Blue Cross and Blue Shield of Florida is an Independent Licensee of the Blue Cross and Blue Shield Association. Quality and Cost Comparison Marketing Plan

Blue Cross and Blue Shield of Florida is an Independent Licensee of the Blue Cross and Blue Shield Association.

Quality and Cost ComparisonMarketing Plan9.13.11

2Blue Cross and Blue Shield of Florida is an Independent Licensee of the Blue Cross and Blue Shield Association.

Marketing Framework Will Help Drive Design

Market Analysis

Segmentation

Targeting

Positioning

• Market data (ESA)• Competitor/Industry• Market Segment Penetration

• Customer Segment penetration• Multi-cultural data• Market mapping

• Markets• Customers• Group size

• Group behaviors (needs)• Consumer attributes/values• Consumer life stage

• Value Proposition alignment (groups)

• Mission alignment• Profit potential

• Growth potential• Ancillary sales potential• Hispanic/African

American

• Target Segment value proposition

Product Place Promotion Price

Customer Experience

Marketing Mix

How do benefits, services and affinity programs meet the

needs, wants and preferences of the consumer?

What are targeted consumer segments’ buying preferences? How do they prefer to receive information,

purchase products, etc.?

What motivates targeted segments? What media

provides maximum reach and effectiveness?

What are targeted consumer segments’

price points and sensitivity?


Objectives

The next generation of the Quality and Cost Comparison suite of tools will allow the consumer to “Know Before You Go.” It is the next step for great consumer engagement and support capabilities, providing access to accurate and timely information:

• Enables informed decision making for members on their out-of-pocket expenses

• Supports their understanding of how benefits work, the quality and cost of health services before they receive them

• Helps reinforce trust that members have in us

• Creates an open marketplace for health care services


Targets and Timing

All members have access to the quality and cost information they way they prefer it:

• Online with MyBlueService

• By calling the CCT unit with questions

• By visiting the Florida Blue centers

Timing• These new enhancements, themed “Know Before You Go”, will be available

September 26th in all channels.

• There will be a second release in December to include a Zagat patient rating capability that rates providers. This will further enhance the support we provide member’s in their decision making.

• Communications will continue during the year and into 2012.


Value Proposition

“When I need care, I can easily compare quality and costs that meet my needs and

standards. Whether its for a doctor, specialist or even hospital location, it is the expert

advice I really value. I can learn more about my options for health services and treatment

costs, how to get the most value and save money. Plus, I have peace of mind knowing I

have support when I need it. I feel like I can make choices with confidence.”




Capability General Design

• To enhance the end-to-end member experience, this will be an easy-to-use consolidated member interface for shopping and cost estimation integrated with our Online Provider Directory, aligning and integrating tools and processes that are currently presented to members in separate ways.

• It is a streamlined, integrated capability which aligns and combines the OPD, Care Comparison quality and cost information, Patient Rating, and utilizes a member facing CareCalc to estimate overall and out-of-pocket costs to the member.

o Ability to compare up to 5 providers in a single transaction, increasing member understanding of health care costs and the quality associated with certain providers.

o Will interface with the provider directory as well as the member’s benefits to display a real-time estimate of expected costs.

o Provides member level estimated liability based on contracted benefits.

o Has large pre-selected menus of the most commonly used health services, excluding surgery, based on frequency of claims data by specialty.

o O65 Members do not have access to this capability


Capability Positioning

• Members can easily and quickly shop and compare the quality and cost of health services before they have the service so they can “Know Before They Go.” We help them get the most value from their benefits.

• Other insurance carriers have online cost comparison services but they strictly list the average cost of a service, are not real time and do not report on the members out-of-pocket costs.

• The estimate is specific to each member’s contract and will give a estimated out-of-pocket cost for each service, unique to each member—based on where they are today in their plan deductible.

• Members can estimate costs on the most commonly used health services—from routine care to procedures. Surgical procedures excluded.

• They can get additional help for estimates on the more complex services by calling our Care Consultant Team or visiting a Florida Blue center.


Benefits

Easily accessible to members either online, over the phone or in the centers, the enhanced capability will support:

• Increased member understanding during decision making

• Improved utilization of benefits and lower medical costs for members

• Improved clinical outcomes

For Blue Cross, it means:

• Reduced administrative costs

• Differentiated value proposition


Others Cost Comparison Capabilities

Blue Cross and Blue Shield of Florida Aetna United Humana

Estimates Based On:

Estimate is specific to each member’s contract and will give an estimated out-of-pocket cost for each service, unique to each member—based on where they are today in their plan deductible and current status of plan’s benefits.

Estimates based on average costs within zip code

Estimates based on local cost differences and are based on your specific coverage including:• deductible• out-of-pocket maximum• copayments• coinsurance differences

N/A

Estimates Provided For:

Provides estimates for 150 of the most commonly used health services—from routine care to procedures. Surgical procedures are estimated at average (not real time) costs.

Provides estimates for 30 of the most common medical services including: • Office Visits,• Dental Procedures• Diagnostic Tests• Vaccines• Surgical Procedures• Scope Procedures• Disease/Condition Management

Provides estimates for :• 116 diseases,• 90 surgeries and procedures• More than 500 individual

services

N/A

Rx Calculator Rx costs are based on Member’s unique plan.

Quoted Rx costs are averages; not unique to plan.

Quoted Rx costs are averages; not unique to plan.

Quoted Rx costs are per plan.


Others Cost Comparison Capabilities


Overall Key Messages

• You have convenient 24/7 access to the easy to use suite of services that provides simple to understand information.

• You can choose which provider best fits your needs.

• You have the opportunity to shop for services and save money.

• You have key information to make confident, informed decisions regarding your health care.

• You can manage your health care costs by knowing what to expect before services are received.


Message Map

Current Environment

Key Messages Proof Points Key Words and Cautions

Members want to choose for themselves.

You can make choices that best fit you and your family’s health care needs. You can search our vast provider network and compare quality, costs and convenience. You can choose the doctor, or specialist or even the location where you are considering having a procedure. Blue Cross offers you the opportunity to make choices for your pursuit of health.

Aligns and combines the Online Provider Directory, Care Comparison quality and cost information, and uses a member-facing CareCalc to estimate out-of-pocket costs to the member.

Key Word: Estimated cost Freedom to

choose

Members have busy schedules and need a convenient way to get health care information.

You can quickly search for health care services anytime, day or night, even from the comfort on your own home. Just log onto MyBlueService and start using the quality and cost comparison suite of tools to search and compare health care providers that are right for you. You’ll get immediate, easy-to-understand answers to your questions on quality and cost for health care services. Blue Cross is simplifying your pursuit of health.

If you prefer to talk to someone instead of going online, you can easily call our Care Consultant Team or stop by a Florida Blue center when it is convenient for you.

Members have 24/7 access via MyBlueService. Simple to use and results are easy-to-understand.

Call or visit us for help shopping, comparing and getting an estimate.

Key Words: Convenient Simple Easy-to-

understand


Message Map Cont.

Current Environment

Key Messages Proof Points Key Words and Cautions

Members want the ability to shop for health care services; cost is a leading concern.

You can shop and compare quality and costs for health care services, from a sick visit to the yearly preventive check-up. You can compare up to 5 providers to determine which offers the best quality care for the lowest estimated out-of-pocket costs. The estimated costs are unique to your benefits plan. You will know your estimated out-of-pocket costs before you even make an appointment. We can help you make informed decisions, getting the best value for the dollar for you and your family, all in the pursuit of health.

Ability to compare up to 5 providers in a single transaction. Will interface with the provider directory as well as the member’s benefits to display a real-time estimate of expected costs. Provides member level estimated liability based on contracted benefits. Provides not just an average cost, like competitors’ tools, but a true, estimated out-of-pocket based on members’ benefits and where they are in their OED.

Key Words: * Estimated out-of-pocket costs

Unique to you

Personal health care decisions are equally complicated and important. Members need information to make decisions.

We can help you make confident, informed health care decisions for you and your family. Simply choose the health care service that you and your family need from our pre-selected menus then begin shopping for the health care solution that best fits your needs. And, if you have any questions, you can always call our Care Consultant Team for answers. We’ll provide you the information to make confident choices in your pursuit of health

Pre-selected menus of the most frequently-used services. Provides accurate results that are informative, comprehensive and easy-to-understand.

Key Words: Confident,

informed decisions

Additional assistance if needed


Communication Challenges

• Possible member confusion with Care Comparison tool

o Although the Care Comparison will still be functional, the tool will be phased out and no longer available after April.

o A transition plan is in development; will be presented in future MLRT meeting

• BCBSF employee education, engagement and uptake with the new tool

• On-going challenge of member sign ups for MyBlueService

• True estimate but not final cost

o Aetna, Humana and United give average costs

o We can give costs based on your plan and where you are with the deductible

Communication Challenges


Opportunities

• Strong incentives programs for promoting adoption and utilization for transparency tools and services

o Group engagement

o Employee engagement

o BCBSF Employee engagement

• Promoting ease of understanding benefits

• Transparency and engagement with providers

• With the HMO revitalization efforts this fall, opportunities exist to integrate and promote in the sales and member education materials.

• Promote web tool through digital engagement

Opportunities


Promotion or Marketing Communications

Overarching Strategy:

• Push capability to targets and clearly communicate the value they will receive

• Strong awareness, education and call to action to ‘test drive’ to capability

• Leverage all member touch points

• Leverage all group BDM/BA touch points to increase the education and uptake on using the capability


Modules to Engage and Their Objectives

Modules Responsible Tactic

1 General Advertising Mark Rusinack Develop video for digital engagement.

2 New Member Communication Alan Morgan Integrate messaging in any on-going communication to members.

3 BDM Community Engagement Alan Morgan Integrate messaging in any on-going communication to BDMs.

3 Events and Community Partnerships/Retail Partners

Sara Hiers Showcase prototype in MMV.

4 Agent/Broker Sales Training Mary Matheson Ensure understanding of tool statewide for agents, brokers and internal sales teams.

5 Agent/Broker Communication Susan Bland Ensure awareness and knowledge of the new tool

6 Member Engagement Marie Manning Manage creative execution of all campaign elements.

7 Provider Communications/ Leveraging

Charlene Tinnesz Ensure awareness and knowledge of the tool within provider community; be prepared for questions.

8 Social media/website Annie Erstling Integrate messaging in communications, Know before you go campaign

9 Service Operations Amanda Kirkhart-Betz

Ensure understanding of how the tool works - facilitated access, member redirection, and facilitated access

10 CCT Samieh Norse Educate members on the online capability.

11 Employee Communications Steven Hendricks Employee-facing communications. Big launch on Day 1 (Sept 26) for Employees, i.e. lobby signage, contests, desk drops, News & Views article, etc.

12 BCBSF Retail Center Promotions

Sharon LaSure-Roy

Showcase promotions in center.

13 BCBSF Retail Centers Anne Jessup Create awareness of the tool ; educate members by showcasing an example.

14 Media Communications Steven Hendricks Promote transparency in media.

15 Local Presence Offices Local Presence team

Increase awareness and knowledge of the tool

16 Senior Markets Julie Palus N/A to Senior Markets.

Documents

Blue Cross and Blue Shield of Florida is an Independent Licensee of the Blue Cross and Blue Shield Association. Quality and Cost Comparison Marketing Plan