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Every health insurer that offers an account-based consumer-directed health (CDH) plan has encountered some problems associated with administering accounts, transferring funds and maintaining information about account balances. Problems related to poor customer service, overly complicated Web tools and inadequate enrollee training materials could make health insurers their own worst enemies. And integrated customer service for account-based plans isn’t just a health plan issue; it’s also a key challenge for any financial institution that administers health accounts.

Health insurers and account administrators must also stay on top of the latest HSA rules from the Treasury Dept. and IRS so that they can explain key changes to their clients and members. And as if that’s not enough, many health plans now work with myriad stakeholders, including health improvement vendors, health coaches, banks and other HSA and flexible spending account administrators and electronic payment card vendors.

To help health insurers, agents and brokers, health account administrators, third-party administrators and other stakeholders identify and solve problems related to their CDH plans, we’ve tapped three industry experts:

1. First up is Carlton Doty, senior analyst with Forrester Research and author of a recent report that concludes that health plans could forfeit $1.4 billion in annual profits if certain service issues aren’t addressed soon. Doty says that while researching his report, he didn’t find any health plans that were “where they should be” in terms of customer service and useful Web sites and tools for CDH enrollees. However, he notes that many health plans are now working on ways to revitalize their Web sites and make their online tools more useful.
2. William Thomas is the former executive vice president of The PerfectHealth Insurance Company — the first health insurer to offer HSA-based coverage in New York City. Thomas says health plans lost the self-insurance sector to third-party administrators because they chose to ignore that sector of the market. The same could happen to CDH if banks prove they can do a better job of customer service.
3. Nathaniel Brinn, CEO of HSA Bank and executive vice president of corporate development at Webster Bank, a subsidiary of Webster Financial Corp. HSA Bank is one of the largest HSA administrators in the nation and has partnered with dozens of health insurers. Brinn says that to provide exceptional customer service, health plans need employees who can address all of the unique questions that you might never have considered. HSA Bank receives 4,000 calls a week and several thousand e-mails a month from HSA holders. About half of the company’s 100 employees work in the customer service department, and many of the others work on the information technology side.

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Carlton Doty is a senior analyst at Forrester Research, Inc., where he researches the impact that technology advancements and changing consumer behaviors have on eBusiness, channel, and product management executives in the health care industry.  His primary areas of focus include consumer-driven health plan strategies and the technology solutions that enable them.  With specific expertise in B2B and B2C eBusiness, Mr. Doty focuses on multi-channel strategies and technology solutions that facilitate the interactions between health care consumers, insurers, and providers.

William Thomas began his career in 1969 as an underwriter and until recently was executive vice president at The PerfectHealth Insurance Company. He is now co-president of The Internet Coupon Exchange, a firm that works with pharmaceutical firms to distribute electronic discounts directly to consumers. Mr. Thomas has served as president of one of the nation’s largest managing general underwriters, was president of a third-party administrator for employer and union health plans and was president of a firm that conducted investigations and audits of insurance companies and HMOs. He also has conducted many courses on CDH for insurance professionals and accountants.

Nathaniel Brinn is CEO of HSA Bank and executive vice president of corporate development at Webster Bank, a subsidiary of Webster Financial Corp. Prior to his current role he was responsible for directing Webster's corporate development, including mergers and acquisitions.

Moderator: Steve Davis, managing editor of AIS's industry-leading biweekly newsletter, Inside Consumer-Directed Care.

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• Managed care and insurance company
  • CFOs
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• Insurance brokers and sales staff
• Third-party administrators
• HSA administrators and other financial firms
• Credit unions
• Employer human resources VPs
• Marketing directors at consumer-directed health (CDH) plans
• CDH-related vendors
• Executives at financial firms that work with HSAs
• Attorneys and consultants
• Actuaries

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