user zoom kli health webinar sep09 vf

Health Care Industry Study 2009

September 2009

www.userzoom.com

Agenda

1  About UserZoom and Key Lime Interactive (2 min)

2  Study Background (3 min)

3  Methodology and Technology (3 min)

4  Executive Summary (3 min)

5  Findings and Opportunities (20 min)

6  Learn more about UserZoom Self-Serve Edition (15 min)

7  Questions and Comments (15 min)

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About UserZoom

How do we do it?   Through a unique, web-based, on-demand software application (UZ Self-Serve Edition) that empowers businesses to conduct highly sophisticated online research.

  We offer both a license and research services (using partners like KLI)

What is UserZoom?

What do we do?

  International online user experience research firm.

  Help brands better understand their online users, drive website ROI & improve business revenues.

Bottom line… Why should you

work with us?

  Our tool will allow you to capture & measure critical and actionable data about your users’ online experience needed to properly manage your business.

www.userzoom.com

About Key Lime Interactive

Customer Experience Management

Lab Testing

Remote Usability Testing

Focus Groups

  Experienced market research and usability professionals   Over 10 years of consulting experience testing

Internet 500 websites and providing actionable results

  Most consultants have Masters in Human-Computer Interaction, Psychology, Industry Engineering or related field

  Cross-Industry Expertise   Ability to scorecard against competition   Ability to suggest cross-industry recommendations

to improve ease of use

  Independent Third Party   Impartial with no-hidden agenda   Ability to work with business team and developers

to “get everyone onboard”

  Technology-agnostic   Can work with any solution or recommend the best

solution to meet your specific needs

Expert Reviews

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Study Background

Goals

•  Compare and contrast leading Medicare sites regarding the ease of use of locating and getting rates for Medicare Supplemental Insurance / MediGap online

• Explore top frustrations and get insights from real users currently looking for Medicare Supplemental Insurance / MediGap for themselves or a relative

Sites

•  AETNA Kaiser Permanente •  Blue Cross Blue Shield (Anthem) United Healthcare

Panel

•  Must live in California, Colorado, Georgia, Maryland or Ohio •  Must be retiring in next 12 months or help a relative close to retirement age with health

and financial decisions •  Must use the Internet to research health and financial decisions •  50% 61+ years old; 50% < 61 years old

Other

•  Dates: August 26 - September 10, 2009 •  50 panelists per site •  Panel source: Survey Sampling International (SSI)

Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.

www.userzoom.com

Technology: UserZoom

•  UZ Self-Serve watches hundreds of users as they complete directed or natural tasks. Users can be located anywhere in the world.

•  The software compiles the data and creates top-line reports.

•  Usability experts then use these to create actionable recommendations

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Tasks

1  Learn & Explore: Please take a few minutes getting a basic understanding of Medicare Supplemental Insurance and the plans available with <PROVIDER>. Do NOT get a quote for Medicare Supplemental Insurance and do not spend a lot of time exploring the site in detail. When you feel you have an understanding of Medicare Supplemental Insurance and the plans available with <PROVIDER>, click ‘Success’.

2  Get Rate: Using the site, obtain the rate for any of the Medicare Supplemental Insurance plans [A-L] available from <PROVIDER> that is of interest to you. When you have found a Medicare Supplemental Insurance plan, write down the rate as you will be asked for it afterwards.


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Study Design Introduction:

Based on what you know, how negative or positive is your image of PROVIDER?

Which of the following brand attributes, if any, do you associate with PROVIDER?

Post-task:

Self-Reported Success

Ease of Use

Satisfaction with amount of time to complete task

What did you learn that you previously did not know?

What did you like?

What did you dislike?

Problems or frustrations while completing task(s)

Wrap-up:

Overall satisfaction

Likelihood to purchase

Likelihood to recommend : (Net Promoter Score )

Post-task brand image

Post-study brand attributes

Security and Privacy Likes/Dislikes with site

Introduction

Screener

N=200

Aetna

n-=50

BCBS

Wrap-up

Task 1

Task 2

Kaiser Permanente

United

Task1:

Task 2

Task 1

Task 2

Task 1

Task 2

n-=50 n-=50 n-=50


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Poll question 1

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Executive Summary

•  Overall, study showed that leading sites for Health Care have significant opportunities to enhance the online user experience for researching and getting online rates for Medicare Supplemental Insurance

•  With 52% overall satisfaction, Blue Cross Blue Shield (Anthem) has the best overall experience for both the research and get quote tasks ; other sites had overall satisfaction below 50%

•  All sites had low Net Promoter Scores (likelihood to recommend friend/colleague)

•  All sites showed a lift in brand perception pre/post with Aetna showing the highest increase


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Executive Summary: Opportunities

Most panelists indicated that they were successful in completing the “Learn and Explore” task. However, over 40% of all panelists experienced at least one frustration during the “Learn and Explore” task. The top frustrations included:

  No information about why I should choose provider

  Terminology on site is confusing

  Process took too long / too many steps

Frustrations for the “Get Rate” task was higher than 55% for all sites. The top frustrations with the “Get Rate" task were:

  Difficult to locate whereon site to get a rate/quote

  Not enough guidance in selecting coverage options

  Process took too long / too many steps


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Brand Perception: Pre/Post

All sites had a positive lift in brand perception.

42%

56%

54%

34%

64%

70%

56%

54%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Aetna

BCBS

KP

United

Pre-Brand Perception

Post-Brand Perception

+22%

+14%

+2%

+20%


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Brand Pillar Metrics: Pre vs. Post Differences

United showed a 26% increase on the ‘helpful’ attribute and maintained “professional” while other sites had a decrease on these two attributes.

All sites showed a sharp increase in the “rude” attribute.


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Overall Satisfaction

48%

52%

32%

30%

0% 10% 20% 30% 40% 50% 60%

Aetna

BCBS

KP

United

Panelists were most satisfied with Blue Cross Blue Shield and Aetna’s site when researching and getting rates for Medicare Supplemental Insurance.

Differences of 17% or greater are significant at 90% CI


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Net Promoter Score (NPS)

0 1 2 3 4 5 6 7 8 9 10 NPS

Aetna 12% 8% 4% 2% 10% 12% 14% 8% 18% 8% 4%

-50%

BCBS 8% 4% 6% 10% 2% 8% 14% 10% 4% 10% 24%

-18%

KP 18% 6% 8% 4% 4% 6% 6% 16% 8% 8% 16%

-28%

United 10% 4% 6% 6% 4% 22% 16% 8% 10% 8% 6%

-54%

When asked if they would recommend PROVIDER to a colleague or friend, all sites had relatively low NEGATIVE NPS with Aetna and United Healthcare being the lowest.

Detractors Promoters

NPS % of Promoters

(9s and 10s) Detractors

(0 through 6) = - Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.

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Task 1: Learn & Explore

Aetna BCBS

Kaiser Permanente United

The success rate for the “learn and explore” task, although the frustration rate was above 40% for all sites showing room for improvement.


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Usability Metrics: Learn & Explore

5.1

5

5.2

5.1

4.1

5.5

5.5

5.6

5.6

4.7

5.2

5.3

5.3

5.4

4.7

5.1

5.2

5.1

5.1

4.6

1 2 3 4 5 6 7

Ease to Locate: Medicare Supplemental Insurance

Ease to Locate: Plans Available with Provider

Satisfaction Time: Medicare Supplemental Insurance

Satisfaction Time: Plans Available with Provider

Interest to Pursue Further

Aetna BCBS KP United

Blue Cross Blue Shield had the highest mean usability scores for task 1.


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Blue Cross Blue Shield Liked Best: Learn & Explore

Ease of navigation:

“I liked the ease of finding information directly relating to the Blue Shield’s Medicare Supplement insurance.”

“it was all user friendly....I think even people who don't use web sites a lot would be able to navigate”

Comparison charts:

“clearly divided options for each plan”

“the graphic showing the differences between the supplemental plans”


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Kaiser Permanente Liked Best: Learn & Explore

Detailed content

“how detailed the information for the different program plan were”

“very informative and very detailed”

“Loads of information”

“the site seemed to have lots of information that I would want to return to”


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Top Frustrations: Learn & Explore

0% 10% 20% 30% 40% 50% 60% 70%

I had no problems or frustrations

Not enough information about why I should choose provider

Terminology on site is confusing

Process took too long / too many steps

Information is too detailed

Difficult to find what I was looking for

Difficult to understand information on site

Information is incomplete / missing details

Site is disorganized

Could not find if it was available in my area/zip code

Site was slow / encountered errors

Other, please specify:

Aetna

BCBS

KP

United

About half of the panelists on all sites had some sort of frustration with learning about Medicare Supplemental Insurance online.

Opportunities


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Poll question 2

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Task 2: Get Rate

Aetna and Blue Cross Blue Shield had the highest success rate when panelists were asked for the rate they found.


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Usability Metrics: Get Rate

4.5

4.6

3.7

4.8

4.9

4.6

3.4

3.4

4.1

4.6

4.7

4

1 2 3 4 5 6 7

Ease of use

Satisfaction: Time

Likelihood to purchase


Blue Cross Blue Shield had the highest mean usability scores for task 2 as well.


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Blue Cross Blue Shield Liked Best: Get Rate

Online step-by-step process “Step-by-step process was fast and had a detailed summary of each plan.”

“I like the online ability to get a quote, and not have to talk to an agent or be pushed into purchasing”

Comparison with large print

“good comparisons between plans”

“I like how the plans could be compared side by side.”

“Gave information for different quotes with the large print making it easy to read it”

24 Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.

www.userzoom.com

United HealthCare Liked Best: Get Rate

Step-by-step approach to getting a rate

“The lady who spoke of the difference between the offer service was nice hearing her explain”

“Offered a range of plans and easy to answer questions to narrow down my choices”

Many disliked/wished: “Wish choice were in a side-by-side comparison chart.”


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Top Frustrations: Get Rate

0% 10% 20% 30% 40% 50% 60% 70%

No problems or frustrations

Difficult to locate where on the site to get a rate/quote

Not enough guidance in selecting coverage options

Process took too long / too many steps

Inadequate instructions/help

Difficult to go back and make changes

Other, please specify:


Kaiser Permanente’s panelists were most frustrated with site navigation and lack of guidance.

Opportunities


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LEARN ABOUT USERZOOM

15 minute demo of the technology used to conduct this study

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More about UZ Self-Serve Edition

  100% hosted / on-demand solution

  It includes access to 2 apps: 1.   UZ Manager (for project design management) 2.   UZ Analytics (for data analysis)

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Easily create and manage your studies with UZ Manager

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Analyze results with UZ Analytics

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Analyze results with UZ Analytics: Clickstreams per task

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Analyze results with UZ Analytics: Clickmaps/heatmaps per page

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Would you like a demo? Contact us and we’ll offer you a chance to see and try out our technology

Do you have any questions? We’re sure you have many questions. Don’t hesitate to contact us and we’ll be glad to answer them.

Alfonso de la Nuez Founder & Int’l Business Dev

[email protected]

Virginie Glaenzer US Sales Director, USA

[email protected]

Ania Rodriguez Founder , Key Lime Interactive

[email protected]

USA Office  UserZoom: 440 N. Wolfe Rd. - Sunnyvale, CA 94085 (USA) · [t] +1 (408) 524 7445

 Key Lime Interactive: 1221 Brickell Avenue Suite 900, - Miami, FL +1 (305) 804-2930

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user zoom kli health webinar sep09 vf

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