SilverlinkWebinar TransformingExperience FINAL

August 21, 2014

Presented by: Ingrid Lindberg, Customer Experience Officer, Prime Therapeutics Stan Nowak, Co-founder & CEO, Silverlink Communications

From Accidental to Intentional: Transforming the Member Experience

2014 Silverlink Communications, Inc. All rights reserved.

Agenda

Welcome & Introductions

Industry Perspectives

Q & A

Open Discussion

2


Todays Speakers

Ingrid Lindberg Customer Experience Officer Prime Therapeutics @iclindberg Stan Nowak Co-founder & CEO Silverlink Communications

3


Ingrid Lindberg Customer Experience Officer Prime Therapeutics @iclindberg

5608-A Prime Therapeutics LLC Confidential 5

13 Blue Plan owners 23 Blue Plan clients ~25 million members ~$15 billion drug spend managed

249 million annual claim volume

65,000+ retail pharmacies in network

7.25 million prescriptions shipped via PrimeMail in 2013

400,000 prescriptions shipped from Prime Therapeutics Specialty Pharmacy since opening

$2.5 billion revenue in 2013 $1.3 billion+ expected sales in 2014 for Prime Therapeutics Specialty Pharmacy

3,200+ employees

About Prime Therapeutics


To help people get the medicine they need to feel better and live well

Our purpose

5608-A Prime Therapeutics LLC Confidential

Why is customer experience important?


14.5

-33.9

43

-40

-30

-20

-10

0

10

20

30

40

50

Cum

ulat

ive

tota

l ret

urn

Customer experience leaders outperform the market1

1. Watermark Consulting

S&P 500 Index Customer experience laggards

Customer experience leaders


Customer experience is the sum of all interactions

a person has with your company

throughout their life.


How do you build it?


Must-haves

Purpose

CEO buy-in

Corporate strategy

Cus

tom

er

expe

rienc

e st

rate

gy

? ? Brand legend


Components of a customer experience strategy

Credibility

Competency

Culture


Credibility


50% . Reduction to prescription process time


Listening and reacting

Unstructured social media

Market research

Contact center

Member complaints

Consumer trends

Web

Voice of customer program


Competency


Work to generate and execute on new ideas with your customers needs, behaviors, and motivations at the center of ideation.

Intentional design of experience

Jay

Anne Marty

Stacy

Olivia


Orchestrate your communication

90 days later 90 days later 1-2-3 campaign cycle


Culture


Common metric/common goal

Ease of use

Helpfulness of information

Enjoyability of interaction


25% of our annual incentive plan is based on

our customer experience success


23% . Decrease to our net effort score

8% . Increase to our

ease of use

14% . Increase to our helpfulness of

information


*2014 Pharmacy Benefit Management Institute survey

in overall customer satisfaction* #1


Start with good people. Lay out the rules.

Communicate with your employees and reward them.

If you do all those things effectively, you cant lose.

Lee Iacocca


Paper Chat

Text

Email

Mobile

Social

Digital

Call

Face-to-face

Interactive voice response

Consistent? Rate yourself.

Stan Nowak Co-founder & CEO Silverlink Communications


Consumers Need Greater Navigation Support

28


Current State of Member Engagement

7 annual outreaches

8 annual outreaches

3 annual outreaches

4 annual outreaches

5 annual outreaches

12 annual outreaches 12 annual

outreaches

29


Member Experience

Turn Your Data Assets Into Strategic Capability

Personalized specific behavior

Prevention of disease

Behavior change motivations

Quality implications

Predictive capabilities

Knowledge of network cost and quality

Management of conditions

Understanding of cost and appropriate use

30

Financing mechanisms


Consumer Engagement Maturity Model

Member Centricity

31


Value of an Intentional Member Experience $45M+ impact*: improve member retention, reduce costs

$

$

*annually, 1 million member plan

Value How

Medical Expense Reduce medical expenses Appropriate utilization Reduced ER use Chronic self-management Wellness

Engage members as partners in their health

Prioritize communications by impact to member health

Loyalty Increase market share Increase retention Increase profitability

Differentiated service model Attract and retain members Deliver on brand promise

Customer Service Increase customer satisfaction Increase call center productivity Reduce TTR (time to resolve)

Prioritize communications to avoid message bombardment

View of communications sent to individual member

Communications Reduce per member communications cost

Increase effectiveness

Consolidate messages Use lower-cost channels Vary level of effort by member

engagement

Coordinated communications to an engaged member population improve member retention and reduce administrative/operational costs.

32


Q&A with Ingrid & Stan


33


What does member centricity mean and how do we go about achieving it?

34


What are the initial, practical steps that need to be taken when developing a consumer-centric strategy?

35


How do you create an enterprise focus and discipline around the customer experience?

36


How does Prime align customer touch points and communicate a consistent, intentional experience?

37


Is there a common theme or challenge you are hearing about regarding communications with existing or new members coming in from the exchanges?

38


What do you measure on an ongoing basis, other than measurements of retention or sales, to know your consumer engagement and customer experience initiatives are successful?

39


What can we learn from other industries who excel at consumer centricity?

40


How do you balance opposing organizational goals with the ability to deliver a better member experience?

41


Open Discussion


42


Thank you for joining the discussion!

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43


From Accidental to Intentional:Transforming the Member ExperienceAgendaTodays SpeakersIngrid LindbergCustomer Experience OfficerPrime Therapeutics@iclindbergAbout Prime TherapeuticsOur purposeWhy is customer experience important?Customer experience leaders outperform the market1Slide Number 9How do you build it?Must-havesComponents of a customer experience strategyCredibilitySlide Number 14Listening and reactingCompetencyIntentional design of experienceOrchestrate your communicationCultureCommon metric/common goalSlide Number 21Slide Number 22Slide Number 23Slide Number 24Slide Number 25Consistent? Rate yourself.Slide Number 27Consumers Need Greater Navigation SupportCurrent State of Member EngagementTurn Your Data Assets Into Strategic CapabilityConsumer Engagement Maturity ModelValue of an Intentional Member ExperienceQ&A with Ingrid & StanSlide Number 34Slide Number 35Slide Number 36Slide Number 37Slide Number 38Slide Number 39Slide Number 40Slide Number 41Open DiscussionThank you for joining the discussion!Slide Number 44

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SilverlinkWebinar TransformingExperience FINAL