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)
www.userzoom.com
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
www.userzoom.com
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
www.userzoom.com
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.
Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
www.userzoom.com
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
Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
www.userzoom.com
Poll question 1
www.userzoom.com
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
Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
www.userzoom.com
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
Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
www.userzoom.com
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%
Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
www.userzoom.com
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.
Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
www.userzoom.com
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
Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
www.userzoom.com
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.
www.userzoom.com
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.
Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
www.userzoom.com
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.
Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
www.userzoom.com
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”
Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
www.userzoom.com
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”
Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
www.userzoom.com
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
Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
www.userzoom.com
Poll question 2
www.userzoom.com
Task 2: Get Rate
Aetna and Blue Cross Blue Shield had the highest success rate when panelists were asked for the rate they found.
Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
www.userzoom.com
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
Aetna BCBS KP United
Blue Cross Blue Shield had the highest mean usability scores for task 2 as well.
Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
www.userzoom.com
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.”
Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
www.userzoom.com
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:
Aetna BCBS KP United
Kaiser Permanente’s panelists were most frustrated with site navigation and lack of guidance.
Opportunities
Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.
www.userzoom.com
LEARN ABOUT USERZOOM
15 minute demo of the technology used to conduct this study
www.userzoom.com
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)
www.userzoom.com
Easily create and manage your studies with UZ Manager
www.userzoom.com
Easily create and manage your studies with UZ Manager
www.userzoom.com
Analyze results with UZ Analytics
www.userzoom.com
Analyze results with UZ Analytics
www.userzoom.com
Analyze results with UZ Analytics: Clickstreams per task
www.userzoom.com
Analyze results with UZ Analytics: Clickmaps/heatmaps per page
www.userzoom.com
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
Virginie Glaenzer US Sales Director, USA
Ania Rodriguez Founder , Key Lime Interactive
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
Contact information
Members of