Molina Healthcare - Best Use of Technology in Sales

Company: Molina Healthcare, Long Beach CA
Company Description: Molina Healthcare's mission is to provide quality health care to people receiving government assistance. In addition to offering Medicaid, Medicare and Integrated Medicaid/Medicare (Duals) plans, Molina offers Marketplace (Exchange) plans in many states. Our Marketplace plans remove financial barriers to quality care and keep members' out-of-pocket expenses to a minimum.
Nomination Category: Sales Awards Achievement Categories
Nomination Sub Category: Best Use of Technology in Sales

Nomination Title: Molina Healthcare’s New Marketplace Website (MolinaMarketplace.com)

Molina Healthcare was founded by an emergency room physician in 1980. Our mission is to provide quality health care to people receiving government assistance, including Medicaid, Medicare, Integrated Medicaid/Medicare (Duals), and Affordable Care Act (ACA) Marketplace coverage. Molina first began offering Marketplace plans in 2014 – since then, we have grown to provide coverage in 11 states (including the three largest… CA, TX and FL) and are continually striving to integrate industry best practices into our Member experience while seeking to create new and unique online services to meet our members needs and drive our industry forward.

Prior to the launch of MolinaMarketplace.com in November 2020, our Marketplace Members were only able to access information via our corporate website, MolinaHealthcare.com. While effective in communicating our corporate values and providing information regarding new plans and services, it did not meet the needs of today’s demanding online healthcare consumers. During the 2019 open enrollment period (November & December 2019), the Marketplace pages on our website received around 200,000 pageviews and 150,000 unique visitors. Molina enrolled approximately 327,000 Members during the 2019 open enrollment period.

Outline the nominated achievement since July 1 2019 that you wish to bring to the judges' attention (up to 250 words):

As the ACA Exchanges continue to grow, Molina understands the importance of these vital resources for Americans to obtain high quality health insurance coverage, especially during the COVID-19 pandemic. To meet this challenge, it became evident that a full-scale overhaul was needed for our public-facing enrollment website. The decision was made to create a standalone website specific to Molina’s Marketplace Exchange plans at MolinaMarketplace.com. This officially launched on October 27th, 2020.

The new site was the culmination of seven months of intense effort, including user group surveys, competitive analysis, UI and UX redesign, development, QA, User Acceptance Testing, and deployment. In addition to a new intuitive design, the website is now fully responsive to adapt to all devices, meeting members where and when they are ready to engage with our products.

The site features a prominent call to action to perform the tasks that are of most importance to users, mainly quickly entering their zip code to obtain a custom-tailored quote for health insurance. While sounding simple in nature, for many years the complexities surrounding ACA insurance options have made this difficult, leaving many individuals confused, and in the worst of cases, resolved to abandon the process. Now individuals can easily enroll online or over the phone. Close to 300 pages were consolidated or removed from the old website to streamline the user experience. In addition, a comprehensive FAQ page was built to address the top call drivers and promote self-service, including premium payment and access to ID cards.

Explain why the achievement you have highlighted is unique or significant. If possible compare the achievement to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):

During Open Enrollment (November & December 2020), our new Marketplace website received over 550,000 pageviews and 400,000 unique visitors. Compared to the previous year, this represents a YOY increase in traffic of roughly 275%. We have doubled our Marketplace Membership since the launch of the new website on October 27, 2020.

Our new website represents a significant technological advancement not only for our organization, but also for the ever-expanding marketplace for ACA coverage. Our user-friendly, enrollment-first approach is wholly unique when compared to our competitors in this sector, and it has been a major driver of our success during this critical time in our nation. Despite the complexities of offering ACA insurance coverage, the website provides a simple and intuitive step-by-step process for users to shop for coverage from the moment they land on the page. While shopping, customers can filter and sort by premium, deductible, out-of-pocket maximum and coinsurance. In addition, the site is full of helpful tools and resources that streamline the entire insurance-buying process, from a robust FAQ, to an interactive chatbot, to extensive product “persona” pages that clearly articulate the best plan options for customers of various ages and family-size demographics. Examples:

Visit our Silver Plan Persona page: https://www.molinamarketplace.com/marketplace/ca/en-us/Persona-Silver.aspx
Try our plan calculator(enter a zip code of 90210): https://www.molinamarketplace.com/marketplace/ca/en-us/

It is anticipated that when final enrollment numbers are released from CMS (Centers for Medicare & Medicaid Services), Molina Marketplace plans willhave added more members than any other national competitor.

Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):

Attached are the Google Analytics reports for Molina’s old Marketplace website during last year’s open enrollment (November & December 2019) and new Marketplace website during this year’s open enrollment (November & December 2020).

Our new Marketplace website received over 550,000 pageviews and 400,000 unique visitors during this period, a YOY increase in traffic of roughly 275%. We have doubled our Marketplace Membership since the launch of the new website on October 27, 2020.

In addition, we have attached links to some of the key site functionality referenced in this nomination form, including the plan calculator, persona page, FAQ page, and Make a Payment page.

Thank you for your time and consideration.