Marketers Beware: Seniors Are Far From a Typical Healthcare Consumer

The U.S. is on the verge of a dramatic demographic shift as more than 10,000 Baby Boomers turn 65 each day.  This startling demographic change has tremendous implications for our society, ranging from the availability and utilization of our healthcare resources to the staggering, uncontrollable economic cost of providing medical care and support services.

While the problem is wide-spread, the age of Health Reform has shifted the traditional health delivery model to one focused on the individual.  In our research on seniors, TripleTree has unearthed several emerging themes that introduce improved transparency, advocacy, and choice into the senior’s decision-making process regarding their health and prescription drug coverage.  As a result, the senior becomes the focal point to improved coverage that better aligns with their specific health needs as well as cuts unnecessary cost and waste out of the purchasing and enrollment process.

The following themes highlight a few examples of how an alignment around the senior has played into the strategies of large corporate entities as well as emerging innovators that specialize in combining technology with high-touch service capabilities.

Leveraging “Brand”

The new generation of seniors will be much more retail-savvy, will demand greater transparency, and will have improved information tools to help guide all aspects of their health-related spending.  Recognizing this, retailers such as Wal-Mart, Walgreens, and CVS/Caremark are strongly positioned to leverage their trusted brand within the decision-making processes of seniors.

• Wal-Mart, through a recently announced co-branded Medicare Part D prescription drug plan with Humana, is already taking advantage of this phenomenon.  The Humana Wal-Mart-Preferred Rx Plan (PDP) is being offered in over 4,000 Wal-Mart pharmacies nationwide, providing substantial cost savings for the 18 million Americans that rely on Medicare Part D for their prescriptions.
• Walgreens has made several acquisitions that place limited service, acute illness clinics in retail stores and employer settings.  These purchases – which include Whole Health Management, I-trax Health Management Solutions, and Take Care Health Systems – highlight Walgreens’ efforts to expand an already trusted relationship with their customers.
• CVS/Caremark, like Walgreens, has capitalized on an opportunity to expand its platform to include other service-line extensions.  The company’s acquisition of MinuteClinic and subsequently, its rather aggressive expansion strategy have played on the brand’s trusted, neighborhood presence as a means of providing face-to-face care and assistance for seniors and other demographics.

Unique Demands & Approaches

While the complexities of comparing and procuring health insurance are much greater than that of other day-to-day purchasing decisions, new industry dynamics are driving the demand for solutions that can address both the functional requirements of health insurance exchanges as well as the purchasing preferences of seniors.  New innovative approaches are being developed to address the emerging demands of this new healthcare marketplace.

• Transparency: Several emerging vendors – such as Connextions, Benefitfocus, and Extend Health – have established themselves as trusted sources of information within the health and prescription drug coverage procurement process.  Their solutions interface with multiple data feeds (including eligibility, subsidy, health plan, premium data, etc.) and present this data in an easy-to-use, consumer-friendly format that can be understood and relied upon by the senior.
• High-Touch Advocacy: Companies that layer personalized advocacy and support services over their core technology are a step ahead as the requisite technology-services mix comes together to enable a comprehensive yet flexible approach that caters to the personal buying habits and technological proficiency of a diverse senior population.
• Establishing Trust in the Decision-Making Process: Seniors, to an extent greater than their younger peer groups, have a more pronounced set of preferences and possible reservations when it comes to making decisions regarding their health and prescription drug coverage.  This dynamic – which is only exacerbated as the senior ages and experiences accelerated cognitive impairment – introduces greater uncertainty and the potential for mistrust within the purchasing process.  To combat any negative preconceptions, companies that wish to market successfully to seniors must be disciplined in how they incorporate an easy-to-understand decision-making framework with personalized, high-touch guidance and support.

Soon, our research team will be publishing a series of reports on the Seniors market.  A range of themes are evaluated in the context of providing seniors with greater access to resources, support, and decision-making tools as they increasingly desire to age independently in the home.   Let us know if you’d like a copy.

Have a great week.

Seth Kneller

Seth Kneller is an Associate at TripleTree covering the healthcare industry, specializing in revenue cycle management, clinical software solutions, geriatric care and healthcare analytics. Follow Seth on Twitter or e-mail him at skneller@triple-tree.com.

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Mini-Med Plans & Unintended Consequences of Health Reform – 10/01/10

The gap between health insurance affordability and accessibility may have just become wider. Current economic conditions are driving employers to consider hiring hourly and part time workers and labor statistics underpin that this trend may persist for some time.

For some time, health insurers have offered “mini-med” plans as an inexpensive way to cover basic medical needs (primary care doctor visits, or prescriptions) for part-time or hourly employees who otherwise could not afford or necessarily want full coverage insurance (e.g. a major medical plan).

Health Reform (aka ObamaCare) has set in motion a series of dictates from agencies like the National Association of Insurance Commissioners, a coalition of state insurance regulators. High on this organization’s list of priorities is how to address the Medical Loss Ratio (MLR) constraints being thrust on health plans. The MLR is a financial metric that calculates the percentage of premium dollars that are directed to medical costs versus general business and administrative overhead. The ratios aren’t yet finalized and will vary by size of employer from 80% – 85% (which is a higher, more efficient ratio than found in most health plans where some industry sources cite an average MLR in the mid seventies); but it is clear that those who don’t meet federal thresholds, will pay a penalty (possibly in rebates to members).

Yesterday, news broke through various sources that McDonald’s Corporation may be considering dropping its mini-med health plan for nearly 30,000 workers unless the MLR constraints for its health plan (BCS Insurance Group) are modified. The news, as reported in Wall Street Journal, stated “last week, a senior McDonald’s official informed the Department of Health and Human Services that the restaurant chain’s insurer won’t meet a 2011 requirement to spend at least 80% to 85% of its premium revenue on medical care.” The rationale for missing this threshold stems simply from the nature of employment in the food service industry…high turnover; low claims revenue and high administrative costs.

The debate continues as additional posts and stories emerge which both support and debunk what the Journals and other outlets initially reported.

Regardless, it brings to light a few realities:

• Small health plans and specialty plans will consider exiting the market altogether
• Effectively modeling the impacts of health reform is absurdly difficult
• Federal spending on simply “explaining” to the U.S. citizenry what the heck is going in will cost billions (if not more)
• In their quest to become more efficient, health plans continually scramble for solutions to address product marketing, pricing and packaging aimed at consumers, and not employers or groups
• Employers will need to quickly begin a steady campaign of internal messaging to concerned employees
• Self-insured employers (e.g. Wal-Mart) will look increasingly brilliant as they side-step these federally placed economic land mines
• Mini-med plans will likely fade from memory in the next three years

Let us know what you think, and have a great weekend!

Chris Hoffmann

Chris Hoffmann is Research Director at TripleTree covering Cloud, SaaS and enterprise applications and specializes in CRM, loyalty and collaboration solutions across numerous industries. Follow Chris on Twitter or e-mail him at choffmann@triple-tree.com.

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