do us health providers use consistent terminology? | clarity grader
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Do US Health Providers useConsistent Terminology?
Is plan terminology on provider websites consistent as mandated by the Affordable Care Act (ACA) ?
Fergal McGovern CEO, Clarity Grader
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Why look at US Health Providers ?
The Affordable Care act mandates Consistent terminology:
• To make health insurance policies easier to understand, compare and accessible to all.
• Sec. 2715. Development and utilization of uniform explanation of coverage documents and standardized definitions.
• “(A) uniform definitions of standard insurance terms and medical terms (consistent with subsection (g)) so that consumers may compare health insurance coverage and understand the terms of coverage (or exception to such coverage);”
http://beta.congress.gov/111/plaws/publ148/111publ148_html.htmhttp://www.hhs.gov/opa/affordable-care-act/index.html
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Like food labelling, in Health Care; Standardized terms make sense
• Easy to understand - Easy to compare
• Same for health care, consistent terms – for example; ‘copayment’, ‘coinsurance’ make choosing and comparing plans much easier
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We looked at the top 8 US health providers websites
1. Unitedhealth Group
2. Wellpoint Inc. Group
3. Kaiser Foundation Group
4. Aetna Group
5. Humana Group
6. HCSC Group
7. Coventry Corp. Group
8. Highmark Group
The providers are ranked by their placement in the “Top 25 Health Insurance Companies” list with data
from the National Association of Insurance Commissioners.
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We analyzed up to 1000 pages per site using Clarity Grader
• Set scan to analyze up to 1000 pages. Start at root URL, following site links
• Did not crawl across domains
• Scan conducted in same week – 12th August 2013
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We tested variations of ‘copayment’ & ‘coinsurance’
We created a very simple dictionary for Bad keywords
around ‘copayment’ and ‘coinsurance’. Bad terms in this
context are variations that may confuse the reader or are
not easily found; ‘co-pay’, ‘copay’ etc.
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Inconsistent variations of ‘copayment’ and ‘coinsurance’
Inconsistent terminology is present in 6 out of the 8 top
US Health Insurance Companies.Takeaway:
Each column is a health provider website scan
The numbers show the frequency of occurrence
The inconsistent
terms
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Humana Group
Humana have one of the highest counts ofinconsistent terminologyusage, using 5 different inconsistent terms.
Aetna is the most inconsistent provider with 105 occurances.
Inconsistent terminology was found on 7.3% of all of the pages we scanned.
Aetna Group
The most Inconsistent Providers
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Aetna – Example content
On just one page, variants of ‘coinsurance’ and ‘copayment’
inconsistently used 8 times with four different terms.Takeaway:
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Why check for Inconsistent Terminology in Web Content ?
• Inconsistent terminology makes it harder for potential and current
customers to search for your company or it’s products.
• People searching for key terms may be confused and may not engage
with your company.
• Your SEO keyword strategy may be diluted.
• Your content may not align with Brand/Corporate
Standards, especially for product names and approved/disapproved
terms.
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and for Health Care providers…, even more important
• Regulatory driver – ACA (Affordable Care Act)
• Deadline 2014. Open market place Oct 1, 2013.
• People need to be able to compare easily.
• They will go to insurers web pages to find answers
• 6 / 8 of the Insurance Companies we looked at do not have consistent
terminology as defined within the Affordable Care Act.
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