EffectivelyCommunicating ComplexGovernmentHealth InsuranceRegulations: AnAnalysisofSelectHealths CommunicationMethodology

Regulation

Impact

External

Internal

Public Opinion

ByKullyHarding English2100 LaryssaWaldron SaltLakeCommunityCollege

Memo
To: From: Date: Re: ProfessorWaldronandClassmates By:KullyHarding 2/15/2014 Project1OrganizationalCultureImpactonCommunication

Comments: IhaveworkedforSelectHealthformanyyears.IbelieveIwillcontinueto workforSelectHealthfortherestofmycareerbecauseithasbeena wonderfulplacetobeemployed.SoIdecidedtowritemypaperonthe methodsofcommunicationthatSelectHealthusestocommunicatenew governmenthealthinsuranceregulationstobothaninternalvs.external audience. Manypeopleconsiderhealthinsurancecompaniesthebadguyofthe healthcaresystem.Ihopethatsharingwithyoualittlehowthis organizationworks(inthecontextofthesubjectmatterforthispaper) youwillseethatisntalwaystrue.Healthinsuranceisanecessaryevilin ourcurrenthealthcaresystem,andIamproudtoworkforacompany thatworksveryhardtobeefficientandcommunitymindedsotheycan produceaproductthatcustomerscanrelyon. Thankyou, KullyHarding

Abstract
ThroughmyresearchIfoundthattheorganizationalculture,aswellaspublicopinion,playa largeroleinhowSelectHealthcommunicatesinformationtotheiremployeesandcustomers aboutanewgovernmentregulation. ItisthejoboftheSelectHealthExecutive,Compliance,andLegaldepartment(s)tointerpretthe regulationanddetermineifitappliestoSelectHealth.Theseindividualsarealsotheexperts whoareresponsibletosimplifytheregulationfortherestoftheemployees.Themagnitudeof impacttotheorganizationwilldrivehowthecommunicationprocessbegins.Theorganization adherestoacorevaluesystemandsetscleargoalstoensureemployeescanworktogether efficientlyandinasafeenvironment.Bothelectronicandfacetofacecollaborationare importantmethodsofcommunicationintheSelectHealthculture. Publicopinionaboutaparticularhealthcareregulationdefinitelyhasanimpactonhow SelectHealthdecidestoshareinformationaboutahealthcareregulation.Theirapproachisto communicatedetailsoftheregulationinthesimplestwaypossible.SelectHealthalsoadheres toastrictpolicyofremainingneutralandunbiased.Theyprovideinformationtoconsumerson theirwebsite,inmailings,andalsooffercommunityforumstoanswerquestionsforthosein thecommunitywhowishtoparticipate. BasedonmyresearchSelectHealthisdoinganexcellentjobinthemethodstheyuseto communicategovernmentregulationswithboththeirinternalemployeesandtheirexternal customers.Keepingthingsunbiasedandsimplewillhelpkeepthisbusinessaliveformanyyears tocome.

Table of Contents
MEMO .......................................................................................................... 0 ABSTRACT .................................................................................................... 0 RESEARCH PLAN ............................................................................................. 1 INTRODUCTION .............................................................................................. 1 ANALYSIS...................................................................................................... 2 INTERNAL AUDIENCE ................................................................................... 2 IMPACT ANALYSIS ....................................................................................... 2 MISSION, VALUES, AND COMMITMENTS .................................................................. 2 GOALS .................................................................................................. 3 SELECTIONS............................................................................................. 3 POLICY AND PROCEDURE IMPLEMENTATION ............................................................. 4 SHAREPOINT SITES ..................................................................................... 5 FACE TO FACE COLLABORATION ........................................................................ 5 EXTERNAL AUDIENCE .................................................................................. 6 WEBSITE ................................................................................................ 7 COMMUNITY FORUMS ................................................................................... 8 MAILINGS ............................................................................................... 8 CONCLUSION ................................................................................................. 9 RELEVANT GRAPHICS ......................................................................................10 FIGURE 1 SAMPLE SMART GOAL COMMUNICATION ............................................10 REFERENCES.................................................................................................11

Research Plan
Determinethepreferredcommunicationmethodsofanewgovernmenthealthinsurance regulationbasedonwhethertheinformationisbeingsharedwithanInternalvs.External audience.Myresearchwasconductedasfollows: Determinethetypeofcommunicationmethodsusedwhenanewgovernment regulationisbeingsharedwithaninternalaudience. o GatherinformationbyinterviewingExecutive,Managerial,andStafflevel employeesforinformation. o Gatherdifferenttypesofcommunicationsamplesused. Determinethetypeofcommunicationmethodsusedwhensharinganewgovernment regulationtoanexternal(nonSelectHealth)audience. o GatherinformationbyinterviewingaMarketingemployee. o Gatherprintedexamplesofcommunicationsenttoanexternalaudiencefora newpolicyorregulation. o Researchonlinewebsitesforexamplesofmethodsandstylesusedwhenanew regulationwasrolledout.

Introduction
Organizationalculturereferstothesharedvaluesandassumptionofitsmembers.It determineshowemployeesbehaveinaparticularorganization.Italsoaffectshowtheexternal environmentorhowpeoplefromoutsidetheorganizationseeit.Thatis,organizational behaviordetermineshowemployeesbehave,reacttooutsiderorcustomers.(Wikipedia,2014) Thehealthinsuranceindustryisexperiencinggrowthandchangeasneverseenbefore. EveryoneistalkingabouttheAffordableCareAct(ACA),morecommonlyknownasObama Care,alloverthenation.Interpretingandcommunicatinganewgovernmenthealthinsurance regulation,likeACA,isanimportantjobforahealthinsurancecompany.Maintainingpolitical neutralitywhiledoingsoisequallyimportant.ThispaperwillfocusonhowtheUtahbased healthinsurancecompanySelectHealthcommunicatesnewgovernmenthealthinsurance regulationstobothaninternalvs.externalaudience.Morespecifically,howdoesthe SelectHealthcultureimpactthewayitcommunicatesanewgovernmentregulation?What toolsdotheyusetoimplementtheregulation?Doespublicopinionaboutaparticular regulationimpacthowSelectHealthsharesinformation?TheseareafewofthequestionsI hopetoanswerinthispaper.

1|Page

Analysis
Internal Audience
Becauseofthecomplexityofgovernmenthealthinsuranceregulations,andthefacttheycan impactnumerousdepartmentsthroughouttheorganization,variousmethodsareusedto communicateandimplementanewregulationinternallywithinSelectHealth.

Impact Analysis

Thefirststepisactiveresearchtodeterminetheimpactoftheregulationtothe organization.Governmentregulationscanbeapplicablenationwide,atastatelevel,or specifictocertaintypesofinsuranceorganizations.ItisthejoboftheSelectHealth Executive,Compliance,andLegaldepartment(s)tointerprettheregulationand determineifitappliestoSelectHealth.Theseindividualsarealsotheexpertswhoare responsibletosimplifytheregulationfortherestoftheemployees. Themagnitudeofimpacttotheorganizationwilldrivehowthecommunicationprocess begins.SmallerregulationsmaynotrequireExecutiveTeamdirection,andareoften communicatedthroughasimpleemailnotificationsentcompanywideinforming employeesofthechange.IfitisdeterminedthataregulationimpactsSelectHealthata largerscale,suchasACA,ExecutiveTeamdirectionisrequiredtodeterminehowto begintheformalnotificationandimplementationprocess.

Mission, Values, and Commitments

Governmentregulationscanbeculturechangingforaninsurancecompany.One employee,whodidnotwanttobenamed,sharedthattheACAregulationwassucha powerfulmovement withintheSelectHealth organizationithas completelythrownoff thehealthyworklife balanceenvironment previouslyenjoyedby manyemployees. Thishasnotgone unnoticedbythe ExecutiveTeamat SelectHealth.Inthe4th quarterof2013theCEO,
2|Page

PatriciaRichards,heldAllEmployeemeetingstoanswerquestionsandgetfeedback abouthowthingsaregoing.Inthesemeetingsshetooktheopportunitytoremind employeesofthecompanyMission,Values,andCommitments(SelectHealth,2014).She alsoinformedemployeesshewascommittedtofindingwaystoeasetheorganization backtoamorerealisticpacepostACA.

Goals
Goalsareaneffectivewayofensuringtheorganizationisfocusedontherighttasks. EachyeartheSelectHealthorganizationsetsspecificgoalsatacompanylevel,andeach departmentandindividualarethenaskedtomakesuretheirpersonalgoalsareinline withhelpingtomeetthecompanygoals.ThemethodSelectHealthusestowritetheir goalsistheSMARTgoalformat(Figure1)(IntermountainHealthcare,2014). Specific:Usespecifictermsratherthanvague,abstractones.Provideenough detailtoeliminateconfusion. Measurable:Includeanobjectivemeasuretoensuretangibleevidenceand completion. Achievable:Ischallenging,butrealistic. Relevant:Alignedtoorganization/departmentgoals. Timely:Constructarealistictimeframeforcompletingyourgoal.

Employeesanddepartmentsareexpectedtoreachtheirgoalsaspartoftheirnormal employmentagreement.However,annualincreasesandincentivesmayalsobe impactedbytheabilityorinabilitytoreachspecificgoals.Therefore,whenanew governmentregulationinitiativeisunderway,settingacompanygoalaround implementingtheregulationisaneffectivetooltokeepingemployeesontask.

Selections

SelectHealthrecognizesthatemployeeswillbeaskedquestionsaboutgovernment regulationsbycustomers,family,friends,orarandomcuriouspersonwhohappensto findoutwheretheywork.Evenemployeeswhodonotregularlycommunicatewithan externalaudienceaspartoftheirnormaldutiesneedtobeeducatedandinformedon mostgovernmentregulations.Especiallytheonesmakingwavesinthemedia.Notto mentionexplainingagovernmentregulationtoapersonwhodoesnotworkinthe industrycanbetricky,andcanoftenleadtomoreconfusionifnotansweredina simplifiedway.

3|Page

SelectHealthemploys over1000individuals, makingopportunities formiscommunication avalidacausefor concern.Amethod usedbySelectHealth toshareinformationis toproduceanarticlein thecompany newslettercalled Selections (SelectHealth,2014). Thesearticlesare professionallywritten toensuretheappropriateinformationispresentedtoemployeesinaneffective, precise,andaccuratemanner.Thesearticlesprovideguidanceonhowtoappropriately answerquestions,andwilloccasionallysharetipsonhowtoavoidgettingapolitically chargedresponse.SelectHealthalwaysencouragesemployeestoremainneutralwhen representingthecompany.Allemployeeshaveaccesstothesenewslettersandcanuse themasareferenceifneeded.

Policy and Procedure Implementation

Itisimportanttoidentifyifaregulationwillchangethecurrentbusinesspractice.Will claimsneedtobeprocesseddifferently?Willphonecallsneedtobeanswered differently?Willmembermaterialsneedtobechanged?Thelistcangoonandon. Policyandprocedureimplementationisacomplexprocess,andvariesdependingonthe taskathand.SelectHealthusesavarietyofmethodsandtoolswhenworkingtoshareor implementanewpolicyand/orprocedurerequiredasaresultofanewregulation.
Research and Change Control Process

EachdepartmentisrequiredtoworkwithCompliance,Legal,oranyotherrelevant sourcetodeterminewhetherthereisanimpacttotheirdepartmentduetoanew regulation.OnewaythisisdoneistofollowtheResearchandChangeControl process.SelectHealthusesawebbasedtoolemployeescanaccesstoinitiatethese processes. ResearchProcess:Thisprocessisfollowedwhenathereisaquestionthat needsananswer.Theuserfillsoutpredefinedformthatisthendistributed

4|Page

totheappropriateareaswithintheorganizationtoassistinansweringthe question. ChangeControlProcess:Whenaquestionisanswered,andasolutionis definedtheChangeControlprocessisfollowed.TheusersubmitsaChange Formthatdefinesthechange,whoneedstomakethechange,andwhenthe changeisneededby.Resourcesareallocatedtoimplementapproved changesbyaprioritizationteam.

Weeklyreportsaresentouttoassignedemaildistributiongroupsthatshowall currenttasksupforreview.Additionally,weeklyResearchandChangeControl meetingsareheldsothatemployeeshavearegularopportunitytodiscussinperson theirquestionsorconcernsbeforeachangeismade.

SharePoint Sites
SelectHealthoftenusesinternalwebbasedSharePointsitestostorefunctional, technical,andoperationaldocumentsnecessarytomanageagovernmentregulated productorprocess.ThebenefitofusinginternalSharePointsitesisthereiscontrolover whichemployeeshaveaccesstothedocuments.Additionally,documentscanbe checkedoutandcheckinwhichpreventsmultiplecopiesofthesamedocument beingstoredonindividualcomputers.Thesesitesalsokeeptrackofdocumentversions, makingsuretheemployeesalwayshavethemostrecentversionofthedocument availabletothem.

Face to Face Collaboration

FacetoFacecollaborationcontinuestoplayabigpartintheSelectHealthculture.When interviewingBrianDove,aSelectHealthInformationSystemsBusinessAnalyst,heputit likethis: IhaveworkedforSelectHealthformanyyears,andtechnologicaltoolshave becomeessentialtoallofourjobs.Itisntalwaysrealistictoworktogetherin person.Butnothingwilleverreplacehowvaluableitistomeetwithsomeoneand talkthroughsomethingtogetitdone.Ilovetoworkfromhomeoccasionally,and amgratefulSelectHealthletsusdothis.ButsometimeswhenIworkfromhomeit justisntthesame.Infact,Iwasrecentlyassignedanewprojectthatwilltakeabout ayeartocomplete.SoIrequestedmyinofficecubiclebemovedtositwithinthe departmentthatIwillbecollaboratingwithonthisproject.Iwanttoberightinthe thickofit,talkingtothemdailytoseehowthingsaregoing,makingsureIhearthe grumblingsandcomplaintsifthingsaregoingwrong,andalsoparticipateinthe

5|Page

cheersiftherearesuccesses.Thesepeoplebecomelikefamily,andnotechnology canreplacethat. AfterthisdiscussionBrianforwardedme afunnyYouTubevideotosupporthis argument.TheYouTubevideoisaparody ofaconferencecallmeeting,inwhich Brianexpressedwasaperfect representationofhowitsometimesfeels toattendameetingviaconferencecallat SelectHealth. MostSelectHealthemployeesworkfrom (Tripp and Tyler, 2014) onecentralofficebuilding.Each http://www.youtube.com/watch?v=DYu_bGbZiiQ employeeisprovidedacomputerand workspacetoconductbusiness,anddepartmentsaregroupedtogetherwithinthe building.Conferenceroomsexistsoneachfloortoprovidemeetingspace,andthereare lunchrooms,asmallcafeteria,andauditoriumsthatprovideemployeeswithmore communalplacestogather. Theorganizationallayouthasbeenthiswaysincethecompanyopenedover25years ago.Thisstructurehasallowedanenvironmentforemployeestoeasilyfindwaysto communicatefacetofacewitheachother.However,itwasrecentlyannouncedthatas aresultofrapidcompanygrowthalargegroupingofemployeeswillbemovedtoa secondlocationinearly2014.Thisisabigdealfortheorganizationasithasnever dividedtheemployeesinsuchaway.Someemployeesareexcitedaboutthechange, andfeelitisevennecessarytohaveasecondlocationinplaceforbusinesscontinuityin caseofdisaster.Othersfeelitwillleadtoamajordisconnectwithinthecultureofthe organization,andcouldevenimpactSelectHealthcustomersbecauseemployeeswill notabletoworktogetherascloselyastheyhaveinthepast.Itisaninterestingdebate andonlytimewilltellifthisnewdirectionwillhelporhurttheorganizationalcultureof SelectHealth.

External Audience
EveryadultAmerican,andIliterallymeanEVERYadultAmericanhasanopinionabout healthcarethesedays.However,thetruthismostoftheseopinionsarebasedonpersonal experiencesorpoliticalbiasesandlessondataoractualfacts.RecentlytheJimmyKimmelLive nightshowproducedasmallvideoofasurveythatportrayedjusthowconfusedAmerican

6|Page

consumersreallyarewithallthatisgoingonwith healthcareinAmerica. WhileshowslikeJimmyKimmelLiveprovidea littlecomicreliefastheypokefunatthe healthcareknowledgeoftheaverageconsumer,it doesnotmeantherearentsomepeoplewhoare educatedandinformedastowhatisreallygoing onbecausethereare.Whatitdoesshow, however,isthatwhenthereisanoverwhelming (Jimmy Kimmel Live, 2013) http://www.youtube.com/watch?v=sx2scvIFGjE publicopinionaboutaparticularhealthcare regulationitwilldefinitelyhaveanimpacthow payers,suchasSelectHealth,willdecidetoshareinformationabouttheregulation.Sohowdo yougettheappropriateinformationouttoyourconsumerswithoutincitingapoliticaluproar? Howdoyoucommunicatesomethingsocomplex,confusing,extremelypersonalforsome people,andalsopoliticallychargedatanalmostextremeleveltothegeneralpublic?Iamsure therearemanymethodsthatcanbeusedtosolvethisproblem.ForthepurposeofthispaperI willfocusontheapproachSelectHealthusedwhensharinginformationabouttheAffordable CareAct.Theirapproachcanreallybesummedupinoneword:Simplify.

Website

Letsfaceitthewaythat peoplecommunicateand getinformationintodays worldisthroughthe internet.Thatisusually thefirstandlastplace consumersgotoget information.Therefore, SelectHealthspentan extensiveamountoftime andresearchin developingabrandnewHealthCareReformpageavailableatwww.selecthealth.org. TheyadoptedthesloganMostPeopleareconfusedaboutHealthcareReform.Dontbe oneofthem.(SelectHealth,2014).Thiswebpagewascreatedforonereason:to simplifyreformforthelocalcommunity.Thewebsiteofferslinkstoclearlydefined HealthCareReformtopics,anAdvancedPremiumTaxCreditcalculatorthatcanhelp theconsumerdetermineiftheymayqualifyforassistancefromthegovernmenttohelp
7|Page

payfortheirhealth insurance premiums,anda placetoregisterfor aSelectHealth CommunityForum forconsumerswho wantevenmore information. Havingatoolforconsumerstousethatbreaksthehealthcarereformdownintosimple easytoreadfactswillhelpeducatepeopletomakeamoreinformedchoiceabout healthinsurance.Andofcourse,hopefullytheconsumerwillchooseSelectHealth.

Community Forums

SelectHealthdecidedanotherwaytoeducateconsumerswastooffercommunity forumswhereconsumerscouldsignupandattendalocalmeetingtolearnmoreabout thehealthcareregulations.ThesecommunityforumsareranbytheSalesand Marketingdepartments,whereanemployeeteachestheregistrantssomebasic unbiasedinformationaboutthehealthcarechanges.Individualswhoattendarealso providedadditionalresourcesiftheirspecificquestioncannotbeanswered.Andof course,theycansignupforinsurancewithSelectHealthonthespotiftheyare interested.

Mailings
Althoughtheinternetisamoreeffectivewayofsharinginformationtomassaudiences thesedays,SelectHealthstillvaluesapersonalconnectionwithitsmembership wheneverpossible.Sendingletterstosubscribedmemberswithinformationisoneof
8|Page

thewaystheyhopedtoaccomplishthiswithACA.In2013eachsubscriberreceiveda letterinformingthemofthechanges,andhowtheirindividualpolicywouldbe impacted.Customerservicecontactinformationwasprovidedincasethememberhad additionalquestionsthatwerenotaddressedintheletter.

Conclusion
Asuccessfulhealthinsuranceorganizationunderstandstheindustryandgovernmentregulation gohandinhand.IbelievethecurrentorganizationalcultureofSelectHealthprovides importantelementsthatleadtotheirsuccesswhencommunicatinggovernmentregulationsto bothaninternalandexternalaudience.Theydothisbymaintainingflexibleworkingtoolsand methodsofcommunicationforemployeesthatkeeptheminformedandhelpthemefficiently implementnecessarychanges.Theyalsoprovideeasywaysfortheirconsumerstoobtain unbiasedandsimplifiedinformationthatensurestheorganizationremainscompetitiveina somewhatvolatilemarket.Iamimpressedwiththisorganization,andfeelthecultureofthe organizationissuchthatwillkeepthisbusinessaliveformanyyearstocome.

9|Page

Relevant Graphics
Figure 1 Sample SMART Goal Communication
Exampletipsheetemployeescanusewhensettingyearlygoals.Clickheretoreturnto document.

10 | P a g e

References
Intermountain Healthcare. (2014). Intermountain Healthcare. Retrieved from Intermountain Healthcare Employees website: www.intermountain.net Jimmy Kimmel Live. (2013, 13 October). Six of One - Obamacare vs. The Affordable Care Act. (J. K. Live, Producer, & ABC) Retrieved February 1, 2014, from YouTube: http://www.youtube.com/watch?v=sx2scvIFGjE SelectHealth. (2014). www.selecthealth.org. Retrieved from SelectHealth: http://www.selecthealth.org Tripp and Tyler. (2014, January 22). A Conference Call in Real Life. (G. T. Studios, Producer) Retrieved from YouTube: http://www.youtube.com/watch?v=DYu_bGbZiiQ Wikipedia. (2014). Organizational Culture. Retrieved February 1, 2014, from Wikipedia: http://en.wikipedia.org/wiki/Organizational_culture

11 | P a g e