1. © 2012 Private and Confidential. 1 is an Independent Licensee of the Blue Cross and Blue Shield Association. The Regence Group Employing Custom Tagging to Understand and Alleviate Member Pain Points Presented by Tyler Cox Manager of Consumer Analytics, eBusiness

2. © 2012 Regence. Private and Confidential. 2 Overview In this session you’ll learn: How custom web tagging and other data sources can be leveraged to understand member interactions and improve the member experience. How to take advantage of analytics, multi-dimensional tagging, and merged data sources to inform business decisions. How analytics is leveraged across departments to streamline the registration process, enhance the core insurance functionality and provide a suite of powerful transparency tools to help members become better informed health care consumers.

3. © 2012 Regence. Private and Confidential. 3 How we develop tools and features with members in mind + + = Information Choice Financial Incentive Optimal Decision Related to Care This model, supported by the three cornerstones, is the philosophy behind our wellness portal: Advise members on their health care decisions, help them navigate the health care system, and reward them for healthy behavior

4. © 2012 Regence. Private and Confidential. 4 Progression of member interactions online Partner w/Me Producing answers to others Value Know Me Educated to find basic info Engage Me Dialog to find answers – 1:many Connect Me Collectively finding answers – many:many Partner w/Me Producing answers to others Time 2005/2006 2007/2008 2009 to date

5. © 2012 Regence. Private and Confidential. 5 Welcome to myRegence.com myRegence.com offers resources that help members become healthier, and better informed and engaged health care consumers, including: Personalized, trustworthy, health and wellness information. Transparency regarding cost and quality of care. Programs, tools and resources for healthier living. A foundation of support through dynamic online community.

6. © 2012 Regence. Private and Confidential. 6 More and more people are seeking health information online Source: Krames StayWell - “Health care 2012: a snapshot of consumer opinion.”

7. © 2012 Regence. Private and Confidential. 7 It is imperative that we provide members with the ability to control their health care costs

8. © 2012 Regence. Private and Confidential. 8 Digital analytics is essential to understanding current needs and driving this level of customer engagement

9. © 2012 Regence. Private and Confidential. 9 Scenario #1: Making it easier to register…. Leveraged cross-channel analytics and qualitative feedback to drive registration improvements to the tune of a 41% reduction in registration errors

10. © 2012 Regence. Private and Confidential. 10 …..and return to myRegence.com Insights gained via cross-channel analytics led to the creation of a new and improved username and password retrieval process Over 20% reduction in overall web support call and live chat volume Self-service: Username & password calls/chats down 56% $118,000 projected annual cost savings. These savings will be realized via the reallocation of customer service resources.

11. © 2012 Regence. Private and Confidential. 11 Scenario # 2: Elevating the transparency of cost and quality information Enhanced Provider Profiles: Access additional demographics and display capability for quality/recognitions feeds ER Alternatives: Learn through educational copy, search and suggested locations Patient Reviews Display: Read reviews left by other Blue members about their experiences with providers Provider Search: Sort, filter and compare professionals and facilities Treatment Cost Estimator: Know your treatment options and get predictability of time, cost and services with basic member liability estimation

12. © 2012 Regence. Private and Confidential. 12 The Treatment Cost Estimator provides detailed care options and network average cost ranges for over 350 treatments and conditions Over 100,000 estimates have been given since the tool launched in March 2009. ““I appreciate being able to look up the procedures I need and get specific information on cost and out-of-pocket. It makes planning and budgeting a lot easier!” -- Regence member

13. © 2012 Regence. Private and Confidential. 13 Top treatments, doctors and search behavior is tracked and reported frequently to drive business actions

14. © 2012 Regence. Private and Confidential. 14 Additional treatments will be added in 2013 based on intelligence gathered via custom tagging

15. © 2012 Regence. Private and Confidential. 15 Scenario # 3: Giving members the ability to quickly and easily find the best provider for them Filter search results by availability, gender, specialties, and more. Sort by distance, name, most reviews, and cost. See if the doctor is in your network. Read member reviews and recommendations. Compare up to 5 providers.

16. © 2012 Regence. Private and Confidential. 16 And informing providers of what information members need and want from them

17. © 2012 Regence. Private and Confidential. 17 Other examples include: claims error tracking and benefit navigation

18. © 2012 Regence. Private and Confidential. 18 Our members find the information they need to influence their healthcare decisions and control healthcare costs Changed provider choice based on information received from our transparency solutions March 2012 results based on a 9% response rate of 12,662 randomly selected members who have opted into myRegence.com communications Found information to lower costs, with 78% indicating actualizing savings Agree out transparency solutions provide information to help control costs Agree our transparency solutions provide information they need to be involved in making decisions

19. © 2012 Regence. Private and Confidential. 19 What are the experts saying? myRegence.com has been recognized and awarded for our unique, user-centric transparency tools, for overall site design, and for our videos and stories Forrester Research Inc., a national independent research firm, recognized Regence’s transparency tools as best in class. Tweet from Liz Boehm, December 2011