MEDIHELP MEDICAL SCHEME

MEDIHELP MEDICAL SCHEME

Interview with Medihelp Medical Scheme Principal Officer, Ettie da Silva

Ettie is known for executing change management and forging turnaround strategies in the companies she has worked for. An admitted attorney and ICSA graduate, she holds a B.Proc. degree from UNISA, as well as an MBA and an LLM in Corporate Law, both from the University of Pretoria.

She also obtained a certificate in Advanced Labour Law, and her 17 years in legal practice stood her in good stead to add value to the healthcare sector.

Joining the Afrocentric stable in 2005, initially as General Manager: Legal Services, she was soon promoted to Executive Director: Legal Governance, Risk & Compliance for Medscheme Holdings. She was then seconded to Afrocentric Distribution Services to implement a turnaround strategy and returned to Afrocentric as Executive: Office of the CEO.

She went on to join African Rainbow Capital Health as Director: Legal Services in August 2016 and, with their acquisition of Rx Health (an accredited, managed healthcare organisation), was appointed as the Chief Executive Officer of Rx Health. She made the leap from corporate South Africa to join Medihelp Medical

Scheme as Principal Officer in January 2020, rapidly taking the self-administered scheme forward with her visionary strategy and innovative approach.

When asked about what she considers to be her greatest achievement, her answer is simple: She believes that it lies in growing as a person and gaining more insight into life by engaging with people from all spheres.

SOCIAL RESPONSIBILITY INITIATIVES

Medihelp focuses on contributing to the well-being of the communities we serve through access to education and health support.

GENDER POLICIES

Medihelp’s policies are based on employment equity, giving preference to previously disadvantaged groups, and promoting diversity and inclusivity.

FIVE TIPS ON SURVIVING AND THRIVING IN BUSINESS:

• Have an innovative and adaptive mind-set

• Practice ethical business and absolute integrity

• Act in the best interest of the consumer

• Surround yourself with a challenging and highly competent team who never settle for mediocrity but constantly strive for excellence

• Develop business acumen

HOW HAVE YOU IMPLEMENTED GENDER-DRIVEN DEVELOPMENT IN THE WORKPLACE?

Throughout Medihelp Medical Scheme’s history spanning 117 years in the medical schemes industry, we have evolved naturally from a male-dominated environment in the sixties and seventies to an organisation with a backbone of strong women, currently representing 80% of Medihelp’s total active workforce and 68% of all management-level positions.

In 2020, Medihelp’s Board of Trustees appointed the first female Principal Officer in the history of the Scheme, supported by a seven-member executive team of which five are women.

HOW HAS GENDER EMPOWERMENT STRENGTHENED YOUR ORGANISATION?

The Scheme’s delegation of authority has been structured in such a way as to empower personnel, irrespective of gender or level, increasing their decision-making power with a view to equipping and enabling them to responsibly contribute to achieving Medihelp’s strategic objectives.

Establishing this empowered culture leads to celebrating equality in the workplace, creating equal opportunities for women and economically empowering them.

Women are known for being strongwilled, curious, eager to learn and loyal to the core – and they remain in Medihelp’s employ for a remarkable 11 years on average.

Our organisational values of caring, acting and leading are also demonstrated by our personnel who assist our members by providing them with the support they require when accessing their healthcare benefits.

WHAT ARE THE CURRENT AND FUTURE TRENDS IN YOUR SECTOR?

One of the most significant trends is towards the amalgamation of medical schemes in order to ensure continued access to quality healthcare whilst striving to retain affordability of healthcare cover for members, especially considering the depressed South African economy which could see diminishing of the competitiveness of smaller medical schemes.

In light of the COVID-19 pandemic, the importance of retaining healthcare cover despite a declining economy has been a focus area, but rife retrenchments across many industries have not left the medical schemes industry and its members unaffected. Regarding access and affordability, Medihelp has proactively introduced an industry-first, weighted average decrease of -0,45% in contributions in 2022, and has introduced a new product for new entrants to the market to encourage increased access to healthcare cover.

WHAT TECHNOLOGICAL INNOVATIONS ARE YOU USING IN YOUR ORGANISATION TO KEEP IN LINE WITH THE FOURTH INDUSTRIAL REVOLUTION (4IR)?

In-house system developments have saved on costs and accelerated the processing of data, increasing decision-making power with data tools and optimising the efficient delivery of services.

The efficiencies and quality of smart systems geared to connect people and organisations have served us well, as can be seen through the availability of our digital membership cards, member-centred online self-service portals, and e-guides for advisers and members – storable on their smartphones – and updating benefits and network providers in real time.

Other examples are our in-house pharmaceutical benefit management system and a fully integrated authorisation system which provides an array of tailor-made functionalities, all geared to elevate service delivery related to pre-authorisation and care management. Though enhancing the Medihelp experience, these advances in technology can never replace the human factor, which is why we continue to focus on customer care through empathic and personal contact with our customers.

HOW ARE YOU INTEGRATING THE DRIVE FOR SUSTAINABILITY INTO YOUR ORGANISATION?

Our organisation’s drive for sustainability is primarily peoplefocused with the aim to secure a future of continued access to quality healthcare cover for future generations, ensuring that Medihelp remains a medical aid of choice for new market entrants whilst continuing to provide cover to existing members and their families through a range of products which suit their needs.

The process of improving economic well-being and quality of life thus speaks to Medihelp as a selfadministered, not-for-profit scheme, with the single focus of balancing the quality of healthcare cover with affordability without the need to satisfy shareholders’ requirement for profits.

Our social and ethics committee also aims to serve the community in which we function through supporting corporate social investment and uplifting employees and communities through education drives, wellness initiatives and social responsibility contributions by our organisation and our employees as part of their personal contribution to welfare organisations.

WHAT SKILLS DO YOU THINK LEADERS OF THE FUTURE ARE GOING TO NEED?

In an era of rapid change and fierce competition, the most successful businesses must have a good grasp of the developments required by the Fourth Industrial Revolution, where understanding and delivering on the demands of an increasingly connected and fast-moving world is crucial.

Leaders of the future will most importantly need to be technologically savvy and know how to best harness technological trends in a creative and innovative manner to their company’s advantage and to increase their competitiveness, yet always considering the need for personal, individualised human contact and engagement.

Adaptability and cognitive flexibility will also be key skills required skills in this ever-changing landscape, as will constant learning and adaptive thinking to meet the needs of the new chameleon society with its increasing discernment and rapidly shifting expectations. Change management interventions, as well as a Future Fit Talent Programme and executive coaching, have advanced our organisation’s cohesion, skill and adaptability.

WHICH FEMALE LEADERS INSPIRE YOU THE MOST, AND WHY?

Former British Prime Minister, Margaret Thatcher, remains a firm favourite. The woman’s sheer tenacity, dignified leadership and strength of character inspired millions – she never backed down and never hesitated making difficult and unpopular decisions for the sake of her nation.

Her courage and determination are legendary, and she held her leadership position with integrity.

Today, my daughter inspires me with her wonderful, youthful enthusiasm, remarkable insight and sharp intellect. Her and her generation’s aspirations to make a difference to our world, with its dulled empathy and disregard for the human impact on nature, give me hope for the future.