Defining the strategy to integrate digital enabled coaching as a service for a Health Insurance Company

Project “Digital Enabled Coaching Strategy” background:

The insurance company had already been offering coaching services for several years based on telephone coaching for 4 use cases incl. asthma, diabetes, obesity and maternity. The insurer planned to complement the existing coaching with mobile solutions in order to reduce pay-out costs, better understand member behaviors, and directly support selected member segments in managing their chronic conditions. The company thus had defined a goal but required guidance in envisioning a clear target picture and to define how to reach this goal.

What we did:

We used a 3-step approach by analyzing best-in-class companies and cases for 3 required use cases in order to create a detailed target picture for the coaching service that defines how digital enabled coaching will be done within 2 years. For successfully reaching the goal of the target picture in 2 years of time we designed in detail the transition phase, including all required work packages that needed to be accomplished.

Step 1: Market best-in class Screening: Initial market best-in-class analysis of relevant coaching companies. The goal was to analyze existing companies and approaches to identify key success factors of digital coaching services to be adapted for the clients’ coaching service. The best-in-class analysis was to be conducted on a global level, including companies for all 3 use cases used by the insurer. More than 50 companies and solutions were screened and evaluated during the initial best-in-class analysis.

Step 2: Outline of target picture: The results and insights of the best-in-class analysis were used to define in detail the target picture of 2020. This target picture included 13 important dimensions that are mandatory to be taken into consideration and to be defined in detail to outline how digital enabled coaching will be executed in 2020.

Step 3: Definition of transition phase: To reach the target goal for 2020 we defined the transition phase in detail. This included the collection and structuring of all the tasks that needed to be done into 10 work packages. In a next step we specified the roadmap for the transition phase including all of the work packages and assigned responsibilities to each of these tasks. By doing so we guaranteed the execution of all tasks and procedures to meet the target in 2020.