shop’s value proposition · 12/6/2012 · • discuss shop’s “value proposition” •...
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SHOP’s Value Proposition
SHOP Exchange Advisory Group
12/6/2012
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Our Objectives Today
• Discuss SHOP’s “Value Proposition”
• Identify SHOP’s Customer Segments
• Map SHOP’s Product/Customer Match
• Create a Potential Customer Questionnaire
• Assign Ourselves Some Homework
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What is a “Value Proposition”?
• Why does SHOP need one?
• Can we have multiple Value Propositions?
• Is the Value Proposition about features, benefits or problems?
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How does our Value Proposition fit with our Mission?
• Access
• Affordability
• Choice
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What about our potential customers?
Where do they fit in this process?
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Let’s identify our potential customers?
• Employer Groups 2-50 • Groups 2-9 • Groups 10-50 • BG1s • Tax Credit Eligible Groups • Non Tax Credit Eligible Groups • Groups That Currently Offer Insurance • Groups That Do Not Currently Offer Insurance • Industry Associations-Restaurants and Others • Nonprofits • Multi-State Employers • Partially Self Funded • Fully Insured • Union Groups • PEOs
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What about customer “segments”? • Employer Groups 2-50 Groups 2-9 Groups 10-50 BG1s
• Tax Credit Eligible Groups • Non Tax Credit Eligible Groups • Groups That Currently Offer Insurance • Groups That Do Not Currently Offer Insurance • Industry Associations-Restaurants and Others
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More customer “segments”
• Industry Associations-Restaurants and Others • Nonprofits • Multi-State Employers • Partially Self Funded • Fully Insured • Union Groups • PEOs
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What benefits are we trying to bring to these customers?
• Affordability • Choice • Administrative Efficiency • Simplicity of Access/Experience • Ancillary Products/Wellness • Section 125/HRA/FSA /Premium Payment • COBRA/Colorado Continuation
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What problems are we trying to solve for these customers?
• Transparency of Care/Cost/Quality /Network /Providers/ Benefits/Rx
• HR Issues/Payroll • Employee Choice vs. Employer Control or Responsibility • Language Translation • SBC Compliance/Other Compliance/Medicare • Affordability
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What are our customer’s frustrations or “pain points”?
• Communicating PPACA rules/compliance • Volatility of rates/Mid-year age changes • Customer Service/Claims issues • Class distinctions • Choosing plans for Employees
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What is missing in the current market?
• Reduced Volatility • Improved Portability • Customer Education/Advocacy • Match customer conditions w/plans • Multi-state solutions
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Let’s fine tune our value proposition to match various segments?
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SHOP’s Customer Product Match
Customer Segments
• Groups 2-9
• Groups 2-10
• Tax credit eligible
• Groups Not currently covered
Benefits or Solutions • Choice/Affordability/HR/Admin/Educ.
• Above +Ancillary Products/Wellness
• Above + TC Calculator
• Affordability/Simplified Exp/Educ.
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SHOP’s Customer Product Match (more) Customer Segments
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Benefits or Solutions
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Our top 5 Customer Segments
• Employer Groups 10-50
• Tax Credit Groups
• Groups that do not presently have Insurance
• Industry Associations
• Non profits
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Top 5 Customer Segment – Product Matches Customer Segments
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Benefits or Solutions
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Knowledge or Assumptions?
• We know what we think… but what do we actually know about what our customers want?
• What will happen when we test assumptions?
• How can we test our assumptions?
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Testing our Assumptions
• Create a test questionnaire for each segment • Get “Out of the Building” and gather feedback
from prospective customers • Test a large enough sample
• How many are enough?
• Compile results • Learn what our potential customers think • Validate (or invalidate) our assumptions • Adjust SHOP’s value creation strategy
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Building a Questionnaire
• List a customer segment • List benefits or solutions • Construct a question for each benefit or solution
– Example: • Groups of 2-50 employees
– Benefit: Employee Choice – Question: Would offering your employees the option to choose
a health plan that works best for them (within your budget) be helpful for you?
• Build questionnaires with 5 questions each for our top 5 customer segments.
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Homework
You… Select one questionnaire matched to one customer segment
Meet personally with at least one potential customer in that segment and complete the questionnaire.
Extra credit: Record any additional suggestions or comments about how SHOP can meet their needs. (What else might be helpful?)