Recently, Health Plan Week interviewed ConnectedHealth President Joe Donlan as part of their series focusing on the health insurance marketplace through the perspective of a leading industry executive. The Q&A session titled, “In Their Own Words: Retail Shopping Platform Fuels ConnectedHealth’s Exchange Work,” appeared in the May 20, 2013 issue.
In the interview, Joe discusses the various ways ConnectedHealth partners with employers and health plans to provide a successful benefits marketplace for consumers. From pairing defined contribution solutions with individual insurance in the small employer market, to re-examining leadership messaging strategies among health plans, industry players have enormous opportunity to tackle the challenges of health reform and redefine benefits delivery as we know it today.
Health Plan Week: What should insurers be focused on as the marketplace transitions under the reform law and other consumer-focused trends take hold?
Donlan: The health plan market is a strong market. We are aligned with a number of them. They should be thinking about the lifetime loyalty of the customer, like a bank. Health plans have an enormous opportunity to attract and retain membership, but they must work on how to maximize their share of the wallet in the household taking a longer-term approach. You have to have consistent answers to all questions. Think about how many people are involved in a health plan, from sales and marketing to underwriting, distribution. The challenge is making sure everybody is on the same page with the message. The thought leaders in a company know it well, but everyone has to be singing off the same song sheet and that is challenging because these are large organizations.