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Two years ago, Humana began a strategic restructuring around the principle of consumer-centricity. We radically changed our approach from what we used to call "medical management," moving to a system of support for our members as they and their providers make medical decisions. The transformation of our clinical initiatives is nearly complete. We have eliminated many of the gates and speed bumps that were widely criticized. In their place, we have found creative ways to deliver information to help our members make decisions about their care with providers, using a combination of customized "high-tech" and personalized "high-touch" approaches. As the company reorganizes around customer needs and dedicates itself to improving customer experience, Humana has sought greater clarity to what it means to be customer focused. In recent weeks, senior leadership adopted a set of principles to guide future strategy focused on three concepts: consumer choice, independence and transparency. Here's what we mean. Consumers should be free to choose the amount of health care coverage that is right for them. Personal values and preferences are frequently short-circuited in today's health system. In the delivery of health benefits, people often have little to choose from, or they're given two or three choices that look pretty much the same. At Humana, we want our members to have real choices that relate to their experience and the way they live. We're developing a new generation of products that allow our members to customize their health benefits based on how much financial risk they want to bear, what kind of network they want and what bundle of benefits and services makes the most sense for them. This customized approach to benefits will allow us to create a whole new experience for members as they relate to us and as they make their way through the health system. Humana will not provide or direct care or care advice, or interfere with care decisions. We've worked on getting out of the doctor-patient relationship for two years. Now, our products and services will be dedicated to feeding the customer's desire to take more control over his own health. Consumers should have access to accurate and complete information about the health system, including cost, clinical options and clinical outcomes. Increased choices also mean increased responsibility. To help people manage it, Humana will supply members with access to clear, organized and unbiased information about their health and health care choices. As the health system becomes more transparent, it will be easier for members to navigate it, understand their options and assess the cost and care implications of these options. Although information about treatment for common health conditions, clinical best practices and even experimental care is becoming increasingly available to consumers, it's still hard to find basic information about care providers, even about their special expertise and training. Humana wants to provide more detailed information to members about providers' specialty training. We will need your help to facilitate that this information is accurate, reliable and useful. Sincerely,
Jack Lord, M.D. |
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