Humana Inc.

This document is also Humana’s highest volume
customer-directedpiece–EOBsaresenttoHumana’s4
millionMedicaredrugbenetscustomersaswellas1.1
million commercial customers. So Nicholson’s team
beganbyredesigningtheEOBs,changingthemfrom
point-in-time transactional documents to consolidated
summary level communications that provide relevant
and actionable guidance, which is easier to read
and understand.
The new design was well-received, Nicholson notes.
But there was another problem. Humana didn’t have
the personalization technology it needed to produce
the redesigned statement for the volume of customers
it serves.
Technology to produce user-
friendly personalized statements
Humana then evaluated document production software
applications, using four criteria. The software had to
support highly personalized output; easily integrate with
Humana’s existing databases and technology systems;
beeasytouseandmaintain;andbecost-eective.
HP Exstream software met all of the criteria, and today
HumanausesittoproduceitsredesignedEOBstatement,
which it calls SmartSummary RX. This makes Humana
theonlycompanytouseanon-modelEOBforMedicare
beneciaries–trulydierentiatingtheexperience.
To produce the SmartSummary RX statement,
HP Exstream software draws data from Humana’s
customer database and other sources. It incorporates
colorful icons and images, tables and charts to
communicate information like costs and co-pay
amounts. In addition, it dynamically inserts
customer-targeted messages and marketing
information. The result: the statements are easier for
customers to understand. Customers can also make
more informed decisions about how to manage their
healthcarebenets.
TheEOBimplementationwashighlysuccessful,
Nicholson says. For instance, Humana’s initial research
compared retention rates of customers who received
the newly designed statements to a control group of
customers who did not. Customers who received the
new statements were 14% more likely to say they would
renew their Humana plan. They also reported that they
were 7% more likely to recommend Humana.
Humana also tracked calls into a dedicated customer
service phone number for inquiries about the new
statements. Calls to that number lasted, on average,
390 seconds, compared to an average of 420 seconds
forcallsfromcustomersreceivingtheolderEOB
statements: a drop of about 15%. Humana’s customer
service department receives about 80,000 customer
service calls per day; reducing the time customer
service representatives need to help customers,
therefore, helping reduce the company’s customer
service demands.
HP Exstream software allowed Humana to better
manage white space and blank pages in its
SmartSummary RX documents, cutting production costs
by up to an estimated $250,000 per month. The software
allows Humana to combine communications into a single
document when it makes sense to do so, which can
reduce the company’s mailing costs. As one example: if a
prescriptiondrugcomesopatent,Humanaisrequired
to notify its members. Today it might drop the notice
into its SmartSummary RX, instead of mailing a separate
notice. “Last year, we needed to send out new privacy
notices to our members,” Nicholson says. “By integrating
these types of communications into our SmartSummary
RX statements, we have saved several million dollars per
year since implementation, primarily in postage costs.”
Expanding to other documents
Today, Humana continues to transition other
documentproductionworkowsintothe
HP Exstream environment.
Inveyears,Humanahasgonefromoneapplicationto
over 40 developed and supported through HP Exstream.
“We substantiated our original decision to purchase
HPExstreambythebenetstoourEOBstatements,”
Nicholson concludes. “The software delivered. We got
the return we expected. Everything else is now icing on
the cake.”
For more information
To read more about HP Exstream, go to
hp.com/go/exstream
Customer
solution at
a glance
Applications
Automated production of
high volume, personalized
customer documents and
statements
HP Services
• HPExstreamsoftware
© Copyright 2010, 2013 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without
notice. The only warranties for HP products and services are set forth in the express warranty statements accompanying such products
and services. Nothing herein should be construed as constituting an additional warranty. HP shall not be liable for technical or editorial
errors or omissions contained herein.
4AA0-7979ENW, February 2013, Rev. 1
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