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How We Bring New Products to Life

 
Pamela-Cowan-headshot.jpgBy Pamela Cowan, Senior Director of Product Development

At CoreSource, we are creative problem-solvers. Our thought process is driven by one question: what does our customer need? Figuring out the answer to that question, and how we can provide innovative solutions to meet that need, is ultimately how CoreSource delivers value for our customers and their employees and dependents. Through our product development process, we identify needs, evaluate solutions, and ultimately bring-forth solutions and strategies to meet the needs of our customers, backed by data and a customer-focused mindset. Depending upon the problem, the product development life cycle can take a long time to go from ideation to delivery of a market offering. In the ever-changing healthcare industry, we are able to be nimble and respond to the dynamic needs of clients, too, which is one more way we deliver value as a third party administrator.

The CoreSource Process

Rather than starting with a solution and finding a problem, CoreSource starts from the customer point of view, driven in large part by our client managers’ and sales force constant communication with customers across the country. We listen to their concerns and triangulate that data through interviews with brokers, our own sales teams, and market research.
 
Out of all these conversations and interviews, we look for trends, for recurring concerns that we can address. For instance, if our customers and brokers keep telling us they’re concerned about the quality and cost of elective surgeries then we know this is an issue we need to address.
 
Keeping the customer’s need in mind, we evaluate our internal capabilities, collaborate with key partners to find a solution that fulfills our clients’ need. There are recurring themes and in general, we are focused in three different “buckets” when exploring new products:
  • Cost containment solutions: Strategies to control and reduce cost
  • Consumer decision support: Inform and educate employees of their healthcare choices
  • Population health management: Data-driven solutions that manage clinical and healthcare financial opportunities
These buckets help guide us toward possible solutions, such as in the example of access to value-based care. How will the possible solution help contain costs or improve efficiencies? Can we build on existing products? What does the existing data tell us about the problem, and how will we ultimately educate members about the solution and secure their participation? Answering these questions will help us to come up with viable solutions for our customers.
 
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Evaluating Answers

Once we have identified a customer need and considered possible answers, we must rigorously examine those answers and refine them as needed. This part of the development process is necessary to ensure due-diligence is done so we don’t miss the mark when launched.   We want to make sure our products are ready for members before we roll them out for all of our customers, and that requires extensive testing and stakeholder interviews.
 
Through surveys, interviews and other communications with stakeholders we are able to test the viability of our products before members ever see them. We’re able to hone, tweak, and perfect these products before launch so we know it will add value for our customers and perform to our high standards. Only then will we launch a new product, kicking off the next phase in its lifecycle. As clients and members utilize the product, we’re still hard at work, gathering and analyzing data on the product’s performance and our stakeholders’ reaction. That data allows us to continue to improve our products, adding further value for our clients and members.
 
If it sounds like a lot of work, that’s because it is. But it’s important work for our clients, our members, and for us. Continuing to innovate our products and offerings is what keeps us competitive in this ever-changing industry, and we’re always on the lookout for new ways we can improve our range of products. What are your clients looking for? Let us know, and we’ll find a solution.

Posted on April 04, 2019

Tagged as CoreSource innovation products