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iSSUE || Annual 2011


Showcasing Innovative Health and Benefit Management

Whole food’s John mackey garners inaugural Robbins memorial leadership award Profile of 42 winners, including General electric, boeing Company, Chick-Fil-a Featuring top executives: dennis triplett, umb healthcare services Jeff young, evolution1 dr. stephen d. neeleman, healthequity roy ramthun, hsa Consuting services llC Plus: C. everett Koop national health award winners; national business Group on health ‘healthy lifestyles’ awards

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InsIde Showcasing Innovative Health and Benefit Management

(From the publishers of CDHC Solutions, the official magazine of The Institute for HealthCare Consumerism)

19-61 We are proud to highlight those unsung heroes who are making a difference in the arena of health care consumerism and worthy to be called Superstars. In our sixth year, we have identified 42 innovative companies, executives, brokers and consultants in various categories, including leadership, plan design, implementation and more who are standouts in the area of health and benefit management. On these pages you will find profiles of the best of the best in health and benefit management. Learn from these Superstars best practices of implementation and see if their innovative solutions would be a perfect fit for your company.

John J. Robbins Senior Memorial Leadership Award 20 John mackey Co-founder, Co-CEO – Whole Foods

CEO Leadership Award 23 Joel bomgar Founder, CEO – Bomgar Corporation

33 melodie Powers Director of Health Plans and Services – Concordia Plan Services

43 roy ramthun President – HSA Consulting Services LLC

Most Effective Health & Benefit Plan Implementation Award

Most Innovative Broker Award

35 lara larose & amber minor Manager, Health & Productivity Data Management; Manager, ES Subcontract Management – The Boeing Company 36 sylvia wetzel CLO – Bison Gear Engineering

Most Innovative Employee Empowerment Award 24 dr. stephen d. neeleman CEO – HealthEquity 25 dennis triplett CEO – UMB Healthcare Services 26 Jeff young Chairman, CEO – Evolution1

37 vanessa C. newport Human Resources Manager – Pinnacol Assurance 39 Ginny Proestakes Director of Health Benefits – General Electric

Most Innovative Health & Benefit Plan Design Award

Most Effective Population Health Management Award

29 david Ganick & rebecca shipley Benefits Manager; Director of Total Rewards – Vail Resorts 32 Kristine hackbarth-horn COO of People – Goodwill of North Central Wisconsin

40 Frank walker COO – Oakwood Homes LLC 41 elizabeth dixon Wellness Director – Chick-Fil-A

Public Policy Leadership Award 42 Kevin mcKechnie Executive Director – ABA HSA Council

45 alex tolbert Founder – Bernard Health

46 scott m. wood Principal – Benefit Commerce Group

Most Innovative Partner-Consultant Award 47 tony holmes Partner – Mercer Health & Benefits 48 Patricia shall President – Creative Benefits & Insurance Solutions 49 barb vasko Vice President – Aon Consulting On the cOveR: Whole Foods Co-founder John Mackey checks out some apples in the produce aisle at one of the chain’s 310-plus stores around the nation. Mackey promotes a healthier lifestyle with his employees, thanks to generous employee health care benefits as well as discounts to groceries. Photo compliments of The Associated Press.

cOming up neXt: In the next issue of CDHC Solutions, the official publication of The Institute for HealthCare Consumerism:  Looking to save on its health care spend, self-funded Stein Mart implements a health and wellness engagement program  Concentra educates employees on the benefits of going to an on-site or off-site medical clinic for routine medical care rather than the emergency room  Transitions debuts an interactive tool to help employees see potential of vision plan I CDHC Solutions™ I Annual Superstars 2011


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Inside & Online

Innovator Award Winners


6 Editor & Publisher’s Letter A Crucial Time to Empower Employees to be better Consumers of Health


Dates for FORUM East and West Benefits for Attending FORUM n What’s New at FORUM n Sponsors n

13-15 Industry Awards n

National Business Group on Health Honors 48 Employer With ‘Best Employers for Healthy Lifestyle’ Awards n HERO Announces Recipients of Industry Leadership and Research Awards n Three Companies Receive C. Everett Koop National Health Award

51 Sanders McConnell

30 Industry Innovator Consumer-directed Health Plans: Not Just Another Benefit By Medco

61 Superstars Briefs WellPoint Garners URAC Award

56 Duncan Van Dusen

President – My HSA Rewards 51 Michael Dermer 52 52

53 53

16 Industry Innovator Innovation by Immediacy: Rewarding With e-Gift Card Incentives By Best Buy


54 54 55 55

62 Recognition Profiles 63 Who’s Who Profiles 66 Resource Guide/Ad Index

Tango Health Inc. 56 WellDyne Rx WellCard Health

President, Owner – IncentOne Ralph Kalies CEO – BidRx Bobbi Coluni Senior Director, Consumer Solutions – Thomson Reuters Michael Byers CEO – HighRoads Patrick Trotter, Kirk Hoewisch President – Trotter Wellness; President – HSA Bank Larree Renda President – Safeway Health Joanna Ficklin Senior Vice President – Catalyst Rx Chris Hogan President – Benefit Commerce Group Eric Remjeske President, Co-founder – Devenir

57 57 58 58 59 59


60 61

WellDyne Rx John Linss Chairman, Founder – Medserv Global Healthstat On-site Clinics Healthstat Castlight Health Don Doster CEO – gBehavior Ashok Subramanian CEO – Liazon Corporation Kyle Rolfing, Brad Kimler Founder, President – RedBrick Health; Executive Vice President – Fidelity Karli Dunkelberger Vice President National Consultant Sales – OptumHealth Digital Health-Care Reform Team Digital Insurance David Seligman CEO – Best Doctors

What’s Happening Online at The Institute URAC Announces Winners of the 2011 Best Practices in Health Care Consumer Protection and Empowerment Awards URAC, a leading health care accreditation organization, announced the winners of its Best Practices in Health Care Consumer Protection and Empowerment Awards. The honorees were announced as part of URAC’s 2011 Quality Summit and Award Program held Oct. 4-6 in Chicago. The awards recognize health care management programs that demonstrate quality improvements in the health care delivered to consumers.

The platinum and gold awards winners of this year’s awards are:






Catalyst Rx: Empowering Members with Vital Information on Lower Cost Drug Alternatives Kaiser Permanente Northern California and Gordon and Betty Moore Foundation: Journey for Sepsis Mortality Reduction


CarePartners Plus, LLC: Charting a Path to PatientCentered Quality & Cost Improvements Cigna: Bipolar Medication Adherence

URAC, Care Continuum Alliance Honor Innovative Wellness and Prevention Efforts Worldwide Six workplace and community based programs from around the globe that use innovative strategies to improve health and reduce the risk of chronic disease won honors in the 2011 International Health Promotion Awards (IHPA), co-sponsored by URAC and the Care Continuum Alliance. URAC and the Care Continuum Alliance made the awards during a symposium in Rome, Italy, at which 12 finalists – six each in Workplace Health Promotion and Community Health Promotion categories – presented their programs.

International Community Health Awards

These awards honor organizations whose ideas in health promotion and disease prevention have made significant contributions to improving individuals’ lives and well-being in local communities. To help continue these efforts, the chosen programs also receive a $5,000 award. The winners were:

n n n

The Banyan, Changing the face of Mental Health across India, India International Virtual e-Hospital Foundation, Initiate-Build-Operate-Transfer: A Strategy for Establishing Sustainable Tele-Health, United States Riders for Health, Building a Healthier Future through Reliable Transportation, Africa

International Workplace Health Awards These awards honor health promotion programs that optimize and maintain overall health and mitigate disease risk in the workplace. The winners were: n Apparel Lesotho Alliance to Fight AIDS, ALAFA, Lesotho n State of Rhode Island Office of Employee Benefits, Rewards for Wellness, United States n Universidade Federal de Minas Gerais, Telecare to Remote Areas, Brazil For more information on URAC, Care Continuum Alliance, please visit I CDHC Solutions™ I Annual Superstars 2011 5


Editor & Publisher VOLUME 7 NO. 8 Annual Superstars 2011

A Crucial Time to Empower Employees to be better Consumers of Health

Published by FieldMedia LLC 292 South Main Street, Suite 400 Alpharetta, GA 30009 Tel: 404.671.9551 • Fax: 770.663.4409 ceo/ Publisher/Editor-In-Chief

Doug Field 404.671.9551 ext. 101 · dfield@ Associate Publisher

It is arguably the most highly anticipated court case to be heard by the U.S. Supreme Court since Brown v. the Board of Education of Topeka or Roe v. Wade. The fate of the Patient Protection and Affordable Care Act (PPACA) will be decided by the highest court in the land, which agreed Nov. 14 to hear the Obama administration’s appeal defending PPACA and urging it be upheld. The court also will here two separate appeals by 26 states and an independent business group challenging the constitutionality of the president’s health care law. While the health care law has had sweeping changes on the health care landscape, employers, regardless of the health care law’s future, have to figure the best way to curb employee health care spending and focus on long-term health care strategy in regard to how the PPACA can impact business over time. Employers are facing complex health care issues and shrinking bottom lines, but luckily The Institute for HealthCare Consumerism (IHC) is the No. 1 site on the Internet for the latest news on what is happening with the health care law. The site also offers advice from key thought leaders on how to curb health care spending. Many of those advisors are showcased as HealthCare Consumerism Superstars in this issue. The IHC site provides expert opinions from legal insider John Hickman and Washington D.C. political insider, health savings account guru and HealthCare Consumerism Superstar Roy Ramthun. Both are members of The Institute and regular contributors to the website. Become a member of The Institute and connect with these HealthCare Consumerism Superstars who are on the frontline of the health care reform debate. Hickman and Ramthun also will be featured in a general session at both our IHC FORUM East in Atlanta on April 12-13 and IHC FORUM West in Las Vegas on Sept. 6-7. At FORUM East, Hickman and Ramthun will provide updates on the case and speculate on the ruling and how it will impact consumer-directed health plans and the consumerism movement. At FORUM West, the ruling will come down and the two will square off in Las Vegas to discuss the best ways to navigate the new landscape created by the court’s decision and what it means for employers concerned about their bottom line and about the health of their employee population. Find the answers at and learn, connect and share with fellow Institute members and HealthCare Consumerism Superstars. Meet these Superstars face to face by registering to be part of the health care debate and learn and share from innovative Superstars in the health and benefit management arena at our 2012 FORUMs, Here’s to a happy and prosperous 2012.


Brent Macy 404.671.9551 ext. 103 · Editorial Director

Todd Callahan 404.671.9551 ext. 105 · Senior Editor

Mavian Arocha-Rowe 404.671.9551 ext. 104 · Associate Editor/Social Media Manager

Jonathan Field Marketing & Sales Coordinator

Kelly Briscoe • Sales Associates National Account Manager

Brent Macy 404.671.9551 ext. 103 · Vice President of Business Development

Susan Yakots 404.671.9551 ext. 102 · Business development Associates

David Cerri 404.671.9551 ext. 106 · Account Manager

Joni Lipson 800.546.3750 · Art Director

Kellie Frissell 404.671.9551 ext. 107 · Chairman of CDHC Solutions Editorial Advisory Board

Ronald E. Bachman, CEO, Healthcare Visions Editorial Advisory Board

Kim Adler, Allstate; Diana Andersen, Zions Bancorporation; Bill Bennett; Doug Bulleit, DCS Health; Jon Comola, Wye River Group; John Hickman, Alston+Bird LLP; Tony Holmes, Mercer Health & Benefits; Marc Kutter, PilotHSA; Sanders McConnell, My HSA Rewards; Roy Ramthun, HSA Consulting Services LLC; John Young, CIGNA Webmaster

Kevin Carnegie Tom Becher Reprints

Susan Yakots 404.671.9551 ext. 102 · Business Manager

Karen Raudabaugh 404.671.9551 ext. 108 · CDHC Solutions ™ Volume 7 Issue 8 Copyright ©2011 by FieldMedia LLC. All rights reserved. CDHC Solutions ™ is a trademark of FieldMedia LLC. CDHC Solutions ™ is published eight times yearly by FieldMedia LLC., 292 South Main Street, Suite 400, Alpharetta, GA 30009. Periodical postage paid at Alpharetta, GA and additional mailing offices.

Todd Callahan Editorial Director

Doug Field CEO/Publisher

TO SUBSCRIBE: Make checks and money orders payable to CDHC Solutions ™ magazine 292 S. Main Street, Suite 400, Alpharetta, GA 30009 or visit Non-qualified persons may subscribe at the following rates: single copy $7.50; $75.00/yr in the U.S., $105/yr in Canada and $170/yr international. Please contact FieldMedia at 404.671.9551 or for name/address changes. PRINTED IN THE U.S.A. CDHC Solutions ™ is designed to provide both accurate and authoritative information with regard to the understanding that the publisher is not engaged in rendering legal, financial or other professional service. If legal advice is required, the services of a professional adviser should be sought. The magazine is not responsible for unsolicited manuscripts or photographs. Send letters to the editor and editorial inquiries to the above address or to Permission to reuse content should be sent to,

6 Annual Superstars 2011 I CDHC Solutions™ I

Smarter is healthy.


Smarter is lowering health care costs, not expectations.

Aetna’s proven CDHP. Aetna was the first national, full-service health insurer to offer a ConsumerDirected Health Plan. And only Aetna’s CDHPs have a proven record based on our 7th annual study.* Proven short-term and sustainable savings. Proven to get employees thinking and acting like consumers when it comes to their health. Proven savings without compromise to care. Get a smarter health plan , SM

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*Aetna HealthFund ® Seventh Annual Study Results, released December 2010. Savings are based on the results of the study for full replacement cases only. Results do not represent a savings guarantee. Savings will vary for each customer, depending on plan design, engagement strategies, claim experience and other factors. © 2011 Aetna Inc. Plans offered by Aetna Life Insurance Company and its affiliates. Health insurance plans contain exclusions and limitations. Providers are independent contractors and are not agents of Aetna. 2011052

When a serious illness occurs, like a heart attack or stroke, the last thing anyone wants to think about is the cost associated with recovery. Help your employees focus on what really matters — getting better — and help pay

Serious illnesses can be devastating. Paying for them shouldn’t be.

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costs major medical insurance doesn’t cover. And because it’s a voluntary purchase by your employees, it won’t cost your business a penny. Find out more at

Individual coverage underwritten and offered by American Family Life Assurance Company of Columbus. In New York, coverage underwritten and offered by American Family Life Assurance Company of New York. Some policies may be available as group policies. Group coverage underwritten and offered by Continental American Insurance Company. Policies may not be available in all states. Aflac pays cash benefits direct to the insured, unless assigned. There may be indirect administrative or other costs. Aflac’s Critical Care and Recovery is a specified health event insurance policy. NAD1157

Formerly CDHC Solutions FORUM

The Place to Help You on Your Journey to HealthCare Consumerism


April 12-13


Cobb Galleria Centre

January 20, 2012


LEARN. CONNECT. SHARE. FieldMedia LLC is the parent company to CDHC Solutions magazine,, IHC FORUM and The Institute for HealthCare Consumerism. 292 South Main St., Ste 400, Alpharetta, GA 30009


Benefits of Attending Learn how to get your employees to become better health care consumers and lower your health care benefit costs. Attend the day-and-a-half conference to: • Learn new strategies to enhance your current health and benefit offering • Hear the latest updates and changes to the health care law

This year’s theme is “The Journey to HealthCare Consumerism” The Institute for HealthCare Consumerism Advisory Board Chairman Ron Bachman and Dr. Wendy Lynch, a senior scientist with the Health and Human Capital Foundation discuss the five generations of health care consumerism from plan design and implementation to communities-wide sharing and information exchange to aid the overall health of the general population. This general session will be informative and set the tone for the rest of the FORUM. The two will share their insights and guidance for employers on the road to HealthCare Consumerism.

• Connect with key industry leaders, see the latest solutions and be able to implement them right away • Build your health benefit skills in our educational workshops, earn CEU Credits • Network with your peers — Hear what has worked for them and share your successes

Wendy Lynch Founder Lynch Consulting Senior Scientist Health as Human Capital Foundation

Ron Bachman, FSA, MAAA Chairman CDHC Solutions Editorial Advisory Board

What You’ll Learn The FORUM EAST conference will be a day and a half event with 40 speakers participating in five general sessions and your choice of 24 workshops. In addition to networking with top industry leaders, you will learn how to successfully be on the cutting edge of new health care benefits through topics and discussions, such as: • The Journey to HealthCare Consumerism • HealthCare Reform: A Potential Pothole on the Journey to HealthCare Consumerism • Population Health Management: Implementing a successful wellness program • Health Provider Panel: Panel discussion focusing on best practices for plan design • Employer Panel: What HealthCare Consumerism Means to You Plan to attend the pre-conference workshop on April 11 (additional fees apply) for certification courses on HealthCare Consumerism, Consumerism 101 and Population Health Management.



NEW AT THE FORUM – “Innovation Showcase” Workshops – Round Table Sharing Sessions – Exhibitor Prize Drawings – Interactive Employer Panel – Broker Workshops

Visit to preview the agenda and register for the conference.

THE JOURNEY TO HEALTHCARE CONSUMERISM Plan Ahead and Save Register now to receive our Super Saver rates and save your company money. At the FORUM you’ll learn strategies to lower health care costs and save even more.

FORUM East 2012 • April 12 - 13 • Cobb Galleria Centre • Atlanta, GA Registration Dates:

Your registration package includes:

Super Saver Deadline — January 20, 2012

· · · · · ·

Group rates available for two or more attendees. 50% off your registration rate. Register at

Five General Sessions Three Hands-On Workshops Breakfast, Lunch, Breaks and our Opening Night Reception Conference Workbook Online access to all workshop presentations Chance to win multiple sponsor prizes

SAVE THE DATE: 2012 FORUM WEST Sep 6-7, 2012 Las Vegas Red Rock Resort Super Saver Rates Available!

Gold Sponsors

Silver Sponsors & Exhibitors

Partnered with

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National Awards

National Business Group on Health Honors 48 Employers With ‘Best Employers for Healthy Lifestyles’ Awards Two Employers Receive Inaugural Global Distinction Awards


The National Business Group on Health also recognized American Express he National Business Group on Health has honored four dozen U.S. employers for their ongoing commitment to promoting healthy work and Intel Corporation with Global Distinction awards. This is the first time the Business Group has recognized companies environments and encouraging workers to live healthier lifestyles. A total of 48 employers, including five first-time winners, were developing and improving approaches to affect the physical, psychological and presented with “2011 Best Employers for Healthy Lifestyles” awards at the emotional health, well-being and productivity of global employees and their Business Group’s Institute on Innovation in Workforce Well-being Leadership dependents. The Global Distinction designation does not honor any specific Summit held in Washington, D.C. Now in its seventh year, the Best Employers for Healthy Lifestyles awards wellness initiatives but rather acknowledges corporate efforts on various fronts, annually acknowledge those employers that have responded to the urgent need ranging from headquarters to the country setting that address a number of health to improve their workers’ health, productivity and quality of life. The underlying challenges—from effective health communication efforts to specific covered goal of the program is to encourage all employers to take action. benefits. “Employer interest in creating healthy workplaces and a healthy workforce “We believe the time is right to recognize companies that are addressing is at an all-time high as controlling health care costs remains a top priority,” said the health of their global workforces,” Darling said. ”Wellness programs and Helen Darling, president and CEO of the National Business Group on Health. health promotion are accepted approaches for improving the physical, mental “Employers have learned that it will be very hard, if not impossible to control and emotional health of U.S.-based employees. Although global wellness is a cots if employees and family members have unhealthy lifestyles and related relatively new and quickly maturing focus area, both American Express and Intel serious health conditions. The 48 employers we are recognizing this year have Corporation have already made great strides toward positively impacting the consistently demonstrated a commitment to providing innovative workplace health and lives of their worldwide employees and we are delighted to recognize health improvement programs that encourage healthier lifestyles for employees both organizations for their efforts.” and their families.” The winners in each category are: Due to a stagnant economy and companies forced to pinch pennies, wellness and population health management have become popular topics among c-suite executives. Medical Center/UPMC Kaiser Permanente* PLATINUM “This year more than ever, employers are Health Plan Kaiser Permanente Northern Aetna taking their wellness and health management Visant Corporation** California Region* Baptist Health South programs to new levels,” said LuAnn Heinen, vice NextEra Energy, Inc. Florida** president of the National Business Group on Health, Paychex, Inc. Cardinal Health GOLD who has overseen the awards program since its Quad/Graphics Cerner Corporation American Express◊ inception in 2005. “Employers are no longer just Saint-Gobain CIGNA American Specialty Health putting in wellness programs for the sake of having Sisters of Mercy Health Dell Inc. Incorporated one but instead are actively taking steps to promote System* Hewlett-Packard Company* ARAMARK these programs with the goal of having their workers Sprint** IBM BD fully engaged. The innovation and commitment Target Corporation** Intel Corporation◊** Boehringer Ingelheim that employers are demonstrating indicates just The Children’s Hospital of Lowe’s Pharmaceuticals, Inc. how serious they are about building a healthier Philadelphia Medtronic Campbell Soup Company** work environment and a healthier workforce. We Unilever Michelin North America Chrysler Group, LLC congratulate all of the winning companies for their Unum** Pitney Bowes ** Compass Group remarkable efforts.” WellPoint, Inc. Prudential Financial Cummins Inc. Winners of the 2011 Best Employers for Quest Diagnostics** Erie Insurance Healthy Lifestyles awards were honored in one of State Farm Mutual General Dynamics Electric * Denotes first time winner two categories: Platinum, for established workplace Automobile Insurance Boat ** Denotes winner for five consecutive years (since 2007) well-being programs with measurable success and Company General Mills** ◊ Denotes global distinction documented outcomes; and Gold, for creating Union Pacific Railroad** Healthways cultural and environmental changes that support UnitedHealth Group* H. J. Heinz Company employees who are committed to long-term behavior University of Pittsburgh JPMorgan Chase changes. I CDHC Solutions™ I Annual Superstars 2011


National Awards

Hero Announces Recipients of Industry Leadership and Research Awards


by Todd Callahan » Editorial Director » The Institute for Healthcare Consumerism

he Health Enhancement Research Organization (HERO) announced the recipients of two awards that recognize leadership and research excellence in the field of employee health management, often referred to as workplace wellness. “These awards recognize the important role that strong leadership and high-quality research play in improving the health of the nation’s workforce,” said Jerry Noyce, president and CEO of HERO. “Since Bill Whitmer and Mark Dundon founded HERO in 1996, the organization has provided industry leadership and research that have helped demonstrate how employee health management can improve health outcomes, control health care spending, and improve productivity.” Michael O’Donnell, Ph.D., MBA, MPH, was named the recipient of the HERO Bill Whitmer Leadership Award for his sustained leadership in enhancing the practice of employee health management and for fostering measurable improvements in behavior change and workplace health. Dr. O’Donnell is founder, president and editor in chief of the American Journal of Health Promotion, the first scientific journal dedicated exclusively to health promotion. He was the founding chairman of Health Promotion Advocates, a non-profit group created to integrate health promotion into national policy. He previously served as director of health and wellness at the Cleveland Clinic and has helped more than 100 employers, foundations, health plans, health promotion providers, and governments enhance their health promotion efforts. “It is an honor to receive an award named in honor of Bill Whitmer,” O’Donnell said. “Bill is one of the true visionaries in our field and one of the most effective organizers I have ever met. He taught me the importance of nurturing strong relationships in building an organization.” Ron Goetzel, Ph.D., was named the recipient of the HERO Mark Dundon Research Award. This award recognizes an individual who has

consistently worked to enhance and promote research that advances the science of employee health management. The recipient must be a published author of peer-reviewed articles, have served as principal investigator on original studies, and helped facilitate research by other health management professionals. Dr. Goetzel is currently research professor and director of the Emory University Institute for Health and Productivity Studies, and vice president of consulting and applied research at Thomson Reuters. Goetzel is responsible for leading innovative research projects focused on the relationship between health and well-being, medical costs, and work-related productivity. He is a nationally recognized and widely published expert in health and productivity management, return-on-investment, program evaluation, and outcomes research. “I am deeply honored to receive the HERO Mark Dundon Research Award. I truly believe that rigorous research focused on the health and economic benefits of employee health management efforts is needed now more than ever, as employers require evidence that an investment in employee health will pay off in the long-run,” Goetzel said. “Throughout its existence, HERO has been a strong proponent of workplace-based health promotion and disease prevention research and I hope to continue to work with the organization on studies that matter to the business community.” According to Philip Swayze, chair of the HERO awards committee and senior consultant for the Health & Wellness Institute, candidates for the two awards were nominated by their peers and selected based on a review of their overall body of work in the field of employee health management. Applications were reviewed and rated by a committee of industry-leading employee health management professionals with extensive experience designing and implementing workplace wellness programs. “There were many highly qualified nominees for these awards, many of whom have made significant contributions to our collective knowledgebase in employee health management,” Swayze said. “But in the end, the high-impact and high-profile leadership provided by Michael O’Donnell and the unparalleled volume of research and thought leadership generated by Ron Goetzel provided the committee with a clear decision.” Based in Edina, Minn., the Health Enhancement Research Organization (HERO) is a non-profit corporation dedicated to the creation and dissemination of employee health management research, education, policy, strategy, and leadership.

Michael O’Donnell and Ron Goetzel were honored by HERO at the non-profit corporation’s annual forum in Phoenix in September. In the photo are; from left, Jerry Noyce, Bill Whitmer, Ron Goetzel, Michael O’Donnell, Philip Swayze and Andrew Crighton


Annual Superstars 2011 I CDHC Solutions™ I

National Awards

Three Companies Receive C. Everett Koop National Health Award for Efforts to Improve Employee Health, Reduce Costs by Todd Callahan » Editorial Director » The Institute for Healthcare Consumerism


s the U.S. faces the problem of rapidly rising health care costs, coupled with an epidemic increase in obesity rates, forward thinking employers have instituted health promotion and disease prevention programs that simultaneously improve their workers’ health and reduce spending. “Some companies get to the heart of the problem with programs focused on avoiding sickness and accidents in the first place,” said Chairman and Co-founder of The Health Project Carson Beadle. “People who develop healthy behaviors have fewer chronic diseases, lower health care costs and are usually happier, more productive employees.” In recognition of organizations with health promotion and The winners of the C. Everett wellness programs that produce documented health improvements Koop National Health Award were from Prudential: Dr. and cost savings, The Health Project announced the winners of the Andrew Crighton, Dr. Myrtho 2011 C. Everett Koop National Health Award. This year’s winners are: Montes and Maureen Corcoran. • Alcon Laboratories, Fort Worth Alcon: Don Snyder and Nancy Bull: Eastman: Dr. Ibrahim • Eastman Chemical Company, Kingsport, Tenn. Heiba, Edna Kinner, Trevor • Prudential Financial, Inc., Newark, N.J. Barrett, Diane Reed and Kathy The awards were presented on Sept. 14 at the Health Morepock. Enhancement Research Organization (HERO) Forum in Phoenix. “Every company in America should look at these examples of model “These winners have exemplary worksite health promotion programs that follow evidence-based guidelines, achieve high participation rates, and show programs that keep workers safe and healthy and at the same time save significant reductions in health risks, as well as cost savings,” said Dr. Jim unnecessary spending for potentially preventable health conditions,” said Dr. Fries, chief science officer for The Health Project and professor at the Stanford C. Everett Koop, the former U.S. Surgeon General and Honorary Chairperson of The Health Project. University School of Medicine The Health Project has been recognizing organizations with proven health Alcon Laboratories has supported employee wellness since 1993. Beginning with healthy nutrition and fitness activities, Alcon’s program has improvement and cost savings programs since 1994. A panel of 16 health promotion and disease prevention experts selected the 2011 award recipients, expanded to incorporate a broader set of initiatives, coupled with incentives. In 2010, Alcon’s employees participated in an average of 31 unique well- who join the list of more than 50 winners that have received the Award since the ness activities with 63 percent completing a health assessment and biometric organization was established, with Dr. Koop as its chairperson. The Health Project maintains a repository of information about these proven screenings. Alcon’s commitment to wellness has led to reductions in health risks health promotion programs, so that employers and community agencies can draw and health care expenditures, as well as a positive return on investment (ROI). Eastman Chemical Company supports a wide range of wellness on them for guidance on improving health outcomes throughout the country. More information about the C. Everett Koop National Health Award winners opportunities for employees, with an emphasis on participation in health is available at assessments, health coaching, and other health improvement programs. “For the U.S. to continue to be an economic leader worldwide, supported Over the past five years, 90 percent of employees have completed health assessments and the company has experienced a steady drop in health risks by a healthy and productive workforce, more companies need to implement including high cholesterol, hypertension, and blood glucose levels. Eastman has evidence-based health promotion and disease prevention programs,” said Dr. Ron Goetzel, president and CEO of The Health Project. “The good news is that seen a strong 3:1 ROI from its programming. Prudential Financial has developed a well-integrated employee wellness when done right, these programs not only make workers healthier, they can also program offering discounts on healthy food in cafeterias, providing exercise produce a positive return on investment.” opportunities at an on-site fitness center, and stocking vending machines with nutritious snacks. The Health Project (THP) is a non-profit private-public consortium dedicated to bringing By creating a supportive environment and empowering individuals to about critical attitudinal and behavioral changes in the American health care system, so that providers and consumers employ its vast resources with increasing knowledge and demonstrate personal accountability, Prudential has helped its employees understanding. THP’s mission is to seek out, evaluate, promote and distribute programs with improve their health behaviors. From 2008 to 2010, 89 percent of a cohort demonstrated effectiveness in influencing personal health habits and the cost effective use population maintained a low-risk status and 74 percent of high-risk employees of health care services. The C. Everett Koop National Health Awards are given each year to worksite, community or provider programs, which have soundly documented improved health reduced their health risks. and decreased medical costs. I CDHC Solutions™ I Annual Superstars 2011


INNOVATION SHOWCASE Invention by Immediacy: Rewarding with e-Gift Card Incentives While every workplace program requires thorough planning and timely delivery, certain events beg for more immediate recognition. For this reason, e-Gift Cards make an ideal incentive for health and wellness programs. They’re ordered online, personalized for recipients and delivered within one business day after the order is processed. With no physical plastic cards to handle or ship, you can send e-Gift Cards directly to recipients’ e-mail inboxes with an immediacy other incentives can’t match. Whether planned from the beginning or as a more spontaneous reward, an e-Gift Card is a great way to recognize, congratulate and thank participants at every step of the wellness program. With a mix of planned and unexpected recognition, you’ll maintain participation and your recipients will maintain interest with rewards worthy of dedication to the program. recognition lasting beyond the reward The excitement recipients enjoy when given the freedom to choose their own reward with an e-Gift Card is a powerful form of encouragement. Your recipients get immediate recognition from the Gift Card itself in addition to the reward of choosing what motivates them. This ongoing recognition serves as a source of continued motivation for programs to come. From home entertainment to music, movies and games, Best Buy® Gift Cards and e-Gift Cards match your employees’ interests with exciting entertainment and can even align with the goals of your organization. For example, if you’re launching a fitness program for employees, give Best Buy eGift Cards. They’re a great way to support initiatives such as smoking cessation or weight loss because recipients can select rewards that align with the program itself. From hand weights and yoga mats to fitness accessories and MP3 players, your recipients are motivated by rewards that keep them engaged and active. Best of all, every time they use their reward, your employees are reminded of their accomplishment and the company that encouraged them to reach it. Personalized motivation Often, what makes an incentive stick is the motivation offered. Personalized incentives for wellness programs make the reward much more meaningful. Best Buy eGift Cards can be personalized for each recipient when ordering, so you can send encouragement directly to their e-mail inbox. Add a message of support or a note of congratulations before rewarding your participants for their efforts. taking the Process Out of Ordering Best Buy eGift Cards are designed to be easy to use and manage and can be ordered in three simple steps. After entering your recipients’ e-mail addresses along with your own personal message, it will be e-mailed to their inbox within 1 business day upon processing order. For first-time orders, call us at (877) 370-1234 and we’ll walk you through the order process. And, with no fees or expiration dates, Best Buy Gift Cards are the easiest way to give your recipients worry-free rewards.

Visit or call (877) 370-1234 to learn more.

To: Carol Paulsen From: Ted Jordan $100 Best Buy® e-Gift Card Carol: Thanks for participating in our program. We truly appreciate your involvement. Please enjoy this reward — you deserve it! - Ted

Introducing Best Buy ® e-Gift Cards

Take a moment to make someone’s day with Best Buy e-Gift Cards. Just order, add a personal message and get quick, online delivery. They’re redeemable at any Best Buy store in the U.S. or online at®. Learn more at No fees. No expiration dates. Just happiness™ — at exactly the right moment. BEST BUY, the BEST BUY logo, the tag design and BESTBUY.COM are trademarks of BBY Solutions, Inc. © 2011 BBY Solutions, Inc. All Rights Reserved. 11023

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Most employee incentives cost you money. Here’s one that doesn’t. My HSA Rewards is a free program designed to help your employees contribute more money to their HSAs simply by shopping. Your employees can earn cash back rewards from purchases at hundreds of major online retailers—like,,—and the rewards are even tax deductible* when deposited into their HSAs. If your company provides employees with the opportunity for an HSA, visit for more information. *Talk with your CPA or tax advisor regarding tax deductions in your state

The Institute for HealthCare Consumerism Congratulates the Winners of the Sixth Annual Superstars Awards


successor to CDHC Solutions, the Institute for HealthCare Consumerism is continuing the tradition of honoring those individuals who are making a difference in the health and benefit management arena. Much like the IHC has grown out of CDHC Solutions, our HealthCare Consumerism Superstars awards also have grown. In our sixth year, this is the biggest issue in the history of the awards, as 42 accolades have been garnered by true innovators in the health care industry. This year also marks the debut of three award categories, including the John J. Robbins Senior Memorial Leadership Award named after the late Robbins, who passed away from Hodgkin’s lymphoma on Feb. 22. Robbins, 64, a true innovator in the health care industry was not only a successful businessman—transforming DataPath from his kitchen table to a successful software solutions provider for employee benefit plans—he also was a true family man. Robbins was a devoted husband, father and grandfather, who also was dedicated to his community and to the industry To honor Robbins’ memory, The Institute’s Editorial Board is proud to announce the inaugural recipient of the award is Whole Foods CEO John Mackey, who embodies the same principles as the award’s namesake. An advocate of health care consumerism and empowering his employees to become better consumers of health care, Mackey provides leadership to the more than 60,000 Whole Foods employees. The members of Whole Foods enjoy a robust health care benefits package, including dental, vision, a health reimbursement

arrangement, a flexible spending account and a personal wellness account to cover out-of-pocket health care expenses. Through Mackey’s dedication, Whole Foods is a fixture on the “100 Best Companies to Work for” in America. It is not only creating a healthy workforce but also fostering a healthy culture among communities around the nation where the 300-plus stores are located. The two other awards debuting this year are the Most Innovative Employee Empowerment Award and the Public Policy Leadership Award, which goes to an individual who encourages health care consumerism in public policy through discussions, regulations, and legislation. The inaugural winners of the Public Policy Leadership Award are “Mr. HSA” Roy Ramthun and Kevin McKechnie, the executive director of the ABA/HSA Council. Through their tireless efforts as advocates for health care consumerism and garnering legislative support for account-based health plans, Ramthun and McKechnie have aided in the mainstream adoption of health savings accounts. The Inaugural winners of the Most Innovative Employee Empowerment Award are Ginny Proestakes, the vice president of benefits for General Electric, and Vanessa C. Newport of Pinnacol Assurance. Both Proestakes and Newport have developed the best consumer-decision support tools to empower employees and their families to make better health care decisions and manage their health and health care purchases. These are just a few highlights from the 42 top HealthCare Consumerism Superstars who are making a difference in health and benefits management. They are all showcased in this edition. I CDHC Solutions™ I Annual Superstars 2011 19

Understanding the Mastermind of John Mackey; The Face of Whole Foods Has No Artificial Additives There are a number of ways to keep the money coming in, even after your high season has passed. Positive instigator, philanthropist and entrepreneur John Mackey, co-founder and co-CEO of Whole Foods believes in growth strategies that encourage creative thinking, learning about the needs of customers and testing new ideas, even if they may seem a bit zany.


by Mavian Arocha-Rowe » Senior Editor » The Institute for Healthcare Consumerism

n 1978, at the age of 25, John Mackey was bitten by the entrepreneurial bug. Borrowing $10,000 from his father and raising the first few thousand of what would eventually become hundreds of millions of dollars in equity investments, he co-founded Safer Way Natural Foods with his girlfriend Renee Lawson. Two years later, he and Renee teamed up with two other young entrepreneurs to create Whole Foods Market, a 10,000 square foot store on Lamar Boulevard in Austin. This store—one of the very first supermarket-style natural foods stores in the country—thrived. With his fierce sense of competition, staunch support for a decentralized and team-based structure, keen understanding of consumer trends and an endless supply of innovative ideas, Mackey built Whole Foods Market into a retail powerhouse. As of 2011 the natural foods industry has grown to more than $38 billion in size, a development Mackey believes is benefiting for all concerned, especially the planet. “Whole Foods is dedicated to helping people be healthier and live lives with more vitality and greater sense of well-being. I became a vegan and at the same time I realized, gosh, Whole Foods has got to create a higher standard here. I think it will ultimately be a good business decision because I think our customers expect us, want us to pave this path,” Mackey said. Today, Whole Foods Market has more than 310 stores and employs more than 60,000 team members in the U.S., Canada and the UK. Whole Foods Market is the ninth largest food and drug retailer in America and the world’s largest natural foods retail chain. It has been named one of “Fortune’s 100 Best Companies To Work For” every year since 1998 and with $9 billion in sales in fiscal year 2010, is a Fortune 500 company. The goal is to be a $10 billion company by the end of 2011. “I’m very proud of being part of creating more than 64,000 jobs over the past three decades at Whole Foods Market—6,000 in the last year alone—and I strongly believe that economic freedom leads to jobs,” Mackey said. What’s the toughest part of being John Mackey? “I think the hardest thing about my job is the way Whole Foods Market views itself philosophically is that we are a business dedicated to meeting all the various stakeholders of the company’s best interests. And by stakeholders we mean customers, team members, stockholders, community and the environment. Sometimes what is in the best interest of one stakeholder may not be in the best interest of another stakeholder, and as the CEO, I have to balance the various interests of the different constituencies and stakeholders to create win, win, win scenarios, and that can sometimes be very difficult to do. Everybody wants something from the CEO,” he said. In 2005, Mackey created Whole Planet Foundation in order to create economic partnerships with the poor in those developing-world communities that supply Whole Foods Market stores with products. Through innovative assistance for entrepreneurship—primarily direct microcredit loans—the Foundation seeks to unleash the energy and creativity of every human being in order to create wealth and prosperity in emerging economies. “There can be little doubt that a certain amount of corporate philanthropy is simply good business and works for 20

Annual Superstars 2011 I CDHC Solutions™ I

the long-term benefit of the investors. For us, our most important stakeholder is not our stockholders; it is our employees and customers. We’re in business to serve the needs and desires of our core customer base,” said Mackey. Mackey is a strong believer in Libertarian and free market principles, and empowerment management. His creation of Whole Planet Foundation embodies that belief, impacting the lives of thousands of women around the globe by providing them with access to financial capital. “My philosophy is that life is all about learning and growing, and that life can be a real adventure of learning, growing, compassion and joyfulness,” Mackey said. He and his wife, Deborah, both practice meditation and yoga and spend as much time as they can on their 720-acre ranch just west of Austin. Mackey is a voracious reader, participates in two monthly book clubs, and is always up for a lively debate about politics, economics, history, sports, and even health care reform. Devotee of the social media movement, Mackey is an occasional blogger. On August 2009, Mackey wrote the following: “As you are probably aware, I wrote an Op/Ed piece that was published in the Wall Street Journal earlier this week on health care reform, one of the biggest and most emotional issues facing our country. I was asked to write an Op/Ed piece and I gave my personal opinions. While I am in favor of health care reform, Whole Foods Market as a company has no official position on the issue. In answer to President Obama’s invitation to all Americans to put forward constructive ideas for reforming our health care system, I wrote this Op/Ed piece called simply “Health Care Reform.” An editor at the Journal rewrote the headline to call it “Whole Foods Alternative to Obamacare,” which led to antagonistic feelings by many. That was not my intention—in fact, I do not mention the president at all in this piece. I fully realize that there are many opinions on the health care debate, including inside my own company. As we, as a nation, continue to discuss this, I am hopeful that both sides can do so in a civil manner that will lead to positive change for all concerned. Here is the original unedited version that I submitted:”

Health Care Reform by John Mackey “The problem with socialism is that eventually you run out of other people’s money.” -Margaret Thatcher With a projected $1.8 trillion deficit for 2009, several trillions more in deficits projected over the next decade, and with both Medicare and Social Security entitlement spending about to ratchet up several notches over the next 15 years as Baby Boomers become eligible for both, we are rapidly running out of other people’s money. These deficits are simply not sustainable and they are either going to result in unprecedented new taxes and inflation or they will bankrupt us. While we clearly need health care reform, the last thing our country

the JOhn J. ROBBins sR. memORial leaDeRship aWaRD

“My philosophy is that life is all about learning and growing, and that life can be a real adventure of learning, growing, compassion and joyfulness.” needs is a massive new health care entitlement that will create hundreds of billions of dollars of new unfunded deficits and moves us much closer to a complete governmental takeover of our health care system. Instead, we should be trying to achieve reforms by moving in the exact opposite direction-toward less governmental control and more individual empowerment. Here are eight reforms that would greatly lower the cost of health care for everyone: 1. Remove the legal obstacles which slow the creation of high-deductible health insurance plans and health savings accounts (HSAs). The combination of high-deductible health insurance and HSAs is one solution that could solve many of our health care problems. For example, Whole Foods Market pays 100 percent of the premiums for all our team members who work 30 hours or more per week (about 89 percent of all team members) for our high-deductible health insurance plan, and provides up to $1,800 per year in additional health care dollars through deposits into their own Personal Wellness Accounts to spend as they choose on their own health and wellness. Money not spent in one year rolls over to the next and grows over time. Our team members therefore spend their own health care dollars until the annual deductible is covered (about $2,500) and the insurance plan kicks in. This creates incentives to spend the first $2,500 more carefully. Our plan’s costs are much lower than typical health insurance, while providing a very high degree of team member satisfaction. 2. Change the tax laws so employer-provided health insurance and individually owned health insurance have exactly the same tax benefits. Right now employer health insurance benefits are fully tax deductible for employers but private health insurance is not. This is unfair. 3. Repeal all state laws which prevent insurance companies from competing across state lines. We should all have the legal right to purchase health insurance from any insurance company in any state and we should be able to use that health insurance wherever we live. Health insurance should be portable everywhere. 4. Repeal all government mandates regarding what insurance companies must cover. These mandates have increased the cost of health insurance many billions of dollars. What is insured and what is not insured should be determined by individual health insurance customer preferences and not through special interest lobbying. 5. Enact tort reform to end the ruinous lawsuits that force doctors into paying insurance costs of hundreds of thousands of dollars per year. These costs are ultimately being passed back to us through much higher prices for health care. 6. Make health care costs transparent so that consumers will understand what health care treatments cost. How many people know what their last doctor’s visit cost? What other goods or services do we as consumers buy without knowing how much they will cost us? We need a system where people can compare and contrast costs and services. 7. Enact Medicare reform: we need to face up to the actuarial fact that

John mackey, co-founder, CeO , whole Foods headquarters: Austin, Texas website: nature of business and mission: They seek out the finest natural and organic foods available, maintain the strictest quality standards in the industry, and have an unshakeable commitment to sustainable agriculture. Add to that the excitement and fun they bring to shopping for groceries, and you start to get a sense of what they’re all about. no. of employees: 62,000+ Key executives: Dr. John B. Elstrott, chairman of the board; John P. Mackey, Co-founder; Walter Robb, Co-CEO

Medicare is heading towards bankruptcy and move towards greater patient empowerment and responsibility. 8. Permit individuals to make voluntary tax deductible donations on their IRS tax forms to help the millions of people who have no insurance and aren’t covered by Medicare, Medicaid, SCHIP or any other government program. [To continuing reading the entire article, please visit http://] To read this article in its entirety please visit I CDHC Solutions™ I Annual Superstars 2011


CEO Leadership Award

The Core Values Man A business can go from good to great by taking risks; not being afraid of failure is what Joel Bomgar, CEO of Bomgar Corporation did when deciding to cut employee health care benefits or pay it forward. by Mavian Arocha-Rowe » Senior Editor » The Institute for Healthcare Consumerism


he downturn has created two classes of business owners: those with the drive to keep their business growing despite the difficult economic scene, and those who are struggling. Chicago research firm Anchor Advisors hailed them as “movers” and “head-shakers,” and Joel Bomgar, CEO of Bomgar Corporation is a mover, indeed. Back in 2002, to help pay his college tuition, Bomgar, began working as a field network engineer for a Jackson, Mississippi-based systems integrator. When he wasn’t in class, he was found driving around Jackson in his 1979 Buick LeSabre providing IT support to local businesses. Often, the non-billable drive time in the air condition-less LeSabre took longer than the actual service calls. It didn’t take long for Bomgar to realize “there had to be a way” to spend less time driving in the Mississippi heat and more time solving his clients’ problems. Unable to find an existing solution allowing him access to manage his customers’ computers over the Internet, Bomgar decided to take matters into his own hands and developed his own technology. Much to his surprise, one of my first initiatives was to review the overall employee benefits package his wait was undersized. After making $24,000 in less than two months, and identify ways in which the company could improve upon the current benefits Bomgar was convinced he had uncovered a significant market opportunity offered, as well as introduce additional benefits to our growing employee base, and soon enlisted the assistance of two friends and fellow resident assistants consisting of young individuals, many who were just starting their families,” she from school: Nathan McNeill and Patrick Norman—both of whom he knew continued. Benedict was pleased to see Bomgar embrace the changes and additions that she proposed, and explained that he went beyond to gain understandwere smart, hard working and dedicated problem solvers. Today this leading industry expert in remote support serves on the ing of the different programs to help promote them to their employees. “He is a huge supporter of health care consumerism and today we offer board at Belhaven University, as well as the Mississippi Center for Public Policy and the Mississippi Technology Alliance. He is appearing on programs both a PPO plan and HDHP/HSA plan, with the latter being the plan of choice such as ABC News’ “Ahead of the Curve” and in publications such for our employees. What makes our HDHP/HSA option so attractive is the fact that, not only are the premiums as The Wall Street Journal, CIO lower, but Bomgar contributes to an Today, Inc. Magazine, Entrepreneur. Jeff Bomgar, CEO, Bomgar Corporation employee’s HSAs at the rate of what com, Network World, Windows IT Headquarters: Ridgeland, Miss. Bomgar would be saving in premiums,” Pro and Red Herring. His knowledge Website: said Benedict. and passion for the industry has led No. of Employees: Over 200 Employees However, during the start of the to a variety of awards and recognition, Nature of Business: Bomgar’s mission is to change the way work is recession in 2009, Joel Bomgar also including being a finalist for the Ernst done. We work to free the enterprise tech support community felt the heat that many CEOs are curand Young Entrepreneur of the Year from the restraints of access barriers and geography, and from rently facing and have faced when it 2009 Award in the Houston and Gulf the inefficiency of traditional phone-based and on-site support. comes to cutting back on employees’ Coast Area Program, and Mississippian Enterprise remote support with Bomgar makes support more health benefits. “It was tempting to of the Year by the Association of responsive, efficient and secure by removing the geographical and consider cutting back on employee Information Technology Professionals. technological barriers between customers and those supporting benefits, such as health premiums, But what makes Joel Bomgar a them. Providing support with Bomgar helps you respond faster, 401(k) match, etc., but we decided right fit when it comes to leading others distribute specialists more evenly, increase the productivity of our biggest asset is our employee base, is making decisions on his employees’ current staff, and resolve incidents more cost-effectively. With and cutting benefits would send them health care benefits. Bomgar, support becomes a shared virtual resource. the wrong message. We have actually “Joel Bomgar is a superstar when it Key Executives: Mike Morgan; CFO Jim Norton EVP of sales; Huey increased health-related benefits over comes to supporting employee benefits, Ngo EVP of engineering; and Nathan McNeill, chief strategist and the last five years,” said Joel Bomgar. “said Linda Benedict, director of Human co-founder To read this article in its entirety Resources for BomgarCorporation. Key Solution Providers: United Healthcare please visit “When I joined the company in 2008, I CDHC Solutions™ I Annual Superstars 2011


CEO Leadership Award

Leading Others is His Domain Fiercely committed to HealthEquity’s mission, CEO Dr. Stephen Neeleman doesn’t cut corners when building health savings. by Mavian Arocha-Rowe » Senior Editor » The Institute for Healthcare Consumerism


In addition to his duties r. Stephen Neeleman is the CEO and founder of HealthEquity, a personal health care financial service and health savings account as CEO of HealthEquity, company based in Draper, Utah. Neeleman founded HealthEquity to he is currently a practicing repair the fractured relationship between patients and their physicians general and trauma surgeon and to help more people obtain quality health insurance by re-introducing for Intermountain Health Care at American Fork consumerism to health care. As a board-certified physician, Neeleman brings to HealthEquity passion Hospital and Utah Valley and first-hand knowledge from the practice of medicine. “As a practicing Regional Medical Center Neeleman, an ideal physician, I see the good and bad of ‘health care consumerism’ every day. Put simply, I believe when people believe they are spending their own money, candidate for our CEO rather than someone else’s money (i.e. their health plan’s or their employer’s Leadership Award, believes money), that is the definition of health care consumerism. When that scenario in the power of truth and exists, health care consumers can then begin to seek for better value when authentic conversations. “One of my mentors who spending their money which is where the magic begins to happen. “Our business model at HealthEquity helps consumers by providing the helped train me to practice ability for them to see their health savings grow at the same time they look at surgery once told me that their health care claim spending and lower cost alternatives. This integrated they key to being a good ‘health & wealth’ web-experience, coupled with HealthEquity’s 24/7/365 doctor is to listen to your patients. They will typically tell you what is wrong expert customer service is the key helping consumers save more and spend with them and we can avoid a lot of misunderstanding, expensive tests and bad outcomes. I believe this applies to being a good leader as well. We less,” Neeleman said. Prior to his medical training, Neeleman worked as general manager for need to listen to the people whom we have been asked to lead—they will Morris Air (later acquired by Southwest Airlines) in Utah. Steve combined tell us how the business can improve and grow. A leader also needs to be fiercely committed to the work they efficiency, technology, and excellent are engaged. If leaders don’t wake customer service to succeed in a Dr. Stephen Neeleman, CEO, HealthEquity, Inc. up every morning motivated to carry rocky industry. This innovative Headquarters: Draper, Utah out the mission of their company or business model allowed Morris Air Website: organization, they should either take to rise above financially struggling Nature of Business and Mission: HealthEquity is the nation’s oldest some time off, or find something else competitors. Neeleman’s goal is to and largest dedicated health savings trustee. Through innovative to do. I believe my team regards me use this model to help save another integrated health care account administration for health savings as a good listener and someone who struggling industry: health care. accounts (HSA)s, health reimbursement arrangements (HRA)s and is fiercely committed to HealthEquity’s “I believe nearly all employers flexible spending accounts (FSA)s, it helps individuals and families mission: To Build Health Savings.” have been cutting benefits for with building health savings™ while it helps employers spend less Most importantly Neeleman many years by increasing employee on benefits. As of September 2011, HealthEquity administers more wants to be viewed as a business copays, co-insurance, deductibles, than $640 million in assets for more than 450,000 individuals at leader who deeply cares about his and premium contributions and by more than 14,000 companies ranging in size from small businesses team members, clients and partners. reducing or eliminating employee to Fortune 500. And HealthEquity integrates accounts with more In fact, rather than using the word retiree benefits—the proverbial “death than 60 local and national health plan partners. As an IRS-licensed employees at HealthEquity, when by a thousand cuts.” I am actually non-bank HSA trustee, HealthEquity can deposit HSA funds at any referring to their own, they replace encouraged that many employers are financial institution, so HSA dollars remain with clients who are it with team members. “We have a now realizing the best way to give depositories—something a bank can’t do. unique ability to make a big difference back to their employees is to offer No. of Employees: HealthEquity employs more than 200 team members. in people’s life. I hope they know that them a HSA-qualified health plan. It serves customers nationwide and has sales representatives I am sincere in that quest and the This allows the employer and their throughout the nation. mission of our company,” Neeleman employees to save a lot of money Key Executives: Dr. Stephen Neeleman, CEO; Jon Kessler, executive said. on taxes and begin building health chairman; Darcy Mott, CFO; E. Craig Keohan, SVP sales and savings that they can use for their marketing future medical costs,” he explained.


Annual Superstars 2011 I CDHC Solutions™ I

CEO Leadership Award

Banking Veteran Leading Charge for HSA Adoption


by Todd Callahan » Editorial Director » The Institute for Healthcare Consumerism

ith more than 30 years of experience in the banking Add Dennis Triplett, CEO, industry, including serving as president and chief executive UMB Healthcare Services officer of two banks, Dennis Triplett has witnessed Headquarters: Kansas City dynamic changes not only with the business model of Website: financial institutions but also the health care industry. No. of Employee: 51 Not only has Triplett, the CEO of the Healthcare Services division Nature of Business: UMB Healthcare at UMB Bank, a segment of the $11 billion UMB Financial Corporation, Services, a division of UMB Financial witnessed these changes, he has been on the frontline of change and Corporation, delivers custodial servican early ambassador for health care consumerism. es for health savings accounts (HSA) Triplett came to the Kansas City-based UMB in 1983 and was s and private label, multipurpose debit CEO of a couple affiliate banks, as the concept of unit banking was cards to insurance carriers, third party prevalent at the time. However as UMB consolidated many of those administrators, software companies, banks into the financial corporation, Triplett found his niche in the mid employers, and financial institutions. 90s with the creation of UMB’s Healthcare Services Division. He was responsible for the bank’s strategic direction in health care banking and was a 46.8 percent increase from the previous year. product development. A major contributor was a stagnant economy forcing employers and The development of the bank’s medical savings account (MSA) product was the institute’s first steps toward health care consumerism. The MSAs individuals to take more responsibility for their health care spend. UMB sparked an outgrowth of UMB’s debit card interests and laid the groundwork Healthcare Services’ individualized client service and a range of product for the creation of a multipurpose card product supporting a variety of offerings also played a key role in the increased enrollment “The momentum we continue to experience further solidifies the spending accounts. This innovation paved the way for the development and implementation of debit cards for health savings accounts (HSA)s, flexible tremendous interest in consumer-directed health care paired with our ability to provide well-managed health spending accounts to our clients,” said Triplett, spending accounts (FSA)s and health reimbursement arrangements (HRA)s. “It is really a changing environment,” said Triplett, who witnessed first who expects the trend to continue, as employers and employees work to better hand the emergence of financial institutions and insurance companies coming manage rising health care premiums and associated costs. To aid in educating its clients and prospective-clients about the advantage together. “I think banking has gone through a number of changes, but health insurance, particularly in the last few years, has changed dramatically. … of CDHPs, UMB Healthcare Services rolled out three comprehensive toolkits in It used to be [banking and the health insurance industry] were two entirely mid September to help employers successfully implement and communicate different businesses and never the two should meet, and now there are a lot of the values of HDHPs with an HSA. The toolkits were designed through a cooperative effort with Benz similarity in our businesses.” Unlike some banks, which were slow to react to the emerging landscape Communication, a leading HR and benefits communication firm based in San between the health care industry and consumer-directed health plans, Triplett Francisco. “This goes well beyond just the open enrollment process,” Triplett said. and UMB had the foresight to embrace the concept of account-based plans. In fact, UMB began offering HSAs with a high-deductible health plans “We look at what we can do to better deliver messages to the employees four years ago to its own employees, and Triplett followed the lead of many of throughout the year because the notion of communicating the value of a highhis clients and signed his family up for an HSA with a high-deductible health deductible plan with an HSA needs to be year-round.” UMB Healthcare Services developed these toolkits to help overcome the plan in 2007. “Obviously I was drinking the Kool-Aid,” Triplett said. “We were selling two major hurdles to successful adoption: a lack of adequate understanding of and implementing and our company finally decided to do it. The first year we the administrative mechanics of establishing HSA-compatible plans and a lack kind of dipped our toe in the water. But our health team here, we eat our own of effective employee communication to garner adequate participation rates. In a recent Aetna-sponsored poll of human resource professionals, more dog food and really believe in it [consumerism].” Triplett and his team are not alone in the belief of account-based plans than half of respondents were not comfortable with their level of knowledge are a viable option to lowering health care costs and creating a better, more about these types of plans. Additionally, 77 percent of respondents reported they found it challenging engaged consumer of health. Acceptance of HSAs, HRAs and FSAs are steadily climbing. Employers and individuals are scrapping the traditional health care to engage employees in getting the best value from their plans, and to encourage them to focus on their health and wellness. options and embracing the health care consumerism movement. “Initially, we have heard nothing but good things,” Triplett said of the toolAt the beginning of 2011, UMB reported its number of HSAs was 1.8 kits. “I think we have created a foundation and it gives us some building blocks million, an increase of 35 percent. After the open enrollment period in 2010, UMB’s HSAs totaled 182,000, to go forward. As I look at where we are headed next year, certainly 2012 we which was a 40 percent increase in the number of accounts from the previous will continue to build on what we have to prevent a disconnect between our year. UMB HSAs also surpassed $279 million in account balances in 2010. It clients.” I CDHC Solutions™ I Annual Superstars 2011


Leadership Award

Name has Changed but Goal of Lowering Cost, Simplifying Health Care Remains Same by Todd Callahan » Editorial Director » The Institute for Healthcare Consumerism


9.5" Live

10.5" Trim

11.333" Bleed

eedless to say, it has been an eventful year for Jeff Young and the stant: our dedication to reducing costs and simplifying the business of health employees of Lighthouse1 and Evolution Benefits. As 2011 comes to a close, Young finds himself the chairman and care,” Young said. “Our new personas chief executive officer of a company that is only eight months old. connect us even further with the wide However, his commitment to maintaining a high degree of integrity has made range of users we serve. Combined with it a smooth transition as two of the biggest heavy weights in the health care these enhancements, we—together with our partners—remain poised to make an consumerism arena have successfully transformed into Evolution1. The newly formed company continues to offer the nation’s most unprecedented difference in the managecomprehensive electronic payment, client server and cloud computing ment of all types of CDH reimbursement solutions for the administration of consumer-directed health plans like funds.” flexible spending accounts (FSAs), health savings accounts (HSAs), health reimbursement arrangements (HRAs), VEBAs, Wellness and Transit Plans. Evolution1’s Technology The two companies merged in April and it was rather seamless. Clearly Stands out From the Crowd Evolution Benefits’ founder and CEO Robert E. Patricelli, a true industry Evolution1’s software is not only simple, but has been built to support innovator, elected to retire but remained as vice chairman of the board of future changes in the health care legislation and flexible benefit designs. directors. Evolution Benefits President and Chief Operation Officer Chris Byrd Since it is 100 percent web-based, HR departments and consumers alike maintained the same title with Evolution1. can login anytime, anywhere to check account balances or file online claims With the merger, Evolution1 serves more than seven million consumers, in real-time. 50,000 employers and 400 administrators, health plans and financial “Our CDH solution offers powerful plan design capabilities along with institution partners. easy-to-use employer and consumer portals,” Young said. “Ultimately, the “The combination of our innovative products will further our leadership technology delivers on our mission to simplify the business of health care position in a rapidly changing health care market,” Young said at the time of while reducing costs for all involved.” the merger. “Together with our partners, we are committed to reducing costs Another perk: Evolution1’s integrated debt card, the Benny. Both and simplifying the business of health care.” employees and employers want easy, cost-effective solutions. An integrated However, Evolution1 is not standing pat, announcing substantial software and debit card combination provides easy access to benefit enhancements to its product suite during a live web event on Dec. 6, where it accounts, with auto-substantiation rates – in some cases as high at 85-95 was announced improvements to established programs such as BennyCentral, percent—and offers multi-account stacking capabilities on a single card. PayDirect, Lighthouse1, and High auto-substantiation rates Lighthouse1 Mobile. reduce time spent on providing Jeff Young, chairman and CEO, Evolution1 Demonstrating Evolution1’s receipts to verify purchases and phone Headquarters: Fargo, N.D. industry-leading investment to contincalls, which increases customer Website: ually empower, extend and innovate its satisfaction. With smartphone sales No. of Employees: 230 solutions for partners, employers and projected to surpass PC sales, Key executives: Chris Byrd, president and COO; Todd Reynolds, chief consumers, the company announced Evolution1 launched its first mobile technology officer; Patrick Murphy, chief Administrative and CFO; additional enhancements would be application last year. Jeff Bakke, chief strategy officer; and Jeff Brunsberg, chief market released seamlessly throughout 2012. The response was immediate, as officer. Evolution1 also outlined the thousands of consumers downloaded Nature of Business: the nation’s largest electronic payment, on-premise upcoming product roadmap and the app within the first 24 hours, and cloud computing healthcare solution that administers reimburseintroduced “personas” or user prounderscoring the demand for all ment accounts, including HSAs, HRAs, FSAs, VEBAs, Wellness and files. The profiles were created by things mobile. Transit Plans. It is the only solution that meets up to 1,200 unique Evolution1 conducting in-depth Those who use the mobile app plan designs, provides innovative auto-substantiation technologies, research with its clients to ensure its can easily check available balances simplifies user experience, and automates workflow for Partners, development teams maintain a deep for FSA, HSA, or HRA accounts. employers, and consumers. It does all this on one technology platunderstanding of the various people Users also can upload receipts using form comprised of Lighthouse1™, PayDirect®, the Benny® Prepaid and roles the solutions serve. the device’s camera or submit claims Benefits Card, Lighthouse1 OneCard™ and integrated web portals “We continue to see extraorfor reimbursement. Key solution providers: US Bank, 5/3 Bank, Ceridian, Discovery Benefits dinary changes in the health care To read this article in its entirety and Benefits Strategies industry, yet one thing remains conplease visit


Annual Superstars 2011 I CDHC Solutions™ I

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Most Innovative Health & Benefits Plan Design Award

Communication Key in Progressive Ski Resort’s Move to Full HRA Replacement


by Todd Callahan » Editorial Director » The Institute for Healthcare Consumerism

catchphrase on the Vail Resorts Inc., David Ganick, benefits manaager; Rebecca Shipley, director, website perfectly sums up the mission of the total rewards, Vail Resorts Inc. premier mountain resort company. It says Headquarters: Broomfield, Colo. “Experience of a Lifetime.” Number of employees: close to 20,000 at height of season Granted this statement is geared toward the millions Nature of Business: Vail Resorts is the premier mountain resort of tourists flocking to the Rocky Mountain resorts of company in the world and a leader in luxury, destinationVail, Beaver Creek, Breckenridge and Keystone in based travel with six mountain lodges in Colorado, Nevada Colorado and Heavenly Ski Resort and Northstar-atand Utah. Tahoe Resort, but the same also could be said for Key Executives: Rob Katz CEO, Mark Gasta, executive vice the more than 20,000 employees who make sure the president and HR director, Jeff Jones, CFO resort guests enjoy the experience of a lifetime. Key Solutions Providers: UnitedHealthcare, UMR While the majority of the employees of Vail Resort are seasonal workers during the winter months, complete replacement HRA in August. 5,000 to 6,000 individuals are employed through out Vail Resorts also moved away from the copay to co-insurance. the year and enjoyed a generous health care plan. Tying its own service policy of “Own, Personalize, Elevate,” to its benefits Seasonal employees, who had completed a full year and returned for a second season, became eligible for the same employee health benefits as full- strategy, Shipley and Ganick developed a strategy to help members see the time employees. The progressive employer provided a mini-med program for value of being an active consumer of health care using the theme of “Own your choices, personalize your care, elevate your health.” the part-time employees, who would use COBRA during the off-season. “We expect our employees to treat our guests a certain way, and in turn, However, this benefit package was proving to be out of date. Due to the inefficiency, Vail Resort’s c-suite members, believed the we try to treat our employees that way,” Ganick said. Key to the success was communication. Due to the specialized workforce, company needed to retool its employee health benefits plan to curb rising Vail focused on developing solid engagement strategies and educational camhealth care costs. In early 2010, David Ganick was hired as benefits manager and Rebecca paigns to aid in a smooth transition into an HRA. Ganick and Shipley set up the benefits model to reward personal Shipley came on board as director of total rewards. The two had previously developed a full replacement to a consumer-directed health plan for Denver- engagement and empower employees to become true consumers of health care based Sports Authority. They had full support from the Vail Resort executives, and make healthy choices. An online consumer-driven tutorial and quiz was created specifically for but the key to a successful replacement from a tradition preferred provider Vail employees to show how the new plan worked. They also were offered more organization (PPO) through UnitedHealthcare was employee communication. “From day one when David and I got here, we knew which direction we financial rewards for taking a health risk assessment, biometric screenings, or wanted to go,” Shipley said. “We looked at the population of Vail and thought getting a flu shot. Shipley and Ganick visited each resort during open enrollment to do a it made a perfect opportunity to make a difference in health care. We have a young, active population, and we really felt like this type of plan and being “pulse check,” and make sure the local HR person had all the proper tools engaged with the employees was going to have benefits both financially for the and to answer any questions and employee may have about his or her new health plan. company and the employees.” They also took advantage of a media-savvy employee base, designing Looking to get ahead of the national trend of health care consumerism, Shipley and Ganick began educating the c-suite executives about the benefits several interactive communication links and creating of HRAs. The executives were receptive to the message, but they wanted to be to exclusively communicate with employees about their benefits. The communication was further enhanced with the creation of UMR careful with the implementation to make sure it was beneficial to the workforce. “We wanted a health plan that really focused on the health side of health Consumer Concierge program consisting of a telephone support line staffed by care rather than the sick side,” Shipley said. “So with the population, we really CDHP experts trained specifically on the Vail Resort Health Plan. Thirty days into the plan, 2,100 members participated in a health fair; thought this [HRA] was the best way to go.” In the first year, Vail Resorts went from a passive to active open enrollment 2,000 had completed a biometric screening; 800 had completed a health to get employees to start thinking about their health benefits. The company risk assessment, and more than 1,800 calls had been made to the Consumer offered a dual PPO, one with a high-deductible and another plan with a low- Concierge. However this is just the beginning for Shipley, Ganick and the employees deductible to start planting the consumerism seed. Ganick and Shipley had to change the methodology of the company. By of Vail Resorts. “Eventually we clearly are looking at rolling out an HSA, but that is giving a choice, employees began taking notice. The dual PPO also prepared the employees when the company did away with the PPO and offered a probably two years down the line,” Ganick said. I CDHC Solutions™ I Annual Superstars 2011


INNOVATION SHOWCASE Consumer-directed Health Plans: Not Just Another Benefit A Consumer-directed health plan (CDHP) is more than just another benefit design. It is a complex plan that asks members to assume greater accountability for their health care choices. It is critical that the organizations supporting a client’s CDHP provide operational excellence, as well as tools and support to help members make better health care choices. Medco developed the Medco Consumer Choice Plan® (MCCP), our branded CDHP offering, to meet those needs. Medco has made a significant investment in CDHPs, with more than a decade of experience and a platform currently serving 8.4 million members. We help our clients and their members optimize the pharmacy component of their plans.

a dedicated team of experts at your disposal The foundation of our MCCP offering is industry-leading operations and connectivity support. Medco clients are serviced by a dedicated team of experts specially trained and deeply experienced in CDHP installation, administration and connectivity. Medco currently supports more than 70 connections, representing 80 percent of the CDHP vendor market on a platform supporting a variety of connectivity methods, up to and including Medco’s standard—real-time data exchange. Our CDHP Operations team focuses only on CDHPs and manages a variety of plan complexities, including: • • • •

Customized preventive-medication programs Combined HSA/HRA/FSA administration Full-replacement CDHPs Complex/multiple plan designs

Another essential component is Dedicated CDHP Customer Service. This incubated team is specially trained in CDHP and serves only CDHP members. They are well-versed in the language of deductibles, out-of-pocket maximums, health reimbursement accounts (HRA)s, health savings accounts (HSA)s, etc. This expertise fosters trust with members and heightens efficiency. Member surveys have shown a 95 percent satisfaction rating for the CDHP Dedicated Customer Service team.

Personal Outreach helps members stay healthy and avoid extra Cost Personalized support helps CDHP members stay well while making cost-effective decisions. CDHP members may be vulnerable to non-adherence, especially in the deductible phase. Medco offers three critical services to help CDHP members remain compliant and save on costs.

Preventive medications Program. This program provides “first-dollar” coverage for select preventive medications while the member is in the deductible phase. Clients have the option of customizing their preventive drug lists and choosing their coverage levels. medication adherence and Outreach. The Medication Adherence and Outreach Program proactively contacts CDHP members with a clinical gap in care. A letter is sent to the member; if the member does not contact Medco within two weeks, a pharmacist calls the member. This outreach is particularly impactful—in fact, 43 percent more members take action with phone outreach versus letters alone. benefit Coaching. Benefit Coaching alerts CDHP members to cost savings. Members receive a letter advising them of their savings opportunities, then a specially trained Benefit Specialist calls him or her to review. Results are impressive—85 percent more members take action with phone outreach versus letters alone.

a Clear need for Ongoing education and support Helping members understand their CDHP is critical. Medco offers educational communications, including customizable brochures, videos, Web-based tools, and a variety of other materials. Our multichannel, multimedia communications help members understand how to optimize their CDHP pharmacy benefits.

a holistic approach with expertise you can rely on When it comes to CDHPs, knowledge and experience count. Medco’s operational and consumer-engagement expertise go to work for our clients and offer the proper clinical, financial and educational tools to members. CDHPs are becoming a leading option for plan sponsors. It is more important than ever plan sponsors choose partners who will be there for the long term, as the market changes and consumers demand more creativity, flexibility, and support.

Why choose a basic CDH plan when you can have the works?

If a plain vanilla CDH approach leaves you wanting more, look to a provider with the advanced technology and expertise to deliver better outcomes. With the industry’s premier real-time, multidirectional data integration, Medco offers you more efficient information-sharing across your pharmacy, medical, and behavioral health benefit. By serving more CDH members than any other PBM or health plan, we know what it takes to support a successful plan. • Industry-leading connectivity with 80% of the CDH vendor market • Dedicated operations, benefit design, and Member Services teams • High-touch member outreach services to maximize best use of benefit Want the scoop on making your CDH pharmacy benefit better? Contact your Medco representative about the Medco Consumer Choice Plan® today, or call Jennifer Finizio at 1 201 269-6554.

E-mail: Medco, Medco Consumer Choice Plan, and Medco Making Medicine Smarter are registered trademarks of Medco Health Solutions, Inc. © 2011 Medco Health Solutions, Inc. All rights reserved.

Most Innovative Health & Benefits Plan Design Award

Leading with Innovation, Dedication and Passion Kristine Hackbarth-Horn, chief operating officer of People at Goodwill of North Central Wisconsin defines ‘health care consumerism’ as: The ability to educate resource and share knowledge that allows all of us to live a healthier and quality life. And, she does this well. by Mavian Arocha-Rowe » Senior Editor » The Institute for Healthcare Consumerism


oday, many organizations face challenges managing Kristine Hackbarth-Horn, COO, the careful balance between employees’ paychecks Goodwill of North Central Wisconsin and the organization’s bottom line. The leadership Headquarters: Menasha, Wis. team at Goodwill of North Central Wisconsin has been Website: tackling this problem over the past several years and has Nature of Business and Mission: Non-profit arrived at a unique solution deserving of the Most Innovative No. of Employees: 1,400 Team Members Health Benefits Plan Design Award. Goodwill has committed Key Executives: Bob Pedersen, CEO/Chief Visionary & Storyteller both human and financial resources to deliver a comprehensive Key Solution Providers: Anthony Fioretti and Gwen Synder, HNI benefits package that adds value in some tremendously creative and care-filled ways. Branded as “Good Care,” the underlying philosophy behind Goodwill’s benefits package is adding value them on the wellness journey, not what an organization believes or mandates through a holistic model which provides for emotional, health, it to be,” she continued. financial and personal safety needs of each and every team member. In 2009, Goodwill adopted the GetMor Plan to provide tax-free dollars “The Goodwill family is an exceptionally diverse workforce, embracing nearly 1,400 persons with a wide range of abilities and challenges. We to their associates (a uniquely structure health reserve account) to use for recognized that our team members would benefit from a more holistic approach health-related expenses. The GetMor plan also allows team members to add to to their care. We provided solid benefits such as our TAP (Team Member their accounts with an optional FSA. Both the HRA and FSA can be accessed Assistance Program) for psychological care in addition to excellent life, health with a GetMor MasterCard, allowing employees to use their funds quickly and and dental insurance coverage options. But our leadership was concerned that easily to cover health care expenses. “Employees can use their GetMor dollars team members weren’t fully accessing the benefits that were available. Nor for sickness or for health, and all expenses are covered. Goodwill intends to were we adequately supporting them in taking a proactive approach toward allow their contributions to their employees to grow and accumulate in their their own physical/emotional/spiritual/financial wellness. Given this, we created GetMor account and will place the funds in an interest bearing trust to become our Good Care Commitment in 2010: To add value to the lives of our team a portable, long-term safety net for their employees. Goodwill also offers a wide members and their families. We will apply life-friendly benefits evenly across range of other resources for its team members. Their commitment to making the organization; be competitive in our market while offering quality service their employees healthier and happier is unparalleled,” explained Andrea offerings; allow for individual choice so our team members and their families Tarrell, marketing coordinator of HNI. Today, Goodwill pays 80 percent of the health care premiums and they can establish a wellness foundation that’s right for them; make life and healthenhancing resources available to all team members in our workplaces; educate have had the profound good fortune to enjoy a 0.065 percent increase in the and collaborate with our team members to help promote healthy lifestyles and current year and a 0.000 percent increase in the coming year. This is truly quality of life,” said Kristine Hackbarth-Horn, chief operating officer of People phenomenal in today’s health care environment. They attribute a large portion of this success to the attention their Circles of Care are drawing to healthy living at Goodwill of North Central Wisconsin. “Our Circles of Care program began with a Nurse/Wellness Coach visiting on every level. For example, they have incorporated “Good Moves” (a brief 13 of our sites on a regular basis to offer wellness encouragement, guidance and fun stretching/exercise program) at all sites; they have changed vending and counseling. We have since added a second full-time wellness coach, a full- machine options to incorporate healthier offerings; leaders regularly share time financial coach, and a full-time chaplain. This team works in conjunction the “Good Day Team Talk” which is a brief reminder about self-care, stress with others (the TAP, medical providers, financial and debt-management reduction and healthy life choices. They also found that some of their team counselors, etc.) to wrap our team members in reliable assistance, whatever members were skipping meals, so they provide all team members free oatmeal. “The first (and most often quoted) of our Organizational Values is ‘People their need may be. The key is to understand that people must start their wellness journey where they will find the biggest foundation to take the next First.’ This applies to the consumers in the communities we serve and it very steps. For some of our people that is financial, for others it is emotional and yet much applies to our own team members as well. We strive to provide the best for others it is a significant life-long health struggle. But, to obtain significant possible benefit package we can within the realities of being good stewards of positive behavior change people need to be provided with resources and our revenue steam, “ said Hackbarth-Horn . To read this article in its entirety please visit encouraged to take the first step on what will make the biggest difference for 32

Annual Superstars 2011 I CDHC Solutions™ I

Most Effective Health & Benefits Plan Design Award

Be Well Rewards Creating Healthy Employees, Improving Employers’ Budgets


by Todd Callahan » Editorial Director » The Institute for Healthcare Consumerism

n the Bible, the earliest Christians shared all their individual possessions, and it was distributed to each member of the church. It is this philosophy that has made Concordia Plan Services’ innovative “Be Well Rewards Program,” such a success among its 20,000 members and their families. Concordia serves the Lutheran Church—Missouri Synod and is the benefit provider for 6,000 employers, the most of which are community churches, small elementary and high schools, universities and seminaries scattered around the country. While the employers are small, many churches staffed with only a pastor and an administrative assistant and schools employing less than 100 faculty members, health care costs are relatively cheap but the budgets also were small. With the cost of health care skyrocketing, Concordia’s Director of Health Plans and Services, Melodie Powers, and her team, implemented a “Be Well … Serve Well,” health initiative in 2008. The results were mixed. “Because we have such a diverse population, it went really slow after the first initiative with most of our smaller employers,” said Powers, who worked at Delta Dental and BlueCross BlueShield of Missouri prior to joining Concordia. “Now the larger employers, universities and seminaries, picked up on it right away. They had already started down the road of health and wellness. So it was an added incentive.” After three years of limited engagement, Powers and her team knew that the health and wellness program had to be retooled in order to be more effective in curtailing rising health care costs. In 2011 Concordia partnered with IncentOne, a leading provider of incentive solutions to health care communities, and introduced the “Be Well Rewards Program” to help supplement its existing “Be Well … Serve Well” program. The innovative plan design, which began May 1, encouraged members to take steps toward living healthier lives and provided reward points for taking steps toward becoming a healthier person. Points were earned through IncentOne’s menu of 11 healthy activities. Members could earn anywhere from 25 to 100 points by participating in a certain activity. “it was based on a point system,” Powers said. “Each employee and their spouse were rewarded points for engaging in healthy activities like being physically active or getting an annual physical. Each point equals $1 and is redeemed through Visa debit cards or through gift cards from a wide variety of merchants or restaurants such as Amazon, Sears or Olive Garden.” A key to the success of the program was getting the employers involved. Also, if the program could showcase the wellness journeys of other church workers, then perhaps it would enhance wellness participation. To help kick start the program and overcome the perceived lack of employer support, both the employees and the employer earned incentives for healthy lifestyle choices. Each point or dollar earned by an employee or his or her spouse, was matched and provided back to the employer for the first seven months of the program. This helped reinforce their commitment to creating a healthy work population. It was a win/win for both the employee and the employer, who now has a vested interest in creating a healthy work environment. The employee

Seated: Sue Darnall, program manager; Melodie Powers, director of health plans & services. Standing: Jack Pfitzer, vice president of education & outreach; Steve Gruenwald, health & wellness educator; Bryan Kassing, actuarial associate; Trevor Holland, vice president of products & services. Not Pictured: Katie Siepman, communications specialist Photo by Cindy Tiefenbrunn @ Melodie Powers, director of health plans and services, Concordia Plan Services Headquarters: St. Louis Website: No. of Employees: 6,000 Nature of Business: Concordia Plan Services serves and administers benefits programs for the employees of The Lutheran Church— Missouri Synod (LCMS). Key Executives: James Sanft, president and CEO; Trevor Holland, VP of products and services; Jake Pfitzer, VP of education and outreach Key Solution Providers: IncentOne, Blue Cross Blue Shield of Minnesota, CIGNA Behavioral Health, CIGNA Dental, CIGNA HealthCare, Express Scripts, Liberty Mutual, MetLife Resources, Minnesota Life, Vision Service Plan and their spouse can earn up to $250 in incentives, and the employers also receive money to help supplement their budgets. The employees and their families share program benefits with the church, creating multiple wins like improved health, personal achievements, and added financial support to the church or other employer group. The program has been a tremendous success. Since the start of the program in May, participants and their spouses have earned $840,000 in Be Well Rewards. The employers have received about $710,000, as of October. With the additional revenue, some employers are further encouraging their employee population to continue on the road to health and wellness. Some employers are offering a $50 bonus to workers who reach the $250 reward maximum; Catering healthy lunches to staff throughout the year; contributing to workers’ health savings accounts; purchasing healthy snacks for meetings; reimbursing workers up to $100 for membership to a fitness club or recreational center, or adding or updating an on-site fitness room.” I CDHC Solutions™ I Annual Superstars 2011


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You Can Be a Superstar Too! Hard work and dedication made this year’s superstars shine in the limelight. They weren’t born superstars; most likely they learned what they know through a combination of experience and education. You can too! The AHIP Center for Insurance Education and Professional Development can provide a wealth of education in all facets of health care. We offer over 40 flexible online courses that fit into your busy schedule. Not only will you discover more about health care, what you learn will increase the value of your experiences. To determine what courses will lead you to superstardom, visit the Center’s website at or call 800.509.4422 today. We can help you pave the way to next year’s Superstar issue. 800.509.4422

The AHIP Center for Insurance Education and Professional Development has offered educational programs to tens of thousands of professionals for more than 50 years. Whether you’re just entering the field or brushing up on your skills, the Center offers educational programs to meet your needs. With more content online and expanded course offerings, the Center will help you learn, achieve, and succeed. Content and Design AHIP—All Rights Reserved: © AHIP 2011

Most Effective Health & Benefits Plan Implementation Award

Power Pair on the Fly The Boeing Company is known around the world as a leading manufacturer of commercial airplanes. by Mavian Arocha-Rowe » Senior Editor » The Institute for Healthcare Consumerism


lso known as a leader in space technology, defense aircraft and systems, communication systems; now, they are soaring with their effective health and benefits plans, too. “As the aerospace market became more competitive, Amber Minor, manager of the Boeing Enterprise Service Delivery Management Office of The Boeing Company, and Lara LaRose, manager of Boeing Health Productivity Data Management, knew they had to change the way they managed their benefit programs in order to: shift the benefit team’s focus from routine data collection and satisfaction of daily administrative tasks to a more strategic, long-term focus, increase efficiencies, save money and establish controls around its data, all while maintaining their commitment to quality services,” said Petra Marino, director of HighRoads. Marino explained that the team evaluated its current processes and chose to focus its efforts on renewal and data feeds. After significantly increasing the efficiency of the annual renewal process, they looked for other “Utilizing technology, the team is now able ways to use technology to improve efficiency and streamline administration to ensure the efficient, accurate and compliant delivery of employee benefits to automate, standardize and streamline the to its workforce. As the sponsor of 600+ different benefit programs, the annual renewal process was labor intensive and expensive. There were reporting of supplier PGs. In addition, Boeing multiple, manual interactions in the process raising concerns about the can collect historical data for strategic quality and reliability of the data. planning and negotiation.” The team turned to HighRoads technology to streamline the renewal process to deliver the reporting and decision support tools. Boeing was able to automatically analyze and score vendor proposals against the renewal complete the presentation, review and negotiation of the BAA amendments criteria allowing to: reduce the renewal bid timeframes by 25-30 percent; in only 1.7 months—reducing the amendment cycle time by an estimated reduce the annual PG negotiations timeline by approximately 2-3 months; 270 hours,” Marino added. She continued to clarify that Boeing is responsible for monitoring the increase accuracy and on time delivery of plan design data file (600,000 data points) to third party administrators; and provide re-usability and performance of its suppliers. The collection and analysis of performance easy access of content stored in one location. The American Recovery and data from 34+ suppliers, across three benefit administration groups, was a Reinvestment Act of 2009 required plan sponsors to amend their Business cumbersome and inconsistent process. “Utilizing technology, the team is Associate Agreements (BAA) by February 2010; however, regulatory now able to automate, standardize and streamline the reporting of supplier guidance was released very slowly, leaving plan sponsors scrambling to PGs. In addition, Boeing can collect historical data for strategic planning and negotiation. The automation of the PG reporting process also streamlined implement the changes required under the new law. the annual renewal updates, reduced “As the sponsor of more than reporting variations among suppliers 20 self-insured medical and dental Lara LaRose, manager; Amber Minor, manager, The Boeing Company by 70 percent and reduced associated programs, it was critical for Boeing to Headquarters: Chicago consulting fees by 35 percent. By remain in compliance with the new Website: re-evaluating the way Boeing receives, regulations,” Marino said. “Yet, with Nature of Business and Mission: Boeing is the world’s largest aerospace processes and stores its data, this an aggressive timeframe to revise and company and leading manufacturer of commercial jetliners and power duo team leveraged technology finalize the BAA amendments, and defense, space and security systems to ensure the efficient, accurate and limited resources to support the effort, No. of Employees: More than 165,000 people across the United States compliant performance of routine Amber Minor and Lara LaRose chose and in 70 countries administrative tasks and to re-focus to leverage the same technology to Key Executives: Richard Stephens, senior vice president, human its employee resources on strategic communicate and negotiate with the resources & administration initiatives,” Marino concluded. affected suppliers. Boeing was able to Key Solution Provider: HighRoads I CDHC Solutions™ I Annual Superstars 2011


Most Effective Health & Benefit Plan Implementation

Sylvia Wetzel Keeps it Busy and Motivational As a solution driven leader, Sylvia Wetzel is proud to be Bison Gear’s chief learning officer. Her consistencies for engaging benefit plan designs elevate her associates; her passion and drive lead their non-profit: BisonCares. by Mavian Arocha-Rowe » Senior Editor » The Institute for Healthcare Consumerism


ylvia Wetzel believes a good leader has humility and awareness; the numbers and health blueprint in a positive fashion. ability to have discipline and consistency in character. Chief Learning They are empowered to select healthy food choices Officer for Bison Gear and Engineering Corp., a manufacturer of from our vending machines, and they appreciate electric motors, gear motors and reducers in St. Charles, Ill., she is also having a personal health profile from our coaches devoted to pursuing social awareness issues and is President of BisonCares, a and resources. It can be changed so that they live 501(c)(3) nonprofit whose mission is to facilitate a set of responsive initiatives longer and healthier lives,” Wetzel explained. Their in-house/on-site clinic is open two days for the well being of local and global communities. Wetzel joined Bison in 1994, where her career has encompassed a week and is staffed by a nurse practitioner marketing, information technology, international strategy and corporate training for both union and nonunion associates. The and development. She is a passionate advocate for both education and hours of operations are open to anyone of their associates covered by their manufacturing as a career path. Working and strategizing with manufacturing health benefits plan and their family members on the plan, 18 or older. This companies, governmental and educational leaders in North America she convenient approach allows their associates to see the practitioner while on continues to lead a Skilled Workforce Initiative to create and implement solutions the job for acute, preventative and prescriptions written for episodic care. “We to remedy the shortage of qualified entry level workers in manufacturing. She offer on-site annual flu shots. Our approach is to provide resources in a private is an organizer in Illinois to bring understanding and attention to students on and encouraging fashion with the ability for appointments and engagement and education to be a no hassle the value of a career in manufacturing. approach,” she said. A solution driven leader she Sylvia Wetzel, chief learning officer, Bison Gear Engineering With her humanitarian has implemented NAM’s stackable Headquarters: St. Charles, Ill. efforts, Wetzel serves as Public credentials at Bison Gear for all Website: Policy Representative for Bison in production personnel, improving Nature of Business and Mission: Manufacturing, Washington D.C. and brings expertise productivity within the organization by Mission Statement: All of the work performed by each of our to the NAM’s policy development 32 percent, and is currently providing employees is designed to support our mission statement. This in work force development and leadership on a state-wide STEM statement summarizes the reason that we are in business. “Our first health care. In fact, she was a manufacturing program of study. She responsibility is to completely satisfy the needs of the people and founding member of their Women in serves on the Board of River Valley organizations that use and distribute our products, while providing Manufacturing initiative. You can say Workforce Investment Agency #5 and best value solutions for their power transmission requirements.” that BisonCares is her child. It was is the Past Chair of the RVWIB’s Service Vision Statement: This vision statement shows our overall goal and created as a human response to the Delivery Committee. Her work shows; direction as we change through the continuous improvement Katrina Catastrophe. “In that human in detail, Bison was selected by the process. “We will be recognized by our customers as the best moment it was evident our associates Illinois Department of Commerce and provider of power transmission solutions throughout the world.” wanted to offer themselves in doing Economic Opportunity as a recipient of Pride Statement: People Relentless In Delivering Excellence “Each time the right things in helping others. As the 2007 Business Leadership Award a customer interacts with Bison we want them to be completely a business that has focused itself on for the initiatives it has undertaken satisfied. To achieve this goal, each employee is empowered, being creative and seeking different and its significant contribution made enabled, and encouraged to provide defect-free, highest-value alternatives it was only appropriate to the state’s workforce and economic products and services.” to develop BisonCares as a 501(c) development. No. of Employees: 230 (3). Our fundraising give donations “Our associates are offered a Key Executives: Ron Bullock, chairman; Martin Swarbrick, president annually to Ronald McDonald House, health risk assessment annually that & CEO; Larry Sinchak, chief financial officer; Robert Armstrong, Bear Necessities and Lazarus House we provide and encourage them to manager of information services (IT/IS); Todd Lucich, vice president within our community just to name participate. The results provide them sales; Matt Hanson, vice president, business development; Jim a few. We are also the community with medical insight on their individual Winters, vice president; Jim Parejko, VP, continuous improvement Annual Toy for Tots drop off.” Health Blue Print. We have outlined and engineering; George Thomas, executive vice president To read this article in its entirety walking paths throughout our Industrial Key Solution Providers: Their Associates. please visit Park; have an on-site clinic and health coaches to help them in shifting their 36

Annual Superstars 2011 I CDHC Solutions™ I

Most Innovative Employee Empowerment Award

A Passion and Commitment for Wellness Vanessa C. Newport, PHR, GBA is Pinnacol Assurance’s human resources manager garnering success and victory while getting others healthy. by Mavian Arocha-Rowe » Senior Editor » The Institute for Healthcare Consumerism


innacol Assurance, one of Colorado’s leading provider workers’ compensation insurance, has implemented a wellness program titled Everyday Wellness, for employees and their spouses,” said Suzi Stolte, Associate Vice President of Communications and Public Relations of Pinnacol Assurance. Stolte continued to explain that Vanessa C. Newport, Pinnacol’s human resource manager, has been the driving force in creating and growing this program. Everyday Wellness starts with a commitment to improving employees’ health through tools that include biometric screenings, health risk assessments, telephone coaching and access to online tools. In 2010, the first year of the program, 52 percent of employees participated. In 2011, that number jumped to 70 percent. To help drive that increase, Newport focused on developing wellness activities that would interest and engage employees. She has put in place programs that include Walking to Wellness, which includes challenges to walk to specific destinations in the United States; Strengthening for Wellness, focusing on strength training and Working on Wellness, which focuses on nutrition; weight management and psychological health.

Vanessa C. Newport, HR manager, Pinnacol Assurance Headquarters: Denver Website: Nature of Business and Mission: Worker’s Compensation Insurance; To provide assured protection to Colorado employers and their greatest asset—their employees. No. of Employees: 580 Key Executives: Ken Ross, president and CEO. Carole Sumption, vice president of corporate resources Key Solution Providers: Trotter Wellness, Integrated Benefits Institute (IBI), Kaiser Permanente, UnitedHealthcare, ComPsych

Newport recognizes that wellness isn’t just about health and she has added components that include a wellness book club and financial wellness education. To help ensure that the program is meeting the needs of employees, she also created an advisory council to help her identify initiatives that drive results. She introduced a monthly salad bar that provides healthy dining options and researched how to provide access to personal trainers in the company’s fitness center which have had more than 580 participants. She also made sure that fitness classes such as Pilates and yoga and on-site chair massages, which were both in place prior to the launch of Everyday Wellness, have continued. Newport recognizes that wellness isn’t just about health and she has added components that include a wellness book club and financial wellness education. To help ensure that the program is meeting the needs of employees, she also created an advisory council to help her identify initiatives that drive results. “In today’s competitive business environment, companies

recognize the monetary benefit to having such wellness program. But, to achieve measurable results, a company needs someone with a passion for and commitment to wellness. At Pinnacol, Vanessa Newport is that individual, and the company’s successes in just two short years are a testament to her work,” Stolte said. I CDHC Solutions™ I Annual Superstars 2011


CLAR•I•TY /kler-i-tee/ n. Finding new ways to help employees navigate the healthcare system.

Congratulations to GE on their award for the “Most Innovative Employee Empowerment Program” GE believes that informed healthcare consumers are the key to improving quality and controlling costs. But it’s difficult for consumers to get the information they need when they need it. That’s why the company provides employees with an innovative set of support resources, including: • A treatment cost calculator to help employees understand expenses and select the most effective, efficient providers • Guided decision support to help employees select the most appropriate plan options • Personalized health reminders for preventive care and chronic condition management GE felt these tools could help them target savings, because smarter healthcare decisions are often the most cost-effective decisions. To learn more about the Thomson Reuters solutions that played a role in GE’s success, visit

©2012 Thomson Reuters. All rights reserved. Thomson Reuters and the Kinesis logo are trademarks of Thomson Reuters.

Most Innovative Employee Empowerment Award

The Right Time for a New Model

Leading with Effective Consumer Plans and Partnering with Employee is GE’s Approach. by Mavian Arocha-Rowe » Senior Editor » The Institute for Healthcare Consumerism


inny Proestakes, director of health benefits has led GE to a successful Proestakes and her team have developed a implementation of a consumer-driven plan, GE Health Choice. In 2010, GE migrated its salaried population to a full CDHP program. robust set of resources … This has included This coming year, GE is migrating its production employees, their health coach program, an interactive including the active union population to the GE Health Benefits program. This is all part of an effort to improve health care quality and control the rate health guide on the Health Choice program; health care costs. guided decision support for selecting “GE’s results have been promising—compliance with health care guidelines is up slightly, there are fewer non emergent ER visits, higher use the most appropriate plan options; of generics and GE’s health care costs for salaried employees were lower during the first year of the new plan,” Thomson Reuters’ Senior Director Bobbi personalized health reminders to improve Coluni said. “Early on, GE understood the importance of providing tools and use of preventive care, better manage resources to support their population in navigating the health care system.” Coluni explained that Proestakes and her team have developed a robust chronic conditions and save money; and set of resources to help employees become informed health care consumers. “This has included an expansion of their health coach program, an interactive a treatment cost calculator to help people health guide on the Health Choice program; guided decision support for selecting the most appropriate plan options; personalized health reminders plan financially and select the most efficient to improve use of preventive care, better manage chronic conditions and and effective providers. save money; and a treatment cost calculator to help people plan financially and select the most efficient and effective providers. These resources are available through a variety of channels including the web, mobile and through either a health reimbursement account to which the company contributes, or human health coaches,” Coluni said. “GE has been innovative in their vision a health savings account (HSA) to which the employee contributes. Both can and the delivery of an integrated set of resources focused on utility, access accumulate money tax-free. and transparency.” As workers pick their health-care benefits over the next few weeks, Rising costs are helping drive a conversion to high-deductible plans, experts say one option is looking less popular this year: flexible-savings which tend to have lower premiums accounts. Next year, such plans will and may prod employees to seek be the only option for the roughly Ginny Proestakes, director of health benefits, General Electric out cheaper forms of health care. 300,000 active employees and Headquarters: Fairfield, Conn. One plan, for instance, has a $1,600 dependents who receive coverage Website: annual deductible for a single person, from GE. No. of Employees: More than 165,000 people across the United States along with premium contributions “We needed to make these and in 160 countries and annual caps on out-of-pocket changes to begin to rein in health Nature of Business and Mission: GE is a global infrastructure, finance payments that vary according to the care costs and remain competitive and media company taking on the world’s toughest challenges. employee’s income 1. in today’s marketplace,” Proestakes From everyday light bulbs to fuel cell technology, to cleaner, more said. All of the plans offered by GE are efficient jet engines, GE has continually shaped our world with paired with accounts that workers can 1 groundbreaking innovations for over 130 years. use to cover the cost of the deductible, Key Executives: Jeffrey R. Immelt, chairman of the board & chief executive officer; Michael A. Neal, vice chairman, GE and chairman & chief executive officer, GE Capital Services, Inc.; Keith S. Sherin, vice chairman, GE and chief financial officer; John G. Rice, vice chairman, GE and president & chief executive officer, global operations; John Krenicki, Jr., vice chairman, GE and president & chief executive officer, energy Key Solution Provider: Thomson Reuters I CDHC Solutions™ I Annual Superstars 2011


Most Effective Population Health Management Award

Positively Impactful is His Motto; Serving Others is His Strategy Leadership is not an entitlement program; instead, the basics of servant hood are applied by the wise ones. Frank Walker, chief operating officer of Oakwood Homes understands this. His plan designs make him one of our Most Innovative Health and Benefits Plan Design Award recipients.


by Mavian Arocha-Rowe » Senior Editor » The Institute for Healthcare Consumerism

akwood Homes is the largest privately held new home builder in she would recommend another course of treatment/ Colorado which takes the words ‘health care consumerism’ to heart care,” Walker said. “Since 2007, we have used our health care and and action. As insurance costs have consistently increased by double digits each year for the past decade, Frank Walker, chief operating offi- wellness programs to attract and retain our top talent. cer of Oakwood Homes and the Oakwood team have been able to keep health We see our programs as a key piece to our culture, compensation packages, and as a way to make sure our care costs flat for the past three years. Walker, husband and father of two is a Colorado native with a background associates know they are valued by their employer. Even in service and operations management. He holds an MBA with a Values-based with increases in health care costs, we have tried to absorb most of the increase. Leadership concentration from the University of Denver, Daniels College of For the past two years, our health care costs have stayed flat. As a reward for our associates, we have increased incentives for our healthiest associates by Business. Walker joined Oakwood Homes LLC in 2003 as a job-site superintendant. providing wellness credits and adding richer rewards,” he explained. “Oakwood Homes identified the opportunity to reduce claims cost by During his time with the company, he has served as a builder, regional manager, VP of operations and now COO. He currently oversees construction, customer creating wellness programs that promoted healthy living. Understanding that care, purchasing, permitting, the new home center, Human Resources and IT. chronic diseases related to lifestyle accounted for 75 percent of national mediServing the Boys and Girls Clubs of Metro Denver, Walker is respected cal costs, Oakwood took action,” said David McGlennen, regional sales director as a team player, leader and as someone who looks to the interest of others. “I of Bravo Wellness. What started as an active lifestyles program in which employees could believe strongly in Values Based Leadership. If you hire the associates that are driven by their values, he/she can do anything. Put the right people in place earn “Oakwood Bucks” for recording exercise hours each month, has now and then get out of their way to allow them to shine,” he explained. “I feel I grown into a results-based program that incentivizes employees for livlead by example. I don’t ask associates to do something that I am not willing to ing healthy, linking their health care contribution to results. The program, do myself. Because we have great people, I can trust in their decision making administered by Bravo Wellness, allows Oakwood employees to participate in and let them do their work. I never chastise someone for a decision they made a health screening that tests five biometric areas. For every health area the on their own—we may talk about the decision and discuss how I might have employee passes, they received a point. If an employee gets at least four out of handled it—but I never question the decision they made in the moment— five points, Oakwood covers up to 100 percent of the employee’s health care expenses for the year. The implementation of this program has encouraged especially when it come to taking care of one of our customers.” This brain-powered COO is proud to have health care consumerism take and motivated employees to make healthy lifestyle changes, including the a platform in Oakwood Homes and constantly thinks about the importance value of exercise, staying healthy, watching their weight and using health care of how his decision on health care benefits affects his employees and their wisely [as Walker explained]—i.e. not going to the emergency room if you can families. “We have a small, family-like culture, so when someone is sick or their go to a walk-in clinic. “But Oakwood Homes didn’t stop there,” added McGlennen. “They child is sick, we know. The quality of the health care we choose and negotiate added a full gym to their facility and has a huge impact on our associate’s changed their vending machines to lives. It helps immensely that we have Frank Walker, COO, Oakwood Homes LLC add healthier options. They also probeen able to keep health care costs Headquarters: Denver vide fresh fruit in the break room every in check over the least several years,” Website: day.” Oakwood has also implemented Walker added. Nature of Business: Real Estate Development and Residential the Weight Watchers at Work program. For Walker, health care conConstruction Weight Watchers counselors are onsite sumerism means taking responsibilMission: To dominate our marketplace by creating opportunities for to conduct meetings once a week to ity for your own actions and knowing families to own their own home beyond their dreams. check participant’s weight, discuss what affect those actions have on No. of Employees: 65 healthy food choices and family meal your health care costs. If I take care Key Executives: Pat Hamill (CEO), Bob Sanderman (CFO), Kristen ideas, weight loss goals and provide of myself, taking preventative steps White (VP Sales), Elise Hatfield (Dir. Of Human Resources) a supportive and caring environment. to stay healthy, I can reduce my Key Solution Providers: HUB International, Cigna, Bravo Wellness, To view this article in its entirety costs. It’s about asking providers if Weight Watchers please visit the tests are really necessary, or if he/ 40

Annual Superstars 2011 I CDHC Solutions™ I

Most Effective Population Health Management Award

Aiming Toward Maximizing Health and Energy Wellness Director of Chick-fil-A, Elizabeth David Dixon has purpose and power to press on.


by Mavian Arocha-Rowe » Senior Editor » The Institute for Healthcare Consumerism

lizabeth David Dixon focuses on the intersection of health and maximizing energy. An Orlando native, Dixon graduated from Liberty University with a degree in Exercise Science. After completing an undergraduate internship at Cooper Aerobics Center in Dallas, Texas, she was hired in 2004 to create a wellness program for the Chick-fil-A Corporate Headquarters in Atlanta. The Wellness Center, having grown to a staff of six, has exceeded industry standards with more than 50 percent active participation and since 2004 Chick-fil-A has been recognized annually as the Most Fit Company in Atlanta. “Helping others to be their best and fully enjoy life is the reason I came into this field and it is the motivation that keeps me going every day. Our body is an amazing gift, and being a wise steward of that gift through our habits and choices is vital to having energy and a full life,” Dixon said. In 2004, she founded the Atlanta Wellness Professionals, which is a network of wellness staff representing more than 30 companies and in 2008 she created the Atlanta Challenge with nine major Atlanta companies engaged in a wellness competition. Successful results provided the impetus to launch the U.S. City Challenge, providing the opportunity for major corporations across the U.S. to compete within their own cities. “Currently we are focused as a team on educating and inspiring consistency around eating, exercising and rest. These are three main areas that affect energy in our daily lives,” she said. “In the future, we want to increase the number of those involved internally in our programs as well as externally through our restaurants. We have a series of events from city wide competitions with the U.S. City Challenge to local 5k events at local Chick-fil-A restaurants,” she added.

“When we have a compelling reason, then the habits follow and as a result we have maximum energy to do all that we want to do.” “There is constant competition in each of our lives for our time. Tragedy is when the urgent trumps the important and we end up sacrificing what we need the most. We encourage those in our programs to determine intrinsically why it matters that they prioritize their health. The truth is, we are never fully effective in the responsibilities and relationships around us until we have taken care of ourselves. When we have a compelling reason, then the habits follow and as a result we have maximum energy to do all that we want to do.” Besides developing new programs for Chick-fil-A, Dixon is able to motivate others as she is requested to speak to groups outside the company. “An element of my position that I enjoy the most is encouraging others and the opportunity for growth and innovation, every day! Throughout the week I divide time between working with leadership to understand their goals and objectives, developing future programs and working with our wellness team to

Elizabeth D. Dixon, wellness director, Chick-fil-A Headquarters: Atlanta Website: Nature of Business and Mission: Be America’s Best Quick-Service Restaurant and To glorify God by being a faithful steward of all that is entrusted to us. To have a positive influence on all who come in contact with Chick-fil-A. Key Executives: S. Truett Cathy, founder, chairman and chief executive officer; Dan T. Cathy, president and chief operating officer; Donald M. “Bubba” Cathy, senior vice president and Dwarf House president; James “Buck” McCabe, senior vice president, finance and chief financial officer; Steve Robinson, senior vice president, chief marketing officer; Perry Ragsdale, senior vice president, real estate, design, and construction; Timothy Tassopoulos, senior vice president, operations

refine and improve current programs,” said Dixon with a smile. “We do our best to reinvent ourselves continuously in order to meet the needs of those we are serving. As a result, our programs have morphed and changed over the years. Consistent to everything we do; however, is to create meaningful relationships with those we serve, keep the information simple and the barriers low, and to create irresistible opportunities that naturally draw people to be involved.” In her leisure time Dixon enjoys quality time with her husband, John, her family and friends, cooking and anything outdoors...triathlons, scuba diving, hiking and her newest interest—surfing. I CDHC Solutions™ I Annual Superstars 2011


Public Policy Leadership Award

Rules of Success Start with Becoming Believable Representing the ABA HSA Council before Congress, J. Kevin A. McKechnie is an ideal recipient for the Public Policy Leadership Award.


by Mavian Arocha-Rowe » Senior Editor » The Institute for Healthcare Consumerism

y colleagues and I are trying to create a health Kevin A. McKechnie, executive director, care financing system so Americans can finally American Bankers Association’s HSA Council say that someone did something for them,” said Location: Washington D.C. J. Kevin A. McKechnie, executive director of the Website: American Bankers Insurance Association and Director of the Health No. of employees: Two employees (Kevin McKechnie Savings Account (HSA) Council. He’s the same person that said: is executive director and Renée Galbraith is health “My wife and I share a passion for the arts, for the gift of history policy and legislative affairs manager preserved in the artifacts of our past and for the missions people of faith undertake in the name of their church on behalf of the sick and needy who walk among us. To claim to be American is to help your neighbor, oligopoly is that the health insurance industry and their political allies effectively quarantined to learn the stories of our past and to participate in our shared future.” McKechnie, a husband and father who persistently reflects on his HSAs in places like the Heritage Foundation children and the kind of world he and his wife are leaving for them, believes and the Cato Institute before President Bush decided to ask bankers if we in strategic vision and the will to implement it. He looks at the measure of thought we could make them actually work. We succeeded. News that there leaders involved in the various political battles in our country, and makes the was a new financing product that was both less expensive and provided more conclusion that success does not derive from charisma, drama or vocabulary; flexibility to consumers had appeal. There are now more Americans covered instead, these are merely skills employed in the service of vision. “Rather, by HSA-qualified plans than there are people in Alabama, Louisiana and the rise of one issue over another is almost always attributable to the success Mississippi combined,” he added. Busy at work, what does McKechnie tell Congress? “The ABA’s HSA with which its leaders explain the vision, and the will they demonstrate in Council has, for years, been telling Congress that what we need in our country relentlessly pursuing it,” said McKechnie. McKechnie: strong willed, smart and articulates well, has vast confidence are better-educated health care consumers, not bigger government programs in the extraordinary people laboring with him in hopes to expand the use of designed to insulate Americans from the consequences of their choices. HSAs. He encourages them to deploy their skills as they see fit in service Health savings accounts accomplish this. How in the world could anyone of their shared goals and believes leadership isn’t about management, “It’s look out at our country, see our sense of independence, individualism and self-reliance and conclude that we are clamoring for a health care gulag; I about convincing someone that your crusade is their crusade too.” Crusader he is. He has squandered the greatest transfer of wealth in will never know. Instead, we should be empowering Americans to think for history on entitlements, debt and ever bigger government. He explained that themselves and make choices that fit their own economics; and to plan for his efforts to expand the use of HSAs are merely one weapon in the larger war their own future instead of relying on the government—which is nothing more to reverse this tide. He hopes for his efforts to, “Defend HSAs, mark the time than all the rest of us,” he said. Yet the way trends are going now, many employers are cutting back on when our country stared into the abyss that is “health care reform” and found health benefits, and one of the ironies as McKechnie explained is that the something sustainable, advantageous and distinctly American.” The HSA Council is an organization of banks, insurers, administrators Affordable Care Act is the health insurance that is both more expensive and and technology leaders committed to increasing the distribution of health less available than it was before the ACA was passed. “For employers still mired in the insurance companies’ vision for savings accounts through banks. They identify public policy hurdles and propose solutions to regulators, decision-makers in Congress and the health care financing, costs continue to outpace inflation almost three to administration, in hopes of increasing the adoption velocity of health savings one. Change is the answer. The contribution of HSA-qualified plans isn’t just accounts in the health insurance market. In concise words, HSA Council that they cost less but that they change the behavior of everyone covered members and ABA staff experts work together to positively impact the future by them. People with HSAs care more about themselves; they spend their own dollars differently than they spend someone else’s and they jealousy of consumer-driven health care. However, McKechnie’s job is no easy feat. He is guaranteed constant guard their money in the face of insurer demands for more of it absent good struggle as he faces the varying health care news; yet, there is much difference reason,” said McKechnie with confidence. “We should be encouraging this from when he started working with HSAs and today. “The greatest difference kind of thrift in all Americans. HSAs can, and I have confidence will, provide between the time of the enactment of the HSA statute in 2003 and now is the some measure of sanity to an increasingly dysfunctional health insurance rise of an industry that most people said couldn’t be built,” McKechnie said. marketplace, provide an alternative to standard high cost plans, harness the “Before 2003, health savings accounts and their ancestor, medical savings awesome power of consumerism to bring down costs and make some of the accounts, were prisoners of theory beloved by the political right and despised entitlements we hold so dear in our country—Medicare, Medicaid and Social by the left. HSAs were the ideological opposite of government entitlement. The Security—financially stable.” 42

Annual Superstars 2011 I CDHC Solutions™ I

Public Policy Leadership Award

‘MR HSA’ Ramthun was a Consumer of Health Care from the Beginning by Todd Callahan » Editorial Director » The Institute for Healthcare Consumerism


aking creative license from the 1981 hit song by Roy Ramthun, President HSA Consulting Services LLC country legend Barbara Mandrell, Roy Ramthun Headquarters: Washington D.C. was a trend-setter in health care consumerism Nature of Business: HSA Consulting Services is a when health care consumerism wasn’t cool. health care consulting practice specializing in health Ramthun, known as “Mr. HSA,” and former senior savings accounts and consumer-driven health care health policy advisor to President George W. Bush, led issues and also offers continuing education courses the treasury department in 2004 in the implementation for professionals seeking to obtain or maintain their of health savings accounts and the Health Coverage Tax license, certification, or professional designation. Credit (HCTC) program. Ramthun’s embracement of HSAs came shortly after the creation of the health plan. Created by the Medicare bill President Bush signed The goal of the Healthcare Dec. 8, 2003, HSAs represent a key element of consumerdirected health care. HSAs are designed to help individuals save for current and Choice Coalition is to bring together future qualified medical and retiree health expenses without incurring federal business owners, agents/brokers, income tax and earning federal income tax-exempt interest on the money saved. and others who believe in protecting Unlike the flexible spending account, with its “use it or lose it” rule forcing the freedom of citizens to choose and direct their own health care. “It’s about promoting the freedom to choose the health care practitioner, workers to forfeit funds not spent within a year, an HSA is more user friendly because unused money in the count rolls over to the following year and money health care services, health insurance plan, health care account, and other health care goods and services that provide optimal value to American health stays in the account until spent. HSAs are used in conjunction with a high-deductible health plan—in care consumers,” Ramthun said. “We’re committed to making sure legislative 2012, there is a minimum $1,200 deductible for self-only coverage and $2,400 and regulatory initiatives preserve employers’ and individual consumers’ for family coverage—and have limits on annual out-of-pocket expenses, freedom to have real choices in health care. This will be critical as federal health reform laws are being implemented.” including deductibles and copayments. Ramthun has always beat the drum in support of consumerism. The idea behind HSAs is to encourage individuals to be wiser about In a September 2004 memo, Ramthun encouraged banks and credit spending their money on health care and motivate them to shop for the best unions to begin using HSAs, citing it being a great new deposit account for value. A primary goal is to reduce unnecessary use of health care services. “An HSA is a way of really having a rainy day fund that has not only tax banks and a revolutionary option for Americans when it comes to purchasing advantages but real savings opportunity,” Ramthun said. “People can roll that health benefits. “We hope all banks and credit unions will consider offering health savings money over and grow it over time so that it becomes a vehicle for planning for accounts to all their customers,” said Ramthun, who at the time was the senior their future health care expenses.” The president of HSA Consulting Services LLC, Ramthun’s passion is not advisory on health initiatives for the U.S. Treasury department. “We have only the promotion of HSAs and consumerism, but educating consumers on the worked hard this year to get all the guidance out, to make it as easy as possible for banks and credit unions to offer HSAs.” advantages of consumer-directed health plans. Less than a decade later, HSAs and other consumer-directed health plans “Educating consumers is tough because insurance has been something that most of us have taken for granted for a very long time,” said Ramthun, are becoming more mainstream. According to a survey by the National Business Group on Health, nearly who created, and online educational tool for HSAs. “As HMOs came along we thought that now everything is covered for just a $10 copay. three in four employers (73 percent) will offer employees at least one consumerMost consumers don’t understand how their insurance is paid for through directed health plan (CDHP) in 2012, a sharp increase from 61 percent that their employers today. once you get people to understand where the money is offered a CDHP in 2011. In addition, 17 percent will have or move to a total coming from and where the money is spent they’re much more cognizant of replacement CDHP in 2012, where a CDHP is the only plan option. Ramthun has been on the front line of several legislative and regulatory how much health care starts to cost.” Ever on the lookout to promote consumerism, affordable health care and initiatives. A graduate from the University of Michigan and a graduate degree create better consumers of health, Ramthun’s latest endeavor is being named from the University of North Carolina, Ramthun has more than 20 year president and executive director of the Healthcare Choice Coalition, a coalition experience in health policy, government relations and in the private sector. He dedicated to preserving consumers’ freedom to make optimal health care deci- also has authored a new book “The Common Sense Guide to HSAs.” However Ramthun, a frequent lecturer and an active member of The sions. Ramthun joins fellow health care consumerism advocates Jim Edwards, the coalition executive vice president, Rick Willard, who is secretary, Dr. Bill West, Institute for HealthCare Consumerism, doesn’t just talk the talk, he walks the who is treasurer and directors Dick Matthews, Frank Timmins and Dr. Chris Ewin. walk. His family has had a health savings account since 2005. I CDHC Solutions™ I Annual Superstars 2011



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Most Innovative broker Award

Grad School Course Sparks Career Move for Broker


by Todd Callahan » Editorial Director » The Institute for Healthcare Consumerism

t was not supposed to be this way. Alex Tolbert, founder of Bernard Health, dealer in the United States. The company, with more than 350 employees, had was destined to work in finance at a Wall Street firm and enjoy the bright a traditional health plan but was watching its health care spend skyrocket out of control. lights of New York City. “Companies had some legitimate concerns around health savings However those goals changed thanks to a graduate school course at Vanderbilt University that sparked a passion for health care and eventually led accounts, and at Bernard we were either going to make it or we were going to the creation of Bernard Health, a brokerage firm specializing in helping small to fail if we didn’t figure out how to address all those concerns,” said Alex Tolbert, who called RJ Young CFO Sam Shallenberger for three year to earn the to medium size companies with health savings account options. Having worked in the heart of the finance community with an investment company’s business. “Sam was probably the nicest guy you could ever get on a bank and with a hedge fund firm his first two years of grad school, Tolbert took cold call. He complimented us, telling us, ‘you’re saying all the right things, but we are just not interested.’” a health law class, which drastically altered his career plans. That soon changed as RJ Young’s bottom line began suffering. The “I thought I was going to be in New York working in finance. That had always been my plan,” said Tolbert, who founded the Nashville-based Bernard company severed ties with its long-time insurance broker, who believed RJ Health in 2006. “That health law class got me pretty passionate about the health Young’s workforce was too blue collar to accept an HSA plan. “What stood out from that discussion was Bernard’s confidence that care system and that is where I learned about health savings accounts.” Asked by a colleague if he could start any kind of business that wouldn’t RJ Young could introduce a consumer-directed health plan and capture require raising money what would it be, Tolbert immediately thought of selling significant savings, while continuing to provide a quality benefit to our team,” Shallenberger said. HSAs to employers. However he still had four more years of school remaining. In the first year of plan implementation, RJ Young saw its health care Fueled by his new-found passion, Tolbert decided he would remain in the Nashville area and got contracts from insurance carriers providing HSAs and spend decrease by $900,000, proving that an HSA plan was the right way to go. In fact all Bernard’s clients offer an HSA plan. paid $300 to get his insurance license. However Tolbert knows that while HSAs work for the majority of the In July 2006, Bernard Health was born. Tolbert’s enthusiasm for helping employers with their health care spend by providing HSAs and helping employee population, it is not 100 percent full proof. “There are legitimate concerns that people have about HSAs,” Alex said. individuals save money and be better consumers of health, became so infectious that his brother, Brian, working as a sales consultant for the Cleveland “For 19 percent of the people HSAs are not the right thing, not 93 percent but Cavaliers, moved to Nashville in the spring of 2007 to become one of the first 19 percent.” Bernard Health is living proof of the success of HSAs. In a little more employees of the new brokerage firm. than five years, Bernard Health has grown to Both brothers were making sacrifices and 16 employees. The company also developed the growth of the business was slow. Alex was a state-of-the-art Bernie Portal, online benefits still in school, but Brian was making the bigger enrollment software that helps employers save sacrifice, sleeping on Alex’s couch for a few time and money and gives the organization months. peace of mind and makes benefits sign up for Despite the hardships and lack of clients, employees easy and simpler without having to The brothers were determined for their venture use paper. to succeed and created Bernard’s mission Borrowing a concept by H&R Block and which was to be the world’s most trusted advisor The Blue Stores, created by many of the when it comes to helping people plan how to states BlueCross BlueShield affiliates, Bernard pay for health care expenses. Alex Tolbert, founder, Bernard Health Health has expanded into retail stores to assist After Alex earned his MBA from Vanderbilt, Headquarters: Nashville individuals with questions about health care, the brothers moved into a three-bedroom house Website: Medicare, learn about affordable health care and the company began to take shape, but the Number of Employees: 16 options, and purchase a health plan. It is a far growing pains continued. The Tolberts would Nature of Business: Bernard specializes in helping cry from a few years ago when Alex and Brian cold-call companies talking about HSAs and employers with HSA-based health plan options were making cold calls and Brian was sleeping how both the employer and the employee could because 99 percent of the time the HSA strategy we on a couch. benefit from implementing the account-based have developed is the best strategy for an employer “I thought HSAs would sell themselves,” plan. At first they got a lot of dial-tone responses to pursue. When that changes, Bernard will change. Alex said. “Had I known how challenging it was from people immediately hanging up the phone And if you are an employer that is in that 1 percent going to be to get in front of the right people, I or not returning voice mails. where the HSA is not the best option, we’ll simply am not sure I would’ve done it. I mean I am glad But determination and persistence paid tell you and explain why. I did. We are not going to turn back now.” off, including the brothers landing the business Key Executives: Alex Tolbert, founder, Brian Tolbert, of RJ Young, a Nashville-based company that business development and strategy is the largest independent office equipment I CDHC Solutions™ I Annual Superstars 2011


Most Innovative broker Award

Unique Background Makes Wood Innovative Broker


by Todd Callahan » Editorial Director » The Institute for Healthcare Consumerism

hanging the health care cost paradigm is done one Scott M. Wood, principal, company at a time. That is one of Scott M. Wood’s core Benefits Commerce Group beliefs, and it directs him every day as he crusades Headquarters: Scottsdale, Ariz for lowering health care costs for employers and Website: employees. No. of Employees: 23 Wood’s mission is waged not only with employer-clients; Nature of Business: Benefits Consulting Firm he also is a crusader with insurance companies, pushing them Key Executives: Johnny Angelone, principal; to provide innovative benefit structures, more consumer-friendly Chris Hogan, president; David Spellicy, programs, and tools to make it easier for individuals to take vice president, senior benefits consultant charge of their own health care. He feels comfortable going toe-to-toe with the most a viable option. seasoned of employers and high-ranking executives in the “It is rewarding when CEOs health care industry and is able to work effectively with insurers because he speaks their language. A former insurance company executive, Wood has have the courage to do it,” Wood said of c-suite executives getting walked in their shoes, and he innovates with them. “I have a pretty unique background,” said Wood, who believes the on board with curtailing their health care spend by moving to a CDHP and biggest problem with employer-sponsored health care is the fact most c-suite educating their employee population about better health care choices. “I tell individuals have no idea what they are doing. “I have seen it and lived it as a them you can continue down the road you are going, or you can put a stake in CEO. It takes courage and faith to make decisions. The problem in our business the ground and do something about it.” One example of Wood’s cost-effective solutions is an industrial machinery is poor strategy and execution. If you don’t balance out the funding and contributions and you don’t execute well with the strategy and education, you’re company based in Phoenix. The company was offering employees seven plans from four carriers. Choices may be good at a restaurant but it was not the going to have a problem with poor plan design and execution.” Wood has been on both sides of the negotiating table when it comes answer, as the company was facing double-digit premium increases annually. In 2010, with Wood’s insights, this company began to approach its health health plans. He was the COO at Independence Holding Company & American plan as it did every other budget item, with analysis and strategy. In the first Independence Corporation, an organization of affiliated insurance carriers, plan year, health plan costs were reduced by 21 percent from the previous year marketing and administrative companies and agencies dedicated to delivering without cutting benefits or shifting costs. For 2012, expected medical costs remain 8 percent below 2009 costs, insurance solutions to groups and individual and was a senior vice president of employee contributions will not change and employee cost share for the plan is a major insurance company. However, Wood was seasoned on the other side of the table, holding the being reduced by 16 percent. Although not a large company (approximately 500 covered members), position of CEO of Insurers Administrative Corporation (IAC), a firm specialized in third party administration of health plans. During his 24 years at IAC, Wood Wood proved CDHP are not just for big companies anymore. The company moved from fully insured to partially self-funded and made directed all operations, including contracts with insurers, reinsurers, PPOs, HRA deposits of $500 individual/$1000 family. The contribution is expected producers, and vendors. Armed with a full circle of health care knowledge, Wood, along with the to increase to $750 and $1500 for 2012. The CDHP also included strong Benefit Commerce Group, analyze needs and develops both near-term and incentives for preventive medical and pharmacy benefits. The program included a fully integrated administrative platform, including employee education, web long-term strategies for employee benefit programs. The No. 1 objective is controlling health care costs through plan tools and wellness strategies. Employee engagement proved successful for the Phoenix-based industrial design, wellness programs and funding structures that emphasize individual machinery company, as 98 percent of employees participated in the biometric responsibility for health care. For clients added during the past year Wood has saved an average of screening and health risk assessment. The incentive to participate: only those $1,700+ per employee per year, while maintaining the economic value of who participated received HRA deposits. “I am not big on encouragement through gift cards,” Wood said. “I like to employee benefits. Wood also is a big believer in moving to full-replacement consumer- tie encouragement back to economics. I use it as a carrot. You take 15 to 20 directed health care plans. The majority of his clients have moved to an minutes to fill out a health risk assessment and we will fund your deposit. You account-based plan, eliminating the traditional health plans and having his just made $1,500 for a half hour of your time.” Wood attributed a great part of this success story to the company’s clients offer their workforce one plan, eliminating choices and also eliminating executives. The CEO, HR manager and others have embraced the program mistakes during open enrollment. Wood adds his biggest thrill being a broker is sitting down with a company for their company, their employees and themselves. They have become the CEO and showing them how their increased health care spend is growing at a best ambassadors for the consumer directed plan and advocates for Wood’s higher percentage than the company’s profit margins and the status quo is not methods and strategies. 46

Annual Superstars 2011 I CDHC Solutions™ I

Most Partner / Consultant Award

Tony E. Holmes: The Good Consultant, Plus More Holmes’ experiences lead to solutions. His goals lead to keeping employees healthy and productive. His innovative strategies are a seamless execution of his relentless focus on implementation. by Mavian Arocha-Rowe » Senior Editor » The Institute for Healthcare Consumerism


ony E. Holmes, FSA, MAAA, FCA is a partner in the Atlanta office of dollars to optimally support the organization’s Mercer Health and Benefits (‘Mercer’). As Mercer’s Consumerism business objectives, and to maximize efforts Practice Leader for the South Zone, and a member of national health to encourage employees to improve health management and consumerism  advisory groups, he specializes in cost and quality outcomes by becoming betemerging ways to encourage employees to improve health cost and quality ter informed and engaged in their purchase outcomes by becoming better informed and engaged in their purchase and use and use of health care. Our client’s working of health care. Holmes strives to be a “good person” that always does whatever staffs are often energized as they become he can to help individuals; also plays smart as a forward thinker and a uniquely internal and externally recognized and expequalified professional that works very hard to make a real difference in the rienced leaders in improving their business results and the cost, quality and satisfaction improvement of health care in the world. With more than 25 years of  experience in the health insurance indus- by members of their health programs.” Holmes also practices as a client relatry and employee benefits, he is a member on Mercer’s National Consulting Advisory Group that identifies best and emerging practices with large organi- tionship manager to coordinate varied communication, retirement, compliance, zations. “Mercer gives employers the unparalleled advantage of local market compensation, investment, global and other HR and benefit services. His merger knowledge, cost-efficient processes and access to expertise on innovation and and acquisition, spin-off, plan consolidation and broad client responsibilities compliance. Whether the client is in one location, multiple regions or spans the contribute to his broad knowledge of industry trends and employer needs. “I globe, Mercer delivers health, financial security, work/life, voluntary and other strive every day to apply and leverage the knowledge and resources that I have benefit programs that are innovative and cost-effective,” Holmes said. “Most as Mercer’s consumerism regional practice leader, and as a member of both importantly, we help empower our clients to change and optimally align their our national health management/consumerism and consulting advisory groups. health and benefits plan’s performance to achieve their broader business, HR I contribute to my clients’ success by applying my areas of specialty practice (health care strategy, consumerism/CDHP, health care reform, financial/actuariand total rewards objectives.” Holmes received a Bachelor in General Studies degree with high distinction al analysis, health management, client relationship management) to their needs. Each client has a unique set of challenges and environment, and my goal and a Master of Actuarial/Mathematics degree from the University of Michigan. He is a Fellow of the Society of Actuaries, Fellow of the Conference of Consulting is to educate and empower each client to validate in their own minds how they Actuaries and a Member of the American Academy of Actuaries. He also holds can objectively identify and optimally achieve whatever is truly important to their state insurance representative and counseling licenses, and is a regular speaker organization.” What makes Holmes a good consultant? “I believe I consistently apply on strategic, technical,  health care reform, industry trend, consumerism and my firm’s strong resources and solutions, with my unique blend of broad-based consumer-directed health care issues. His areas of focus include the strategic assessment, design and pricing experience, strong communication, strategy, and technical/actuarial skills, to find of employee health benefit plans, and the analysis of evolving consumer- creative, practical, and cost-effective solutions to my clients’ needs. I have always ism and consumer-directed health care programs. He assists clients with enjoyed helping others, and using my mixture of high level strategic skills with my analytical abilities to find solutions. strategic  health management, health I have had a lifelong passion for learncare reform, underwriting, network and Tony E. Holmes, partner, Mercer ing how to understand individual and financial analysis, as well as alignment Headquarters: New York organizational styles and work preferwith their broader strategic HR and total Website: ences to solve the problems they want rewards programs. His broad-based Nature of Business and Mission: Mercer is the global leader for trusted to solve, how they want them solved,” and unique blend of health experience HR and related financial advice, products and services. In our work Holmes said.“[For those interested] and communication, strategy and techwith clients, we make a positive impact on the world every day. We good individual consultants are crenical skills enables him to find creative, do this by enhancing the financial and retirement security, health, ative, intelligent, problem-solving indipractical and cost-effective solutions productivity and employment relationships of the global workforce. viduals with deep experience, experto his clients’ needs. “While it is true No. of Employees: more than 19,000 employees tise and training to leverage available that most employers need to reduce Key Executives: Dan Glaser, Mercer chairman and CEO; David Rahill, resources to help each client define the rate of growth of health care costs, president, health and benefits; (see web site and achieve “winning” for them and the critical issues are often how to best executive-team.htm?siteLanguage=100) their organization,” he concluded. invest increasingly scarce health benefit I CDHC Solutions™ I Annual Superstars 2011


Most Innovative Partner / Consultant Award

When the Employers Speaks; We Listen Attention to detail separates Patricia Shall, president of Creative Benefits & Insurance Solutions, and her team, from the rest of the pack. They look at each client as a partner and advertise that they are in business with you for the long run, not just for a “run to the bank.” by Mavian Arocha-Rowe » Senior Editor » The Institute for Healthcare Consumerism


rom day one with our organization, Patricia Shall and her team achieved for the employers’ team members. It stands clear that CBIS at Creative Benefits & Insurance Solutions presented clear understands and provides the help that businesses require in a professional options and helped us achieve the right plan for our team. We manner. Most often responses are immediate or the same day. Their evaluated alternate insurance carriers, plan options and CBIS business oriented tactics offer benefit plans in a seamless approach. “Patricia’s team helps us stay up-to-date on what is happening in the keeps us up-to-date on insurance trends for our industry. We are updated on insurance regulation changes, the Affordable Health Care Act and notified insurance market. We use materials from updates to keep our team members of health tips to share with our team,” said Kelley Cunningham, director of advised of the health concerns they should be aware of and publish some of the information in our Team Newsletters,” Cunningham said. human resources accounting operations for Bavarian Inn Lodge. Known to create a long-term program tailored to employers’ specific Posters are available and supplied at their request. Plan enrollment packets are revised, saving the HR staff invaluable time. Very simple, Patricia needs, CBIS does not short-sight solutions. “We’ll assist you in designing a program you can live and prosper Shall and her team have provided with, without having to continually multiple methods of contacting their revise,” Shall said. clients and are very prompt about How refreshing to hear the news of Dedicated part of any employers returning calls. They have been available for on-sight meetings at these partners and consultants staying on benefits program, the CBIS team provide services that make employers short notice and conference calls top of issues with their clients’ carrier look good. when required. Routinely, she and “They are absolutely the ‘best’ her team stay in the know with their until results are achieved for the agent that we have in comparison to clients; not just for signing a contract, employers’ team members. our other benefit programs. Extremely but for conversations and relationship pleased with this team and their building. response has been terrific. We are “We hear from them at least once provided with an action plan for a month and more so if we desire. each item on our agendas, covering Patricia and her team understand Patricia Shall, president, Creative Benefits & Insurance Solutions everything that was discussed at how important communication is to Headquarters: Washington, Mich. benefit meetings and establishing us with our team. Many times they Website: who is responsible for follow-up. will contact our team members direct Nature of Business: Benefits and Insurance Solutions Could not ask for better agents for our to discuss any concerns they have Mission: Creative Benefits & Insurance Solutions is committed to team! The Bavarian Inn completed regarding their health plan services,” serving the needs and priorities of you and your organization. We a comprehensive agent search, Cunningham explained. are devoted to developing solutions that deliver competitive products interviewing several agents to find the How refreshing to hear the news without sacrificing quality and to providing a level of service that is right representative for us. We have of these partners and consultants irreplaceable. not been sorry yet,” Cunningham staying on top of issues with their Key Executives: Patricia Shall, president concluded. clients’ carrier until results are


Annual Superstars 2011 I CDHC Solutions™ I

Most Innovative Partner / Consultant Award

Barb Vasko Is Making a Difference As one of our Innovative Partner/Consultant Award recipients, Barb Vasko proves that her leadership guides clients to productive strategies and effective change. by Mavian Arocha-Rowe » Senior Editor » The Institute for Healthcare Consumerism


arb Vasko is a vice president Barbara Vasko, vice president, Aon Hewitt of Aon Risk Solutions. Headquarters: Chicago She has more than 30 Website: years of employee benefits Nature of Business and Mission: Aon Hewitt is the global leader in human resources background with a combination of consulting and outsourcing solutions. We partner with organizations to solve their carrier, corporate benefits and most complex benefits, talent and related financial challenges. consulting experience. In her own No. of Employees: 29,000 words, health care consumerism is: Key Executives: John Zern, Executive vice president, health and benefits consulting “Clear and simple, it is improving Key Solution Providers: Aon Hewitt health whether it’s through empowering employees to be more active consumers or taking responsibility to improve their own health.” She is an active participant in engaged employees. Health care will continue to evolve and change over the the evolution of health care and as a present business partner to her clients; next few years and employers that want a competitive advantage will change she takes pride in understanding her clients’ business and employees’ needs the way they offer health care benefits.” “Barb Vasko is a unique consultant— to design optimal health plans that clearly allow the ongoing connection between “My clients look to me to bring them most all of the book of clients she manages for AON Hewitt has an account based employees and their employers. relevant solutions that improve the plan—a consumer driven strategy. Many of “My clients look to me to bring them relevant solutions that improve the health of their employees. Over the them are full replacement, those that have a CDHP plan as an option have 40 percent health of their employees. Over the years plus participation in these plans—why? I have introduced my clients to new and years I have introduced my clients Because of Barb’s leadership, leading her innovative health care solutions that allow to new and innovative health care clients to this strategy. Her colleagues them to continue to offer competitive also manage books, and their CDHP health care benefits,” Vasko said. solutions that allow them to demographics are completely different. It The 15 years prior to joining Aon isn’t the book, it’s the consultant that were spent managing corporate employee continue to offer competitive leads the strategy, Barb makes the key benefit plans, including health and welfare, health care benefits.” difference,” said John Young, senior vice retirement and savings, time off, wellness president, consumerism at CIGNA. programs and executive benefits for large complex organizations. Of particular value to her clients is the broad On a somewhat personal level, Vasko volunteers in community perspective she offers, having functioned as an employee benefits manager fundraising events that improve the communities’ overall health. Aon in and a consultant. Vasko consults with employers on all aspects of health Minneapolis recently partnered with a client, APi Group Inc. and raised more and welfare benefits, including strategy, design, pricing, utilization and than $5,000 for the Step Out To Walk American Diabetes Association walk/ operational performance. Of particular interest to Vasko are innovative run event this fall. approaches to impact health care spending, and strategies to improve health. She describes herself to be someone who is patient, persistent, Her current health care contributions; and how she helps change and passionate, plus empowers others to succeed. She has the desire to behavior include creating a consumer-oriented platform for clients to allow constantly explore and look for new and innovative solutions for her clients. their employees to be more active consumers in health care, as well as Her goal is to be viewed as a trusted business partner that understands empower employees to improve their health. Vasko believes, “There is a her clients’ business and employee health need and wants to always be “A direct connection between employers and their employees through the member of my client’s human resources team.” At the end of the day Barb offering of competitive health benefits. Our engagement surveys over the Vasko assess her performance on how she made a difference in improving years show that competitive health benefits are at the top of the list for health. I CDHC Solutions™ I Annual Superstars 2011


Is Your Wellness Program Working?

Wellness That Works


Trotter Wellness®, is a full wellness program management organization providing comprehensive return on investment wellness programming for employers nationwide. We provide a single-source wellness solution including health risk assessments, health coaching, programmatic interventions, reliable health information resources, and more, to clients of all sizes. Our team of health care and business experts apply sound and proven methodologies for behavior-driven programs that are customized to fit a clients’ needs and objectives. Trotter Wellness® empowers the employer and employees to effectively manage health risk and health related costs over the long-term.

We Provide:

• Advanced Health Risk Assessments • Biometric Screenings • Personalized Health Coaching • Education Services and Programs • Targeted Guides, Mailings and Referrals • Website Tools and Consumer Information • Annual Goals/Interventional Programming • Logistics and Communication Planning

Please visit us at

Industry Innovators

Watch Your HSA Grow While You Shop As a member of My HSA Rewards, you could have made significant health savings account contributions while crossing off the gifts on your holiday shopping list. As an employer, you could have also been making significant strides in encouraging HSA participation amongst your employee population. As the only cash rewards program designed for health savings accounts, My HSA Rewards is a true innovator in encouraging HSA contributions at no cost to the employer and providing another great reason for your employees to participate in an HSA. Through its partnership with thousands of online retailers, including Delta Airlines,,, and Holiday Inn, My HSA Rewards founder and President Sanders McConnell has created a vast network available and at no cost to employers and employees. And with an easy-to-use platform, My HSA Rewards simply makes sense as a free benefit for employers to offer their employees. Employers simply share the link to with their employee base, and employees can contribute money to their HSA when they shop online through a number of retailers. For example, when shopping after logging-in to My HSA Rewards, members will have 4 percent in cash rewards funded into their

Sanders McConnell, founder/president My HSA Rewards Headquarters: Atlanta Website: Nature of Business: HSA Cash Rewards Program health savings account. Cash rewards vary for each retailer. gives 1 percent rewards, while online shopping through GNC yields 6 percent cash rewards. Several retailers offer more than 10 percent cash rewards, like, which offers 14 percent cash back for each qualifying dollar spent at My HSA Reward’s online mall, Membership is entirely free, that is, there is no cost to either employer or employee to be enrolled in the program. When members accumulate $50 in cash rewards, the money can be transferred into their HSA.

Incentive-based Health Care Driving Behavior Change, Lowering Costs Michael Dermer has been on a quest over the last decade to establish “incentive-driven health care” as the future of the health care industry. Dermer operates IncentOne, a New Jersey-based company he founded, on a strong core belief that the health care industry requires tangible behavior change for future improvement. He believes engagement drives behavior change and the proper incentives drive engagement. In a world where both health care premiums and obesity rates are rising rapidly, he is definitely on the right track. Dermer and IncentOne have analyzed large sets of data—from 75 data partners and based on 75 million lives—to develop a unique quantitative method that has allowed well-known companies such as Cigna, Motorola, Kaiser and Quest Diagnostics to design and apply incentive-based health and wellness strategies. These strategies can increase prevention, help avoid hospitalizations and re-admittance, lower health risks, influence benefit selection and even reduce medical errors. However, unlike other incentive-based health and wellness providers and disease management companies, IncentOne is based on a technology platform with a data set enabling IncentOne to serve as a data integrator for any health action incentive value or reward type. However, IncentOne’s gamechanging approach to health incentives is based on more that its quantitative methodology.

Michael Dermer, president and CEO IncentOne Headquarters: Lyndhurst, NJ Website: No. of Employees: 50 Nature of Business: Incentive-Driven Health Care Key Executives: Michael Dermer, CEO; Courtney Fawcett, CFO; Joe Connelly, SVP, market strategy and development

Dermer realized that incentives programs often fail as a result of an inability to immediately deliver results. Lacking immediate results, incentive program sponsors often see little reason to stick with the program for the long haul. To address this shortcoming, Dermer created TrifectaTM, a truly innovative approach enabling program sponsors to achieve immediate, and long-term health and financial goals. With this comprehensive approach, Dermer and IncentOne are ready to lead the industry toward incentive-driven health care. I CDHC Solutions™ I Annual Superstars 2011


Industry Innovators

BidRx Bringing Cost Transparency to Pharmacy BidRx is exactly what the name implies: one part auction, one part pharmacy. The online platform, which allows both retail and mail-order pharmacy to post competitive drug prices, has created a veritable free market out of an industry known for complicated, discreet pricing. This functional marketplace can save consumers more than 50 percent off prescription drug prices and has the potential to create real competition in the prescription drug market. As an industry innovator, BidRx might bring about the cost transparency, consumer empowerment and economic competition needed to create long overdue changes in how we purchase prescription drugs in this country. Founded in 2006 by health care and pharmacy veteran (and current CEO) Ralph Kalies, BidRx was on the frontline of the cost transparency movement in health care. Kalies saw that with the rise of consumerdirected health plans with high-deductibles, it would be essential to create a marketplace to empower consumers to search for lower prices for prescription drugs. With the BidRx online marketplace, he designed a platform where pharmacies from all around the country could compete to fill consumers’

Ralph Kalies, CEO BidRx Headquarters: Oshkosh, Wis. Website: Nature of Business: Pharmacy Auctions Key Executives: Ralph Kalies, CEO; Tom Kellenberger, vice president

prescriptions, creating a transparent, competitive and fair market. Today, with companies potentially shifting more and more health costs onto the employee, BidRx’s easy-to-use online marketplace drastically reduces the costs of prescription drugs, which should be a huge asset to employers and employees alike. If coupled with a high-deductible health plan, a free-to-use cost-saving platform like BidRx can significantly reduce employee’s out-of-pocket medical expenses while also reducing an employer’s health care costs.

Thomson Reuters Empowering Consumers With a Personal Touch Bobbi Coluni has witnessed first-hand the changing landscape of the health care industry and the rise of the health care consumerism movement during her 24 years with Thomson Reuters. As senior director of consumer solutions, Coluni is responsible for product strategy and solution design for Thomson Reuters’ Consumer Advantage Suite, a collection of innovative aids assisting consumers to become more involved with their health care choices. These aids provide critical information and resources needed at the right time when making crucial decisions such as choosing a health plan or selecting a facility to have a certain medical procedure. This suite of tools, developed in 2007, has economically benefited both employers, who are more frequently looking to consumer-driven strategies to provide more cost-efficient employee health plans, and the employee, who ultimately need decision support tools to become better consumers of health care “People respond better when information is personalized and is relevant to their needs,” Coluni said. “Managing all this consumer data, we saw an opportunity to improve engagement on behalf of employees and members for health plans by providing personalized information and personalized recommendations.” During open enrollment, Employee Activation, designed to give consumers the right information at the right time, helps employees identify their best-fit health insurance plan by reviewing their actual cost and use data from the previous year and guiding them through a series of interview questions about their health care needs in the upcoming year. The interactive website also helps employees determine how much money to contribute to a health savings account or another consumer-directed health plan. In addition, it generates a preventive care checklist for every member of the family to help ensure the right care is received at the right time. Employee Activation builds a personalized “activation schedule” that proactively contacts employees at key points throughout the year. A web-based program helps them keep track of out-of-pocket health care expenses, review claims detail, and learn more about relevant health topics. The program also sends tailored, targeted messages—by mail, e-mail, web, 52

Annual Superstars 2011 I CDHC Solutions™ I

Bobbi Coluni, director of consumer solutions Thomson Reuters (Healthcare Division) Headquarters: Ann Arbor, Mich., New York Website: products_services/healthcare/ No. of Employees: 2,000 Nature of Business: Thomson Reuters is the world’s leading source of intelligent information for businesses and professionals. We combine industry expertise with innovative technology to deliver critical information to leading decision makers in the financial, legal, tax and accounting, healthcare and science and media markets, powered by the world’s most trusted news organization. Key Executives: Thomas H. Glocer, CEO; Robert D. Daleo, executive vice president, CFO; Doug Schneider, executive vice president of innovation; Barbara Graovac, senior vice president, general manager, employer market

or text message—alerting employees about potential health issues, reminding them of preventive care opportunities, and suggesting ways to save money by making small behavioral changes. Employee Activation leverages a variety of reliable data sources to provide relevant, personalized information to employees. Rather than using only selfreported data that is often incomplete and rarely accurate, Employee Activation uses the family’s medical and pharmacy claims data as its foundation, and adds other data sources to fill in the details. Employee Activation is designed around three keys: personalization, activity and measurement. This program is not only just for open enrollment but is a year-round strategy designed to change behavior and increase activation. It is based on four primary phases of activity: assessment, enrollment, messaging and monitoring.

Industry Innovators

HighRoad Takes High Road in Communicating Plan Changes In today’s increased regulatory, post-PPACA benefits environment, it’s more important than ever for employers to accurately communicate plan changes on a timely basis. Keeping employees updated on plan changes is necessary for appropriate benefits decisions during annual enrollment. Employees need to know what’s changed, what’s covered, what’s not covered and how benefits are determined. And all employers know that keeping Summary Plan Descriptions (SPDs) and Summary of Benefits Coverage (SBC) updated and distributed on a cost-effective basis is a huge challenge. CEO Michael Byers and HighRoads have developed an innovative solution for all these employee communication problems. HighRoads’ personalized SPD portal is an integrated, online employee communication vehicle that immediately presents the most current SPDs to employees. With HighRoads’ assistance, clients are compliantly transitioning to electronic distribution of Employee Retirement Income Security Act (ERISA) documents and notices to abide by increased regulations and to improve employee benefit comprehension. HighRoads’ new SPD portal offers clients a faster, more cost-effective way to update and communicate critical employee benefits and legislative changes. The new HighRoads portal addresses this need by serving as a real-time electronic fulfillment solution for employee benefits information and

Michael Byers, CEO HighRoads Headquarters: Woburn, Mass. Website: No. of Employees: 75 Nature of Business: Employee Benefits Management Key Executives: Larry Whitman, CFO; Lori Dustin, CMO

delivering critical back-end tracking and reporting of document delivery to fulfill U.S. Department of Labor (DOL) requirements. In this unprecedented era of exorbitant health costs and constantly changing government regulations, Michael Byers and HighRoads are revolutionizing employee communication, allowing companies to get the most from their employees and getting relief for their bottom line.

Collaboration Unites HSAs With Wellness Program Announced in early 2010, HSA Bank and Trotter Wellness’ collaborative efforts have effectively taken the logical next step in consumer-driven health care with an integrated health savings account/wellness program. Under the agreement, HSA Bank provides HSA administration for employees who have an HSA-compatible health plan and participate in a wellness program through Trotter Wellness. Although a somewhat recent development, Patrick Trotter, Trotter Wellness, and Kurt Hoewisch, HSA Bank, have been working together to provide companies with cost-saving solutions for years. The latest innovative partnership bridges the gap between two sides of the consumer-driven health care market that is known for great cost-reducing capabilities for employers for vastly different reasons: wellness programs and tax-advantaged medical savings accounts. For Trotter and Hoewisch, the partnership has always been about more than cutting costs. It fosters a cultural change within an organization and produces continued employee engagement in health and wellness. In a case study covering the HSA Bank-Trotter Wellness collaboration for Jagemann Stamping Company, a Wisconsin-based metal stampings manufacturer, medical claims decreased by more than 40 percent in the first few years. Engagement in the wellness program also has steadily increased year by year.

Patrick Trotter, owner (Trotter Wellness) and Kurt Hoewisch, president (HSA Bank) Trotter Wellness and HSA Bank Headquarters: Sheboygan, Wis.; Milwaukee Website: and Nature of Business: Wellness Program Management; HSA Administration Key Executives: D. Dean Mason, CEO of HSA Bank As the consumer-directed health care industry increasingly claims a larger percentage of the health care market, collaborations like the one between Trotter and Hoewisch might become increasingly more common. Through their innovative partnership, combining different aspects of health care consumerism, Trotter and Hoewisch are taking a step forward for health care in this country. I CDHC Solutions™ I Annual Superstars 2011


Industry Innovators

Grocery Store Chain Carving Niche in Health Care Industry For years, Safeway, one of the nation’s largest grocery chains, has been known for its innovative health care solutions that significantly improve the health and wellness of its employees, while reducing the cost effect on the company’s bottom line. Safeway has been a leader in recognizing and rewarding healthy behavior, and for the past six years, Safeway has kept its employees’ per capita health costs flat, despite a national increase of at least 8 percent each year. This expertise has paved the way for the development of subsidiary company, Safeway Health. This venture aims to continue and advance the industry-leading health and wellness philosophy now associated with the Safeway branding. Safeway Health’s philosophy revolves around three guiding principles: 1) health care costs are concentrated around only four conditions (cancer, obesity, diabetes and CAD) 2) behavior drives costs, but the proper incentives can drive behavior, and 3) markets are critical, and consumers must be empowered to participate in them. Through implementing these ideas, Safeway has held health care costs flat, while the rest of the country has seen health care costs skyrocket. Now Safeway Health and President Larree Renda take this philosophy that has made Safeway’s culture of health successful and brings it to their clients.

Larree Renda, president Safeway Health Headquarters: Pleasanton, Calif. Website: No. of Employees: 10 Nature of Business: Benefits Management Key Executives: Larree Renda, president; Ken Shachmut, executive vice president and CFO Mostly working with large clients of more than 7,500 employees who are self-insured and willing to make bold benefits decisions, Renda and her team are helping other companies become healthier and happier, while reducing the effects of health care on the bottom line. So far, Safeway Health has been able to produce dramatic results for its clients. According to CFO Ken Shachmut, Safeway Health has the ability to save a client with an employee population of 10,000 and a traditional health plan more than $125 million in a five-year range. With these results, the newly-formed Safeway Health seems poised to make a serious impact on the health care of this country.

Online Pricing Tool Offers Consumers More Education, Cost Transparency As health care spending in this country continues to rise and costs to employers and individuals spiral out of control, many experts believe that cost transparency is the first and most important step in the way to better health care. If consumers know what options they have, they are empowered to create a more free market. Fortunately for consumers, Joanna Ficklin, senior vice president of Catalyst Rx and her company are doing just that for pharmacy benefits management. They are offering truly transparent, unbiased pharmacy benefits management. With Catalyst Rx’s online drug pricing tool, Catalyst Price SaveSM, consumers now have an accurate, easy-to-use drug pricing tool that features enhanced drug pricing and drug look-up features that provide members with real-time assistance at controlling medication costs. Although other pharmacy benefit managers offer drug pricing tools designed to help members save money, Catalyst Price SaveSM always discloses the lowest-cost options to consumers through an easy-to-use online database. And it is the only industry tool that discloses all lowest-cost drugs without bias, allowing consumers to be fully empowered to make the best choice. Catalyst Rx’s proprietary software is very user-friendly. Members simply enter the drug name in the online search and the cost of the drugs from retail and mail-order pharmacies are sorted in a meaningful, easily understandable way to the consumer. 54

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Joanna Ficklin, Sr. vice president, marketing Catalyst Rx Headquarters: Rockville, Md. Website: No. of Employees: 1,529 Nature of Business: Pharmacy-Benefit Manager Key Executives: David Blair, CEO; Richard Bates, president and COO

Although other pharmacy benefit managers offer drug pricing tools designed to help members save money, Catalyst Price SaveSM always discloses the lowest-cost options to consumers through an easy-touse online database. With health care costs skyrocketing, Catalyst Rx has stepped in and made significant strides in alleviating some of the financial burdens for employers and employees alike. With their unbiased, easy-to-use online platform, Catalyst Rx is revolutionizing pharmacy benefits management and helping to lead the way toward true health care consumerism.

Industry Innovators

Incentives Key in Making Successful Employee Benefits Package Although there are now so many wellness programs available on the market promising employers huge reductions off their bottom line, translating a successful wellness program to reduced insurance premium costs can be more challenging for a company than it often seems. Companies need to provide the right incentives to encourage adequate levels of participation that eventually lead to reduced costs. At the Scottsdalebased Benefit Commerce Group, President Chris Hogan has led the development of a program that guarantees premium savings by creating a method for appropriately rewarding and measuring wellness program success. At the core of Benefits Commerce Group’s innovation is the Trend Neutralizer. The Trend Neutralizer awards a company credits based on employee enrollment in a consumer-directed health plan. The company also is credited with employee participation in a wellness programs, including annual biometric screenings, health risk assessments, disease management, healthy lifestyle programs and premium differential for non-smokers and smokers. These credit values correlate to a lower medical trend portion of the employer’s renewal premium account. Medical trend, or “medical inflation,” is the increase in total medical costs from one year to the next. Benefits Commerce Group is doing everything it can to halt this trend. “For an employer, Trend Neutralizer can mean a significant savings on premiums for next year and subsequent years, as long as it maintains employee participation in its wellness programs,” says Rick DeGraw, senior vice president at SCF Arizona and a client of Benefits Commerce Group, “And when an employer reduces the cost of the health care plan, employees

Chris Hogan, president Benefit Commerce Group Headquarters: Scottsdale, Ariz. Website: No. of Employees: 23 Nature of Business: Benefits Consulting Firm Key Executives: Johnny Angelone, principal; Scott M. Wood, principal; Chris Hogan, president; David Spellicy, vice president, senior benefits consultant themselves benefit through lower out-of-pocket costs. We are committed to this approach for the future and believe Chris’ leadership is largely responsible for its creation.” At Benefits Commerce Group, Hogan and his peers realize that wellness is one of the best options for companies seeking to make significant savings in their health costs. But more so, they understand wellness programs must be tracked and measured to assure that they reduce health care costs for their clients. And with the Trend Neutralizer, they’ve created just the system to do that. For their innovations and efforts toward more efficiency in wellness programs, Hogan and Benefits Commerce Group are true HealthCare Consumerism Superstars.

HSA Leader Looking for Continued Growth as Consumerism Takes Flight As president and co-founder of Devenir, a Minneapolis-based wealth management/health benefits consulting company, Eric Remjeske has been a leader in the HSA market and consumer-driven health care industry for years. Ever since health savings accounts were signed into law in late 2003, Remjeske realized the impact HSAs would have on the future of health care. “The introduction of health savings accounts (HSA),” Remjeske says, “provided an opportunity to improve on the previously introduced Archer medical savings accounts (MSA) by allowing carry forward balances into future tax years thus, introducing the opportunity to invest a portion of those dollars.” Remjeske and Devenir have been an industry leader ever since, becoming the leading, most cost-effective HSA investment solution for companies. From Devenir’s experience witnessing changes in the retirement benefits industry, they were well placed to see the potential of the changes about to occur in the health benefits industry. “We could see the opportunity to convert the traditional health care system from a defined benefit entitlement based system to a defined contribution based system of choice much like the convergence in retirement plans from pensions to 401(k)s we have seen over the past two decades.” Remjeske said.

Eric Remjeske, president/co-founder Devenir Headquarters: Minneapolis Website: No. of Employees: Seven Nature of Business: HSA Investment Advisor Key Executives: Eric Remjeske, president; Lori Hansen, SVP corporate services Benefits were changing; employees were becoming active not passive participants. Now that health savings accounts are firmly entrenched in the mainstream of health benefits, Remjeske only sees continued growth in this space. Through their research and analysis of the research of major HSA custodians, Devenir sees a future with more and more HSA account holders, and they plan to be right in the middle of it. I CDHC Solutions™ I Annual Superstars 2011


Industry Innovators

Tango Aids Clients on Journey to Health Care Consumerism Once a company introduces a high-deductible health plan coupled with a health savings account, they are beginning the journey to health care consumerism that could eventually provide a lot of relief for their bottom line. However, introducing the new health plan and HSA is only the first step. It is crucial for employers to properly communicate the benefits of their new health care plan and to effectively manage the health savings accounts in order to extract maximum participation from their employee base. Luckily for employers, Austin-based Tango Health is there to help. The industry-recognized HSA specialist prides itself on its user-friendly, cost-effective software that encourages maximum health savings account participation. The innovative Tango solution helps both employers and employees alike reap the maximum benefits from HSAs. Along with perhaps the most comprehensive HSA management software on the market, Tango’s comprehensive approach addresses the entire range of an HSA-eligible population: from those who contribute up to the IRS maximum to those who open an account and rarely, if ever, contribute to it. Tango also has created a multitude of innovative tools to make using an HSA much easier for your employee population. They’ve created the Health Spending Journal, which makes it easier for individuals to track health expenses, whether made through their HSA or personal credit card, by allowing users to add notes and category tags to listed health expenses.

Duncan Van Dusen, CEO Tango Health HSA Solution Headquarters: Austin, Texas Website: No. of Employees: 25 Nature of Business: HSA Administration Key Executives: Duncan Van Dusen, CEO; Todd Praisner, president

The receipt management function, which allows users to upload scanned or photographed receipts through their computer or smartphone, lists and categorizes health spending for easy tracking. While other companies may be realizing the growing trend of health savings accounts and are beginning to dip their toes into that water, Tango Health has always been dedicated and focused on making health savings accounts a large part of the future of health care in this country. And for their dedication and innovation, Tango is a true HealthCare Consumerism Superstar.

Membership has its Privileges with WellCard Health Imagine if you had a membership card that could save you up to 65 percent off prescription drugs. Now add in the fact that this card will reimburse you with cash rewards through purchases made with network retailers, including, and GNC. Need vitamins or other supplements? This card also can save you up to 50 percent off your supplement purchases. MRI and Imaging Services? Surgical Centers? Vision Care? Diabetes and Dental Care? Needless to say, this card can do it all. This is WellCard Health, a true innovator in empowering consumers and enabling them access to significant health care savings. Consumers with a WellCard in their wallet are able to receive up to 65 percent off the cost of their prescription drugs from more than 59,000 participating national and community pharmacies. From more than 10,500 optical centers nationwide, WellCard members may be entitled to earn up to 50 percent off the regular retail price of eyeglasses, contact lenses, sunglasses, and corrective surgery (Lasik, RPK, etc.). In more than a dozen categories, including vitamins, MRI, daily living products and dental care, WellCard Health gives consumers access to huge savings. The card is not an insurance program but can be combined with your health plan, and it can be used by the entire household. Consumers must shop in-network to reap the benefits, but the networks themselves are huge, covering almost 60,000 pharmacies, more than 10,000 vision care providers and almost 4,000 MRI and imaging centers.


Annual Superstars 2011 I CDHC Solutions™ I

WellDyne Rx WellCard Health WellDyne Rx Headquarters: Centennial, Colo. Website: Nature of Business: Pharmacy Benefit Management Company Key Executives: Damien Lamendola, CEO

In more than a dozen categories, including vitamins, MRI, daily living products and dental care, WellCard Health gives consumers access to huge savings. WellCard Health is an innovative discount card program that will save your clients and their members’ money on a wide range of health care services. The WellCard is free for consumers, and needless to say, this product has the ability to change the health care conversation in this country. For the comprehensive range of services included in the discount program and the empowerment of employees as health care consumers, WellCard Health is an Industry Innovator and Superstar.

Industry Innovators

Access to Best Medical Care not Limited by Location According to Medserv Global With health care costs reaching unprecedented levels, what we need now are cost-saving solutions for both employers and employees. For some organizations this may be implementing a wellness program or a consumer-driven health plan; however, many organizations, and their members, are realizing that health care need not be limited to their immediate city or state. World-class, affordable health care can be found across the globe, and employers can save significantly by finding the best health care organizations for their employees—whether it’s at the local hospital or located in Luxembourg. John Linss, chairman and founder of Atlanta-based Medserv Global, is an industry leader in the medical travel field. Medserv Global has joined the effort with their Global MedPass, a program that offers access to affordable networks of health care and wellness providers, as well as the high-quality concierge services that are essential to obtaining the best health care. When compared to employees’ normal out-of-pocket expenses with the typical insurance plan, MedServ can offer employers 50 to 70 percent reduction in costs. Global MedPass’ unique structure makes the financial aspect of medical travel very easy for employers and employees. It wraps around an employer’s health plan, and benefit structures typically provide zero out-of-pocket costs, travel included for the member and companion, and a rebate of savings to

John Linss, chairman & founder Medserv Global Headquarters: Atlanta Website: Nature of Business: Medical Travel Key Executives: Jim Jimenez, SPHR, Operations and Human Resources; Kapil Bhalla, vice president, Engineering; Barth Sweeney, director, business development employee benefits; Richard Stokes, director, membership sales the member’s health and wellness program, HSA account, or cash payment. To deal with the dramatic rise of health insurance costs, Linss and Medserv are changing the way consumers look at health care in this country. By creating Global MedPass, an end-to-end medical travel solution, Medserv is making it easier for employers and employees to find and afford world-class health care.

Healthstat Cuts into Absenteeism by Establishing On-site Clinics According to the results of a Gallup-Healthways poll conducted between January and October of 2011, absenteeism costs companies up to $153 billion annually. And with the rapidly increasing trends of obesity, diabetes and other chronic conditions, this number figures to keep increasing. In fact, according to the survey, workers of a healthy weight, who do not have a chronic medical condition, including high cholesterol, cancer, diabetes, asthma and depression, make up about 14 percent of the U.S. workforce. On average, this minority misses only four days of work annually. Absenteeism and reduced productivity due to illness are costing companies unforeseen amounts of money. Charlotte-based Healthstat has stepped in to reverse these epidemic-level trends. The company’s mission is to measurably improve employee health and productivity of participants, reduce the overall cost of health care, and provide an exceptional benefit to employers and employees. They accomplish this through a three-tier approach: the implementation of on-site clinics, preventative care and wellness programs. It starts with early detection through Healthstat’s health risk assessment (HRA) program followed by proactive, focused on-site intervention with Healthstat clinics. Whether it’s a high-risk intervention or simply treating an everyday illness, the clinic practitioner is there to help gain control of employees’ health and employers’ health costs. The clinics offer employees a convenient, non-intrusive source of health care. The 20 percent of employees with chronic diseases, who also spend

Healthstat On-Site Clinics Healthstat Headquarters: Charlotte, N.C. Website: Nature of Business: On-Site Primary Care, Health Risk Intervention and Disease Management Services Key Executives: Crockett Dale, president and CEO; Susan Kinzler, CFO; Warren Hutton, COO

They accomplish this through a three-tier approach: the implementation of on-site clinics, preventative care and wellness programs. more than 80 percent of an employer’s health care dollars, don’t have to go off-site for treatment and don’t have to wait in long lines. This greatly reduces lost productivity and wages and can save employers huge discounts when compared with industry trends. For their comprehensive, three-tier approach to population health management, Healthstat is a true health care innovator. With absenteeism affecting employers’ bottom lines so drastically, the on-site clinic decreases absenteeism and increases productivity, making both the business and the employees happier. I CDHC Solutions™ I Annual Superstars 2011


Industry Innovators

Next Biggest Thing Pushing for More Cost Transparency This was a big year for Castlight Health as the company was featured with articles in Forbes and the Wall Street Journal, declaring them the next big thing in health care. And for good reason. Castlight Health, developer of a personalized health care shopping portal offering unbiased information about health care cost and quality, is leading the much-needed push toward cost transparency in health care spending. The truly unbiased health care market, created by Castlight’s innovative software portal, is leading toward huge savings for both employer and employee alike. Founded in 2008, Castlight has already made a huge impact on the health care industry. Many of its clients feel that the 3-year-old company’s shopping portal has been the key that has made their consumer-directed health plan truly effective. With its innovative, proprietary software, Castlight enables employers to introduce shopping-based benefit designs that engage employees in health care decision-making. This platform allows companies with consumer-driven health plans to successfully implement their health plan and engage their employees in their health care. Castlight is the first solution to enable true consumer health care decision-making on the basis of provider cost, quality, and convenience. The Castlight platform also features unique employee communication devices by delivering personalized information specific to each user and enabling employers to actively engage with employees through customized health and wellness program messaging. With personalized price, quality, and convenient information, Castlight is empowering employees by supplying them with the information needed to make smarter health care decisions and empowering employers to make

Castlight Health Headquarters: San Francisco Website: No. of Employees: 100 Nature of Business: Health Care Shopping Solutions Key Executives: Giovanni Colella, CEO; Naomi Allen, VP, sales & services; Dena Bravata, M.D. M.S., chief medical officer; Ethan Prater, vice president, product marketing

significant savings on their health care spending. For employers with a CDHP as one of their offered health plans, Castlight has proven to increase enrollment in cost-saving plans like a high-deductible health plan. And employers often reap savings of up to 30 percent through encouraging their employee population to use Castlight’s shopping portal. With common health care services varying over 700 percent in price and more in-depth procedures varying at an even greater percentage, the time for cost transparency in health care is now. In this uncertain legislative time for health care, one thing is clear: Consumers need to be empowered to participate in unbiased markets. And with Castlight Health, the health care industry is making a big push in that direction.

gBehavior Converting Corporate Culture with Wellness Incentive Program Thanks to the efforts of leading health and wellness pioneers, the health care industry is now beginning to react to the fact that the vast majority of health care costs come from preventable diseases caused by an individual’s lifestyle choices. With all these costs derived from employee behavior, employers have an unprecedented opportunity to transform their corporate culture with a welldesigned wellness incentive program. At Atlanta-based gBehavior, CEO Don Doster has been helping companies in a variety of industries improve their employees health and well-being with gBehavior’s Rewards for Wellness™ program. Rewards for Wellness provides employers with tangible ways for motivating employees to pursue and maintain healthy, cost-saving behaviors. Combining experienced design with speedy implementation, gBehavior applies its unique methodology to deliver quick, effective and measurable performance improvement. Through preventative medical exams and health education, they emphasize preventative care for employees. Research has shown time and time again that prevention efforts are the best investment a company can make to control rising health care costs. gBehavior works with its clients to set program goals and determine the health measurements for all its employees. Employees can then earn points as their personalized health goals are met. These points can then be redeemed 58

Annual Superstars 2011 I CDHC Solutions™ I

Don Doster, CEO gBehavior Headquarters: Atlanta Website: No. of Employees: 20 Nature of Business: Incentive and Wellness Programs Key Executives: Don Doster, CEO; Tim Robinson, CFO in gBehavior’s online mall, which houses arguably the greatest selection of awards in the industry. Employees can choose from more than five million options in gBehavior’s shopping mall, including tickets to sporting events, dinner gift cards, airline gift cards, merchant gift cards and even cruises to Mexico, Alaska and the Caribbean. gBehavior’s Rewards for Wellness provides employers with an unprecedented array of rewards for their employee population enrolled in a wellness program. And with their extensive expertise in program design and implementation, gBehavior generates comprehensive, meaningful results and analysis. For their industry leading incentives program that generates real, tangible results for your business, gBehavior is a 2011 Industry Innovator and HealthCare Consumerism Superstar.

Industry Innovators

Innovative Consumer-centric Benefits Approach Gives Power to Employees Employers have been demanding more active participation and decisionmaking from their employees in their retirement options for decades. The growing trend of workplace wellness programs is placing employees as active participants in their health care costs. The future of employee benefits is clearly a model requiring more active, engaged employee participation. At Liazon Benefits in Buffalo, CEO Ashok Subramanian and his team are leading the way with their innovative consumercentric benefits approach. The model, based on consumer-centric employee benefits, represents a fundamental change in your employees. They are transformed from just simply benefits participants into benefits consumers, actively making choices in choosing and using their benefits. Liazon’s innovative approach to employee benefits aims to open up a marketplace driven by employee demand for different benefits choices. Employees essentially have free choice to decide which benefits are right for them. To do this, Liazon has created several unique services, including the Better Benefits card and the Bright Choices Exchange. With Liazon’s defined contribution approach, employers define their benefits contribution by selecting a dollar amount to allocate to each employee. This amount is then loaded onto Liazon’s Better Benefits card, which employees are empowered to use to meet their personalized, diverse benefits needs. They can use the card in Liazon’s innovative, proprietary marketplace, the Bright Choice Exchange, which is an online store where your employees can shop for what’s right for them. The platform also asks each consumer a short series of questions and then, using sophisticated analytics, actually recommends the benefits that best meet each consumer’s needs. Liazon’s strategy also is built on award-winning employee communication

Ashok Subramanian, CEO Liazon Corporation Headquarters: Buffalo Website: No. of Employees: 62 Nature of Business: Consumer-centric Benefits Provider Key Executives: Ashok Subramanian, CEO; Timothy Godzich, EVP, corporate development; Alan Cohen, chief strategy officer; Curtiss Butler, SVP, product strategy tools to explain the new approach, ease the transition and allow employees to make optimal benefits choices. For employers, Liazon’s approach allows its clients to set multi-year budgets for benefits, knowing that employees will be able to meet their specific needs. Liazon handles all aspects of benefits administration and can save employers significant amounts of money through stabilizing their benefits budget. For most clients, Liazon has been able to reduce health care spending by 10 to 30 percent in the first year. Subramanian and his team have created a truly unique benefits solution that has the possibility to save a company a third of its health care budget. Under their solution, employees are not limited to a few benefits choices but are truly empowered as consumers. With such cost savings for employers and freedom for employees, Liazon is truly a HealthCare Consumerism Superstar.

RedBrick, Fidelity Combine Health and Wealth for True Wellness In the summer of 2010, Fidelity Investments, a leading provider of employee benefits outsourcing services, and RedBrick Health, a health technology and services company, announced a revolutionary partnership in our nation’s health care. Although it appeared every niche of incentive-based wellness may have already been covered, Fidelity and RedBrick combined their areas of expertise to develop a wellness solution that affected the short-term and long-term health and happiness of employees. The two companies developed a wellness solution with 401(k) contributions as incentives. For years, Fidelity had been observing RedBrick’s CEO Kyle Rolfing and his efficiency in reducing health care premiums for his clients while improving the health of their employees. Many at Fidelity thought that this new approach to health care, where employees play a much more active role, was analogous to the approach in retirement benefits from traditional retirement plans to 401(k) plans that Fidelity helped lead. The integrated 401(k)/wellness program clearly leverages the strengths of both companies: Fidelity as the nation’s No. 1 provider of defined contribution retirement plans and RedBrick Health as an innovator in the health and wellness arena. The program finally came to fruition in 2011 with two clients of Fidelity’s

Kyle Rolfing, president RedBrick Health and Brad Kilmer, executive vice president, benefits consulting, Fidelity Personal and Workplace Investing RedBrick Health and Fidelity Headquarters: Minneapolis and Boston Website: and No. of Employees: 38,000 + (Fidelity) Nature of Business: Employee Benefits Outsourcing; Wellness Program Provider Key Executives: Dan Ryan, CEO (RedBrick); Christi Wise, SVP, Offering Management and Marketing (Fidelity) benefits administration. With the launch of the program, Fidelity and RedBrick almost immediately saw very positive responses from their clients. Implementation was quick and easy, and engagement in the wellness program was up. In December, Fidelity and RedBrick began implementing another client and have high hopes for the program’s continued growth going into 2012. With the potential to engage employees in their health, wellness and happiness both short and long-term, RedBrick and Fidelity’s integrated 401(k)/wellness program has the potential to change the future of employee benefits. I CDHC Solutions™ I Annual Superstars 2011


Industry Innovators

OptumHealth Combines Health, Wellness, Financial Security for Customers Since health savings accounts were enacted into law in late 2003, OptumHealth’s Karli Dunkelberger has been a tireless advocate for their use, educating thousands of benefits professionals, employers and employees in providing and using health savings accounts. And her expertise and advocacy also extends to flexible spending accounts, health reimbursement arrangements and COBRA. As a speaker at the 2011 CDHC Solutions FORUM West (now the IHC FORUM), Dunkelberger’s dynamic delivery, passion for the financing of health care, and enthusiasm for helping consultants, brokers, employers get people excited about using HSA, HRA and/or FSA solutions. She has more than 25 years as an expert in the health care benefits industry. Dunkelberger understands the key to making a successful highdeductible health plan/health savings account (HDHP/HSA) plan work: getting employees to understand the real advantages of the heath saving account. With OptumHealth’s HSA administration, employers are working with industry experts and offering employers step-by-step action plans and engagement tools. Proper, sustained employee communication is essential in any consumer-driven health plan, and OptumHealth also provides employers with numerous employee education and enrollment tools. In addition to the more than 700,000 health savings account holders with OptumHealth Bank, OptumHealth is a recognized expert in other tax-

Karli Dunkelberger, VP, national consultant sales OptumHealth Headquarters: Golden Valley, Minn. Website: No. of Employees: 14,000+ Nature of Business: Health Management Support Key Executives: Dawn Owens, CEO; Paul Emerson, CFO; Kelly Clark, CIO; Rob Webb, CEO (OptumHealth Care Solutions); Chad L. Wilkins, CEO (OptumHealth Financial Services) advantaged health accounts, including flexible-spending accounts (FSA)s and health reimbursement arrangements (HRA)s. Health accounts are OptumHealth’s specialty, and regardless of which account is right for you and your employee base, Optum can help your employees become comfortable with managing their health care expenses. And they have the expertise to work with employers on a customized benefits approach that combines health, wellness and financial security. For their efforts in providing employers with the education, tools and expertise necessary to implement an array of cost-saving health accounts, Karli Dunkelberger and OptumHealth are 2011 HealthCare Consumerism Industry Innovators.

Atlanta’s Digital Insurance Leads Clients Through Difficult Regulatory Era When the Patient Protection and Affordable Care Act (PPACA) was signed into law on March 23, 2010, health care regulations in this country began to change immediately. There were thousands of pages of regulations and a number of key effective dates. Many employers were uncertain of how to respond to the new legislation. And sensing a possible repeal of the PPACA, many employers continue to be stuck in a confused state, not really knowing what to do. However, other companies, such as the 22,000 group clients of Atlantabased Digital Insurance, were well prepared and are preparing for the soonto-be-effective regulations and how the health care law is going to affect their business. Because CEO Adam Bruckman and his Health Care Reform Team had the foresight to get ahead of the upcoming legislative changes, their clients were well positioned to make cost-cutting benefits decisions, despite the legislative chaos. Through client feedback and market research, Digital understood companies need to know how their business—business operations, employees and, of course, their bottom line—would be affected by different phases of health reform. A client communication program was set up, and it has certainly paid off.


Annual Superstars 2011 I CDHC Solutions™ I

Digital’s Health Care Reform Team Digital Insurance Headquarters: Atlanta Website: / No. of Employees: 250 Nature of Business: Insurance Broker Key Executives: Adam Bruckman, CEO; Mike Sullivan, CMO

Clients began receiving all necessary and pertinent health reform information through many channels: an online Health Care Reform Resource Center, a Health Care Reform handbook, bi-monthly Health Care Advisories, quarterly health care reform webinars and more.

Industry Innovators

Best Doctors Look to Save Patients’ Lives, Employers’ Bottom Lines It is estimated 20 percent of medical cases are misdiagnosed and $300 billion is spent annually on inappropriate or unneeded procedures in health care. The bulk of that tab is consumed by employers, providing quality health care benefits for their employee population. A company cutting into that waste is the Boston-based Best Doctors and its CEO David Seligman. Founded in 1989, Best Doctors has rapidly become one of the fastest growing health companies in the world, seeing a 116 percent revenue increase over the last four years. Using cutting-edge service, Best Doctors is a medical resource for ensuring individuals have the correct diagnosis and get the proper treatment. A patient advocate, Best Doctors sees itself as the navigator for its clients, pushing them in the right direction to receive more effective and efficient medical care, which results in the ultimate goal of a full recovery. “Just like consumer-driven health care empowers the consumer with all the right tools and ability to make the right decision, we are doing the same [at Best Doctors],” Seligman said. “Getting the right diagnosis and making the right decisions the first time not only save the patient financially but produces a better quality of life.” Using the knowledge of 5 percent of the world’s top doctors, Best Doctor’s 30 million members are assured of getting the correct diagnosis through a seamless integrated system that meticulously analyzes patient records to detect the best and most effective treatments. Best Doctors practice the concept of “clinical integration,” which is a game-changer to the traditional approach of managed health care. Clinical integration means reviewing the care of employees in all of your health care programs and making sure each has the right diagnosis and treatments. It comes down to matching each employees’ personal needs and referring them back into the health care program best matching the patients’ needs. “It takes the guesswork out of which services each employee actually

Company: Best Doctors Inc. Website: No. of Employees: 290 Nature of Business: Best Doctors Inc., is a cutting-edge service, clinical advocacy, which helps people get the right diagnosis and the right treatment. Key Executives: David Seligman, CEO; Evan Falchuk, president, chief strategy officer; John Varvaris, executive vice president, chief financial officer; Nancy Powers, vice president, business development needs,” Seligman said. “No matter how much you put into wellness and prevention, people are going to get sick. They are going to get cancer. At the very acute stage they need the right treatment.” Best Doctors has tallied an impressive roster of companies, many of which are Fortune 100 and Fortune 500 firms in the United States. Best Doctors caters to large employers and is looking to become a leader in the global benefit space. Best Doctors’ client base stretches 40 countries but that is just the tip of the iceberg according to Seligman. “If you improve quality of care and decrease cost, that is the magical equation that helps you expand.”

Superstar WellPoint Garners URAC Award: WellPoint Inc., one of the nation’s largest health benefits companies, received Silver and Honorable Mention honors for Health Care Consumer Empowerment and Protection by URAC, a leading health accreditation organization. WellPoint received the awards, which highlight achievements in advancing the role of consumers as engaged participants in their health and benefits, for their MyHealth Advantage member messaging program, Imaging Cost and Quality Program and Emergency Room Utilization Management Initiative respectively. The MyHealth Advantage program, which received the Silver honor, involves clinical messaging to members and physicians. The program has led to improved evidence-based compliance, better member health and a potential reduction in avoidable costs. For example, a program member may receive messages to restart or stop a prescription medication if the physician sees fit. A study


on the program has demonstrated that messaging both members and physicians about gaps in clinical care significantly improves compliance with medical care guidelines. The Emergency Room Utilization Management Initiative, an Honorable Mention, helps members find information that assists members in knowing what conditions may be treated at retail health clinics or urgent care centers rather than the emergency room. A pilot study suggested a 14 percent decrease in ER visits for those in the program compared with those who were not. Cigna Customer Experience Officer Ingrid Lindberg has been named a 2011 1to1 Customer Champion, which recognizes 15 executives who believe in treating customers in a way that builds loyalty and engagement while driving bottomline results for their organizations. The 1to1® Media / Peppers & Rogers Group’s Customer Champions

program is now in its eighth year. Lindberg’s prestigious award is another in a long line of recent awards for Cigna’s Customer Experience team. This is the third consecutive year Cigna has won an award from 1to1 Media, including a 2009 Customer Experience Excellence award and a 2010 Customer Relationship Management Excellence award. Cigna’s Customer Experience team has been heralded domestically and internationally for leading efforts to make each interaction simple, easy and helpful for its 66 million customers. Included in these initiatives are the complete reworking of key communications materials (including a new Explanation of Benefits) and the launch of the “Let’s Be Clear” communication campaign. In addition, this team led Cigna’s efforts to create the industry’s only 7/24/365 customer call centers in the health service industry for all Cigna’s medical, dental and pharmacy health plans. I CDHC Solutions™ I Annual Superstars 2011


recognition ProFiLes Six consecutive years a HighRoads client has won the prestigious Superstar Award!

Congratulations Lara LaRose & Amber Minor from

We also celebrate HighRoads’ winning the Industry Innovator Award!

Who’s Who Profiles

Access these profiles online at and HSA/HRA/FSA Technology: Administration & Management

HSA/HRA/FSA Technology: Administration & Management


TSYS Healthcare®, provides end-toTSYS Healthcare end strategic payment solutions for 612.338.3871 consumer directed healthcare. We partner with benefits administrators, financial institutions and health plans and software providers to navigate all aspects of HSAs, HRAs, FSAs, cash reimbursements and lines of credit. TSYS Healthcare cards offer participants the security they expect along with the ability to conveniently access funds from multiple accounts and manage their benefits payments with simplified single-card access. Clients and partners benefit from simplified processes, reduced paperwork and cost savings that contribute to improved return on investment.

“We built the TSYS Healthcare platform to meet the market demand for reliable, configurable and intelligent solutions. Understanding the dynamic U.S. Healthcare market, our customers rely on our option-driven system to prepare them for the future. “ — Trey Jinks, Group Executive, TSYS Healthcare

302 Fellowship Road, Suite 100 Mount Laurel, NJ 08054 Internal Sales Support: 888.868.3539 (FLEX), option 4 Proposals and Marketing Inquiries:

 Established in 1998, AmeriFlex is an independent benefits administrator providing technology-based, consumer-driven benefits and compliance solutions. n AmeriFlex

Convenience Card® Consolidated FSA/HRA/HSA/CRA Debit Card Platform n AmeriFlex Convenience Sleeve Consolidated FSA/HRA/HSA Healthcare Payment Solution n AmeriFlex Convenience Portal WebBased System for Streamlined Administration of CDHC Plans

n Mongoose®

Enterprise Class, Web-Based Solution for COBRA Administration n ePOP Instant POP Plan Online Document Ordering n Invoice Manager Paperless, Automated System for Group Claim Activity and Funding Administration

“At AmeriFlex, we are constantly looking for new ways to bring innovative and cost-effective payment solutions to the market in order to improve efficiency and simplify the delivery of healthcare products and services to all stakeholders.” — William Short, President & CEO, AmeriFlex

HSA / HRA / FSA Administration and Finance

Evolution1, Inc. 952.908.9056

Evolution1 and its Partners serve more than seven million consumers, making it the nation’s largest electronic payment, on-premise and cloud computing healthcare solution that administers reimbursement accounts, including HSAs, HRAs, FSAs, VEBAs, Wellness and Transit Plans. It is the only solution that meets more than 1,200 unique plan designs, provides innovative auto-substantiation technologies, simplifies user experience, and automates workflow for Partners, employers, and consumers. It does all this on one technology platform comprised of Lighthouse1™, PayDirect®, the Benny® Prepaid Benefits Card, Lighthouse1 OneCard™ and integrated web portals. Evolution1 and its Partners are dedicated to delivering value, reducing costs and simplifying the business of healthcare.

“The combination of our innovative products will further our leadership position in a rapidly changing healthcare market. Together with our Partners we are committed to reducing costs and simplifying the business of healthcare.” — Jeff Young Chairman and CEO, Evolution1 I CDHC Solutions™ I Annual Superstars 2011


Who’s Who Profiles

Solutions to help your innovative health and benefit programs. Population Health and Wellness

Population Health and Wellness


79 River St. Suite 302 Montpelier, VT 05602 802.223.5686 PATH is a dynamic health and productivity management program provider committed to redefining worksite wellness. PATH helps companies develop a comprehensive and cost-effective approach to reduce risks and manage healthcare costs. Our programs have earned unprecedented rates of success as demonstrated by the best sustained participation rate in the industry, and dramatic reductions in the cost of insurance claims and rates of insurance premiums for our clients.

“Based on more than 20 years of R&D, PATH is differentiated by its fun, fresh approach and easy-to-implement programs that have been lauded by both organizations and by program participants. PATH’s programs offer a suite of wellness strategies that integrate seamlessly with other wellness providers and existing employee benefits to deliver one co-branded Web-based platform for users.” – Gillian Pieper, Co-Founder and Vice President, Research and Health Promotion, PATH HSA/HRA/FSA Technology: Administration & Management

Since 1988, Flex has provided comprehensive, benefit reimbursement services to employers throughout the U.S. that are better, faster and more seamless than any in the marketplace. We are advocates of consumer-driven health plans and have fully-dedicated ourselves to the strategic concept of taxadvantaged and account-based programs.

Flexible Benefit Service Corporation (Flex)

10275 W. Higgins Road, Suite 500 Rosemont, IL 60018 866.472.0882

Our core portfolio includes: COBRA Administration n Flexible Spending Accounts (FSAs) n Health Reimbursement Arrangements (HRAs) n Health Savings Accounts (HSAs) – Employer & Individual Solutions! n Transit/Parking Reimbursement Accounts (TRAs) n And more! n

Our robust, integrated resources provide everything employers need to integrate Flex Plans, including scalable features, simplified transactions/ reimbursements, plan design expertise, education/ communication resources and online access.

Just Flex It™ today and discover how simple benefits administration can truly be. 64

Annual Superstars 2011 I CDHC Solutions™ I

Population Health and Wellness

The Oxygen Plan is a health & The Oxygen Plan wellness company with innovative 5775 Wayzata Blvd capabilities to help employees identify Suite 700 and manage work, home and social St Louis Park, Mn 55305 stress. The program capabilities include 952.582.2928 an innovative health risk assessment, Eric Lucas, Chief Executive training, and program implementation. Online delivery for 24/7 access, consistency cost efficiency. What’s Your Stress Number™?

“With the Stress Number™, it is now possible to measure, compute, aggregate, report, and trend a stress metric as it relates to personal health or organizational cost,” says Dr. Williams, board-certified clinical health psychologist (American Board of Professional Psychology/ABPP), and Chief Science Officer, The Oxygen Plan. “Now, we are able to assess stress, calculate the Stress Number™, provide The Oxygen Plan program and re-measure stress for individuals or organizations. The Stress Number™ is a significant development in the field of health metrics.” — Dr. Donald Williams, Chief Science Officer, The Oxygen Plan

Who’s Who Profiles

Access these profiles online at and HSA/HRA/FSA Technology: Administration & Management

DataPath, Inc., is one of nation’s largest providers of CDH solutions specializing in account-based administration systems.

DataPath, Inc.

1601 WestPark Drive, Suite 9 Little Rock, AR 72204 501.296.9990

Since 1984, service providers using DataPath systems have provided administrative solutions for over 1 million participants of FSA, HRA, HSA, and COBRA. DataPath is the only solutions provider to design and deliver a full Suite of systems for handling 125, 105, 132, COBRA, HSAs, Credit and Debit Cards all delivered to account holders through a single Internet portal,

“With the significant changes in healthcare today, our software solutions allow users to create custom plans for clients that benefit both the employer and employee. Not only have we created a single platform for all systems with, with the integration of our mySourceCard Debit Card at Wal-Mart and other retailers, our clients are able to offer a hassle-free solution with 100% compliance.” ®

tools and Technology

Liazon was founded in 2007 to tackle the myriad problems inherent in employee benefits for small and mid-sized employers. Liazon’s retail employee benefits solutions give employers a cost-saving defined contribution strategy for all benefits. Liazon’s Benefits Exchange™ is the online store where employees find, learn about and purchase health care and other insurance products.

Liazon 737 Main Street, Suite 200 Buffalo, NY 716.803.6190 708 Third Avenue New York, NY 212.209.3836

“Liazon’s Bright Choices Benefits Exchange is the online store where employees shop for their benefits. It brings an exciting new retail model to employee benefits that empowers benefits consumers and saves employers money. Think of it as the ‘’ for employee benefits.”

Supplemental Health Benefits

Employer Direct Healthcare (EDHC), Employer Direct Healthcare™ is the next-generation healthcare 7320 N. Mopac EXPY,  Suite 203 solution designed to transform the Austin, Texas 78731 way self-funded health plans purchase healthcare for their members. EDHC brings together the highest quality 888.241.8537 health care providers to offer services directly to the employer through its leading network, National Surgery Network (NSN). Due to its extensive provider network, NSN can offer employers 30-50% savings on planned medical procedures, potentially reducing total plan cost by 6-10%. EDHC is expanding its networks to include diagnostic, imaging, oncology, and more. EDHC is a privately held company headquartered in Austin, Texas.

“The most important issue facing self-funded health plans today is rising costs. Employers can, and should be a catalyst for change in making their health plans more effective. When I bring together high quality providers and self-funded employers, everybody wins. Employers are able to take control of their healthcare expenditures, offer the highest quality care and pass savings on to their employees.” – Ken Erickson, CEO, Employer Direct Healthcare™ Tools and Technology

Benefit Software Inc. Benefit Software Inc. (BSI) is the leader in client satisfaction when it comes to helping 212 Cottage Grove Avenue organizations meet important benefits Santa Barbara, CA 93101 communications challenges for today’s diverse 800-533-1388 workforce. Offering web-based enrollment solutions, web-based or printed Total Rewards Statements, and PC-based Statement software, BSI helps thousands of organizations achieve complex enrollment and communications goals. With over thirty years of experience supporting mid-size to Fortune 500 businesses, BSI has gained insights into solving the most challenging benefits administration and communications challenges. “If you can imagine a benefits enrollment or a benefits communication solution that will help your organization motivate and educate employees then Benefit Software can build that solution for you. We have 30 years of experience in delivering best-of-breed employee focused communications solutions. We look forward to helping you.” — William Smith III, Head of Sales, Benefits Software

— Ashok Subramanian, Co-founder and CEO, Liazon I CDHC Solutions™ I Annual Superstars 2011


Who’s Who Profiles

Solutions to help your innovative health and benefit programs. Pharmaceutical Benefits Management


The AHIP Center for Insurance Education and Professional Development has offered educational programs for more than 50 years to professionals like you.

AHIP Center for Insurance Education and professional development 601 Pennsylvania Ave., NW South Building, Suite 500 Washington, D.C. 20004 800.509.4422

With more content online, including overall health insurance, reform implementation, LTC, DI, and more, the Center will help you learn, achieve, and succeed.

“Envision is pleased to be recognized by its clients surveyed by the Pharmacy Benefits Management Institute for three consecutive years as the top performer in virtually every category evaluated. This solidifies our leadership position in providing transparency and full disclosure to the PBM marketplace while continuing to find innovative solutions.” — Kevin M. Nagle, President & CEO, Envision Pharmaceutical Services/Rx Options

R e s o u r c e

If you use the services of our solutions providers, please tell them you saw their ad in CDHC Solutions™.

G u i d e

advertising index Aetna.......................................................... 7

HealthStat......................... Inside Front Cover

Aflac........................................................... 8


AHIP................................................... 34, 66

IHC Solutions FORUM East....................... 9-11

Allstate Benefits..........................................27

Liazon.................................................. 22, 65

AmeriFlex.................................................. 63

Medco.................................................. 30-31

Benefit Software........................................ 65

My HSA Rewards.........................................18

Doug Field · ext. 101

Best Buy............................................... 16-17


Associate Publisher

Bravo Wellness...........................................62

Target................................ Inside Back Cover

DataPath................................................... 65

The Oxygen Plan.........................................64

DSS Research............................................ 64

Thomson Reuters.........................................38

Employer Direct Healthcare........................ 65

Trotter Wellness..........................................50

David Cerri, ext. 106

Envision Pharmaceutical Services................66

TSYS Healthcare.........................................63

Account Manager

Evolution1.............................................. 4, 63


Flexible Benefit Service Corporation..... 44, 64

UnitedHealthCare.......................... Back Cover

Requests for Permissions to reuse content contact Copyright Clearance Center at

advertising contacts 404.671.9551 CEO/Publisher

Brent Macy · ext. 103 Vice President of Business Development

Susan Yakots, ext. 102 Business Development Associate

Joni Lipson Reprints

Susan Yakots, ext. 102 66

Envision Pharmaceutical Services, Envision Pharmeceutical Inc is a full service pharmacy benefits Services, Inc. management company that delivers! John Ewell, EVP Marketing We deliver because our business 925.487.3266 model is based on transparency and full disclosure, guaranteeing 100% pass through pricing of all pharmaceutical manufacturer rebates and administrative fees at the point-of-sale. Additionally, our affiliate, Envision Insurance Company, is a national Prescription Drug Plan which enables us to offer a variety of solutions for your retirees. Envision is truly a “different” PBM!

Annual Superstars 2011 I CDHC Solutions™ I

FIS Healthcare Solutions.............................12

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They’re a great way to encourage participation in weight loss or smoking cessation programs, increase patient referrals, or simply reward employees for a job well done. Target, the store everyone loves, is here to help make everything better. Take two — or five — and visit or call 1-800-5GIFTS5 as directed. *Terms and conditions apply to GiftCards. ™


IHC Superstars 2011  
IHC Superstars 2011  

Peer nominated superstars of the healthcare consumerism industry