Online Marketplace Training Manual Your Guide to Business Growth

Online Marketplace Training Manual

Online Marketplace Training Manual MyConsumerLink is a Product of HealthPlan Services HealthPlan ServicesSM (HPS) is the largest independent provider of sales, service, retention and technology solutions to the insurance and managed care industry. Since 1970, HPS has offered customized administration and distribution services to insurers of individual, small group, voluntary and association plans, as well as valuable solutions to thousands of brokers and agents. HPS’ proprietary, scalable technology provides innovative consumer-facing solutions that are turnkey self-service tools for insurance carriers and distribution partners. HPS offers an ever-expanding array of services to a diverse and growing client base, and administers products that include health, dental, vision, life, disability, and various other ancillary insurance. Following the close of the 2016 Health Insurance Exchange open enrollment period, HPS announced that it had supported its insurance carrier clients with enrolling approximately 24% of the 12.7 million total members, reported by CMS, who signed up for a new plan or was automatically re-enrolled. Today, HPS is one of the foremost respected leaders in the industry, serving more than 5 million members and reporting $13 billion in annualized in-force premium. For more information about HPS, visit www.healthplan.com. HealthPlan Services 3501 East Frontage Road Tampa, FL 33607

Limits of Liability and Disclaimer of Warranty While every precaution has been taken in preparing this manual, HealthPlan Services assumes no responsibility for errors or omissions. No liability is assumed by HealthPlan Services for damages resulting in the use of this information.

Table of Contents Introduction to Your Online Marketplace ........................................................................ 3 Products ....................................................................................................................................4 Tools .......................................................................................................................................................... 5-8 Commissions and Revenue Sharing .................................................................................... 9 Sales and Marketing – Keys to Driving Business Collateral, Services & Support ......................................................................................................10 Marketing 101 .................................................................................................................... 11 Dedicated Account Management………………………………………………………………..12 Strategies for Success Meeting Reform Challenges: Under 65 Medical Market Preparing for Open Enrollment .......................................................................................... 13 Selling 365 Days a Year Medical Under 65 .............................................................................................................. 13 Medicare Solutions ............................................................................................................. 14 The Right Ancillary Fit ...................................................................................................................15 Outbound Call Support ....................................................................................................... 16 Retention ........................................................................................................................... 16 Group To Individual ...........................................................................................................17 Multi-Site Ownership .........................................................................................................17 CRM and Reporting Salesforce.com ..............................................................................................................................18 Google Analytics ................................................................................................................ 18 Conclusion.......................................................................................................................... 19

Introduction to Your Online Insurance Marketplace Congratulations! You have purchased a MyConsumerLinkSM custom-branded, reform-ready online marketplace. This eshopping platform will offer your individual customers and prospects state-of-the-art technology to shop, compare and purchase insurance coverage on one platform. The enactment of Healthcare Reform brought a new generation of consulting and selling strategies, changing the way you approach individual health insurance. MyConsumerLink puts you in control, allowing you to successfully market ACA- compliant medical plans and easily cross-sell a variety of other benefit options from the nation’s top providers. Online enrollment continues to be the primary source in securing individual health coverage. By making this investment, you have taken the first step towards seizing your share of the individual insurance market. Let the user-friendly, e-tail design backed by our fully licensed sales support team do the rest. This training manual will provide information to guide you, enabling you to compete in today's market. Learn how to maximize the potential of your online marketplace and accelerate the return on your investment.

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Online Marketplace Training Manual

Products Your MyConsumerLink online marketplace gives you access to HealthPlan Services’ (HPS) vast portfolio of individual products to meet the needs of your clients and prospects. Our multi-product, integrated solution delivers a platform designed to expand the scope of your sales. This adaptable technology allows you to represent all of the available products HPS has to offer. Take advantage of the full portfolio to maximize your cross-selling and revenue opportunities.

Product Portfolio 

Major Medical – HMO, PPO, HSA, POS and Temporary Insurance

 Medicare – Medicare Supplement, Medicare Advantage and PDP  Supplemental –Accident, Cancer, Critical Illness, Long Term Care  Ancillary – Life, Dental, Vision  Pet Insurance

If your online marketplace does not include all of our products, you may be limiting your ability to receive maximum sales results. HPS consistently explores new revenue-generating opportunities based on insurance trends and consumer demand. As an industry leader with more than 40 years of insurance experience, we are thorough in our examination and careful in our selection of new medical and ancillary products. When new products are added to our portfolio, you will be given the opportunity to add these products to your online marketplace.

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Tools Your online marketplace was built with user-friendly, self-service technology to accommodate web-savvy users, as well as those with limited web experience. A variety of consumer and agent tools are included on your site to assist with buying decisions. Product Navigation  Primary navigation provides quick links to product information  Drop-down sub menus for underlying products  Opportunity to add links to products outside of the HPS portfolio

Sales Support

As users navigate the site, if they have questions or require assistance, they have three basic communication methods available:  Toll-free telephone number – This number appears above the product navigation on the upper right portion of the screen. It is also prominently displayed in the body of each page and on the footer.  Chat feature – “Chat Online” will display when agents are available. “Chat Offline” is shown outside of normal business hours.  Contact Form – "Contact Us"” allows the user to complete a request for information form to be personally contacted by the sales support team.

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Buying Guidance With more purchasing power in the hands of the consumer, there is a greater need for buying guidance. Your online marketplace provides tools to assist users in decision-making.  Top 5 recommended plans  Featured product

Quoting Used industry-wide, a basic quote form allows users to input minimal information to receive rates. Advanced forms require additional customer data but help support your marketing efforts. Either form type is available to you and can be changed upon request.    

Single quoting tool generates rates for subsidy and non-subsidy plans Multiple filtering and sorting options to narrow results Plan details and provider directory links Cart feature provides a familiar online shopping tool

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Enrollment A universal application allows customers to enroll in multiple products in just a few simple steps. A single enrollment process allows your customer to purchase health, dental and vision in one session, without ever leaving your exchange. Questions that are common across all product types reduce the application size and saves time. Users first make plan selections from each product type. As each product is added to the shopping cart, the user is guided to the next product to review options and select a plan. Once all products are added to the cart, the user is ready to enroll.

The universal application divides the enrollment into 5 sections and the intuitive navigation ensures the user can complete the process unassisted. The enrollment flow is consistent for all users so a broker or call center representative can easily respond to customer inquiries or guide them through completion.

Upon completion of enrollment, customers receive a confirmation receipt that highlights the details of their purchase, including initial and ongoing payment method. Users can print, download or email a copy.

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Call Center Sales Support Inbound calls and chats are supported by experienced, credentialed sales representatives.    

Licensed, Medicare certified insurance professionals Available Monday through Friday, 8AM-8PM EST Extended hours during health & Medicare annual open enrollment Consultative insurance guidance and enrollment assistance

Your clients can be provided direct contact information that will enable them to connect with a single representative. This personalization of contact invokes peace of mind and fosters confidence in your exchange support. Agent/Broker Login Login access is available 24/7 to all Private Exchange owners and any downstream agents. Authorized agents can quote on behalf of customers, and review activity on their personal dashboard. The user guide provided with this manual has step-by-step instructions.     

Sign in feature for unique username and password Recent quotes view and quote search option to access prior quotes Quote multiple products and options in one proposal Produce PDF quotes with hyperlinks for streamlined proposals Customers can view, compare and apply directly from the quote or you can enroll on their behalf

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Commissions HealthPlan Services receives, aggregates and disperses commission payments to Private Exchange owners  Based on the negotiated “carrier/agent level” commission  Commissions chart by carrier and state available upon request  Paid on or around the 15th of each month for carrier commissions received the prior month  Carrier-combined compensation for single payment  Itemized statement with client specific detail  Client name  Line of coverage sold  Carrier name  Total commissions paid  Commission split (refer to contract)

Revenue Sharing HPS offers one of the highest revenue-sharing arrangements in the industry. Our highly competitive model is designed to help you meet your financial goals for your exchange. The compensation arrangement was disclosed at the time of contracting for your online marketplace and can be found under Exhibit A of the Master Services Agreement.  Medical and ancillary are based on agreed percentage or street-level negotiated commission rate per carrier agreement.  Medicare payment is determined by the sold product and is subject to adjustments based on carrierand CMS-allowable fees. Several Medicare products are available for revenue sharing.  Medicare Advantage Prescription Drug plan (replacement policy)  Medicare Supplement (replacement policy)  Prescription Drug Plan (replacement policy)  New Medicare Advantage Prescription Drug plan (new policy)  New Medicare Supplement Changes in carrier compensation structures will influence your sales results, further supporting the need to ensure your exchange is properly positioned to support cross-sell opportunities. Additional compensation from Medicare, dental vision and other ancillary products can drive the break-even point and beyond.

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Online Marketplace Training Manual

Sales & Marketing Keys to Driving Business Your new private exchange platform is a valuable tool that can extend the reach of your business and maximize its profitability. But to drive this growth, you need a business plan that includes ongoing sales and marketing support. With your marketplace, you gain access to HealthPlan Services’ experienced sales and marketing team. Your MyConsumerLink contract includes complimentary services to support your efforts, while additional materials are available as valuable add-ons. Complimentary Resources The following services are included with your branded private exchange. Sales  Licensed and Certified Inbound Sales Team  Knowledgeable Product Experts  Click-to-Chat and Email Customer Support Capabilities

On average, nurtured leads produce 20 percent more sales opportunities than non-nurtured leads.1

Marketing  Press Release Template to Announce Launch  Customized Welcome Flyer  Communications Plan  Recommended Marketing Email Language  Branded Cross-Selling, AEP and OEP Campaign Materials  Social Media Content  Monthly Private Exchange Owner Newsletter Optional Resources To obtain the following services, please contact us for pricing and a personalized proposal.3 Sales  Outbound Sales Calls Marketing  Dedicated marketing manager  Customized Email Campaign Execution  Digital and Print Advertising 1. DemandGen Report 2. Customization of these materials is the responsibility of the MyConsumerLink owner unless otherwise indicated by contract or marketing service agreement. 3. Available for a fee. Contact us for rates. Online Marketplace Training Manual

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Direct Response

Digital Marketing

Advertising

Videos

Marketing 101

Your new private exchange platform can save you time—and it’s time you can spend marketing! It’s selling for you 24/7/365, so make the most of it. By promoting your new solution, you’ll be able to attract new customers and provide enhanced services to your existing clients. Here are some steps to kick-start your marketing efforts: 1. Define Your Primary Goals. What are your main marketing objectives? If you narrow the list down to your top 2 or 3, you’ll have an easier time developing strategies and allocating resources for each one. 2. Identify Your Target Markets. Who needs to know about your private exchange? It’s tempting to say “everybody,” but to ensure your messages are relevant to particular segments of consumers, make a list of distinct groups like individuals recently off of group plans and employers with seasonal or part-time employees. 3. Create a Library of Relevant Messages. What are your key points? Don’t reinvent the wheel with each communication piece. Compile an arsenal of messages you can plug into emails, letters, sales scripts, and more. 4. Consider A Mix of Communication Channels. What is the best way to reach your prospects? Employing both traditional and new media will guarantee you’ll reach a wider audience with your marketing messages. Be sure to use the most appropriate channels for each target market. For example, traditional mail might generate more response from the Boomer generation than Millennials—while the younger folks are more likely to respond to social media posts. 5. Leverage Social Media. Are your prospects using Facebook and Twitter? Then you need to be there too. Announce your new private exchange solution over social media to drive clicks and inquiries. 43% of social media users report buying a product after sharing or “liking” it on Facebook, Twitter, or Pinterest. [VisionCritical] 6. Don’t Forget Existing Clients. Why not introduce your exchange solution to your existing clients? Send an email campaign or brag about it in your newsletter. Maybe they’ll be losing their group-sponsored coverage so it’s time for them to reassess their own coverage needs and take a fresh look at what plans are out there today. 7. Measure and Improve. What worked and what didn’t? It’s important to take advantage of these learnings to improve on future campaigns and making your marketing efforts as effective as possible.

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Dedicated Account Management As a Private Exchange owner, you are provided a dedicated Account Manager to optimize your growth and profit potential and guide you to success. Our Account Management team creates collaborative relationships with each exchange owner to understand your needs and design a tailored approach for your customers. Following the rollout of your PE, an Account Manager will schedule a one-on-one planning session with you to discuss your goals and develop strategic plans for open enrollment and throughout the year. The role of this primary point of contact is overseeing the performance of your exchange and helping you:      

Leverage an extensive portfolio without additional cost Maximize cross-sell opportunities Expand your market reach Recognize new revenue streams Keep pace with changing customer needs Stay competitive among your peers

Additionally, our Account Management team is your internal contact and will coordinate with departments to share your feedback, follow up on requests and resolve issues. With your interest as their number one priority, you are assured representation during decision-making processes that affect you. In an ever-changing industry, it is important to know that you have an advocate for your Private Exchange, with an interest and drive to meet changes head on.

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Strategies for Success in the Under 65 Market Meeting Reform Challenges: Under 65 Medical Market Preparing for Open Enrollment  Stay informed on changes to open enrollment dates  Understand the rules and benefits for individual insurance  Review current clients that may benefit from a marketplace model  Identify prospective association and affinity groups  Meet with employer groups to discuss their benefits strategy

Selling 365 Days a Year Missed Annual Open Enrollment Coverage to eligible individuals may be obtained during a Special Enrollment Period (SEP). This period is initiated on the date of a qualifying life event and typically concludes 60 days following that event.  Qualifying Life Event (QLE)  Marriage or Divorce  Birth of a baby (DOB)  Adopting a child or placing a child for adoption or foster care  Moving outside your insurer’s coverage area  Losing other health coverage  Gaining citizenship  Leaving incarceration For a complete list of QLEs and SEPs, please visit www.healthcare.gov

Individuals that do not qualify for a special enrollment may be eligible for a Short Term Medical plan that will bridge the gap to the next open enrollment. These plans pay higher rate commissions and are seldom impacted by carrier compensation changes. Products that Sell Year Round Opportunities to sell on you Private Exchange do not end with open enrollment. Selling 365 days a year is possible and can be profitable with the right strategy and focus. As individuals gravitate towards low cost plans, they often trade cost for coverage. Many lower premium plans reimburse healthcare expenses at much lower percentages, exposing the insured to higher out-of-pocket expenses. Metal Gap plans have become the solution when coverage falls short. These plans are becoming increasingly popular because they fill coverage gaps and help individuals manage higher healthcare expenses. The close of open enrollment offers an opportunity for you to review your clients’ coverage selections and help them fill coverage gaps with affordable Supplemental and ancillary plans. We have implemented marketing initiatives that assist with these cross-selling efforts.

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Online Marketplace Training Manual

Medicare Solutions Medicare Annual Enrollment Period (AEP) begins October 15th and ends December 7th for seniors 65 and older. Every day, roughly 10,000 Americans turn 65.4 Medicare Advantage can be one of the most lucrative year-long sales opportunities. These plans have seen significant increase in enrollment since 2004 and are projected to see continued growth. In 2014, the majority of the 55 million people on Medicare are in the traditional Medicare program, with 31% enrolled in a Medicare Advantage plan (Figure 1). Since 2004, the number of beneficiaries enrolled in private plans has almost tripled from 5.3 million to 16.8 million in 2015. ~Kaiser Family Foundation

Your MyConsumerLink online marketplace supports Medicare options and ensures you are well-positioned to accommodate the senior segment. While trained, knowledgeable professionals support your senior callers, more seniors are embracing technology. Studies show that 59%, six in ten seniors go online 5 . Your exchange will expose seniors to detailed Medicare information and care options. This puts earning potential in your hands even if you are not experienced in this market. Use a marketing strategy to reach your aging-in clients and steer activity to your site (refer to Sales & Marketing section). The information and tools on your marketplace will help guide the enrollment process.    

Medicare Advantage and Medicare Supplement plans available A-rated and above insurance companies Comprehensive educational Medicare material Dedicated Medicare experts to answer questions and facilitate enrollment

4,5. Source:PewResearch.org Online Marketplace Training Manual

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The Right Ancillary Fit Health Reform has generated increased interest in voluntary products to supplement major medical plans and offset high deductibles and out-of-pocket expenses. Voluntary benefits such as accident, dental and hospital indemnity are trending. There is significant opportunity to capitalize on this upward trend. Major Medical plans are designed to cover medical expenses not the everyday living expenses often impacted by illness or hospital stays. Many supplemental plans offer cash benefits that can be used for hospital bills, car payments, mortgage payments or other expenses as the individual sees fit. Ancillary products complement major medical plans in many ways and help eliminate financial worry when a medical need arises. Metal Gap  Bundles Accident, Critical Illness and Cancer plans  Pays up to the out-of-pocket max for accidents  Provides between $3,500-$6,350 for accident, $7,500 for critical illness Critical Illness  Get up to $50,000 paid directly to you  Use the money for any expense  Get the full benefit amount right away Cancer  Lump sum cash payment options  Range of benefit amounts from $10,000 to $50,000  Travel to national cancer centers Accident  Access to any doctor or hospital – no network restrictions  No waiting period before you can use your benefits  No annual or lifetime limit, regardless of the number of accidents Hospital Indemnity  Emergency room treatment for accidental injury or sickness  Benefits for hospital confinement and outpatient surgery Life & AD&D  Guarantee issue provisions  Accelerated death benefit for terminal illness  Spouse, domestic partner and child coverage Long-Term Care  Plans with tax advantages  Inflation protection options

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Outbound Call Support Outbound sales initiatives are add-on marketing services conducted by a specialized team of licensed professionals. The call campaign’s customized approach, personalized dialogue and messages result in high contact and response rates. This is especially effective for association and affinity groups experiencing significant changes, such as plan terminations.  Creates online marketplace awareness  Supplements direct mail pieces with individualized attention  Encourages purchasing behavior  Creates opportunity for multi-product packaging Speak with your HPS Account Manager to learn more about this service.

Retention Building solid relationships with your customers can ensure your customers remain with you. Your online marketplace includes post-sale support from a dedicated retention team. This specialized team will first reach out to new enrollees to conduct an onboarding welcome call and confirm that they have received ID cards and benefit information. The retention technique is comprised of a combination of strategically-timed electronic and telephonic communications, meeting a variety of retention objectives.  Build customer trust  Reinforce your PE branding  Cross-sell products not purchased during the initial enrollment Proactive approaches to customer communication builds and strengthens customer loyalty. HPS’ customer loyalty strategy ensures your customers remain your customers. Leveraging the CRM technology, customer data is accessed for retention contacts at various touch points during the life of the case.  On-boarding welcome call  Mid-year customer satisfaction evaluation  Annual renewal  Termination of short-term policies  Medicare aging-in These outreach efforts help secure the customer’s enrollment for the next annual OEP and keeps them aligned with you year after year.

Note: The onboarding and retention services are available for all Private Exchanges that use HPS as agent of record.

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Group To Individual Healthcare Reform presented new challenges for group insurance. The ACA requires that employers with at least 50 full time employees offer healthcare coverage or pay a penalty. Employers under 50 lives – though not bound to this ruling, face challenging decisions as well. Employee retention and loyalty are frequently linked to comprehensive employee benefit packages. From the questions and confusion emerged the concept of an employer gross up. Employers increase employee gross salary by a fixed amount to serve as reimbursement for healthcare coverage. This is a concept being adopted by employers of all sizes. The positioning of this approach offers many advantages.    

Increases freedom of choice to fit employee needs Increases benefit packaging options Provides option for under 50 groups ceasing group coverage Predictive analysis for gross up can show reduced cost vs. group coverage and penalty (50+)

Note: Taxation may apply. It is important for employers to consult a financial advisor when considering this option.

Multi-site Ownership Additional online marketplace solutions may be purchased at initial contracting or at any future date. Association, affinity and other large groups are opening doors to online shop and compare marketplaces. Some of these organizations offer member benefits under group policies but are looking closer at more consumer-driven options. As carriers begin moving away from covering membership groups, cancellations leave members looking for alternative solutions. An online marketplace model provides a value-added benefit that grants access to a centralized healthcare solution. These branded, shared-interest sites can be customized to fit the group’s needs. There are many advantages to multi-site purchasing.  Reduced cost over initial site build  Co-branding opportunity for more visibility  Increased penetration in the individual market  Expanded sources of revenue  Referral opportunities

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Online Marketplace Training Manual

CRM and Reporting Salesforce.com Your online marketplace is backed by Salesforce.com, ranked the most innovative company in America by Forbes magazine. This Customer Relationship Management (CRM) solution keeps you connected with customer and prospect data through advanced, cloud-based technology. Data Integration  Customer demographics  Carrier, products, plans and premium  Inbound/outbound contacts  Broker data (multi-broker accounts) CRM Reporting  Quoted, submitted, issued (QSI)  Personalized dashboard for PE owners and brokers  Filter options for customized data  Month to month trend analysis  View multiple PE data in one location Google Analytics Google Analytics reporting is available by request. These reports provide invaluable insight into your site’s visitor behavior. This information may be used to improve marketing efforts to better meet the needs and interests of your online audience. Examples of Visitor Data:  Site visit and unique visitor stats  Referral source/medium tracking  Average visit duration and bounce rate  Geographical mapping of visits by state  Customer navigation and flow tracing Telephony Unique toll-free numbers are aligned with call campaigns that allow marketplace-specific call volume reporting.

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Conclusion You made the decision to stay ahead of your peers and make an investment in the future of individual healthcare. HPS developed this training manual to assist you in effectively marketing and using your MyConsumerLink online marketplace. By partnering with some of the most notable carriers in the insurance industry and offering a robust portfolio of medical and ancillary companion products, HPS offers you the opportunity to maximize your site’s sales and earning potential. Strategic marketing, user-friendly technology, and call center support delivers an online marketplace to meet the needs of current and future clients. Your ability to succeed in today’s post-reform world is now within reach.

www.MyConsumerLink.com

Support:

For MyConsumerLink support, please contact your dedicated account representative directly or call 877.830.6588, or email [email protected].

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Online Marketplace Training Manual

Questions? Online: www.MyConsumerLink.com Email: [email protected] Call: 877-830-6588

3501 Frontage Road | Tampa, FL 33607 Online Marketplace Training Manual

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