25A – What’s Next?

Existing Market

The next step for COHA is to offer a service where people can come and use computers and internet access to recertify for benefits and do research on options for better healthcare. COHA would have staff that could assist with the enrollment and make recommendations on a case by case basis. We would also like to match consumers and providers with each other so that a person would be able to get a good idea if that physician would suit their personality and style. Answering a survey about likes and dislikes, preferences, styles of communication would help identify which physician would work well with specific patients.

I think that consumers would really like to find a way to lower costs. Finding a provider who works for an affordable cost would be very important to a lot of people, especially those who do not have resources. Another idea that many consumers would like assistance with is negotiating lower cost on old medical bills. Since many people have had to declare bankruptcy due to medical bills, this service would be a key driver for database development.

The next step COHA needs to take is to establish walk-in access. A virtual office will not be the most way to service the number of people who can use our services. A partnership with a local agency or organization may be required.

New Market

The new market that COHA can address is the senior market that does not need to rely on the social services system as heavily.  Usually those who those Medicare Supplement plans are in the upper income range and are not seeking financial help, but are very interested in accurate information.

From my past experiences with this market, cost is an important consideration, but it is not the deciding factor. Access to current medical providers and ease of use is paramount. Since many Medicare Supplement plans cover most of the 20% coinsurance cost, then additional costs outside of the monthly premium is not generally a consideration. What is important to a person using a supplement is the reputation of the company.

In addition, supplement users are proficient at using the internet. They do not mind researching options and are usually more informed. That are also more conscious about their health and are interested in nutritional supplements and health products. So, COHA will need a strong internet presence and need to offer products that may be of interest to this market.

Something that is surprising to me is the willingness of this market to use the internet to do research. Of course, information found in a Google search needs to be vetted, a lot of people approaching the age of 65 are comfortable using online tools. They use social media platforms such as Facebook and Pinterest frequently. 

The other thing that is interesting is the more affluent consumer does not wish to be contacted in person. They would prefer a phone call or mailer instead of a person initiating direct contact. They value privacy and are not interested in a personal sales call, especially at their home. Reaching this market through internet-based marketing or television will be a key factor in the success of COHA.