crane
care
Angelo Cormeaux
Sarah Ma
Anthony Yun
Team Shannon
agenda
1
2
3
4
5
situation
analysis
evaluation of alternatives
recommendation
action plan
affordable care act
situation analysis alternatives recommendation plan
responsibility shifted to the
individual
part time
< 30 hrs
no benefits
situation analysis alternatives recommendation plan
situation analysis alternatives recommendation plan
a customer’s conundrum
Demand
• Unfamiliar with true cost of healthcare
• Guidance historically provided by employers
• Fa...
It’s a tough choice…
situation analysis alternatives recommendation plan
…because they
don’t know what
they’re looking
for.
situation analysis alternatives recommendation plan
evaluation criteria
customer personalization
plan selection assistance
capital investment
growth potential
competition lev...
Create Private
Exchanges
• System in
companies
likely to drop
benefits
• Part time
employees
can access
Create a Plan
Rati...
criterion analysis
private
exchange
rating
system
region portal
personalization
plan assistance
capital investment
growth ...
Mid-Market Cost Individual & Family
Health Insurance with Auxiliary Care Services
our solution
situation analysis alternat...
more than just insurance
consumer
Host digital
community
to promote
health
Online health
assessments
Constant
contact line...
target segment: young adults
• At 4.3 mil, more 23yo Americans than any other age (US Census 2014)
• More Americans in the...
 Establish web presence, use to engage
 Cross platform media
 Youtube videos
 Twitter
 Digital and Print advertisemen...
Wide national network of doctors
Emphasis on healthy lifestyle and
preventative care
Cares about customer
Business model i...
crane care
situation analysis alternatives recommendation plan
competitive vision
Immediate Goals
• Increase target segment
enrollment for 2016 Open
Enrollment Period by 142%
Strategic ...
risk mitigation
brand
confusion
situation analysis alternatives recommendation plan
action plan: restructuring
IT
POS
Staff
• Infrastructure to support new &
enhanced functions
• Invest in CRM for customer ...
action plan: portfolio
inbound
marketing
community
•online
•physical
content
•multimedia
•social media
•Know Your
Health c...
implementation timeline
2015 2016 2017 2018 2019 2020 2025
Develop single channel exchange & online
resource portal
Build ...
let your health care plan pay for you
adoption
value-
baseddrivers
appendix
situation analysis alternatives recommendation plan
of 24

National CoMIS 2015 - Case Solution by Team Shannon (University of Washington)

Case solution for the 2015 National Competition of Management Information Systems, as presented by Team Shannon, representing the University of Washington Foster School of Business. The topic for the case was helping a health care insurance provider move into the digital sphere in light of the changing business environment.
Published on: Mar 3, 2016
Published in: Business      
Source: www.slideshare.net


Transcripts - National CoMIS 2015 - Case Solution by Team Shannon (University of Washington)

  • 1. crane care Angelo Cormeaux Sarah Ma Anthony Yun Team Shannon
  • 2. agenda 1 2 3 4 5 situation analysis evaluation of alternatives recommendation action plan
  • 3. affordable care act situation analysis alternatives recommendation plan
  • 4. responsibility shifted to the individual part time < 30 hrs no benefits situation analysis alternatives recommendation plan
  • 5. situation analysis alternatives recommendation plan
  • 6. a customer’s conundrum Demand • Unfamiliar with true cost of healthcare • Guidance historically provided by employers • Faced with too many options Supply • Providers are used to dealing with corporate customers, not end users A Frustrated Market:  Simpler way to shop  Help situation analysis alternatives recommendation plan
  • 7. It’s a tough choice… situation analysis alternatives recommendation plan
  • 8. …because they don’t know what they’re looking for. situation analysis alternatives recommendation plan
  • 9. evaluation criteria customer personalization plan selection assistance capital investment growth potential competition level situation analysis alternatives recommendation plan
  • 10. Create Private Exchanges • System in companies likely to drop benefits • Part time employees can access Create a Plan Rating System • Easy to understand online rankings • Highlights our own plans Create Regional Public Exchange • Compete with state and federal exchanges • Ability to differentiate Individual Portal • Personal consultation • Phone, email, web access • Lifestyle evaluation portal possible solutions situation analysis alternatives recommendation plan
  • 11. criterion analysis private exchange rating system region portal personalization plan assistance capital investment growth potential competition overall rank situation analysis alternatives recommendation plan
  • 12. Mid-Market Cost Individual & Family Health Insurance with Auxiliary Care Services our solution situation analysis alternatives recommendation plan
  • 13. more than just insurance consumer Host digital community to promote health Online health assessments Constant contact line (call/text) Free flu shots and immunization Discounts on health products eZine (health care news, wellness guides, grocery coupon, etc.) Host community events, seminars situation analysis alternatives recommendation plan
  • 14. target segment: young adults • At 4.3 mil, more 23yo Americans than any other age (US Census 2014) • More Americans in their 20’s (44.5 mil) than 30’s, 40’s, or 50’s • Younger customers have potential to be longer lasting customers • Digitally active & connected • Shown to be most receptive age group situation analysis alternatives recommendation plan
  • 15.  Establish web presence, use to engage  Cross platform media  Youtube videos  Twitter  Digital and Print advertisements (know your health campaign)  Business Partnerships and specific outreach engaging the typical consumer situation analysis alternatives recommendation plan
  • 16. Wide national network of doctors Emphasis on healthy lifestyle and preventative care Cares about customer Business model is unprepared for changes in consumer behavior Dependency on employer sales Product design offers no relative advantages is Crane ready? Assets Challenges situation analysis alternatives recommendation plan
  • 17. crane care situation analysis alternatives recommendation plan
  • 18. competitive vision Immediate Goals • Increase target segment enrollment for 2016 Open Enrollment Period by 142% Strategic Goals • Build a wellness community equipped with resources that allow customers to actively manage their health and insurance situation analysis alternatives recommendation plan
  • 19. risk mitigation brand confusion situation analysis alternatives recommendation plan
  • 20. action plan: restructuring IT POS Staff • Infrastructure to support new & enhanced functions • Invest in CRM for customer insight • Customer experiential simulation • Tie bonuses to customer satisfaction Finance • Harvest employer sales as cash cow • Reinvest working capital into portfolio situation analysis alternatives recommendation plan
  • 21. action plan: portfolio inbound marketing community •online •physical content •multimedia •social media •Know Your Health campaign channel •campus •partners situation analysis alternatives recommendation plan
  • 22. implementation timeline 2015 2016 2017 2018 2019 2020 2025 Develop single channel exchange & online resource portal Build Multimedia & Social Media Presence Develop Community Engagement Harvest & Reinvest Employer Sales IT Infrastructure Implementation CRM Integration POS Customer Experiential Training Develop Partner Networks Know Your Health Campaign situation analysis alternatives recommendation plan
  • 23. let your health care plan pay for you
  • 24. adoption value- baseddrivers appendix situation analysis alternatives recommendation plan

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