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Pressures on health care : Medavie account increase partnerships with governments


Alain Thériault


Serge Therrien

June 26, 2018 07:00

Bernard Lord | Photo : Réjean Meloche

Medavie wants to help the canadian health system to absorb the wave of the ageing population and the debt burden of governments, by multiplying partnerships with the public sector, and even with other private companies.

In the last few months at the head of Medavie, its chief executive officer Bernard Lord will use his vast political experience to continue this mission. To achieve this, the public system and the private sector need to multiply the meshes and inspire other models to do in the face of demographic trends that could put health plans, private and public in danger, said the former prime minister of New Brunswick. In life insurance, the company is mostly known through its subsidiary, Medavie Blue Cross. The company also has a subsidiary, health Services, Medavie, which provides health services across Canada with offices in eight provinces. This subsidiary also manages call centers, the 911 system, manages the allocation of ambulance and directly delivers health care services to one million Canadians annually. For example, in New Brunswick, Medavie coordinates three services : the ambulance service, the line 811, and the extra-mural program for patients who need a follow-up after a visit to the doctor, or surgery.

Medavie also has a foundation : the Foundation Medavie health. “Our three entities are working separately. We will work together. We want to develop these services in the other provinces, ” said Mr. Lord, in interview to the Newspaper of insurance.

Bring the care to where people are

Medavie goal is to bring the care to where people are. “More home visits and more services in the community can reduce congestion in the emergency department and improve patient care. Our program in New Brunswick shows that when possible, patients prefer to receive home care. We have done similar in other provinces. We are in talks with governments to add services, ” revealed Bernard Lord.

He adds that Medavie sees itself as a health organization, which has a component of insurance. “We developed the health care. It differentiates us from other insurers. This allows us to manage the guarantees in the insurance collective and individual, because we have a particular expertise in health. “

Medavie also paramedics and employs nurses. The company has a total of 6 400 employees, of which 1 900 at Medavie Blue Cross.

During the interview with the Journal of insurance, Mr. Lord has also reiterated his interest in signing partnerships with other insurers. It reminds us of the strategic alliance signed with Co-operators, where Blue Cross Medavie administers a group insurance policy of the client employers of the co-op in Quebec.

According to Mr. Lord, position themselves as a healthier organization becomes a force in the face of the dissatisfaction of so many people in the face of their group plan. “We have a lot of members in the markets where we sell individual life insurance. They see in Medavie Blue Cross is a partner that allows them to protect themselves with their family, in addition to access to drugs and services not covered by the government.

The essential digital strategy

Medavie has also made substantial investments in digital, particularly in mobile applications, which allow for the settlement of a claim in a few hours. “We will reduce it to a few minutes… and perhaps eventually to a few seconds,” said Mr. Lord. The goal is to simplify the lives of adherents. The technology becomes a means to enhance the customer experience. “

On the backwardness of the industry to use big data to better know its customers, Mr. Lord agrees that improvement is necessary. However, the confidentiality must remain paramount, ” he said. “The service should be fast, simple, effective, but also confidential. “

Medavie does not intend to do it all alone. “We need to find the right partners, whether governments or private companies. We must use the data that is available to a collective way, without necessarily identifying individuals. There is work to be done on this side. We have projects to develop. We want to move forward as an organization of integrated health “, said Mr. Lord.

In addition, the insured, Medavie Blue Cross may consult the status of his file on mobile application. These advanced digital allow, according to Mr. Lord, of enhancing the customer experience. “We see what people are looking for and what they need, but also to measure their level of satisfaction. “

The impact on the health before the profitability

Before the search for profits, the objective of Medavie is to have an impact on the health of Canadians, said Mr. Lord. Medavie is a non-profit corporation, ” he recalls.

“We have financial goals. We are cost effective. We want to have an impact on the well-being of Canadians, health. We see ourselves as partners of governments and employers. We can adopt a long-term vision because of our governance structure. We reinvest profits in our systems, our employees, the reserves, and we give back to our communities. “

Mr. Lord says that his company has a very good penetration in individual life insurance in the Atlantic provinces, especially for people who lose their group coverage.

Group, despite an appreciable growth with the arrival of several groups, including the cities of Halifax and Fredericton, Medavie Blue Cross has recently had to deplore the loss of the City of Moncton, in the hands of Green Shield Canada.

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