Optimizing a new health plan design for the federal employee market
We appreciate Escalent’s partnership during the extensive development process for our first new product in decades. We couldn’t have done it without them!
We appreciate Escalent’s partnership during the extensive development process for our first new product in decades. We couldn’t have done it without them!
A leading health insurance carrier of Federal Employee Health Benefit Plans needed to design a new product for the government employee market that would provide a low-cost option to attract new market share without extensively cannibalizing existing plan membership.
Escalent partnered with research and actuarial departments of a leading national carrier to implement a full suite of research around early concept design and feature testing, product naming, market segmentation, potential market take rates, and post-launch evaluation. We designed interactive qualitative approaches to understand shopping and plan evaluation, and to develop robust concept testing. We also used quantitative and advanced analytics techniques in our product naming, segmentation and post-launch evaluation phases.
Escalent translated the data into a carefully calibrated product designed to attract a very specific target—younger and healthier employees—while avoiding cannibalization of the organization’s base products. Our client launched the product in the 2018 open enrollment season, and we are tracking the effectiveness of the launch including messaging, awareness and take rates before moving into early onboarding and plan satisfaction evaluation phases.
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