Strategy: Putting a Customer Service Agent in the Pocket of Millions of Customers

PUTTING A

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SERVIC

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AGENT

IN T

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OF M

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CONSUMER

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SOME CONTEXT

Extending Partner Reach*450 Partners

Empowering the Employer

*75,000 Employers

Empowering the Consumer

*Serving 8.5 Million

Flexible Spending Account

Health Savings Account

Health Reimburseme

nt Account

1Card – Prepaid Benefits Card

1Mobile – Mobile Solutions

1Plan – Defined Contribution Health

Value Added Solutions

World Class Service

Administrative Software as a Service Solution

3

SOME CONTEXTConsumer

s

Patient

Member

Employee

Dependent

Cardholder

Accountholder

Employers

HR

CFO

Divisions

Clients

Professional Employer

Organization

EmployerClients

Unions

Health Insurance Companies

Third Party Administrators

Financial Institutions

Payroll Companies

Software Companies

“Health”

“Wealth”

Evolution1Partners

Consumer Directed Health Solutions

4

HISTORY OF EVOLUTION1 MOBILE• Study

• Activities and consumer use patterns, platform options and requirements, etc.

• Selection• Native platforms for iOS, Android, as well as SMS messaging

• Proof of Concept• Beta offering, presented at our annual Partner Conference – June 2010

• Development Approach• Outsourced initial iOS version, insourced Android version, ultimately

brought it all inhouse

• Offering Approach• Free App, monthly fees to Partners to provide application, services,

marketing, etc.

• Launch• General Availability November 2010

5

MOBILE SERVICES PLATFORM

Mobile Apps

Mobile Apps

iOS

Android

Fully Native Applications for each Partner

Software as a ServiceAccount

Recordkeeping

Real-Time Integration

Branding &ImplementationDeployment to Marketplaces

iOS

Android

App Store Managed Service

In-Product and Programmatic Marketing and

Adoption Solutions

App Promotion

6

Allows Consumers with Healthcare Accounts to: • Check available balances• View account activity• Drill into claim transactions• Access convenient customer service contact info

• Submit claims and receipts using camera

Mobile Apps

Mobile Apps

iOS

Android

7

Request HSA Distribution with

Security Features

Upload Receipts using Mobile Device Camera

Mobile Apps

Mobile Apps

iOS

Android

8

Mobile Healthcare Expense Tracker

Mobile Apps

Mobile Apps

iOS

Android

11/13-14

/2012

EVOLUTION1’S MOBILE APP• Native applications

• iOS v3.0+, Android v1.6+

• Outbound SMS messaging alerts

• Fully Partner Branded

• Fully Managed by Evolution1

© 2 0 1 2 M O B C O N ─ W H E R E M O B I L E M I N D S C O N N N E C T . A L L R I G H T S R E S E R V E D . #

DEV

DEPLOYMENT

Branding &ImplementationDeployment to Marketplaces

iOS

Android

10

MARKET PREVALENCE Branding &ImplementationDeployment to Marketplaces

iOS

Android

11

SAAS INTEGRATION

• Exposed a limited set of existing multi-purpose services

• REST Services• Lightweight, good for mobile• Separate teams and competencies

from client (“app”) development• Significant amount of logic remains

server side

Software as a ServiceAccount

Recordkeeping

12

iOS/Android Smartphone

<18>55

OtherSmartPhones 86%

DEFINING SUCCESSFUL ADOPTION METRICS

Total Accountholders X

Pct. of US 18-55 with iOS/Android Smartphone Y%

Active Unique Installs Z

Benchmark Z------------ % X*Y

15% of All Accountholders32% of Addressable Users

In-Product and Programmatic Marketing and

Adoption Solutions

46% Active ConsumerAccountholders

XActivemUsers

Opportunity

Z

1mobile

Open Enrollment Demos

TACTICS THAT DRIVE ADOPTION Email

Signatures

Mobile Awards

Marketing Materials

Consumer PortalCustom Text & Ad

CSR Scripting, IVR, Consumer Notifications

Social Media &QR Codes

In-Product and Programmatic Marketing and

Adoption Solutions

11/13-14

/2012

MOBILE PROGRAM 2013

Web

Se

rvices

Partner

OOB Mobile SSO Auth. Provider

Partner

Consumers

Portal

Lighthouse1

Partn

er

Con

su

mer

Exp

erie

nce

Lig

hth

ou

se1

Con

su

mer E

xp

erie

nce

Notifications

OOB

Web

S

ervices

Employer Apps

App Stores

Analytics

15

CONSUMER BENEFITS AND VALUE RESULTS• Consumer Directed Health is an ideal

mobile opportunity• Better user experience for this

domain• Extremely convenient – compresses

time between activities• For some an additional access point,

for many the primary access point

16

PARTNER & EVOLUTION1 VALUE• More Access, Less Work• Completely Self-Service – significant service

cost savings• Reduced/avoided calls, claim handling, etc.

• It’s Both Easy and Easier• Makes the Employer and Partner look good• HR gets to provide tools and solutions to

employees• Extremely Sticky

• “I couldn’t go back to using my PC for this”• Partners have a branded App with very little effort• Consumers applying pressure to retain Partners

17

LESSONS LEARNED

• Consolidated code (currently two codebases)

• Process to manage marketplaces with scale in mind

• Value of usability testing, beta programs, and user feedback

• App descriptions and associated expectations are important for the consumer

• Methods for driving adoption and awareness are critical

11/13-14

/2012

WHERE ARE WE NOW?• Key differentiator for Partners and Evolution1

• 40-50% of all RFPs include mobile as a requirement• Significant motivator for platform migration

• Great time saver for Consumers• Engaged and involved in the benefit• Understanding, awareness, and satisfaction

• High growth business line for Evolution1• Partner deployments increasing, raising prices in 2013• Forecasting 275% increase in Mobile Service revenue in

2013

• Driving force behind greater consumer control of healthcare

© 2 0 1 2 M O B C O N ─ W H E R E M O B I L E M I N D S C O N N N E C T . A L L R I G H T S R E S E R V E D . #

THANK Y

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© 2 0 1 2 M O B C O N ─ W H E R E M O B I L E M I N D S C O N N N E C T . A L L R I G H T S R E S E R V E D .#