Consumerism

GuideWell Using Behavioral Science to Influence Healthy Decisions

People make decisions about the same information in different ways, depending on how the information is presented. Consider yogurt. You likely chose the one labeled “80% fat free” over the one labeled “contains 20% fat,” although they have the same meaning. Here’s another common preference—we’re more likely to make choices with immediate benefits over those that will pay off in the future.

Last year, we partnered with Professor George Loewenstein, co-director for Behavioral Decision Research at Carnegie Mellon University, to apply behavioral science techniques at GuideWell

Top 10 Achievements for GuideWell in 2019

As we close out 2019, we reflect not only on our successes this year but also on what GuideWell has accomplished in its first five years as a health solutions company.

When GuideWell entered the market in 2014, we employed approximately 6, 500 people and operated in a handful of states.

Today, GuideWell is made up of more than 13, 000 employees and serves 27 million people across 35 states, plus Washington D.C., the U.S. Virgin Islands and Puerto Rico. Over the past five years, GuideWell has demonstrated the ability to innovate, collaborate, diversify and respond in the face of unprecedented health care industry transformation while staying true to our mission of helping people and communities achieve better health.

GuideWell Using Virtual Reality to Help People Improve their Health

Wearing a headset and using a joystick, Cynthia Schroeder appears to be playing a video game, but what the retired, stay-at-home mom is really doing is taking part in a Virtual Reality (VR) program designed to help her with stress and anxiety.

In the past, she says she’s talked with her physician about treatment but was hesitant to try medication.

“I just exercise now and try to do things natural,” Schroeder said.

But natural methods aren’t always enough to keep Schroeder’s stress at bay. That’s why she was ecstatic to be one of about two dozen invited to take part in a VR pilot through Florida Blue, GuideWell’s health insurance subsidiary.

Technology Can Boost Seniors’ Social Interaction: An Interview with Dr. René Lerer

Too often, aging seniors’ social and emotional needs are forgotten and unaddressed by the health industry. Social factors like loneliness are now identified as a predictor of early morbidity in the senior population, which challenges the health industry to provide affordable care for mind, body and soul. Because of GuideWell’s coordinated efforts to solve for just this challenge in the elderly population, Oliver Wyman invited Dr. René Lerer, president of GuideWell to co-present with GuideWell partner John Kao, CEO of Alignment Health, on “Beyond the Checklist: Achieving Real Success in Population Health” at the 2016 Oliver Wyman Health Innovation Summit. We interviewed René in our GuideWell Insights Lounge.

5 Ways to Optimize Your Database Marketing Team [Podcast]

By Kate Warnock, Social Media Manager at GuideWell

My interview with Arden Buchanan, GuideWell Connect’s director of database marketing, took a left turn about ten minutes into the podcast recording. Our topic was supposed to focus on hyperpersonalization, or the ability to use data models to help drive the right offer to the right audience at the right time. In this age when consumers expect a Brand to remember past visits and customize their current experience (without being creepy – too much familiarity is as bad as not enough), hyperpersonalization is an essential marketing tool. Yet what I found most fascinating when talking with Arden is how he optimizes his database marketing team to be able to create such marketing magic.

How to Consumer: Personalizing your Brand [Podcast]

An Interview with Mark Stryker by Kate Warnock

According to Mark Stryker, GuideWell Connect’s Chief Business Development Officer, the worst marketing approach a Brand can deploy is to try to be all things to all people. Not only is it “physically impossible,” Stryker suggests it could be the fastest way for your Brand to lose its competitive edge – and for consumers to smell a fake. The smarter way to connect with consumers begins with knowing the audience segment that is the best fit for your products, then personalizing that segment’s experience with your Brand through the entire sales funnel and beyond. In our “How to Consumer” podcast episode, Mark takes a strategic look at personalization, and how Brands can clear the legacy-system hurdle with pin-point investments for a 360 degree view of their members.

How to Consumer Series: Making the Right Offer

With Mark Stryker, GuideWell Connect Chief Financial and Business Development Officer

In year two of the health insurance marketplace, consumers realize they have more options as more carriers enter the market. Yet our own Mark Stryker observed that most were reluctant to rush in and make a selection at the start of 2015’s Open Enrollment. In our second installment of “How to Consumer,” Mark divulges what any marketing executive needs to know to make the right offer to the right consumer target in this highly competitive environment.

 

Start with your Value Proposition

GuideWell Insights: Kick off Interview with CEO Pat Geraghty [Podcast]

Thanks to health care reform, a market that is increasingly consumer-focused, and technology that is drastically changing how care will be delivered, the health care industry is in a state of flux. Yet flux can represent the right time to optimize your organization and ensure your value proposition delivers what is needed tomorrow, not yesterday. We were able to get some behind-the-scenes insights from our own CEO and Chairman, Patrick Geraghty, into how GuideWell has taken an entrepreneurial approach to these industry stresses. Our interview is the inaugural podcast for our new podcasting channel, GuideWell Insights.

How to Consumer: How Will the Consumer of 2014 Shop for Health Insurance

How Will the Consumer of 2014 Shop for Health Insurance?

by Mark Stryker, Chief Financial and Business Development Officer, GuideWell Connect.

Have you noticed how the health insurance industry has evolved to being very similar to the retail environment in terms of seasonality? With the overlapping open enrollment periods for the IU65 and Medicare markets, as well as for many employer groups, the fourth quarter of the year has become incredibly important for the health insurance segment.

The media talks often about the health industry moving towards a consumer model. The question that often follows this is “What does a ‘consumer model’ mean for the industry, or for the company, or for me?” There is good news and bad news here.

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