Washington Health Benefit Exchange

Exchange Board Meeting March 21, 2019

Michael Marchand, Chief Marketing Officer Nelly Kinsella, Associate Director of Communications

Libby Weisdepp, Sr. Program Specialist – Mobile

Customer Research Review

Customer ExperienceOPEN ENROLLMENT 6

Approach

Customer experience survey methodsTiming Audience Learning ObjectivesOngoing(analyzed for Nov. 1 –Dec. 15)

QHP & QDP customers who actively confirm plan (2,632 respondents*)

Experience

Dec. 16 – Jan. 15 Autorenewed QHP customers (2,686 respondents*)

Experience

Ongoing(analyzed for Nov. 1 –Dec. 15)

QHP & QDP customers who actively cancel plan (1,540 respondents*)

Reason for cancelling and experience

Dec. 16 – Jan. 15 2018 QHP & QDP customers who did not renew for 2019 (992 respondents*)

Reason for not renewing coverage

* Convenience samples – Results cannot be generalized to the whole QHP & QDP customer population

Confirm & autorenew surveys

• 3.15 rating for ease of use (1 difficult-5 easy)

• 3.45 rating for overall experience (1 bad-5 excellent)

• Suggestions:• Simplify user interface • Allow flexibility• Provide reassuring

communications• Address affordability

• 5.77 satisfaction rating (1 not-10 very satisfied)

• 5.87 confidence rating (1 not-10 very confident)

• Suggestions:• Streamline

communications• Simplify user interface• Address affordability

Plan Confirmed Autorenewed

Cancel & did not renew surveys

• QHP #1: found alternative• QHP #2: plan did not

meet budget• QDP #1: found alternative• QDP #2: low perceived

value (benefits ≠ cost)• Suggestions:

• More plans/options• Affordability• Simplify user interface

Plan Cancellation Did Not Renew• 2.8 rating for ease of use

(5 easy-1 hard)• #1: plan did not meet

budget• #2: got employer

sponsored insurance• Suggestions:

• Better/more plans• Affordability• Simplify user interface

Diary study methods

• Recruited to get equal representation from:

• Young invincible entrepreneurs (3)• Families with kids (4)• Early retirees (3)

• Participants provided daily and weekly feedback throughout open enrollment

Diary study• Mostly positive feedback!

• Easy, helpful, intuitive, and user-friendly• Self-reported health plan understanding was

higher after open enrollment compared to before

• Want off-hours access, chat or email support, and improvement to reporting retirement income

Earned media• National news more prevalent than local• Most hits are open enrollment data updates • Local publications most interested in deadlines• 263 million reach via print, online, TV• $2.43 million total ad value equivalency

Email• 61% QHP customers are paperless; 25% WAH customers• Over 1 million outreach emails delivered• Average open rate is 33% (benchmark is 23%)• Need to reduce # of calls to action (buttons)• Topics in ranking order of open rate included:

1. Pay Now – Each carrier (60%+)2. Auto Renewal (56%)3. Renew Your Health Coverage Today (55%)4. Submit Your Application Today! (50%)5. URGENT! You Need to Upload Documents (45%)

Web & mobile analytics• Dec. 15th is our biggest day• Mobile users are on the rise• Nearly 100k users visited HPF and WAPlanfinder

after-hours (10pm – 3am) during open enrollment

• Each persona interacts with our site differently

Social, marketing, & sponsorships• Top social campaign: Spread the Word• Social followers are majority female• Short videos perform best• Stock images don’t work• Tailored content works best

• Listicles• Mobile digital marketing works best

• Pandora• Open enrollment dates get interest• 61 events = 1 million digital reach

Refining Focus

• Targeting by persona was a success!• Refinement, however, is needed• Team is starting to work through these

adjustments

Washington Health Benefit Exchange