The study found that leading health care sites have opportunities to improve the online user experience for researching and obtaining Medicare supplemental insurance quotes. Blue Cross Blue Shield had the highest overall satisfaction rates and usability scores, while all sites had room for improvement. Specifically, over 40% of users reported frustrations with the research task across all sites, mainly due to confusing terminology and lengthy processes. Similarly, over 55% reported issues with the quote task, especially with locating rate information and understanding coverage options. The study provided recommendations to enhance the online experience.

1. Health Care Industry Study 2009 September 2009

2. Agenda About UserZoom and Key Lime Interactive (2 min) Study Background (3 min) Methodology and Technology (3 min) Executive Summary (3 min) Findings and Opportunities (20 min) Learn more about UserZoom Self-Serve Edition (15 min) Questions and Comments (15 min)

5. We offer both a license and research services (using partners like KLI)

6. Our tool will allow you to capture & measure critical and actionable data about your users’ online experience needed to properly manage your business.Bottom line… Why should you work with us?

8. Over 10 years of consulting experience testing Internet 500 websites and providing actionable results

9. Most consultants have Masters in Human-Computer Interaction, Psychology, Industry Engineering or related field

10. Cross-Industry Expertise

11. Ability to scorecard against competition

12. Ability to suggest cross-industry recommendations to improve ease of use

13. Independent Third Party

14. Impartial with no-hidden agenda

15. Ability to work with business team and developers to “get everyone onboard”

16. Technology-agnostic

17. Can work with any solution or recommend the best solution to meet your specific needsExpert Reviews

18. Study Background Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.

20. The software compiles the data and creates top-line reports.

22. Study Design Introduction: Based on what you know, how negative or positive is your image of PROVIDER? Which of the following brand attributes, if any, do you associate with PROVIDER? Post-task: Self-Reported Success Ease of Use Satisfaction with amount of time to complete task What did you learn that you previously did not know? What did you like? What did you dislike? Problems or frustrations while completing task(s) Wrap-up: Overall satisfaction Likelihood to purchase Likelihood to recommend : (Net Promoter Score ) Post-task brand image Post-study brand attributes Security and Privacy Likes/Dislikes with site Screener N=200 Introduction Aetna BCBS Kaiser Permanente United n-=50 n-=50 n-=50 n-=50 Task 1 Task1: Task 1 Task 1 Task 2 Task 2 Task 2 Task 2 Wrap-up Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.

23. Poll question 1

24. Executive Summary Overall, study showed that leading sites for Health Care have significant opportunities to enhance the online user experience for researching and getting online rates for Medicare Supplemental Insurance With 52% overall satisfaction, Blue Cross Blue Shield (Anthem) has the best overall experience for both the research and get quote tasks ; other sites had overall satisfaction below 50% All sites had low Net Promoter Scores (likelihood to recommend friend/colleague) All sites showed a lift in brand perception pre/post with Aetna showing the highest increase Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.

25. Executive Summary: Opportunities Most panelists indicated that they were successful in completing the “Learn and Explore” task. However, over 40% of all panelists experienced at least one frustration during the “Learn and Explore” task. The top frustrations included: No information about why I should choose provider Terminology on site is confusing Process took too long / too many steps Frustrations for the “Get Rate” task was higher than 55% for all sites. The top frustrations with the “Get Rate" task were: Difficult to locate whereon site to get a rate/quote Not enough guidance in selecting coverage options Process took too long / too many steps Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.

26. Brand Perception: Pre/Post All sites had a positive lift in brand perception. +22% +14% +2% +20% Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.

27. Brand Pillar Metrics:Pre vs. Post Differences United showed a 26% increase on the ‘helpful’ attribute and maintained “professional” while other sites had a decrease on these two attributes. All sites showed a sharp increase in the “rude” attribute. Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.

28. Overall Satisfaction Panelists were most satisfied with Blue Cross Blue Shield and Aetna’s site when researching and getting rates for Medicare Supplemental Insurance. Differences of 17% or greater are significant at 90% CI Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.

29. Net Promoter Score (NPS) When asked if they would recommend PROVIDER to a colleague or friend, all sites had relatively low NEGATIVE NPS with Aetna and United Healthcare being the lowest. Detractors Promoters - = % of Promoters (9s and 10s) Detractors (0 through 6) NPS Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.

30. Task 1: Learn & Explore The success rate for the “learn and explore” task, although the frustration rate was above 40% for all sites showing room for improvement. BCBS Aetna United Kaiser Permanente Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.

31. Usability Metrics: Learn & Explore Blue Cross Blue Shield had the highest mean usability scores for task 1. Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.

32. Blue Cross Blue Shield Liked Best:Learn & Explore Ease of navigation: “I liked the ease of finding information directly relating to the Blue Shield’s Medicare Supplement insurance.” “it was all user friendly....I think even people who don't use web sites a lot would be able to navigate” Comparison charts: “clearly divided options for each plan” “the graphic showing the differences between the supplemental plans” Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.

33. Kaiser Permanente Liked Best:Learn & Explore Detailed content “how detailed the information for the different program plan were” “very informative and very detailed” “Loads of information” “the site seemed to have lots of information that I would want to return to” Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.

34. Top Frustrations: Learn & Explore About half of the panelists on all sites had some sort of frustration with learning about Medicare Supplemental Insurance online. Opportunities Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.

35. Poll question 2

36. Task 2: Get Rate Aetna and Blue Cross Blue Shield had the highest success rate when panelists were asked for the rate they found. Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.

37. Usability Metrics: Get Rate Blue Cross Blue Shield had the highest mean usability scores for task 2 as well. Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.

38. Blue Cross Blue Shield Liked Best:Get Rate Online step-by-step process “Step-by-step process was fast and had a detailed summary of each plan.” “I like the online ability to get a quote, and not have to talk to an agent or be pushed into purchasing” Comparison with large print “good comparisons between plans” “I like how the plans could be compared side by side.” “Gave information for different quotes with the large print making it easy to read it” Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved. 24

39. United HealthCare Liked Best:Get Rate Step-by-step approach to getting a rate “The lady who spoke of the difference between the offer service was nice hearing her explain” “Offered a range of plans and easy to answer questions to narrow down my choices” Many disliked/wished: “Wish choice were in a side-by-side comparison chart.” Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.

40. Top Frustrations: Get Rate Kaiser Permanente’s panelists were most frustrated with site navigation and lack of guidance. Opportunities Copyright 2009. Key Lime Interactive and UserZoom. All Rights Reserved.

41. LEARN ABOUT USERZOOM 15 minute demo of the technology used to conduct this study

43. It includes access to 2 apps: UZ Manager (for project design management) UZ Analytics (for data analysis)

44. Easily create and manage your studies with UZ Manager

45. Easily create and manage your studies with UZ Manager

46. Analyze results with UZ Analytics

47. Analyze results with UZ Analytics

48. Analyze results with UZ Analytics: Clickstreams per task

49. Analyze results with UZ Analytics: Clickmaps/heatmaps per page

51. Key Lime Interactive: 1221 BrickellAvenue Suite 900, - Miami, FL +1 (305) 804-2930Members of