1. Aligning our Website with our Outreach Strategy MAHealthconnector.org Bob Nevins, CIO and Director of Operations

2. 2 Overarching Goals for the Website Focused on the shopping experience Clean and inviting design Incorporates Consumer Union research Aligns with Brand – “Trusted Advisor” It Works!

3. 3 Meet the Needs of Customers Enable customers to determine whether they may be eligible for subsidized health insurance If not eligible for subsidized health insurance – must enable an easy shopping experience Must inform the public of the new law Must provide transparency (e.g. Board Meeting Minutes and presentations)

4. 4 Confluence of Procurements Dec 2006 – Chose Website vendor Feb 2007 – Chose “subconnector” March 2007 – Chose Advertising vendor April 2007 – Contracts signed with 6 Health Carriers May 2007 – Website launched

5. 5 Key Strategic Decisions URL name – www.mahealthconnector.org Chose design that was independent from existing state websites – but utilize same portal software Outsource the hosting – “buy over build” Incremental build of functionality Re-use functionality that existed at Subconnector – “If it works – use it”

6. 6 Classic 4 Phase Approach Discover Visioning Garnering Executive Support Design Prototyping Document requirements Key Strategic Decisions Develop Java code built and unit tested XML messaging coordinated with subconnector Finalize “look and feel” Deploy Built environments (test/staging/production) Test/Test/Re-Test Push to production just in time!

7. 7 Visioning Focus the website on Connector “differentiation” –One-stop shopping –Commonwealth’s “seal of approval” Transparency Speed – transactions at “speed of thought” Anonymous shopping

8. 8 Prototyping

9. 9 Developing the “look and feel”

10. 10 Deployed to Production 5/4/2007 Within the first week the portal received nearly 15,000 visits Within the first month the percentage of enrollments completed online rose to 80% The website was able to sustain two very large peaks in traffic related to enrollment deadlines

11. 11 The Shopping Experience Step 1: Select Family Size Step 3: Provide demographic info and select coverage start date Step 2: Determine whether eligible for subsidized plan

12. 12 The Shopping Experience Step 4: Select Tier (Bronze, Silver, Gold)

13. 13 The Shopping Experience Step 5: Choose from Low, Medium or High

14. 14 The Shopping Experience Step 6: Select Plan or compare up to 3 side-by side

15. 15 The Shopping Experience Side-by side comparison

16. 16 Awards and Press Recognition Recognized as a winner of a 2007 InfoWorld 100 award by the InfoWorld Media Group at International Data Group (IDG)

17. Aligning our Website with our Outreach Strategy MAHealthconnector.org Contact Information: Bob Nevins, CIO and Director of Operations bob.nevins@state.ma.us 617-933-3030