“Putting it All Together” Creative Integration Strategies for Employee Assistance Programming

Louise D. Murphy, MA, LPC, CEAPOctober 15, 2005

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EAPA 2005 CONFERENCEAGENDA

1. INTRODUCTION – EAP INTEGRATION

2. EAP MARKET

3. AETNA EAP

4. EAP CORE TECHNOLOGIES

5. PRODUCT DEVELOPMENT

6. CREATIVE STRATEGIES

7. SUMMARY & QUESTIONS

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Integration

EAP Services Combining or embedding

Employee Assistance programming in a larger, value-added way with other medical/healthcare services

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Why Integrate EAP?

Market Demand – “One Stop Shop”

Enhanced Consumer Experience

Increased Efficiency Demonstrate Value in

New Ways

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Total Corporate Delivery

Total Carve-Out Program

Corporate EAP/Occupational Healthy

Coordinated with Vendor Delivering EAP Program

Corporate EAP/Occupational Health

Coordinated with Vendor Delivering EAP, Work Life, and MH/CD

Site Counseling

Corporate EAP/Occupational Health

Vendor delivered EAP, Work Life, and MH/CD

Site Counseling

Integrated with:

Disability Management

Condition Management

Medical Management

PBM

Education

Management Support

Counseling

Program Promotion

Web-based Information

CISD Networks

Risk Assessments and Referrals

Specialty Services

Health Related Education Training

24 Hour-Care

Early Intervention

Enhanced Outcomes

ROI

1st Generation

2nd Generation

3rd Generation

4th Generation

Historical Corporate Behavioral Health Models

*Trademark Hewitt Associates LLC 2004

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Why Now?

Re-Entrance into Behavioral Health Marketplace

Strategic Direction – “Real Integration”

Strong Belief in “Mind-Body” Proposition

Reputation for Innovation and High Quality

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Challenges

Very Mature Market

“Commodity” Mentality

Continued Price

Pressures

Client Turnover

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Opportunities

Commitment to Integration

Significant Corporate Support

Diverse Product Opportunities

Large Distribution Channel

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Types of EAP Buyers

Integration Buyers: plan sponsors who purchase for administrative or financial ease or who look for the ability to coordinate medical and other core product claims data for clinical purposes

Best-In-Class Buyers: plan sponsors who purchase based on product attributes and best-in-market perception

Relationship Buyers: plan sponsors who purchase based on long-standing partnerships with vendors; often relationships span more than 10 years

Transitional Buyers: plan sponsors who purchase based on event-driven circumstances (e.g., divestiture, employee layoffs)

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Decision drivers for each core product vary across purchasing pattern:

Types of EAP Buyers (cont.)

Integration buyers value the ability to integrate data and administrative ease

Best-in-class buyers value price, member service, and plan design

Relationship buyers value customized solutions and partners who share similar healthcare delivery visions

Transitional buyers value minimal disruption for employees, member service, and price

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EAP Core Technology“A New Look”

1. Consultation to the “work organization”. New definitions for “work organizations”:

– Employer

– University

– Affinity Group

– Population-Based Group (Retirees, Part-Time Employees)

2. Confidential and Timely Problem Identification- EAP as “Front End” to full array of BH services (“Liaison Concept”)

3. Use of “Constructive Confrontation”, Motivation, Short Term Intervention for employees with personal concerns.

- Website Resources- EAP as “Career Coach”- Training- Telephonic Services- Robust Work-Life Support

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4. Referral of employee clients for diagnosis, treatment and assistance, plus case monitoring and follow-up services (example of woman in car accident)

- Integrated EAP/BH model

- EAP and Psych Disease Management

- EAP and Psychiatric Disability

- EAP and Worker’s Comp.

EAP Core Technology“A New Look”

5. Core Technologies 5 – 7 describe the workplace support services that EAP can provide

- Management Consultation

- “Occupational” EAP Services

- Supervisory Coaching

- ROI, ROI, ROI

- Metrics

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Product Development Process Flow

Phase 1 – Identify Opportunity

Phase 2 – Prioritize, Validate and Evaluate

Phase 3 – High-level Design

Phase 4 – Detailed Design

Phase 5 – Build and Test (Engineer/Configure)

Phase 6 – Communicate and Rollout

Phase 7 – Monitor and Manage

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EAP Product Development

• Assessment and referral

• Face to face counseling sessions

• Management consultation

• Crisis response services

• Training

• Education

• Web based services/resources

• Reporting (monthly, quarterly, annually)

• Account management

Deluxe “Prix Fixe” Menu:

• Work-life services child elder financial legal concierge miscellaneous

• Coaching• Telephonic consultation• Promotional materials

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EAP Product Development

• Assessment and referral• Education• Web based

services/resources• Telephonic consultation

“A La Carte” Approach

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Distribution Channels

Aetna: Segments (National, Middle, Small Group) Group Insurance Government Products Global Benefits Student Markets Retiree Markets Special Programs (Compassionate Care, Vital Savings

Card) Part-Time Employees

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Product Creation

Segments: Full Service EAP

Occupational EAP

Group Insurance: “EAP Beginnings”

Global Benefits: International Services

Retiree Market: “Perfect Aging” EAP

Student Markets: Student Assistance Programs

Compassionate Care: Grief Consultation Services

Part-Time Employees: Telephonic Services

Vital Savings Card: Telephonic Services

Aetna:

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Values

At every step of their journey, Aetna equips its members with the information and resources they need to become confident health care

consumers

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Perfect Aging

Pre-Retiree/Retiree Market Issues:– Life Transitions– Planning - Financial/Legal– Health – Staying Well– Personalized support– Benefits Information Coordination– Life Management/Assistance– Care Giving Resources

Market Solutions:

– Telephonic Access to “Perfect Aging” Geriatric Specialists

– Customized Website

– Benefits “Concierge”

– Legal and Financial Specialists

– Face to Face Sessions

– Specialized promotional plan

– Retiree Orientation Forum

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EAP Beginnings

Group/Part-Time Market Issues:

– Mass Market Product

– Value-Add Service

– Affordability

– Minimal workplace support

– Minimal account management

Market Solution:– Telephonic Consultations– CD Based Promotional Package– Web Services– Annual Report– Community Referral– “Buy-Up” training and CISD– Work-Life Resources

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Student Assistance Programs

Student Market Issues:

– Separation Anxiety

– Performance Pressures

– Depression

– Alcohol/Substance Abuse

– Eating Disorders

– Over-Taxed Health Center Resources

– Training Needs

Student Market Solution:– Face to Face Session

– Strong Network Near Campus

– Alcohol DM Services

– Web Based Services

– Solid Integration with medical plans

– Training for campus staff

– Critical Incident Stress Response

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Compassionate Care

Market Issue:

– End of Life Care: Curative and Palliative

– Support for Members and their families who are facing life limiting illnesses

– Need for information/outreach/decisional-support

Market Solution:

– EAP provides grief and bereavement counseling

– Unlimited access for anyone involved with the critically ill member

– Education materials

– Liaison with medical care

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Data Integration

EAP – WorkLife

EAP - Behavioral Health

EAP – Medical

EAP – Disability

EAP – Occupational

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Additional Integration Opportunities

Obesity Management Support

Smoking Cessation Support

Diversity Sensitive Programming

Wellness Support

Disease Management

Disability Management

Complimentary Medicine

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Get In The GameStay In The Game

Understand your client and

their unique needs

Be creative, flexible

Focus on Adding Value

Track data – outcomes – ROI

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Summary & Questions