Case Study

Objective

This client seeks to improve the health and well-being of its members, their families and their communities, as well as reduce some of the barriers (such as language and socioeconomic status) to accessing affordable health coverage. Although originally focused on delivering managed Medicaid plans, the organization has since expanded into Medicare Advantage and the Health Insurance Marketplace. As the client prepared to enter the Health Insurance Marketplace in 2013, its leaders recognized a significant challenge: its underperforming sales organization lacked the tools and training to take on this new market effectively. The sales department had high human capital costs, low productivity, and little transparency into end-to-end performance. Sales reps and teams were manually tracking sales using Excel spreadsheets. The organization as a whole couldn’t connect these pockets of information to create enterprise-wide objectives or performance visibility. The company also faced a critical technology challenge. The majority of the client’s sales up to that point had been to enroll and renew Medicaid customers. Because the state had a technology system in place for Medicaid, the sales team had relied on it as a way to track activity. However, this system would not allow them to track performance in the marketplace—and the state was about to sunset the system as its Medicaid solution. As these factors converged, client leaders were in urgent need of a new, comprehensive solution for managing sales performance.

Our Solution

Applied automation
We helped the client replace their patchwork of reports and data management tools with our tool, Tuo 360. Specially designed with health plans and health insurance industry partners in mind, Tuo 360 delivered much-needed automation to the client’s team.

Enabling better sales management and tracking
Tuo 360 enables the client to proactively manage their sales funnel, tracking conversion metrics from leads to appointments, prospects, opportunities, and, finally, to members. The client marketing team also uses some of Tuo 360’s features to track the effectiveness of its campaigns and activities. As the client continues to embrace this functionality, Tuo 360 is becoming a tracking and performance tool that integrates sales and marketing within the organization.

Improvement to client CRM
In the time crunch leading up to the marketplace’s first open enrollment period, it was important to the client that Colibrium’s implementation timeframe was much shorter than that of other CRM vendors. This healthcare-specific expertise better enabled the client’s team to navigate the requirements of selling on the marketplace.

Outcomes

After using Tuo 360, the improvements have been dramatic:

  • Human capital costs are down 28% in the main sales division.
  • Productivity is up more than 40% in the same division.
  • Line management for day-to-day coaching and field adjustments is now enabled.
  • Valuable insights are being delivered to the client’s C-suite.
  • Employee morale has improved.
  • This single solution has replaced the client’s patchwork of data management tools.
  • The client is now proactively able to manage its sales funnel, tracking conversion metrics from leads to appointments, prospects, opportunities, and, finally, to members.

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