Employing Custom Tagging to Understand and Alleviate Member Pain Points

1. Employing Custom Tagging to Understand and Alleviate Member Pain Points Presented by Tyler Cox Manager of Consumer Analytics, eBusiness

2. Overview • In this session you’ll learn: • How custom web tagging and other data sources can be leveraged to understand member interactions and improve the member experience. • How to take advantage of analytics, multi-dimensional tagging, and merged data sources to inform business decisions. • How analytics is leveraged across departments to streamline the registration process, enhance the core insurance functionality and provide a suite of powerful transparency tools to help members become better informed health care consumers.

3. How we develop tools and features with members in mind Optimal Decision Related to Care + + = Financial Incentive Choice Information This model, supported by the three cornerstones, is the philosophy behind our wellness portal: Advise members on their health care decisions, help them navigate the health care system, and reward them for healthy behavior

4. Progression of member interactions online Value Partner w/Me Producing answers to others Partner w/Me Producing answers to others Connect Me Collectively findinganswers – many:many Engage Me Dialog to find answers – 1:many Know Me Educated to find basic info Time 2005/2006 2009 to date 2007/2008

5. Welcome to myRegence.com • myRegence.com offers resources that help members become healthier, and better informed and engaged health care consumers, including: • Personalized, trustworthy, health and wellness information. • Transparency regarding cost and quality of care. • Programs, tools and resources for healthier living. • A foundation of support through dynamic online community.

6. More and more people are seeking health information online Source: Krames StayWell - “Health care 2012: a snapshot of consumer opinion.”

7. It is imperative that we provide members with the ability to control their health care costs

8. Digital analytics is essential to understanding current needs and driving this level of customer engagement

9. Scenario #1: Making it easier to register…. • Leveraged cross-channel analytics and qualitative feedback to drive registration improvements to the tune of a 41% reduction in registration errors

10. …..and return to myRegence.com • Insights gained via cross-channel analytics led to the creation of a new and improved username and password retrieval process • Over 20% reduction in overall web support call and live chat volume • Self-service: Username & password calls/chats down 56% • $118,000 projected annual cost savings. These savings will be realized via the reallocation of customer service resources.

11. Scenario # 2: Elevating the transparency of cost and quality information Provider Search: Sort, filter and compare professionals and facilities Treatment Cost Estimator: Know your treatment options and get predictability of time, cost and services with basic member liability estimation ER Alternatives: Learn through educational copy, search and suggested locations Enhanced Provider Profiles: Access additional demographics and display capability for quality/recognitions feeds Patient Reviews Display: Read reviews left by other Blue members about their experiences with providers

12. The Treatment Cost Estimator provides detailed care options and network average cost ranges for over 350 treatments and conditions Over 100,000 estimates have been given since the tool launched in March 2009. ““I appreciate being able to look up the procedures I need and get specific information on cost and out-of-pocket. It makes planning and budgeting a lot easier!”-- Regence member

13. Top treatments, doctors and search behavior is tracked and reported frequently to drive business actions

14. Additional treatments will be added in 2013 based on intelligence gathered via custom tagging

15. Scenario # 3: Giving members the ability to quickly and easily find the best provider for them Sort by distance, name, most reviews, and cost. Filter search results by availability, gender, specialties, and more. Compare up to 5 providers. Read member reviews and recommendations. See if the doctor is in your network.

16. And informing providers of what information members need and want from them

17. Other examples include: claims error tracking and benefit navigation

18. Our members find the information they need to influence their healthcare decisions and control healthcare costs 77% 28% Agree our transparency solutions provide information they need to be involved in making decisions Changed provider choice based on information received from our transparency solutions 29% 60% Agree out transparency solutions provide information to help control costs Found information to lower costs, with 78% indicating actualizing savings March 2012 results based on a 9% response rate of 12,662 randomly selected members who have opted into myRegence.com communications

19. What are the experts saying? myRegence.com has been recognized and awarded for our unique, user-centric transparency tools, for overall site design, and for our videos and stories Forrester Research Inc., a national independent research firm, recognized Regence’s transparency tools as best in class. Tweet from Liz Boehm, December 2011