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EAPA 2005 Conference

“Putting it All Together” Creative Integration Strategies for Employee Assistance Programming Louise D. Murphy, MA, LPC, CEAP October 15, 2005. EAPA 2005 Conference. EAPA 2005 CONFERENCE AGENDA. 1. INTRODUCTION – EAP INTEGRATION 2. EAP MARKET 3. AETNA EAP 4. EAP CORE TECHNOLOGIES

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EAPA 2005 Conference

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  1. “Putting it All Together” Creative Integration Strategies for Employee Assistance ProgrammingLouise D. Murphy, MA, LPC, CEAPOctober 15, 2005 EAPA 2005 Conference

  2. EAPA 2005 CONFERENCEAGENDA 1. INTRODUCTION – EAP INTEGRATION 2. EAP MARKET 3. AETNA EAP 4. EAP CORE TECHNOLOGIES 5. PRODUCT DEVELOPMENT 6. CREATIVE STRATEGIES 7. SUMMARY & QUESTIONS EAPA 2005 Conference

  3. Integration EAP Services • Combining or embedding Employee Assistance programming in a larger, value-added way with other medical/healthcare services EAPA 2005 Conference

  4. Why Integrate EAP? • Market Demand – “One Stop Shop” • Enhanced Consumer Experience • Increased Efficiency • Demonstrate Value in New Ways EAPA 2005 Conference

  5. Historical Corporate Behavioral Health Models Corporate EAP/Occupational Health Corporate EAP/Occupational Health Vendor delivered EAP, Work Life, and MH/CD Total Corporate Delivery Corporate EAP/Occupational Healthy Coordinated with Vendor Delivering EAP, Work Life, and MH/CD Site Counseling Coordinated with Vendor Delivering EAP Program Total Carve-Out Program • Integrated with: • Disability Management • Condition Management • Medical Management • PBM Site Counseling • Education • Management Support • Counseling • Program Promotion • Web-based Information • CISD Networks • Risk Assessments and Referrals • Specialty Services • Health Related Education Training 1st Generation • 24 Hour-Care • Early Intervention • Enhanced Outcomes • ROI 2nd Generation 3rd Generation 4th Generation *Trademark Hewitt Associates LLC 2004 EAPA 2005 Conference

  6. Why Now? • Re-Entrance into Behavioral Health Marketplace • Strategic Direction – “Real Integration” • Strong Belief in “Mind-Body” Proposition • Reputation for Innovation and High Quality EAPA 2005 Conference

  7. Challenges • Very Mature Market • “Commodity” Mentality • Continued Price Pressures • Client Turnover EAPA 2005 Conference

  8. Opportunities • Commitment to Integration • Significant Corporate Support • Diverse Product Opportunities • Large Distribution Channel EAPA 2005 Conference

  9. Types of EAP Buyers • Integration Buyers:plan sponsors who purchase for administrative or financial ease or who look for the ability to coordinate medical and other core product claims data for clinical purposes • Best-In-Class Buyers: plan sponsors who purchase based on product attributes and best-in-market perception • Relationship Buyers:plan sponsors who purchase based on long-standing partnerships with vendors; often relationships span more than 10 years • Transitional Buyers: plan sponsors who purchase based on event-driven circumstances (e.g., divestiture, employee layoffs) EAPA 2005 Conference

  10. Types of EAP Buyers (cont.) Decision drivers for each core product vary across purchasing pattern: • Integration buyers value the ability to integrate data and administrative ease • Best-in-class buyers value price, member service, and plan design • Relationship buyers value customized solutions and partners who share similar healthcare delivery visions • Transitional buyers value minimal disruption for employees, member service, and price EAPA 2005 Conference

  11. EAP Core Technology“A New Look” 1. Consultation to the “work organization”. New definitions for “work organizations”: • Employer • University • Affinity Group • Population-Based Group (Retirees, Part-Time Employees) • 2. Confidential and Timely Problem Identification • - EAP as “Front End” to full array of BH services (“Liaison Concept”) 3. Use of “Constructive Confrontation”, Motivation, Short Term Intervention for employees with personal concerns. - Website Resources - EAP as “Career Coach” - Training - Telephonic Services - Robust Work-Life Support EAPA 2005 Conference

  12. EAP Core Technology“A New Look” 4. Referral of employee clients for diagnosis, treatment and assistance, plus case monitoring and follow-up services (example of woman in car accident) - Integrated EAP/BH model - EAP and Psych Disease Management - EAP and Psychiatric Disability - EAP and Worker’s Comp. 5. Core Technologies 5 – 7 describe the workplace support services that EAP can provide - Management Consultation - “Occupational” EAP Services - Supervisory Coaching - ROI, ROI, ROI - Metrics EAPA 2005 Conference

  13. Product Development Process Flow • Phase 1 – Identify Opportunity • Phase 2 – Prioritize, Validate and Evaluate • Phase 3 – High-level Design • Phase 4 – Detailed Design • Phase 5 – Build and Test (Engineer/Configure) • Phase 6 – Communicate and Rollout • Phase 7 – Monitor and Manage EAPA 2005 Conference

  14. EAP Product Development • Assessment and referral • Face to face counseling sessions • Management consultation • Crisis response services • Training • Education • Web based services/resources • Reporting (monthly, quarterly, annually) • Account management Deluxe “Prix Fixe” Menu: • Work-life services • child • elder • financial • legal • concierge • miscellaneous • Coaching • Telephonic consultation • Promotional materials EAPA 2005 Conference

  15. EAP Product Development • Assessment and referral • Education • Web based services/resources • Telephonic consultation “A La Carte” Approach EAPA 2005 Conference

  16. Distribution Channels Aetna: • Segments (National, Middle, Small Group) • Group Insurance • Government Products • Global Benefits • Student Markets • Retiree Markets • Special Programs (Compassionate Care, Vital Savings Card) • Part-Time Employees EAPA 2005 Conference

  17. Product Creation Aetna: • Segments: Full Service EAP Occupational EAP • Group Insurance: “EAP Beginnings” • Global Benefits: International Services • Retiree Market: “Perfect Aging” EAP • Student Markets: Student Assistance Programs • Compassionate Care: Grief Consultation Services • Part-Time Employees: Telephonic Services • Vital Savings Card: Telephonic Services EAPA 2005 Conference

  18. Values At every step of their journey, Aetna equips its members with the information and resources they need to become confident health care consumers EAPA 2005 Conference

  19. Perfect Aging Pre-Retiree/Retiree Market Issues: • Life Transitions • Planning - Financial/Legal • Health – Staying Well • Personalized support • Benefits Information Coordination • Life Management/Assistance • Care Giving Resources Market Solutions: • Telephonic Access to “Perfect Aging” Geriatric Specialists • Customized Website • Benefits “Concierge” • Legal and Financial Specialists • Face to Face Sessions • Specialized promotional plan • Retiree Orientation Forum EAPA 2005 Conference

  20. EAP Beginnings Group/Part-Time Market Issues: • Mass Market Product • Value-Add Service • Affordability • Minimal workplace support • Minimal account management Market Solution: • Telephonic Consultations • CD Based Promotional Package • Web Services • Annual Report • Community Referral • “Buy-Up” training and CISD • Work-Life Resources EAPA 2005 Conference

  21. Student Assistance Programs Student Market Issues: • Separation Anxiety • Performance Pressures • Depression • Alcohol/Substance Abuse • Eating Disorders • Over-Taxed Health Center Resources • Training Needs Student Market Solution: • Face to Face Session • Strong Network Near Campus • Alcohol DM Services • Web Based Services • Solid Integration with medical plans • Training for campus staff • Critical Incident Stress Response EAPA 2005 Conference

  22. Compassionate Care Market Issue: • End of Life Care: Curative and Palliative • Support for Members and their families who are facing life limiting illnesses • Need for information/outreach/decisional-support Market Solution: • EAP provides grief and bereavement counseling • Unlimited access for anyone involved with the critically ill member • Education materials • Liaison with medical care EAPA 2005 Conference

  23. Data Integration • EAP – WorkLife • EAP - Behavioral Health • EAP – Medical • EAP – Disability • EAP – Occupational EAPA 2005 Conference

  24. Additional Integration Opportunities • Obesity Management Support • Smoking Cessation Support • Diversity Sensitive Programming • Wellness Support • Disease Management • Disability Management • Complimentary Medicine EAPA 2005 Conference

  25. Get In The GameStay In The Game • Understand your client and their unique needs • Be creative, flexible • Focus on Adding Value • Track data – outcomes – ROI EAPA 2005 Conference

  26. Summary & Questions EAPA 2005 Conference

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