Quality and Cost Comparison Marketing Plan 9.13.11

1. Quality and Cost Comparison Marketing Plan 9.13.11

2. Marketing Framework Will Help Drive Design Market Analysis • Market data (ESA) • Competitor/Industry • Market Segment Penetration • Customer Segment penetration • Multi-cultural data • Market mapping Segmentation • Markets • Customers • Group size • Group behaviors (needs) • Consumer attributes/values • Consumer life stage • Value Proposition alignment (groups) • Mission alignment • Profit potential Targeting • Growth potential • Ancillary sales potential • Hispanic/African American Positioning • Target Segment value proposition MarketingMix Product Place Promotion Price What are targeted consumer segments’ buying preferences? How do they prefer to receive information, purchase products, etc.? What are targeted consumer segments’ price points and sensitivity? What motivates targeted segments? What media provides maximum reach and effectiveness? How do benefits, services and affinity programs meet the needs, wants and preferences of the consumer? Customer Experience

3. The next generation of the Quality and Cost Comparison suite of tools will allow the consumer to “Know Before You Go.” It is the next step for great consumer engagement and support capabilities, providing access to accurate and timely information: Enables informed decision making for members on their out-of-pocket expenses Supports their understanding of how benefits work, the quality and cost of health services before they receive them Helps reinforce trust that members have in us Creates an open marketplace for health care services Objectives

4. Targets and Timing • All members have access to the quality and cost • information they way they prefer it: • Online with MyBlueService • By calling the CCT unit with questions • By visiting the Florida Blue centers • Timing • These new enhancements, themed “Know Before You Go”, will be available September 26th in all channels. • There will be a second release in December to include a Zagat patient rating capability that rates providers. This will further enhance the support we provide member’s in their decision making. • Communications will continue during the year and into 2012.

5. “When I need care, I can easily compare quality and costs that meet my needs and standards. Whether its for a doctor, specialist or even hospital location, it is the expert advice I really value. I can learn more about my options for health services and treatment costs, how to get the most value and save money. Plus, I have peace of mind knowing I have support when I need it. I feel like I can make choices with confidence.” Value Proposition

8. Capability General Design • To enhance the end-to-end member experience, this will be an easy-to-use consolidated member interface for shopping and cost estimation integrated with our Online Provider Directory, aligning and integrating tools and processes that are currently presented to members in separate ways. • It is a streamlined, integrated capability which aligns and combines the OPD, Care Comparison quality and cost information, Patient Rating, and utilizes a member facing CareCalc to estimate overall and out-of-pocket costs to the member. • Ability to compare up to 5 providers in a single transaction, increasing member understanding of health care costs and the quality associated with certain providers. • Will interface with the provider directory as well as the member’s benefits to display a real-time estimate of expected costs. • Provides member level estimated liability based on contracted benefits. • Has large pre-selected menus of the most commonly used health services, excluding surgery, based on frequency of claims data by specialty. • O65 Members do not have access to this capability

9. Capability Positioning • Members can easily and quickly shop and compare the quality and cost of health services before they have the service so they can “Know Before They Go.” We help them get the most value from their benefits. • Other insurance carriers have online cost comparison services but they strictly list the average cost of a service, are not real time and do not report on the members out-of-pocket costs. • The estimate is specific to each member’s contract and will give a estimated out-of-pocket cost for each service, unique to each member—based on where they are today in their plan deductible. • Members can estimate costs on the most commonly used health services—from routine care to procedures. Surgical procedures excluded. • They can get additional help for estimates on the more complex services by calling our Care Consultant Team or visiting a Florida Blue center.

10. Benefits • Easily accessible to members either online, over the phone or in the centers, the enhanced capability will support: • Increased member understanding during decision making • Improved utilization of benefits and lower medical costs for members • Improved clinical outcomes • For Blue Cross, it means: • Reduced administrative costs • Differentiated value proposition

11. Others Cost Comparison Capabilities

12. Others Cost Comparison Capabilities

13. Overall Key Messages • You have convenient 24/7 access to the easy to use suite of services that provides simple to understand information. • You can choose which provider best fits your needs. • You have the opportunity to shop for services and save money. • You have key informationto make confident, informed decisions regarding your health care. • You can manage your health care costs by knowing what to expect before services are received.

14. Message Map

15. Message Map Cont.

16. Communication Challenges Communication Challenges • Possible member confusion with Care Comparison tool • Although the Care Comparison will still be functional, the tool will be phased out and no longer available after April. • A transition plan is in development; will be presented in future MLRT meeting • BCBSF employee education, engagement and uptake with the new tool • On-going challenge of member sign ups for MyBlueService • True estimate but not final cost • Aetna, Humana and United give average costs • We can give costs based on your plan and where you are with the deductible

17. Opportunities Opportunities • Strong incentives programs for promoting adoption and utilization for transparency tools and services • Group engagement • Employee engagement • BCBSF Employee engagement • Promoting ease of understanding benefits • Transparency and engagement with providers • With the HMO revitalization efforts this fall, opportunities exist to integrate and promote in the sales and member education materials. • Promote web tool through digital engagement

18. Promotion or Marketing Communications • Overarching Strategy: • Push capability to targets and clearly communicate the value they will receive • Strong awareness, education and call to action to ‘test drive’ to capability • Leverage all member touch points • Leverage all group BDM/BA touch points to increase the education and uptake on using the capability

19. Modules to Engage and Their Objectives