Health Savings Accounts: A Review of Three Distinct HSA Go-to-Market Strategies

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1 Health Savings Accounts: A Review of Three Distinct HSA Go-to-Market Strategies Sherry K. Lawton, Senior Healthcare Strategic Sales Executive FIS Government, Education and Healthcare Division

2 The Crazy Lady in Front of You! Sherry K. Lawton Sr. Healthcare Strategic Sales Executive FIS Government, Education and Healthcare Division Worked with HSAs since their inception in 2004 Consult with financial institutions to understand and implement successful HSA programs and solutions ABA s HSA Council Prior life worked with financial institutions to understand and implement online banking and bill payment solutions, including social media marketing 2

3 Our HSA Discussion Why do HSAs sizzle? Show me the money Healthcare Bill Market statistics Ten best practices 1. Do your homework 2. Understand the basic HSA product 3. Establish realistic goals 4. Turnkey marketing and education 5. Flexible enrollment options 6. Online account management 7. Integrated investment options 8. Entry into CDH market 9. Health and wealth 10. Customer empowerment Next steps 3

4 The Sizzle of Health Savings Accounts

5 Why HSAs? Single biggest opportunity since the 401k Introduced in 1978 Over 30 years ago! Deposits, Deposits, Deposits Fee income and interchange revenue New commercial and small business customers Expand/strengthen current customer relationships Cross selling opportunities Average of four services per HSA account holder New Healthcare financial planners / advisers Healthcare Reconciliation Bill

6 Healthcare Reconciliation Bill Impacts You in the audience As an employer As an employee As a financial institution Your customers Large commercial clients Mid to small clients Individuals Consumer driven health care Health Savings Account market 6

7 HSA Market Estimates for 2012 $325 Billion in Assets 30,000,000 Accounts Source: Bearing Point, February 29, 2008

8 CDHP / HSA Adoption NOTE: CDH includes: HSA, HRA, FSA CDHP includes: HSA, HRA Sources: Leading Research Firm, US Census Bureau, Kaiser Family Foundation, Aetna, ehealthinsurance, Employers Council on Flexible Compensation, Mercer, CFO.com, Benefitnews.com, 100 Best MerchantAccounts.com, Federal Reserve, ISI, Forrester, US government reports/agencies BearingPoint SME, others

9 10 Best Practices for HSA Program Success It s All About the Customer

10 1. Do Your Homework Who is your target market? Commercial clients Retail / Branch / Online customers Trust / Wealth managers, Investment brokers and agents Health plans, TPAs, Insurance and Benefit agents / brokers Payroll providers, Others What division will own the HSA product? Treasury Wealth Management Work/Small Business Retail Trust Healthcare Division Insurance Division

11 2. Understand the Basic HSA Product DDA on Steroids Acts like a checking account Debit Card Checks Recommend No ATM Tiered interest rates similar to a Money Market account Tax reporting like an IRA Regulatory reporting 5498SA and 1099SA Separate BIN Merchant code restrictions VISA and MasterCard requirements HSA Portfolio of Accounts 11

12 3. Establish Realistic Objectives CRAWL WALK RUN SPRINT Establish Promote Enhance Surpass Establish an HSA program Begin promoting your HSA program in the marketplace Add advanced HSA capabilities such as integrated investments Full suite of consumer driven healthcare solutions (FSA, HRA, dependant care and transit accounts) PROGRAM MEASUREMENT

13 4. Turnkey Marketing and Education Health Savings Accounts 101 Web sites / Portals Glossary of terms Training tools Brochures Empowering employers and brokers PowerPoint presentations Collateral Program overviews Help wizards Employee / Consumer Enrollment Decision Support Flash movies Tutorials Calculators Frequently asked questions FIS Wealthcare Portal

14 5. Flexible Enrollment Options Automated Account Opening (AAC) Accepts employee data from online application and / or eligibility file Manages data scrubbing CIP / OFAC screening CIP exception management Opens DDA and Investment Accounts Sends file to preferred print vendor for Welcome Kits Sends file to create and mail Debit card Bulk/Batch Enrollment Online Enrollment Paper Enrollment 14

15 6. Online Account Management Integrated HSA depository and trust account processing Web- based and brandable Single online access to all HSA accounts DDA, MM, COD and Investments Account balances Transaction history Contribution history Integrated, self-directed investments Thresholds and automated sweeps Bill payment Consolidated statements Regulatory reporting FIS Personal Cash Manager

16 7. Integrated Investment Options Integrated HSA DDA and Investment Solution Should have: Consolidated statements (much like a 401k) Single Participant Login Self-directed Sweeps and Thresholds Asset allocation to support the 401K-like model

17 8. Entry into CDH Market (Sprint)

18 9. Health and Wealth Wealth Smart and Informed saving and spending Health Proactively manage their health Personal health records Patient-owned, patient-managed medical records Track medical details for family members and dependents Comprehensive record of conditions, medications, allergies, diagnostic statistics, etc. Messaging, reminders and alerts Links to clinical information Health risk assessment Wellness WealthCare Mobile FIS HealthManager

19 Integrated CDH Vision 19

20 10. Customer Empowerment is Key HSA Program Success: It s all about the customer. Education, Education, Education Easy Management of their healthcare $$ Management of their wellness, health and medical

21 Review the HSA Sizzle

22 Our HSA Discussion Why do HSAs sizzle? Show me the money Healthcare Bill Market statistics Ten best practices 1. Do your homework 2. Understand the basic HSA product 3. Establish realistic goals 4. Turnkey marketing and education 5. Flexible enrollment options 6. Online account management 7. Integrated investment options 8. Entry into CDH market 9. Health and wealth 10. Customer empowerment Next steps 22

23 Want the Sizzle Next steps Get moving Review the 10 steps discussed today Focus on Steps 1, 2 and 3 Talk to your customers Evaluate your technology Contact your Strategic Account Manager Contact me 23

24 Thank You Sherry K. Lawton, Sr. Healthcare Strategic Sales Executive FIS Government, Education and Healthcare Solutions

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