The mammoth study from J.D. Power and
Associates can be summed up pretty easily.
Health plans do a bad job communicating with
members, and they're getting worse at it.
"The biggest single reason that people are
dissatisfied with their health plans is that
they don't understand the scope of the
benefits that are provided, the services
that are available and the limitations,"
says Jim Dougherty, executive director of
the health care practice for J.D. Power.
Fully 55% of the patients studied did not
understand their health coverage.
Considering nearly 40,000 people were
surveyed, "that's a lot," Dougherty says.
It's J.D. Power's second year doing the
study, and it grew significantly from year
one to year two. Regions analyzed, number of
plans and participants surveyed all went up
significantly. This year, 37,000
participants in about 100 plans were
subdivided into 17 different regions.
The survey looks at plans from seven
different perspectives: provider choice,
approval process, customer service, claims
processing, coverage and benefits,
statements, and information and
communication.
It's the last category that plans score
lowest on, averaging 671 out of 1,000
points. Plans averaged a score of 784 for
provider choice, their strongest category.
The information and communication score
dropped 22 points from the year before.
Coverage and benefits fell 18 points, while
approval process dropped 12 points, and
choice of providers dropped nine points.
While the results do not include costs,
Dougherty debunks the myth that all plan
decisions are driven by costs.
"We try and find the root cause for shopping
[for health plans]," he says. "It may be
that the HR administrator really didn't
decide to shop just because of price; they
decided to shop because they've been getting
a lot of calls from individual employees
complaining about some aspect of their
health insurance. It's a fallacy, and it's
certainly widespread, that cost is the only
issue here."
Takeaways for employers big and
small
Dougherty outlines how the research can be
useful for both large and small employers.
The regional breakdowns offer large
employers with multiple worksites a tool by
which to gauge overall satisfaction because
it varies by region, even with the same
carrier.
"One of the things that was very telling in
this study was the variation in satisfaction
across the country, even among individual
brands," Dougherty says.
A company with employees throughout the
country may find a carrier's service is
inconsistent across states.
"There is a dramatic difference in areas of
satisfaction. In New York, I may be very
satisfied with the plan that I have, but the
networks that are provided to my employees
in California are not nearly as strong,"
Dougherty says.
What can be done about this disparity is the
next question employers may ask.
The research is useful for plans in that
regard, as it provides 12 performance
indicators. The J.D. Power research looks at
items such as:
-
How often did the plan get the
explanation of benefits out to members
within 21 days?
-
How many outbound touches did the plan
initiate each year?
-
What types of communications were
offered?
-
How accurate is the provider directory?
-
How accurate are individual statements?
Dougherty says these indicators offer plans
a roadmap for improving satisfaction and a
method by which to hold regional plans
accountable to a national minimum standard.
"That's what's missing to a great extent
with health insurance," according to
Dougherty. "We have some superior
performers; we have some poor performers. We
need not necessarily bring them all up to
the top, but we need to provide a consistent
level of service."
Nevertheless, it would be a mistake to
equate high customer satisfaction with
quality of care. "The patient is not always
in a good position to judge what is clinical
quality," Dougherty notes.
He says employers must be mindful of the
broader impact of changing plans. The
research shows that member satisfaction dips
for 18 months following a plan change.
Members are often busy and frustrated by the
process of understanding the new network,
coverage limits, prescription programs and
copays. If you're trying to save money, then
such a productivity hit must be factored
into the equation.
"You are going to suffer some productivity
issues during that first 18 months that
should be calculated into your price
decision," he says. "You may lose people if
the network changes dramatically."
J.D. Power's analysis of the type and
frequency of communications offers lessons
to both large and small employers.
Dougherty says the shifting medical
insurance market is making individual
communications much more important than they
have been in recent history. Whereas
satisfying the information needs of the HR
administrator has always been a paramount
concern, individual comprehension of the
plan is increasingly important.
Employers that focus on low
per-member-per-month charges for overly
broad communications pieces may want to
consider more focused, and oftentimes more
expensive, communications that could have a
bigger impact on overall understanding and
satisfaction.
"We have a lot of plans that send out
relatively high-incidence activities, like a
broad newsletter, but they are low impact,"
Dougherty says. General nutrition articles
are an example, he says. Compare those to
targeted communications about specific
conditions or drug therapy adherence. They
may cost more per member, but they may also
have a greater impact.
"Squeeze the money out of it; bring that
per-member-per-month charge down as low as
possibly you can. That's obviously an
important element. But don't lose sight. I
think that's where the industry is now
catching up," he says. "We have to move to
those low-incidence, but high-impact,
communications that can really, really
engage an individual member based on his or
her individual needs."