The document provides a year-end review of changes in the healthcare insurance industry in 2015. It summarizes key events like cyber attacks, the Supreme Court ruling on the Affordable Care Act, and mergers and acquisitions among insurance companies. It also describes major website updates from various insurance providers, including new tools, telehealth services, mobile apps, microsites, and social media campaigns. The document examines how insurers adapted digitally to respond to industry issues and improve the customer experience.

1. Healthcare Monitor
Year In Review
A Look Back at the Health Insurance Industry
The healthcare insurance industry experienced numerous disruptors
in 2015 including cyber-attacks, the Affordable Care Act ruling and
numerous mergers and acquisitions. Partially in response to these
happenings, Corporate Insight’s Healthcare Monitor coverage group
reported a variety of changes to firms’ public and member sites,
improving the way members manage and understand their health
benefits. In our Year in Review, we examine how payers reacted in the
digital space to major industry issues, as well as key website changes
throughout the year – revamps and design changes, capabilities, tools,
and services. Here are the highlights to major updates across the
health insurance industry within our coverage group of 12 health
plans and organizations.

2. Healthcare Monitor Year In Review
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About Corporate Insight
Corporate Insight (CI) provides competitive intelligence and user experience research to the nation's leading
finance and insurance institutions. For 20 years, CI has tracked new developments across industries through our
syndicated Monitor research and consulting services. Now, Corporate Insight is turning our proven methodology
to examine the digital member experience of leading group health insurance firms. There are no assumptions in
our work – we use live accounts with industry leaders to benchmark their effectiveness across all major channels
and give our clients unparalleled competitive intelligence.
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3. Healthcare Monitor Year In Review
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Table of Contents
About Corporate Insight ...............................................................................................................................1
Cyber Attacks ................................................................................................................................................3
King vs. Burwell Supreme Court Ruling ........................................................................................................3
Mergers and Acquisitions .............................................................................................................................4
Revamps, Design Changes and New Capabilities .........................................................................................5
Tools............................................................................................................................................................11
Teladoc Services..........................................................................................................................................16
New Microsites, Apps and Social Media Handles.......................................................................................17
Online and Social Media Campaigns ..........................................................................................................20
Connect With Corporate Insight.................................................................................................................22

4. Healthcare Monitor Year In Review
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Cyber Attacks
The beginning of 2015 several cyber-attacks against major health plans were a cause of concern. In March, four
firms - Aetna, Anthem/Empire BCBS, BCBS of Massachusetts and Harvard Pilgrim – offered site education and
information on cyber security and cyberattacks on their public sites. Aetna and BCBS of Massachusetts featured
articles and news releases regarding the Anthem cyberattack, and included information about their current
online security strategies. Anthem/Empire BCBS and Harvard Pilgrim, posted announcements directly on their
homepages about security strategies against cyberattacks and services members received such as free credit
repair and ID protection services in the aftermath of the breach. In July, BCBS of Massachusetts released a
statement on its public site offering free identity protection services including credit monitoring, fraud detection
and credit/identity repair to eligible members beginning January 1, 2016.
Anthem/Empire BCBS Public Homepage Message
King vs. Burwell Supreme Court Ruling
In June, the Supreme Court ruled to preserve the premium tax credits for healthcare plans purchased on public
exchanges, regardless of whether they are state-run or provided directly through Healthcare.gov. Five health
plans and organizations – Aetna, Cigna, Healthcare.gov, Humana and UnitedHealthcare – published articles,
press releases and other publications on their public websites with summaries and details on the Court’s ruling,
information on how the decision will affect current members and company perspectives on the issue.
Cigna Public Homepage Announcement
Humana Public Homepage Announcement

5. Healthcare Monitor Year In Review
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Mergers and Acquisitions
Between June through August, four health plans from our coverage group were in merger and consolidation
negotiations. In July, Aetna and Humana released public site statements regarding Humana’s acquisition
agreement. Aetna’s public site article featured projections of what the combined entity will bring to members
including improved technology-driven products, services and solutions, higher quality health care at lower costs,
and greater transparency and convenience. Humana promoted a Business Wire article on its public homepage
with a summary of the offer as well as predictions for members.
Aetna Member Homepage Graphic Link
In June and July Cigna
published two press releases
communicating concerns
regarding Anthem’s
acquisition proposal.
Specifically, based on a
number of factors such as
Anthem’s lack of growth
strategy, data breach risks and
other issues, the Cigna Board
determined the proposal was
not in the best interests of
Cigna’s shareholders. Then in
August, through continued
negotiations between the
firms, Cigna announced that it
had reached an agreement
with Anthem to merge.
Through their public site and through a dedicated microsite, Cigna included projections of what the combination
of the two firms will bring to members, as well as important dates and operational changes. The microsite,
betterhealthcaretogether.com, offers responsive capabilities and features details on the deal with press
releases, a fact sheet, infographics and videos. The microsite also offers six pages with explanations on how the
combination of the two firms will affect consumers, employers, providers, policymakers, brokers and investors.
Anthem and Cigna Dedicated Microsite Homepage (Truncated)

6. Healthcare Monitor Year In Review
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Revamps, Design Changes and New Capabilities
In May, BCBS of Massachusetts redesigned its public homepage to feature responsive capabilities, graphic links
to a variety of online resources and a comprehensive footer. The page included a new link on the top menu to
the Medicare Plans site. An image carousel promoted three member stories within the firm’s Blue Cross of You
microsite. Social media icons were fixed on the right side of the page.
Redesigned BCBS of Massachusetts Public Index Page – Desktop and Mobile View

7. Healthcare Monitor Year In Review
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Also in May, UnitedHealthcare
added a new Financial Graph
page on the member site with a
personalized and customizable
view of the member’s benefits
and coverage responsibility. The
page includes a pie chart
depicting the member’s total
amount billed, separated into
plan discount, plan paid and
responsibility amounts. Three
pie charts display the member’s
responsibility by family
member, claim type and
financial type. Members can
change the date range from a
dropdown menu at the top of
the screen, and can save the
data as a PDF.
UnitedHealthcare Member Site Financial Graph Page

8. Healthcare Monitor Year In Review
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Aetna redesigned its public site landing page in August, which now includes a navigation menu leading to the
site’s various sections: Individuals & Family, Employers & Organization, Health Care Professionals and Producers.
The new page also includes a more prominent client login section and an image carousel. The firm announced
the changes through an interstitial message detailing the purpose of the redesign, which is to offer shoppers,
members, healthcare professionals and employers a unified place to begin their online experience. Aetna also
informs visitors that phase two, which will be introduced in early 2016, will let returning users skip this landing
page and go directly to the relevant site area.
Redesigned Aetna Public Site Landing Page

9. Healthcare Monitor Year In Review
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In October, Tufts Health Plan redesigned its logo on the public, Medicare and private member websites.
New Tufts Health Plan Logo
Old Tufts Health Plan Logo
In November there were a few public site revamps from Tufts Health Plan and UnitedHealthcare as well as a
new web search tool from Humana.
Humana’s Ask Humana web search tool
is offered to public site prospects as
well as private site members and
features intelligent filtering with
targeted responses to search queries.
Searches performed on Humana.com or
on the Customer Support page
incorporate user behavior based on
recent queries to tailor responses.
Individuals can enter full questions,
phrases and keywords into the search
bar and are provided with the most
relevant answer. Additionally, if a
question is relevant to multiple lines of
business, a transitional page will appear
where the user can select the most
relevant one from a list. Users can rate
answers based on usefulness. This data
will be collected to enhance result
quality over time.
Ask Humana Web Search Tool Results Screen

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Tufts Health Plan’s revamped public site features responsive design and added educational content. The site
includes a new navigation menu, making educational content and plan information more accessible from four
flyout tabs. Prospects looking for health insurance information can easily navigate to it from the newly organized
Explore Our Plans section. The site also features an improved layout for the Health Insurance 101 and Health +
Wellness sections, which are now more visually appealing and filled with resources. The new site makes use of
the entire screen whereas the previous site consolidated text in one small area of the page.
Tufts Health Plan Public Site - Desktop Main Menu and Header (Top) Mobile Main Menu and Header (Bottom)

11. Healthcare Monitor Year In Review
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Also in November, UnitedHealthcare debuted a revamped public site with responsive design, a redesigned
homepage and universal footer. The layout of content, navigation and site sections remain unchanged.
UnitedHealthcare Public Homepage (Desktop and Mobile View) (Truncated)

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Tools
In 2015 we saw notable updates to doctor locator tools, plan quote tools and tax-focused tools. In March 2015
Cigna revamped its doctor locator tool on both the public and member sites to feature responsive design.
Redesigned Cigna Public Site Find a Doctor Tool Desktop View (Left) and Mobile View (Right)

13. Healthcare Monitor Year In Review
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Also in March, Healthcare.gov and UnitedHealthcare released tax-related tools. The Healthcare.gov site
promoted two tools throughout the site, one of which helps individuals who purchased a plan through the
marketplace calculate their 2014 premium tax credit, while the other helps users determine applicable health
coverage exemptions. UnitedHealthcare added a new public site calculator that estimates members’ tax credits.
UnitedHealthcare Public Site Tax Credit Calculator

14. Healthcare Monitor Year In Review
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UnitedHealthcare redesigned the member site provider locator tool in July to feature responsive capabilities
and then in October, the public site tool was redesigned to match the one on the member website. The only
difference between the public site tool and member site tool is that public users have the option to view
providers for UnitedHealthcare plans as well as for state exchanges. The public site tool does not automatically
render a plan, so users are required to enter a specific plan for the tool to perform a more accurate search. In
December, UnitedHealthcare added cost estimates for common services and procedures on the member site
locator tool’s provider profile pages.
Redesigned UnitedHealthcare Member Site Provider Locator Tool – Desktop (Left) and Mobile (Right) Views
In November BCBS of Illinois, Anthem BCBS, Healthcare.gov and Humana released new and redesigned tools.
BCBS of Illinois’s doctor locator tool introduced two new icons that inform users whether a provider will be
joining or leaving the network or location soon.
BCBS of Illinois Doctor Locator Tool Results Icons

15. Healthcare Monitor Year In Review
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The Anthem/Empire BCBS
individual insurance quote
tool offered a new
component, Estimate
Savings, where individuals
have three options to choose
from that determine what
plans are presented on the
results screen, Marketplace
plans, off-Marketplace, and a
Federal tax credit calculator.
Informational lightboxes
explain the differences
between plans and new filter
options for Marketplace
plans and off-Marketplace
plans are provided on the
results page.
Also in November,
Healthcare.Gov’s redesigned
plan quote tool offered a new a
progress meter, a redesigned
plan comparison capability and
an estimate of total annual
costs based on how much
medical care users think they
will use. For the expected
medical use feature, users
have three options that range
in expected number of doctor
visits, prescription drugs
needed, other medical
expenses and more. The tool’s
results screen features a new
Yearly Cost option on the
sorting function and new
portions on every plan with a
breakdown of estimated total
yearly costs by premiums and
by deductibles, copayments
and other costs.
Anthem/Empire BCBS Plan Quote Tool Step 2, Estimate Savings
Healthcare.gov Plan Quote Tool Results Screen (Truncated)

16. Healthcare Monitor Year In Review
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Humana’s updated plan quote tool incorporates factors such as household income, household size and a
qualifying life event, which are featured as new inputs. The household income input offers a new calculator
lightbox that helps users determine total household income by paycheck or by hourly wage.
Plan Quote Tool (Left) and Household Income Calculator (Right)

17. Healthcare Monitor Year In Review
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Teladoc Services
Over the past year, several of our coverage group health plans introduced telehealth services for their members
where individuals have a face-to-face consultation with a doctor through a smartphone, tablet, laptop or
desktop computer.
In March Anthem/Empire BCBS introduced its teladoc service, LiveHealthOnline, via promotions on the public
and member sites. In October, a new banner image on the homepage carousel of Aetna’s member site
introduced the Teladoc service, and in November, a new promotional link on the doctor locator tool’s search
results screen advertises Aetna’s services with Teladoc and leads to the Teladoc login screen.
Anthem/Empire BCBS Public Homepage (Left) and Member Homepage (Right) Promotions

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New Microsites, Apps and Social Media Handles
Throughout the year Healthcare Monitor coverage group health plans released new web and digital components
that promote and encourage healthy initiatives as well as educate individuals on health, wellness and insurance.
In May, Aetna launched a new Twitter account – @AetnaNews – that promotes the firm’s educational articles.
The posts cover topics such as health care, social responsibility and clinical innovation.
Anthem/Empire BCBS promoted its Benefit
Advisor microsite, which features
information to help individuals understand
their plan and benefits. The microsite
addresses common health insurance-related
questions through videos, infographics and
interactive tutorials.
Similarly, that same month, Cigna promoted its Together, All the Way microsite, which features thought
leadership pieces and videos that help individuals live a more secure and healthier physical, financial and
emotional life.
Cigna Public Homepage Graphic Link
Anthem BCBS Benefit Advisor Microsite – Understanding Your Plan Page
(Truncated)

19. Healthcare Monitor Year In Review
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In May, Humana unveiled a new health and wellness iPhone and iWatch app – Humana Cue – that promotes
healthy habits like drinking water, staying active or stretching. The app tracks these habits by having the user
confirm or dismiss them via on-screen prompts. By tracking how many times the user successfully completes a
“cue,” the app illustrates users’ streaks of healthy habits.
Humana Public Homepage Graphic Link
In June, Cigna released another noteworthy app for Samsung Galaxy devices, Coach by Cigna. Together with
Samsung, Coach by Cigna identifies the individual’s personality type – such as Planner, Day Dreamer or Explorer
– determines aptitude (disciplined or disorderly) and provides personalized programs to help with diet, exercise,
sleep, stress and weight. Users can personalize health goals, select recommended programs, and track progress
while being supported by motivational messaging, quantifiable health activities and achievement badges. Then
in November, Coach by Cigna was released for Apple iOS devices.
New Public Homepage Image

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In June, Humana renamed and updated its mobile app, MyHealth by Humana, where members can track their
blood pressure and weight measurements, view their current medications, schedule reminders, and browse
health and wellness articles and tips. All the information tracked is saved so members can share with their
healthcare provider. The app (previously titled Humana for Members), allows members to manage their
diabetes, input blood-sugar measurements, track measurements over time through graphs, and share historical
data.
Humana MyHealth App Public Site Page (Truncated)

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Online and Social Media Campaigns
In 2015 Cigna was the most active coverage group firm in terms of promoting its campaigns and sweepstakes
through its social media channels and on the public site. Cigna’s #HonorYourMom campaign was promoted on
the firm’s public site homepage in May. The campaign featured its corresponding microsite created by
Samahope and encouraged individuals to upload a picture of their mother and make a donation to support safe
births and life-changing medical treatments for mothers in need. The microsite included a special dedication
page where members could mail a personalized gift to each honoree.
Cigna Public Homepage Graphic Link
In June, Cigna promoted its Twitter and Instagram sweepstakes through a #CoachbyCignaSweepstakes page on
the public site. To enter the sweepstakes, users shared a “healthy selfie” and included a caption/tweet on how a
health coach could help improve health and wellness in six areas – exercise, food, sleep, stress weight and
integrated health. The Twitter and Instagram campaign ran for six weeks, with a random entrant selected to
receive a $500 VISA gift card each week.
Cigna Public #CoachbyCignaSweepstakes Page – Top and Bottom

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Lastly, in October Cigna
unveiled a new TV,
digital and social
advertising campaign,
America Says Ahhh, that
focuses on preventive
care by encouraging
individuals to get annual
checkups. The campaign
features a new
responsive microsite
that houses resources
and tools regarding
annual checkups, what
to expect when visiting
the doctor and the
benefits of Cigna
insurance. The microsite
was promoted through
graphic links on the
public homepage and a
press release.
Cigna Public Homepage Images
Cigna America Says Ahhh Campaign Microsite

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Connect With Corporate Insight
CONTACT US
Craig Sherter
Director of Business Development
Monitor Services
(646) 929-5149
CSherter@corporateinsight.com
HEALTHCARE MONITOR
www.corporateinsight.com/healthcaremonitor
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