Aligning our Website with our Outreach Strategy MAHealthconnector

Aligning our Website with our Outreach Strategy MAHealthconnector. org Bob Nevins, CIO and Director of Operations

Overarching Goals for the Website • Focused on the shopping experience • Clean and inviting design • Incorporates Consumer Union research • Aligns with Brand – “Trusted Advisor” • It Works! 2

Meet the Needs of Customers • Enable customers to determine whether they may be eligible for subsidized health insurance • If not eligible for subsidized health insurance – must enable an easy shopping experience • Must inform the public of the new law • Must provide transparency (e. g. Board Meeting Minutes and presentations) 3

Confluence of Procurements • • • Dec 2006 – Chose Website vendor Feb 2007 – Chose “subconnector” March 2007 – Chose Advertising vendor April 2007 – Contracts signed with 6 Health Carriers May 2007 – Website launched 4

Key Strategic Decisions • URL name – www. mahealthconnector. org • Chose design that was independent from existing state websites – but utilize same portal software • Outsource the hosting – “buy over build” • Incremental build of functionality • Re-use functionality that existed at Subconnector – “If it works – use it” 5

Classic 4 Phase Approach Discover Design • Visioning • Prototyping • Garnering Executive Support • Document requirements • Key Strategic Decisions Develop Deploy • Java code built and unit tested • Built environments (test/staging/production) • XML messaging coordinated with subconnector • Test/Re-Test • Push to production just in time! • Finalize “look and feel” 6

Visioning • Focus the website on Connector “differentiation” – One-stop shopping – Commonwealth’s “seal of approval” • Transparency • Speed – transactions at “speed of thought” • Anonymous shopping 7

Prototyping 8

Developing the “look and feel” 9

Deployed to Production 5/4/2007 • Within the first week the portal received nearly 15, 000 visits • Within the first month the percentage of enrollments completed online rose to 80% • The website was able to sustain two very large peaks in traffic related to enrollment deadlines 10

The Shopping Experience Step 1: Select Family Size Step 3: Provide demographic info and select coverage start date Step 2: Determine whether eligible for subsidized plan 11

The Shopping Experience Step 4: Select Tier (Bronze, Silver, Gold) 12

The Shopping Experience Step 5: Choose from Low, Medium or High 13

The Shopping Experience Step 6: Select Plan or compare up to 3 side-by side 14

The Shopping Experience Side-by side comparison 15

Awards and Press Recognition Recognized as a winner of a 2007 Info. World 100 award by the Info. World Media Group at International Data Group (IDG) 16

Aligning our Website with our Outreach Strategy MAHealthconnector. org Contact Information: Bob Nevins, CIO and Director of Operations bob. nevins@state. ma. us 617 -933 -3030