital device incl. smartphone, tablet, laptop, computer, digital assistant, smartwatch; 2 Categories can encompass several, single services e.g. the category vaccination can include the digital vaccination pass and reminders for vaccination check-up 4

5 Health insurances should reflect upon the emerging trend of digital assistants and consider the potential to create new touchpoints, especially with Generation Y. Digital assistants as a new digital trend Available digital assistants Growing importance of digital assistants Generation Y as the most prolific customer group Home Assistant Eigener Assistent Home Assistant Eigener Assistent Home Assistant Eigener Assistent Home Assistant Eigener Assistent Home Assistant Eigener Assistent Revenue of digital assistants sold to end consumers 1 (in million US$, worldwide) 11, # Users of digital assistants 1 (in million, worldwide) 710 2, * 2018* 2019* 2020* 2021* 1,016 5,314 1,376 8,728 1,642 1, * 2018* 2019* 2020* 2021* Usage of voice-based assistants 2 (worldwide) 16% 33% 20% 31% 30% 32% 15% 23% Yes, regularly. Yes, lately. No, but interested. No and not interested. 38% 50% 35% 35% 13% 14% 8% 7% Source: Mücke, Sturm & Company; Company information; 1 Tractica 2017; 2 Business Insider

6 Exemplary skills Hardware Amazon currently leads this market. They have created an extensive platform with their assistant Amazon Alexa which also offers applications on healthcare matters. Amazon Alexa as one digital assistant Amazon Alexa is currently usable on five devices 1 Amazon dominates the digital assistant market Hardware with the pre-installed digital assistant Alexa 6,7% Worldwide smart speaker market share 14,7% Echo (99.99 ) Echo Show ( ) Echo Dot (59.99 ) Echo Spot (99.99 ) Echo Plus ( ) 91,7% Amazon Alexa Google Home 71,3% 2016 Other 2017 Free Alexa Skills in the area of healthcare The first Alexa device was launched for the German market in % of German consumers are aware of Amazon Alexa Questions on medication Psychological advice Support for Patient security in chronical diseases mycare clinics BMI calculation 37 % of German consumers already use their own Amazon Alexa device Source: Mücke, Sturm & Company; Amazon; Statista; OMR; PWC; Strategy Analytics; 1 Availability in Germany as of June

7 Private insurances Public insurances Health insurances are slowly adapting to the new trend of digital assistants. TK and Barmer as public and AXA and Allianz as private insurances offer Alexa skills. Current Alexa skills offered by German health insurances Insurance Skill name Exemplary customer instructions/questions Skill Description TK Smart Relax Skill Alexa, open Smart Relax and start a Cool down! Options to relax e.g. meditation Barmer Alexa Skill Schlafenszeit Alexa, ask Schlafenszeit which sleeping aids are available! Options to fall asleep better e.g. soft music Axa Biowetter Alexa, start Biowetter! Weather information e.g. pollen dispersal Allianz Alexa, ask Allianz where the next consultant is located! Information about the Allianz e.g. nearby consultants or offers Allianz Beratung Alexa, start Allianz Beratung! Questions for customers on 12 topics to prepare the consultant for the meeting Allianz Rentenscore Alexa, ask Allianz Rente what dynamic means! Calculation of a desired pension amount Source: Mücke, Sturm & Company 7

8 Skills demanded by Generation Y Health skills by insurances Unfortunately, the majority of the health skills which insurances currently offer are not attractive to Generation Y as a recent survey by MSC shows. Desired Alexa skills by Generation Y compared to skills offered by German health insurances 50 % Yes, certainly. Yes, probably. I'm not sure. No, probably not. No, certainly not. Source: Mücke, Sturm & Company; MSC study Alexa Health Skills Die neue Kassenleistung für Generation Y?; June 2018; Note:Ranking based on the sum of the answers Yes, certainly. and Yes, probably. to the question Would you use the following health skills? ; 1 Reminder: medication intake of a relative 8

9 Exemplary Specifically, the MSC survey suggests that Generation Y desires simple organizational and individual health skills such as reminder of check-ups or diet tips. Desired Alexa skills by Generation Y Deep dive Would you use the following skill provided by your health insurance? % agreement % agreement 30 8 % agreement Simple organizational skills with low customer consequences Individual health skills which enable the customer to actively influence their health status General, publicly accessible information skills and complex organizational skills with high customer consequences skills 2 Emergency pharmacies Reminder of doctors appointments Reminder of check-ups Food information Symptom checker Mental fitness exercises Diet tips Illness encyclopedia Pollen dispersal info Air pollution info UV degradation info Sleeping aid Booking extra insurance services Advice on contract improvements Source: Mücke, Sturm & Company; 1 Agreement: the sum of the answers Yes, certainly. and Yes, probably. ; 2 Exemplary skills of 33 skills analyzed by MSC 9

10 Nevertheless, offering the skills which Generation Y expects can be profitable; they would pay up to 17 per month for a Premium + Alexa option. Ability to pay for desired Alexa skills Basic option Basic option + Alexa 1 Premium option Premium option + Alexa 1 Exemplary skills General fitness exercises, Sleeping aid, Mental fitness, Illness encyclopedia, Food information, Symptom checker, Reminders e.g. check-up Personal fitness exercises, Online-video doctors appointment, Individual information for treatment, Personal diet tips, Meditation, Information on vital measures Maximum ability to pay 100 % 100 % 100 % 100 % Ability to pay of questioned Generation Y 37 % 48 % 26 % 35 % Average price 3.47 /month 5.79 /month /month /month Option with the potential to create the most customer touchpoints Option with the highest sales potential Source: Mücke, Sturm & Company; 1 This option also includes an Alexa device e.g. Amazon Echo. 10

11 By providing Alexa skills, health insurances can increase customer satisfaction, improve efficiency and gain new insights through additional customer touchpoints. Advantages for health insurances Increase of customer satisfaction Increase of efficiency Generation of new customer insights Simplified access Reduced internal administration costs Personalized health insurance offers Direct communication channel Reduced treatment costs Input to product design and risk calculation Customer empowerment Reduced workload for employees, enhancing overall efficiency Marketing input to target new customers Y Attraction for tech-affine customers Creation of a new customer touchpoint Source: Mücke, Sturm & Company 11

12 Mücke, Sturm & Company would like to get in touch with you to discuss the design and implementation options of health skill to expand your service portfolio. We can support you with topics like s Which Alexa skills should health insurances provide? How can skills increase your customer satisfaction? Headoffice Munich Theresienhöhe Munich Germany T F How can skills generate additional revenue? Which new market segments become accessible through the implementation of skills? What hurdles should you expect when implementing skills as a new insurance service? Which additional customer touchpoints can you address by offering skills? Michael Mücke Managing Partner at Mücke, Sturm & Company How can you generate leads via skills? 12

13 Copyright This document is intended for personal use only. Distribution is only permitted without any changes or omissions publication, in whole or in parts, requires prior written consent by MÜCKE, STURM & COMPANY and correct citation of sources. All mentioned company names, logos, brands, brand symbols and other copyrighted material are the sole properties of the respective company; they are only used for illustrative purposes. 13

14 Health insurances are slowly emerging into this new segment. The TK and Barmer as public and the AXA and Allianz as private insurances offer Alexa skills. (version 2) New delivery channel of digital insurance services TK Smart Relax Skill Alexa, open Smart Relax! Would you like to start a meditation? Options to relax e.g. meditation Barmer Alexa Skill Schlafenszeit Alexa, start Schlafenszeit! Would you like to listen to the Playlist Klangwelten? Options to fall asleep better e.g. soft music Axa Biowetter ABC ABC Weather information e.g. pollen dispersal Allianz ABC ABC Info on the Allianz as a private health insurance Allianz Beratung ABC ABC Specific advice on Allianz insurance offers Allianz Rentenscore ABC ABC Calculation of a desired pension amount Source: Mücke, Sturm & Company 14

15 Exemplary To meet the changing customer expectations, insurances offer digital services along the health value chain; they are concentrated on Treatment & Monitoring. (v2) Total amount Digital insurance services Overview per value chain area and insurance system services 1 Administration Administration Electronic Health Card 2 Calculation app 3 Live chats Electronic patient record Prevention Stress/Well-being support Fitness program Diet Vaccinations Digital bonus program Diagnosis Second expert opinion Symptom checker Health information Treatment & Monitoring Addiction Back pain Sleeping disorder Medication management Diabetes Public insurances Private insurances Source: Mücke, Sturm & Company; 1 Exemplary services of 42 analyzed services by MSC; 2 Public insurances only; 3 Private insurances only 15

16 Exemplary skills Hardware Amazon currently leads this market. They have created an extensive platform with their devices which also offers applications on healthcare matters. Amazon Alexa as one digital assistant Amazon Alexa is currently usable on five devices 1 Amazon dominates the digital assistant market Worldwide smart speaker shipments (million units) Echo (99.99 ) Echo Show ( ) Echo Dot (59.99 ) Echo Spot (99.99 ) Echo Plus ( ) ,4 4,1 Q Q ,7 9,7 Amazon Google Other Alexa skills can be downloaded from the Alexa Skills Store for free. They also address healthcare topics. The first Alexa device was launched for the German market in % of German consumers are aware of Amazon Alexa Questions on medication Psychological advice Support for Patient security in chronical diseases mycare clinics BMI calculation 37 % of German consumers already use their own Amazon Alexa device Source: Mücke, Sturm & Company; Amazon; Statista; OMR; PWC; Strategy Analytics; 1 Availability in Germany as of June

17 Nevertheless, offering the skills which Generation Y expects can be profitable; they would pay up to 17 per month for a Premium + Alexa option. (version 1) Ability to pay for desired Alexa skills Exemplary skills Basic options General fitness exercises Sleeping aid Mental fitness Premium options Personal fitness exercises Online-video doctors appointment Individual information for treatment Basic option Basic option + Alexa Premium option Premium option + Alexa Maximum ability to pay 100 % 100 % 100 % 100 % Ability to pay of questioned generation Y 37 % 48 % 26 % 35 % Average price 3.47 /month 5.79 /month /month /month Option with the highest sales potential Option with the potential to create the most consumer touchpoints Source: Mücke, Sturm & Company 17