We are living in an odd span of time—caught between the past and the future. On one hand, the Supreme Court has ruled that PPACA is constitutional, and health care reform is proceeding full speed ahead. Yet it seems it will take a miracle for many states to be in compliance by 2014 when state-operated exchanges will be mandated.
At the same time, an important election looms. If voted into office, Republican candidates have vowed to use their power to change what the highest court in the land did not. Regardless, it is a time of transformation. And it presents a window of opportunity.
I'm reminded of a series of events that vividly capture the possibilities created by change. Last year, I called Domino's to order pizza. When my call was answered, before I uttered a word, the person on the other end of the phone knew my name, address and exactly what our family typically requests.
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Several days later I visited the doctor. I'd seen the same physician for a decade, yet had to fill out multiple forms requiring much of the same information. Once inside, I was greeted by a parade of personnel in medical garb, each asking questions similar to the previous person. The answers to many of these queries already had been documented on the sheaf of forms.
I was struck by the contrast between these two experiences. It was far more efficient to make and transport a pepperoni pizza several miles than it was to complete a first down between the waiting area and the exam room in a medical office. The process was rife with massive inefficiency.
A couple of months ago I made my annual trek back to the physician. This time a high-tech interloper joined the appointment. Notes were made on a computer by sullen-faced individuals who were desperately trying to learn how to operate their new electronic medical record (EMR) system.
While they weren't happy about the technical challenges, they said that the equipment had been provided for free. (I suspect is was obtained through $1.2 billion in grants funded by the American Recovery and Reinvestment Act of 2009 to help hospitals and health care providers implement EMRs.) My physician explained that such technology would be a necessary component of health care reform.
While I was caught in their early learning curve, I'm not sure they understood that such technological advancements have even wider implications to change the experience with their patients. I expect my visit next year to be much different, and our encounters will be completely transformed. As their "customer," I am delighted and welcome the change.
Which brings me back to the business of employee benefits. Except for the cacophony of politicians' voices, the noise and rhetoric of health care reform are behind us.
Outside factors are "forcing" us to operate in new ways that demand greater efficiency and enhanced communication. Like the surly personnel in my doctor's office who are in the midst of transformation, I sometimes sense resentment from colleagues in our industry who look longingly in the rearview mirror. If we can change our perspective, however, we might view this as an era of unprecedented opportunity.
We've been so focused on our own situation, that we may have lost sight of how we can better meet the needs of our clients. Our old ways of doing things no longer serves them well. I know employers would welcome streamlined processes and improved ways to navigate the challenges ahead. And what about policy holders—the individuals and families who might benefit most if we change the way we approach our business? In the decades I've devoted to employee benefits, our industry has made few changes that have had a meaningful impact on our ultimate customers.
Altering these dynamics presents opportunities for our industry to grow and prosper. If we can marshal technology in innovative ways, we can create tremendous value—and demand —for services that do not yet exist.
Novel approaches are beginning to emerge, such as private exchanges that allow employers to set a defined contribution for benefits, enabling employees to shop for the coverage they desire in an online marketplace. I believe not too far down the road we'll see a proliferation of ideas that deliver data and information that empower policy holders to become better health care consumers. Effective systems will not only motivate individuals to improve management of their health, but also make more informed decisions about health care providers and cost.
If we are able to let go of the past, we'll see that we are operating in an unbelievably exciting era. The forward thinkers among us see that opportunities abound, and their energies are focused on what could be next. While it may have taken outside entities to force our eyes open, we can redefine our business in ways that benefit our industry, our companies AND our clients. Next year I anticipate the visit to my physician will be more efficient. Why should my clients expect anything less?
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