1. Blue Cross and Blue Shield of Florida is an Independent Licensee of the Blue Cross and Blue Shield Association. Quality and Cost Comparison Marketing Plan 9.13.11

2. 2 Blue Cross and Blue Shield of Florida is an Independent Licensee of the Blue Cross and Blue Shield Association. Marketing Framework Will Help Drive Design Market Analysis Segmentation Targeting Positioning Market data (ESA) Competitor/Industry Market Segment Penetration Customer Segment penetration Multi-cultural data Market mapping Markets Customers Group size Group behaviors (needs) Consumer attributes/values Consumer life stage Value Proposition alignment (groups) Mission alignment Profit potential Growth potential Ancillary sales potential Hispanic/African American Target Segment value proposition ProductPlacePromotionPrice Customer Experience Marketing Mix How do benefits, services and affinity programs meet the needs, wants and preferences of the consumer? What are targeted consumer segments’ buying preferences? How do they prefer to receive information, purchase products, etc.? What motivates targeted segments? What media provides maximum reach and effectiveness? What are targeted consumer segments’ price points and sensitivity?

3. 3 Blue Cross and Blue Shield of Florida is an Independent Licensee of the Blue Cross and Blue Shield Association. Objectives The next generation of the Quality and Cost Comparison suite of tools will allow the consumer to “Know Before You Go.” It is the next step for great consumer engagement and support capabilities, providing access to accurate and timely information: Enables informed decision making for members on their out-of-pocket expenses Supports their understanding of how benefits work, the quality and cost of health services before they receive them Helps reinforce trust that members have in us Creates an open marketplace for health care services

4. 4 Blue Cross and Blue Shield of Florida is an Independent Licensee of the Blue Cross and Blue Shield Association. Targets and Timing All members have access to the quality and cost information they way they prefer it: Online with MyBlueService By calling the CCT unit with questions By visiting the Florida Blue centers Timing These new enhancements, themed “Know Before You Go”, will be available September 26th in all channels. There will be a second release in December to include a Zagat patient rating capability that rates providers. This will further enhance the support we provide member’s in their decision making. Communications will continue during the year and into 2012.

5. 5 Blue Cross and Blue Shield of Florida is an Independent Licensee of the Blue Cross and Blue Shield Association. Value Proposition “When I need care, I can easily compare quality and costs that meet my needs and standards. Whether its for a doctor, specialist or even hospital location, it is the expert advice I really value. I can learn more about my options for health services and treatment costs, how to get the most value and save money. Plus, I have peace of mind knowing I have support when I need it. I feel like I can make choices with confidence.”

6. 6 Blue Cross and Blue Shield of Florida is an Independent Licensee of the Blue Cross and Blue Shield Association.

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8. 8 Capability General Design To enhance the end-to-end member experience, this will be an easy-to-use consolidated member interface for shopping and cost estimation integrated with our Online Provider Directory, aligning and integrating tools and processes that are currently presented to members in separate ways. It is a streamlined, integrated capability which aligns and combines the OPD, Care Comparison quality and cost information, Patient Rating, and utilizes a member facing CareCalc to estimate overall and out-of-pocket costs to the member. o Ability to compare up to 5 providers in a single transaction, increasing member understanding of health care costs and the quality associated with certain providers. o Will interface with the provider directory as well as the member’s benefits to display a real-time estimate of expected costs. o Provides member level estimated liability based on contracted benefits. o Has large pre-selected menus of the most commonly used health services, excluding surgery, based on frequency of claims data by specialty. o O65 Members do not have access to this capability

9. 9 Blue Cross and Blue Shield of Florida is an Independent Licensee of the Blue Cross and Blue Shield Association. Capability Positioning Members can easily and quickly shop and compare the quality and cost of health services before they have the service so they can “Know Before They Go.” We help them get the most value from their benefits. Other insurance carriers have online cost comparison services but they strictly list the average cost of a service, are not real time and do not report on the members out-of-pocket costs. The estimate is specific to each member’s contract and will give a estimated out- of-pocket cost for each service, unique to each member—based on where they are today in their plan deductible. Members can estimate costs on the most commonly used health services—from routine care to procedures. Surgical procedures excluded. They can get additional help for estimates on the more complex services by calling our Care Consultant Team or visiting a Florida Blue center.

10. 10 Blue Cross and Blue Shield of Florida is an Independent Licensee of the Blue Cross and Blue Shield Association. Benefits Easily accessible to members either online, over the phone or in the centers, the enhanced capability will support: Increased member understanding during decision making Improved utilization of benefits and lower medical costs for members Improved clinical outcomes For Blue Cross, it means: Reduced administrative costs Differentiated value proposition

11. 11 Blue Cross and Blue Shield of Florida is an Independent Licensee of the Blue Cross and Blue Shield Association. Others Cost Comparison Capabilities Blue Cross and Blue Shield of Florida AetnaUnitedHumana Estimates Based On: Estimate is specific to each member’s contract and will give an estimated out- of-pocket cost for each service, unique to each member—based on where they are today in their plan deductible and current status of plan’s benefits. Estimates based on average costs within zip code Estimates based on local cost differences and are based on your specific coverage including: deductible out-of-pocket maximum copayments coinsurance differences N/A Estimates Provided For: Provides estimates for 150 of the most commonly used health services—from routine care to procedures. Surgical procedures are estimated at average (not real time) costs. Provides estimates for 30 of the most common medical services including: Office Visits, Dental Procedures Diagnostic Tests Vaccines Surgical Procedures Scope Procedures Disease/Condition Management Provides estimates for : 116 diseases, 90 surgeries and procedures More than 500 individual services N/A Rx Calculator Rx costs are based on Member’s unique plan. Quoted Rx costs are averages; not unique to plan. Quoted Rx costs are per plan.

12. 12 Blue Cross and Blue Shield of Florida is an Independent Licensee of the Blue Cross and Blue Shield Association. Others Cost Comparison Capabilities

13. 13 Blue Cross and Blue Shield of Florida is an Independent Licensee of the Blue Cross and Blue Shield Association. Overall Key Messages You have convenient 24/7 access to the easy to use suite of services that provides simple to understand information. You can choose which provider best fits your needs. You have the opportunity to shop for services and save money. You have key information to make confident, informed decisions regarding your health care. You can manage your health care costs by knowing what to expect before services are received.

14. 14 Blue Cross and Blue Shield of Florida is an Independent Licensee of the Blue Cross and Blue Shield Association. Message Map Current Environment Key MessagesProof Points Key Words and Cautions Members want to choose for themselves. You can make choices that best fit you and your family’s health care needs. You can search our vast provider network and compare quality, costs and convenience. You can choose the doctor, or specialist or even the location where you are considering having a procedure. Blue Cross offers you the opportunity to make choices for your pursuit of health. Aligns and combines the Online Provider Directory, Care Comparison quality and cost information, and uses a member-facing CareCalc to estimate out-of-pocket costs to the member. Key Word:  Estimated cost  Freedom to choose Members have busy schedules and need a convenient way to get health care information. You can quickly search for health care services anytime, day or night, even from the comfort on your own home. Just log onto MyBlueService and start using the quality and cost comparison suite of tools to search and compare health care providers that are right for you. You’ll get immediate, easy- to-understand answers to your questions on quality and cost for health care services. Blue Cross is simplifying your pursuit of health. If you prefer to talk to someone instead of going online, you can easily call our Care Consultant Team or stop by a Florida Blue center when it is convenient for you. Members have 24/7 access via MyBlueService. Simple to use and results are easy-to- understand. Call or visit us for help shopping, comparing and getting an estimate. Key Words:  Convenient  Simple  Easy-to- understand

15. 15 Blue Cross and Blue Shield of Florida is an Independent Licensee of the Blue Cross and Blue Shield Association. Message Map Cont. Current Environment Key MessagesProof Points Key Words and Cautions Members want the ability to shop for health care services; cost is a leading concern. You can shop and compare quality and costs for health care services, from a sick visit to the yearly preventive check-up. You can compare up to 5 providers to determine which offers the best quality care for the lowest estimated out-of-pocket costs. The estimated costs are unique to your benefits plan. You will know your estimated out-of-pocket costs before you even make an appointment. We can help you make informed decisions, getting the best value for the dollar for you and your family, all in the pursuit of health. Ability to compare up to 5 providers in a single transaction. Will interface with the provider directory as well as the member’s benefits to display a real-time estimate of expected costs. Provides member level estimated liability based on contracted benefits. Provides not just an average cost, like competitors’ tools, but a true, estimated out-of-pocket based on members’ benefits and where they are in their OED. Key Words: * Estimated out-of- pocket costs Unique to you Personal health care decisions are equally complicated and important. Members need information to make decisions. We can help you make confident, informed health care decisions for you and your family. Simply choose the health care service that you and your family need from our pre-selected menus then begin shopping for the health care solution that best fits your needs. And, if you have any questions, you can always call our Care Consultant Team for answers. We’ll provide you the information to make confident choices in your pursuit of health Pre-selected menus of the most frequently-used services. Provides accurate results that are informative, comprehensive and easy-to-understand. Key Words:  Confident, informed decisions  Additional assistance if needed

16. 16 Blue Cross and Blue Shield of Florida is an Independent Licensee of the Blue Cross and Blue Shield Association. Communication Challenges Possible member confusion with Care Comparison tool o Although the Care Comparison will still be functional, the tool will be phased out and no longer available after April. o A transition plan is in development; will be presented in future MLRT meeting BCBSF employee education, engagement and uptake with the new tool On-going challenge of member sign ups for MyBlueService True estimate but not final cost o Aetna, Humana and United give average costs o We can give costs based on your plan and where you are with the deductible Communication Challenges

17. 17 Blue Cross and Blue Shield of Florida is an Independent Licensee of the Blue Cross and Blue Shield Association. Opportunities Strong incentives programs for promoting adoption and utilization for transparency tools and services o Group engagement o Employee engagement o BCBSF Employee engagement Promoting ease of understanding benefits Transparency and engagement with providers With the HMO revitalization efforts this fall, opportunities exist to integrate and promote in the sales and member education materials. Promote web tool through digital engagement Opportunities

18. 18 Blue Cross and Blue Shield of Florida is an Independent Licensee of the Blue Cross and Blue Shield Association. Promotion or Marketing Communications Overarching Strategy: Push capability to targets and clearly communicate the value they will receive Strong awareness, education and call to action to ‘test drive’ to capability Leverage all member touch points Leverage all group BDM/BA touch points to increase the education and uptake on using the capability

19. 19 Blue Cross and Blue Shield of Florida is an Independent Licensee of the Blue Cross and Blue Shield Association. Modules to Engage and Their Objectives ModulesResponsibleTactic 1General AdvertisingMark RusinackDevelop video for digital engagement. 2New Member CommunicationAlan MorganIntegrate messaging in any on-going communication to members. 3BDM Community EngagementAlan MorganIntegrate messaging in any on-going communication to BDMs. 3Events and Community Partnerships/Retail Partners Sara HiersShowcase prototype in MMV. 4Agent/Broker Sales TrainingMary MathesonEnsure understanding of tool statewide for agents, brokers and internal sales teams. 5Agent/Broker CommunicationSusan BlandEnsure awareness and knowledge of the new tool 6Member EngagementMarie ManningManage creative execution of all campaign elements. 7Provider Communications/ Leveraging Charlene TinneszEnsure awareness and knowledge of the tool within provider community; be prepared for questions. 8Social media/websiteAnnie ErstlingIntegrate messaging in communications, Know before you go campaign 9Service OperationsAmanda Kirkhart- Betz Ensure understanding of how the tool works - facilitated access, member redirection, and facilitated access 10CCTSamieh NorseEducate members on the online capability. 11Employee CommunicationsSteven HendricksEmployee-facing communications. Big launch on Day 1 (Sept 26) for Employees, i.e. lobby signage, contests, desk drops, News & Views article, etc. 12BCBSF Retail Center Promotions Sharon LaSure- Roy Showcase promotions in center. 13BCBSF Retail CentersAnne JessupCreate awareness of the tool ; educate members by showcasing an example. 14Media CommunicationsSteven HendricksPromote transparency in media. 15Local Presence OfficesLocal Presence team Increase awareness and knowledge of the tool 16Senior MarketsJulie PalusN/A to Senior Markets.