Private HIX Riches Eyed in Group Coverage

Christopher Cheney, for HealthLeaders Media , April 25, 2014

Array Health CEO Jonathan Rickert said Tuesday that he co-founded the company in 2006, when "Romneycare," the Massachusetts healthcare reform law enacted in 2006 by then-Governor Mitt Romney, sparked the imagination of healthcare executives across the country. "The original vision of the business was to offer employees an array of choices," Rickert says. "We wanted to ultimately personalize and humanize the experience of purchasing insurance."

Rickert says Array Health began licensing the company's private exchange IT platform in 2011. "The ACA happened, and we started getting approached by large carriers." Array Health views a private exchange's online presence like an iceberg. "The marketplace is like the tip of the iceberg, then there's the 90 percent under water," Rickert says.

The "90 percent under water" includes billing, customer service, data integration, and "a beautiful front-end shopping experience. You've got to pick the right partner and you have to set it up correctly."

"We loved their back-end technology," Brown says of Highmark's choice to partner with Array Health. "On the front end, we wanted something that was really simple… We do have a call center that supports the website. But we don't get a lot of use of our call center."

Christopher Cheney is the senior finance editor at HealthLeaders Media.
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