© 2011 Pitney Bowes Inc.

Targeted Marketing: How to Influence Health Plan Member Behavior

Mary Bradley Director, Health Plan Strategy

Bob MattisGlobal Director Product Management

March 17, 2011 The World Congress -- 3rd Annual Health Plan Innovation Congress

2© 2011 Pitney Bowes Inc.

Today's DiscussionObjectives:

Share our understanding of the challenges facing today's healthcare providers.

Review solutions we have deployed to better serve our employees while driving down healthcare costs.

Provide examples of how we have helped clients better serve their members.

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Specific member behaviors drive significant, avoidable cost. Changing these behaviors yields significant savings.

• Diversion of low severity ER visits to PCP or urgent care clinics

• Conversion from retail to mail-order drug fulfillment

• Conversion from branded to generic medications

• Adoption of preventive screenings

• Improved adherence to prescribed therapies

Costly Member Behaviors

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The Challenge & The Opportunity:Emergency Room visits for non-emergency purposes

• 50% of ER visits are deemed minor to moderate in severity

• better served by a PCP or alternate care facility

• average cost savings PCP visit vs. ER = $500

With a targeted communication campaign, a healthcare company can experience savings > $2,500,000 for every 1 million members

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Case Study

Challenge:

Low use of preventive care by hourly employees

Low connection to PCPs by this group; Solution:

Pilot with new employees as they entered the plan

Highly personalized and versioned mailing, followed by an outreach call to guide new employees.

Mail pieces included individualized screening guidance, segmented by gender and age. Content also included 3 closest providers by practice type.

Result:

Pilot group vs. new hires prior year:

PCP visits up 41%

Preventive screenings up 25%

Driving PCP Adoption and Preventive Screenings

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Case Study

Challenge:

Promote preventive screenings among employees, specifically members that missed screenings within last 12 months

Solution:

PBI selectively inserted preventive screening guidance into a quarterly employee benefits mailing

Result:

40% of those who received the reminder took action

Driving Preventive Screenings #2

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Case Study

Challenge:

Improve onboarding process for new subscribers using ID cards, network directories, and program information. Increase member satisfaction with plan and minimize call center traffic.

Solution:

A workflow was configured to accept data feeds that were translated to printed materials. Recipient addresses triggered retail provider selections that only included pharmacies within 20 miles of the member's home, supplanting larger directories that included retail providers on a state or regional level.

Result:

By employing variable composition and print on demand (POD), the total cost of providing onboard kits was reduced by over 70%.

Pharmacy Benefit On boarding Kits

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The application of established direct marketing principles has proven to be highly effective in changing member behavior

Targeted communicationso Right messageo Right persono Right timeo Right channel

Thoughtful design of communications that considers the specific barriers to change

Use of available member data to customize communications and achieve maximum relevance

Measurable results

In Conclusion