Doug Melton is the Analytics Business Leader for Cigna’s Customer Engagement & Experience Vertical, which contributes to optimizing customer experience and creating value-generating customer engagement in support of Cigna’s Marketing, Service Operations and Health Engagement teams. He leads the development and production of healthcare-related analytics, and identifyes opportunities for constant improvement of products and services. His team supports the business by providing expertise in:
- Behavioral Economics, to increase the likelihood of customers taking ownership of their health
- Predictive Modeling, to prevent unfavorable events that will improve customer journey
- Measurement, of provider quality and associated patient health outcomes, and
- Credible evaluation of programs and services through experimental design.
Mr. Melton’s experience and insights are vital to Cigna as it works with clients to align the right sets of benefits, local provider networks and incentives to encourage their employees to make value-based healthcare shopping decisions and become more involved in their health. He applies a critical lens to ensure the appropriate evaluation methodologies are applied to understand the effectiveness of such interventions.
Mr. Melton has authored and co-authored peer-reviewed publications and white papers with Clients, which have been published in the American Journal of Managed Care, Journal of Clinical Oncology, and Journal of Occupational and Environmental Medicine. He has recently spoken on the topic of behavioral economics at NBGH, National Academy Health, and International City/County Managers Associations.
Doug earned a Ph.D. in Health Policy from UNC Chapel Hill with a focus on Health Insurance Economics. While at UNC Doug also studied and co-authored research at Duke Medical Center/Durham VA that focused on cancel quality outcomes for related colon polyps. Doug also holds an MPS and B.S. from UNC-Greensboro and UNC-Chapel Hill respectively.
For many years, companies in the retail, telecom, insurance, and banking industries have used machine learning (ML) techniques to analyze terabytes of real-time data representing a wide range of customer interactions (across all channels), demographic characteristics, and lifestyle events. This session will explain how CIGNA has leveraged some of the ML techniques used to influence consumer behavior in other industries for their own purpose of influencing consumer behaviors towards lower medical costs and better healthcare outcomes. One example to be discussed is how they used a combination of claims, demographic, lab, call center, and click-stream data from web-interactions and mobile phone interactions to improve the timing, channel, and content they use to engage members with chronic conditions in coaching that lowers medical costs and improves healthcare outcomes for those patients.