HealthSherpa Playbook

HealthSherpa Playbook

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Contents IFP Leadership
HealthSherpa and EDE
CONFIDENTIAL Product Flow

Marketing
EDE and D2C Marketing
Tracking campaign conversion
Utilizing Data

Telesales
Improve Member Servicing
Utilize Lead Scoring

Agent Sales
Account Creation
HealthSherpa-led Training

What is the HealthSherpa Playbook?

The purpose of this playbook is to ensure your team has absolutely everything it needs to be
successful during OEP 2022 as it may relate to the HealthSherpa platform

● HealthSherpa provides the EDE product and services, but it is imperative that your take the ‘EDE toolkit’
and implement it throughout each team to impact enrollment

● This playbook gives recommendations for the IFP Leadership, Marketing, Telesales and Agent Sales teams
to successfully implement EDE

● HealthSherpa would like to collaborate with your teams noted above to use the features and functionality
available via your white-label solution to realize your IFP strategy

CONFIDENTIAL

HealthSherpa’s EDE Features + Functionality

Use the prompts below to identify the white-label features and functionality that your team will
adopt internally to change your operational workflow and increase membership via EDE

IFP Leadership Marketing Telesales Agent Sales

➔ Understand the role of EDE ➔ Use HealthSherpa’s ➔ Utilize real time data to ➔ Determine who needs
within your existing business training
processes functionality to refine your improve member servicing
direct to consumer marketing ➔ Incorporate lead scoring into ➔ Determine what type of
➔ Think about how EDE can training is needed for
impact your team’s servicing, plan outreach efforts to follow up each group
retention and renewals, and with those most likely to
operational efforts ➔ Use behavioral and ad ➔ Establish training
convert timeline with
➔ Understand the power of analytics trackers ➔ Leverage the renewal flow HealthSherpa
connecting your entire ➔ Send lead nurture emails ➔ Take advantage of early
population to EDE
using lead export data window shopping in October
➔ Become familiar with
consumer pathways for ➔ Recruit agents to complete
enrollment, reporting
changes, and renewals enrollments

CONFIDENTIAL

IFP Leadership Learning Objectives
➔ Understand the role of EDE within your

existing business processes
➔ Think about how EDE can impact your

team’s servicing, retention and renewals,
and operational efforts
➔ Understand the power of connecting your
entire population to EDE
➔ Become familiar with consumer pathways
for enrollment, reporting changes, and
renewals

CONFIDENTIAL

Marketplace Ecosystem Marketing team needs to
feed traffic into the EDE
Marketing solution
platform feeding
HealthSherpa provides
top of funnel the enrollment
technology, data, and
Goal: optimize tools needed to get real
conversion time information

HealthSherpa Platform Teams then need to use
that data to impact
Quote, Shop, Enroll, Effectuate reporting, outreach and
Goal: have all members moving through your white-label, rather than Healthcare.gov conversion

Agent Training Lead Data / Agent Resources

Reporting

Shopping, Applying, Confirming

Marketing Telesales Operations
doing Lead doing Lead doing on-demand
Nurture with Lead reporting to refine
Nurture
campaigns Scoring strategy during
OE

CONFIDENTIAL

HealthSherpa has uniquely invested to maximize EDE on
behalf of carrier partners

Mission driven

Company working to help consumers find affordable insurance

8 years

Of experience in the ACA Marketplace

First approved EDE partner

Live in Nov 2018, Phase 3

25+ carriers and 16K active agents

Use EDE through HealthSherpa

90%

Of EDE enrollments for 2021 OEP

30%

Of Active Federally Facilitated Marketplace enrollments for 2021 OEP

CONFIDENTIAL

What is EDE?

Enhanced Direct Enrollment takes away the need to go to Healthcare.gov.

Consumers can submit applications, report changes, make the first premium payment, upload documents required by
the Marketplace, access important Marketplace notices and important tax forms all on HealthSherpa directly.
This functionality will allow carrier partners to increase effectuation, retention and renewal rates across your member
population. HealthSherpa supports enabling EDE for any application, even if the consumer didn’t enroll using EDE.

Issuers that start EDE Enabling their populations now will have a strong advantage over later adopters.

CONFIDENTIAL

What’s the value to carriers?

Consumers no longer need to go to Healthcare.gov (and see competitor’s plans) when renewing or reporting changes.
You can keep them within your walled garden of EDE and service any of their needs on HealthSherpa directly.

You’ll also have access to servicing capabilities and robust real-time reporting of all consumers under your white-label.

Servicing Retention and renewals Operations

● Payments, follow ups, 1095A’s, life ● Consumers don’t have to go back ● Full application, enrollment and
changes, etc. all within your to (or call) Healthcare.gov follow-up status on every
whitelabel consumer
● Replace most Healthcare.gov
● Consumers self-service communications with carrier ● Data integrations for incorporating
versions into operations workflows
● External agents, internal
support/sales and operations staff ● Streamline and pre-fill renewals ● Synced in real time with Federally
can also service completely within carrier Facilitated Marketplace -
whitelabel HealthSherpa is live with event
based notifications

CONFIDENTIAL

How do we ‘EDE Enable’ your full Marketplace population?

HealthSherpa can help integrate the search and claim flow into your existing internal structures
On the carrier side, your team will need to implement a claim endpoint. We can integrate at any of the following points:
For Consumers (requires your to implement /CLAIM end-point)

● Member portal, using a ‘connect your account’ flow (detailed on next slide)
● Payment flow, using a ‘connect your account’ flow
● Carrier team can also conduct an outbound email campaign to direct consumers to a landing page that drives to

the member portal
For Agents and Brokers (Live Now)

● Internal support, when reps are fetching apps to help a consumer
● External brokers, when reps are fetching apps to help a consumer

CONFIDENTIAL

Consumer Connect Flow Account connected

‘Connect my account’ Verify Identity Connect with HC.gov Once a successful connection
is made, the member will be
Landing page displays value We use Experian and the If answers are correct, we hit prompted to continue onto their
props for their portal and consumer information Healthcare.gov API to fetch
sets expectations the member’s most recent Dashboard
passed at creation time to
verify identity FFM application Could not find account

If a successful connection is not
made, our support team will
troubleshoot manually to find
the application

CONFIDENTIAL

Agent Connect Flow

Search Marketplace Search for an application Add to Client Client connected to EDE

Agents click “Search Agents then enter the client’s The consumer record will then This client will now be visible
Marketplace” in the top right of first name, last name, DOB and appear under ‘Search results’. in the agent’s dashboard. They
Agents can connect them to
their dashboard coverage state. They must EDE by clicking ‘Add to clients’ can click on their record to
also attest they have view plan information, report

permission to work with the changes, etc.
consumer.

Are all of your internal agents using this functionality today during regular servicing? If not, let’s discuss!

CONFIDENTIAL

On-Exchange New Member Flow

Marketing Landing Create Eligibility Plan
Top of Funnel page Lead Quoting shopping
Profile
On-
Exchange On- Customer On- On- Facilitate your
application Exchange option to Exchange Exchange payment dashboard
subsidy re-shop apply to enrollment with export
eligibility advanced confirmation and
premium tax document ability
credit (APTC)
upload

Re-shop Confirmation Reminder
plans emails Emails

CONFIDENTIAL

On-Exchange Application Changes or Renewal Flow

Return to
dashboard

Renewal Application: Pre-filled On-Ex Customer On-Ex apply On-Ex Facilitate
Notice or Privacy On-Ex subsidy option to advanced enrollment payment and
Customer eligibility re-shop confirmation
Statement application premium tax document
Portal credit (APTC) upload

Re-shop Confirmation Reminder
plans emails Emails

CONFIDENTIAL

On-Exchange Search & Claim Flow

Internal Sales / External
Support Brokers

Yes

Member Connect Verify Fetch from Success
Dashboard or flow Identity HC.gov page
Payment Portal
[button] [button to
dashboard]

No

Call HS
prompt if

“Not
Found”

CONFIDENTIAL

Marketing To Do List
➔ Use HealthSherpa’s functionality to refine

your direct to consumer marketing plan
➔ Use behavioral and ad analytics trackers
➔ Send lead chase emails using Lead export

data
➔ Recruit agents to complete enrollments

CONFIDENTIAL

Refine a strong Direct-to-Consumer Marketing Plan

Instrument consumer characteristics, behavior and sources

● Embed behavioral and ad analytics trackers (Adobe Analytics / Data Layer)
○ Identity consumers that are more likely to convert
○ Identify conversion rates by traffic sources
○ Optimize campaigns during OEP based on analytics (with admin reporting dashboard stats as well)

● Allocate marketing spend and lead nurture efforts accordingly
○ Track ad targeting and lead purchasing
○ Increase spend on campaigns with lower CPEs

Capture leads, prioritize and nurture them via email and telesales

● HS: Capture leads unobtrusively in as many places as possible
● HS: Generate resume links usable by consumer, agent and carrier staff
● Drive consumers back to the site with emails and calls
● Prioritize lead nurture efforts (particularly calls) by scoring leads
● Outcomes

○ When done well, lead nurture is a 2X multiplier on self-service
○ Lead scoring - top 15% of leads convert at 5X the average rate

Use HealthSherpa consumer resources

● Link directly to any articles in the Consumer blog

CONFIDENTIAL

HealthSherpa’s early 2020 consumer survey* shows ACA
misinformation is still prevalent

44% of respondents considered not buying insurance, How well do people understand ACA / Obamacare? What do they
because: think of it?

What made you reconsider it? Uninsured:

Reach out to HealthSherpa if ● 79% believe it’s important to have health insurance
you’d like to discuss detailed ● After learning ind. mandate is gone, 31% plan to buy 2020

survey & look-back results insurance, 40% say 50-50, 29% will not buy
relating to carrier partners’ ● 55% do not know there are affordable plans
● 12% are aware they qualify for tax credits
efforts
Insured:

● 96% believe it’s important to have health insurance
● After learning ind. mandate is gone, 70% say they will buy

2020 insurance
● 61% think 2020 plans will be more expensive than 2019.
● 44% of individuals currently insured through the

Marketplace are aware they currently receive a tax credit

Current and potential Marketplace consumers recognize the
importance of having health insurance, but there is still confusion
about the Open Enrollment process and misperceptions about
affordability.

*From September 27 to October 6, 2019, Hart Research Associates completed interviews with 700 adults age 18 to 64 that currently get insurance through the ACA marketplaces or will be eligible to do
so in 2020. This memo outlines key findings from this survey of 300 individuals insured through the marketplaces and 400 uninsured individuals.

CONFIDENTIAL

HealthSherpa’s OE 2020 look-back analysis shows
affordability and confusion are the top 2 barriers

Top reasons consumers did not enroll in a plan via phone (most to least common):

● Too expensive
● Didn’t understand terminology (deductible, out-of-pocket max, copay, coinsurance, usage of a plan, etc.)
● Consumer was not confident current doctors accepted the plan
● Didn’t understand what the plan covered, wanted someone go to more in-detail
● Premium changed after income verification
● Political reasons

Reach out to HealthSherpa if
you’d like to discuss detailed

survey & look-back results
relating to carrier partners’

efforts

CONFIDENTIAL

Consider aggregate marketing best practices for increased
lead conversion

HealthSherpa has seen stronger traction with some of the following messaging tactics:
● Outreach campaigns on those who have $0 premiums, <$50 premiums - noting for both that they are in X% of members
● State-specific outreach
● Multiple emails the week/day of the deadline

Interesting nuggets from HealthSherpa efforts last year, ‘Bests’ Observations:
● The Recommended Plan emails didn’t have a great open rate, but they were relatively successful in conversions and CTR
● Informative emails had good open rates, and ones that explicitly covered how savings worked yielded conversions.
● Urgency + curiosity piquing worked to increase open rates (similar to renewals)

Interesting nuggets from HealthSherpa efforts last year, ‘‘Worsts’ Observations:
● Avoid any communications on Thanksgiving, but pick back up Friday
● Using obscure acronyms like QHP in the subject line results in poor engagement

Trigger email Run lead nurture Send multiple emails Window shopping
campaigns based on campaigns are that fire depending emails convert well,
somewhere between with leads returning
a variety of factors on status from
including CSR 6-8 part drip shopping and back to emails in
campaigns. applying experience October/early
eligibility and subsidy November to
eligibility, and status based on
segmentation complete enrollment
of the lead.
variables.

CONFIDENTIAL

Leverage proven, personalized messaging to impact lead
conversion via email chase campaigns

27.9M Americans remain 96% qualified for a subsidy / 30% of consumers found a Most found a plan for under
uninsured Median premium 21 / Average plan last OEP for $0; 1 in 2 for $21 /month*

subsidy $722 21

HealthSherpa users renew Across the Marketplace, “What an amazing COBRA costs an average of
their health insurance in less people who shop and switch experience. I moved here $599 per month. An
than 15 minutes on average* plans save an average of 38% from Canada and had no Obamacare plan of similar
on their monthly premiums. idea how to apply and what quality costs $462 per
Source for. The advocate on the month—but with the
phone held my hand and government subsidies
“I called the number available on Heathsherpa’s site and was quickly walked me through the available, the average cost of
connected with a live person and she was so cheerful, kind and entire process. After 40 an Obamacare plan on
extremely helpful. She helped me fly through the process and easily minutes I went from HealthSherpa is only $48 per
found the right plan for me. Now I’m insured and much less stressed.” - hopeless to covered for month.*
Lena, North Carolina $45/month.” - Alexander,
Texas

*HealthSherpa OE 2020 platform statistics

CONFIDENTIAL

Focus top-of-funnel spend on high conversion groups

Focus on 100-250% Federal Poverty Level (FPL) and double down at the end of
OEP

2020 OEP data 2020 OEP data

CONFIDENTIAL

Leverage tracking to gain insights into your conversion
metrics in real-time + optimize in OEP

Implement/Update Google Analytics and Google Tag Manager to ensure your team can track UTM
campaign conversion

● HealthSherpa can place the Container ID for Google Tag Manager to give your team free reign of implement
tags / trackers as you see fit

● Utilize Google Analytics to get real-time reports on your campaigns

CONFIDENTIAL

Invest in the agent channel

Target cost effective channel Utilize workflow tools Launch Agent Recruitment

● Provide workflow tools ● Attract agents and ● Recruit agents directly
to increase agent increase productivity by where they do their
production offering a CRM work

● Recruit agents directly ● Full CRM for leads and ● Most agents have
from where they do their clients, synced with moved off
enrollments Marketplace Healthcare.gov

● Agents enrolled 48% of ● Quoting workbench and ● Agents production is
Federally Facilitated enrollment flow skewed
Marketplace enrollees in
OEP 2020 (up 12% yoy) ● Lead capture and ● 10% do 90% of
marketing automation enrollments
● Agent commissions are
typically a fraction of ● Fetch any HC.gov ● 50% do zero
CPE on D2C channels application to dashboard enrollments

● Commissions - pay per ● Post enrollment status ● Higher producing
enrollment, flat with updates and checklists agents prefer 3rd party
volume (EDE, DE) tools
● Outcomes compared to
● Ads - pay per visitor, bid double redirect (DE) ● Work with third party
more per visitor to platforms to appoint
increase volume ● Agents on EDE did 2.1x agents that are already
enrollments (70% productive in the
● Typical D2C cost per reduction in TPE) issuer’s service areas
enrollment - $500 to
$1,000

CONFIDENTIAL

Leverage the Lead Export for call/email outreach

agent first_name last_name phone email zip_code fip_code state issuer plan year

Agent associated Lead first name Lead last name Lead phone, if Lead email, Lead zip code Lead county fip Lead state Carrier name Plan name listed Plan year
with the lead. provided when always provided code, if listed here if lead here if lead has
Agent name saving progress when saving applicable is looking at a gotten far enough
means the lead is progress specific plan in the quoting
from a process
white-labeled
agent's account.
Carrier name
means it's a D2C
lead

premium created last_active status resume_link channel source opt_in_url sms_opt_in initial_utm_so initial_utm_ca

urce mpaign

Plan premium Data lead record Timestamp of Shopping = Link that goes to Indicates how the Indicates where Shows the URL at True, false - true if Tracked from any Tracked from any
listed here if lead created when the lead which the lead lead checks off UTMs that come UTMs that come
has gotten far was last active anywhere in the the last page the lead is the lead saved saved their SMS opt in when from carrier from carrier
enough in the progress saving their campaigns to campaigns to
quoting process quoting process Lead saved their completing their their progress. progress D2C site D2C site

from entering zip progress on quote - will almost For D2C will

to looking at always say 'web' almost always say

plans 'save_and_exit',

Applying = started which refers to

an application but the save progress

not yet finished window leads see

Confirming = filled when they enter

out an application their email

but has not yet

submitted

confirmation_i medicaid_only net_premium subsidy csr_type out_of_service renewal dob ssn qle SVI/DMI count

d _area

Not the FFM ID, True if only Net premium Subsidy listed CSR type listed True if zip code True if a renewal Lead date of birth Last 4 of Lead Qualifying life Total count, #
internal eligible for listed here if lead here if lead is far here if lead is far entered is out of on the SSN event listed here outstanding, #
confirmation ID medicaid is far enough in enough in the enough in the carrier's service HealthSherpa if lead is far uploaded, #
for HS system the quoting quoting process quoting process area platform from the enough in the expired
process previous year. quoting process
Cannot track
CONFIDENTIAL renewals that
were done on
HC.gov the
previous year

Leverage follow ups to increase enrollments

When you click this button, a report will be sent to your email. You can
open the file by clicking on the secure link. The report includes the
following information:

● Application FFM ID
● Followup due date
● Followup type (i.e. income verification, immigration status

verification, citizenship verification, etc.)
● Issue type (SVI vs. DMI)
● Status (action needed, insufficient documentation,

processing)
● Last updated (this reflects the last time CMS provided a

status update on this followup)
Carriers can use this to follow up with applicants to ensure they
resolve all outstanding issues, allowing them to enroll in coverage!

CONFIDENTIAL

HealthSherpa has launched several lead capture points in
the flow

HealthSherpa has implemented lead capture points within the quoting flow

CONFIDENTIAL

HealthSherpa’s sends limited consumer-directed emails on
your behalf

Any time a consumer saves their progress, we send
a ‘Save and Exit’ email immediately. This is only
sent once.

Marketing Landing page OPTIONAL Eligibility Plan shopping
Top of Funnel Create lead quoting

profile

On-Exchange On-Exchange Customer On-Exchange On-Exchange Facilitate your
application subsidy option to apply enrollment payment & Dashboard
eligibility re-shop confirmation document with export
advanced
premium tax upload ability
credit (APTC)

Re-shop plans Confirmation Reminder
emails emails

After the application is submitted, we send an email
that allows them to access their dashboard, as well
as an email with any follow ups.

CONFIDENTIAL

Samples: HealthSherpa’s consumer-directed emails

Save and Exit email Reminder email

Consumer Dashboard email

CONFIDENTIAL

Pending CMS approval, Take over communications

Turn off Healthcare.gov transactional emails - pending CMS approval

● Consumer gets used to using you year round to do servicing items
● Transactional emails (follow ups, renewal notification, etc.) come from HealthSherpa on behalf of the carrier
● Communications drive consumers back to your EDE deployment vs Healthcare.gov
● Queues up consumers for renewal

If approved by CMS, HealthSherpa will be taking over all of the following transactional emails:

● Application Submission
● SVI Created, Resolved, Expired, Obsolete Emails
● SVI Insufficient Documentation Email
● DMI Created, Resolved, Expired, Escalation Emails
● DMI Insufficient Documentation Email
● SVI and DMI Deadline Reminders
● Initial, Corrected, Voided 1095A Emails
● Plan Selection Email

CONFIDENTIAL

Telesales To Do List
➔ Utilize real time data to improve member
CONFIDENTIAL
servicing
➔ Incorporate lead scoring into outreach

efforts to follow up with those most likely to

convert
➔ Leverage the renewal flow
➔ Take advantage of early window shopping

Utilize EDE to improve Member Servicing Consumers, Agents,
Internal Staff
Keep consumers in your EDE-walled garden
Payments
● Almost all servicing actions can be done on your white-label directly Follow Ups
● Eliminate the need for 3-way calls to Healthcare.gov Life Changes
● Continue to service consumers that call in, without removing the external Notices and Tax Forms
Renewals
broker’s NPN by using Issuer Service Accounts
● Consumers can even resume applications that were started on HC.gov on

your white-label
● Help consumers with completing their binder payment, uploading any

follow ups, reporting life changes, and viewing Marketplace notices and
tax forms
● Consumers can also complete their own follow ups within their
white-labeled dashboard

○ Last OEP, 77% of follow up requirements were uploaded by an
agent or a consumer

CONFIDENTIAL

Utilize real-time data to target high conversion leads

Keep consumer information up to date in real time

● Know about key status updates when they occur
● Send out notifications with changes to keep consumers engaged
● Send out chase campaigns to consumers with required actions
● Prioritize inbound and outbound sales calls

○ Automated lead exports with funnel progress and Federal
Poverty Level (FPL ratio)

● Export lead data from admin reporting dashboard

CONFIDENTIAL

Launch an outreach strategy based on lead score

Prioritize leads based on their conversion
probability

● The Lead Scoring Model takes into account the
following variables, which have been shown to
have an impact on the probability of
conversion:
○ Federal Poverty Level (FPL) ratio
○ Whether or not a plan was selected
○ Household size, Number of FFM eligible
applicants

● Predicted conversions are 8.2x as likely to
convert as overall population (18% vs. 2.2%)

CONFIDENTIAL

Lead Scoring Variables

Critical Variables Interpretation

Variable Odds Coefficients The lead scoring model takes into
account FPL ratio, primary applicant
FPL Ratio -0.33 age, whether or not a plan was
selected, and the number of FFM
Primary Age 0.03 eligible applicants
● When a lead selects a plan they
Plan Selected 4.81
0.36 have 5-to-1 odds of converting vs
FFM Eligible not converting
Count ● The lower the FPL ratio of a lead,
the better odds they have of
converting
● The more FFM eligible members in
a household, the better odds a
lead has of converting

CONFIDENTIAL

Example Lead Profile Conversion
Probability
Variables taken into account

Plan Selected Household Size FFM Eligible Primary Age FPL Ratio Model Probability
Count of Conversion

TRUE 3 2 49 1.104 94.93%

Plan Selected Household Size FFM Eligible Primary Age FPL Ratio Model Probability
Count of Conversion

FALSE 1 1 36 3.918 2.73%

CONFIDENTIAL

On-Exchange Application Changes or Renewal Flow

your
Dashboard
with export

ability

Renewal Application: Pre-filled On-Ex Customer On-Ex apply On-Ex Facilitate
Notice or Privacy On-Ex subsidy option to advanced enrollment payment and
Customer eligibility re-shop confirmation
Statement application premium tax document
Portal credit (APTC) upload

Re-shop Confirmation Reminder
plans emails Emails

CONFIDENTIAL

Snapshot of the Renewal Flow

Consumer renewals

● Consumers will see a pop up in their
dashboard prompting them to renew.

● Clicking ‘Renew my plan’ drops them into
the renewal flow

● They review their pre-filled application,
confirm whether they’d like to stay in their
previous plan or select a new plan and
submit!

Agent renewals

● Agents can select the client’s record from
their dashboard and click ‘Renew’ to drop
into the pre-filled application flow

● Quick Renewal Article

CONFIDENTIAL

Focus on membership renewals

Renewing existing membership is the most cost effective way to defend market share and increase
lifetime value

● Leverage EDE for higher renewal rates
● Free up resources for acquiring new members

Leverage Renewal Flow Utilize renewal links Launch window shopping

● Streamline your renewal ● Setup pre-filled ● Allow your population to
flow to maximize renewals with easy start renewing early
renewal rates access for your
population ● Open shopping up as
● Allow consumers to soon as rates are
shop first or update ● Automatically create released
eligibility first renewal leads and
renewal links ● Save plan selections to
● Streamlined flow leads renewal lead records
to higher conversion ● Renewal links go into with resume links
rates the streamlined renewal
flow ● Market resume links
● No identity proofing once OEP begins,
● Pre-filled application ● Market renewal links via automatically take
email consumer into
from BAR application enrollment flow with
● Pre-loaded plan ● Allow external agents plan selection
and internal staff to use pre-loaded
selection from crosswalk renewal links

CONFIDENTIAL

How to report issues

In the event an issue arises, please ensure you have the appropriate information to contact Agent
Support.

For high priority issues impacting a number of agents, feel free to escalate to your Account
Manager.

When reporting to your Account Manager, please include the following information so we can resolve as quickly as
possible:

● URL that links to an example of what is happening
● Screenshot of the error seen
● If applicable

○ Quoting information for us to recreate the scenario
○ NPN of effected agent
○ FFM app ID for impacted application

During OEP, high priority issues are those that are affecting multiple applications.

CONFIDENTIAL

Agent Sales To Do List
➔ Determine who needs training
➔ Determine what type of training is needed

for each group
➔ Establish training timeline with

HealthSherpa

CONFIDENTIAL

Ensure each individual has the appropriate HealthSherpa
account type

Account Types

● Carrier Admin Accounts:
○ Edit marketing white-label settings
○ Reporting for exports, leads and follow ups across the entire Carrier white-label
○ Individual agent account management
○ Cannot submit enrollments

● Internal / External Agent Accounts
○ White-labeled agent accounts that allow internal sales teams and external agents to quote, shop and
enroll consumers in your plans

● Issuer Service Accounts
○ High-level accounts that internal sales teams within a carrier may use
○ ‘Service’ allows internal reps to update a consumer’s application without changing the AOR
○ ‘Sell’ allows internal reps to quote and enroll and attach their own NPN to be AOR

ISA and Admin accounts have to be provisioned by the HealthSherpa team.

Carriers often enable some management to have 2 accounts - one for admin and one for service/sales.

CONFIDENTIAL

Consider utilizing ISAs for more power

Issuer Service Accounts (ISAs) Regular Agent Accounts

● Service to help consumers without ● All applications submitted will
changing the AOR electronically attach the agent’s NPN
○ Upload docs, make binder
payments, access 1095As, ● All life changes (which result in a
report changes, etc. resubmission) attach the agent’s NPN

● Sell to enroll consumers with your own ● Track leads, clients
NPN

CONFIDENTIAL

Bulk Upload

For initial setup for soft-launch, HealthSherpa recommends creating accounts in-bulk. For ongoing agent account
maintenance Carriers can self service via the admin dashboard or utilize the SFTP process.

● Bulk Upload Process:
○ Carrier provides lists of brokers that need accounts
■ CSV template will be provided by HealthSherpa
○ HealthSherpa will bulk provision accounts and either:
■ Send a custom email (no images/HTML, only text)
■ Provide a list of unique activation links so that the carrier can send directly to brokers. This option is
recommended as it allows the carrier to tailor the message and include any other relevant
information for their brokers

● Agents then go through sign up flow to create their account (enter name, NPN, Federally Facilitated Marketplace (FFM)
username, etc.)
○ Link is not public, so only those who carriers send it to will be able to make a white-labeled account

CONFIDENTIAL

SFTP Agent Account Updater

● If ongoing maintenance of accounts is desired (e.g., adding new accounts, disabling an broker from having
access, updating information associated with an broker), HealthSherpa recommends having automated updating
via SFTP file loads. The template is available here. More details can be found in the Carrier API docs.

● Process:
○ HealthSherpa will generate an SFTP directory
○ Carrier publishes CSV with changes (create/update/disable) to SFTP directory
■ Cadence can be set as frequently as nightly
○ HealthSherpa will automatically create/update/disable broker accounts by utilizing the `broker_list`
directory

● The Agent Account Updater will automatically provision the account. In order to prevent email colissions, any
agent account provisioned by the Account Updater will append the Carrier slug to the email address.
○ For example, if [email protected] was included in the list and did not already exist and the
Carrier’s slug was “myslug”, HealthSherpa will create an Agent account for the email address
[email protected].

● Note: it is not necessary for the spreadsheet to include the +myslug. The Account Updater will first look for an
email address on an account belonging to the carrier that matches the provided email exactly. If it is not found, it
will then look for the email address with the +myslug. If that is not found, then it will create the account with the
+myslug appended.

CONFIDENTIAL

SFTP Agent Account Updater Continued

● How can a Carrier whitelabel agent have an account for both a carrier and healthsherpa.com? (example:
[email protected] and [email protected])?
○ This indicates that the non-slug account was created after the slug account, prior to the automatic slug
feature, or an account already existed that was not part of the Partner’s WL deployment. Note that some
Partners allow Agents to join under their WL with their personal accounts, which may not include the
+myslug. Email addresses can also be changed by the user or support team, leading to differences over
time. As of 05/2021, all accounts provisioned by the Account Updater will have a slug appended.

● What happens if the spreadsheet contains changes on an existing account?
○ We will update the Agent account associated with that particular email address with the new information
provided in the spreadsheet. Note that if the email address changes on the spreadsheet, it may result in
the creation of a new agent account, not an update to the prior account. Please ensure you disable any
prior accounts.

● What happens if an account / email address is removed from the spreadsheet?
○ Nothing will happen to that account moving forward as the Agent Account Updater will not look for it.

● How do I disable an account?
○ The spreadsheet contains a column that allows the Partner to specify that the account should be active or
not. Any account that should be disabled should have that flag set to false prior to removal from the
spreadsheet.

CONFIDENTIAL

SFTP Agent Account Welcome Email Set Up

If the agent accounts were created automatically as
part of the SFTP Agent Account Uploader, emails are
not sent out by default.

● Certain carrier partners have opted to
configure Agent Onboarding emails send out
automatically.

How do we configure automatic email send?

● This must be manually configured on per
carrier basis. Internally, the HealthSherpa
engineering must make a change.

What does the current email look like?

● The email is customized on a per-carrier basis -
HealthSherpa does not have a standard
template. HealthSherpa currently does not
support complex graphics or formats, but can
support basic text changes. Contact your
Account manager to request changes to the
agent welcome email.

CONFIDENTIAL

Individual account changes

Adding and updating agent accounts:
● Carrier admin users can add
agents to their whitelabel via the
carrier admin dashboard.
● Carrier admins can also perform
maintenance tasks on an agent
account including: update,
disable, and password reset.

Deleting agent accounts:
● In the event you need to delete
an agent account, please send
the request to your Account
Manager so that we can close
out their account.

CONFIDENTIAL

SSO Account Provisioning

● SSO, or Single Sign-On allows for Carriers to handle the authentication of their
Agents and Members, and send HealthSherpa authenticated users.

● Benefits include:
○ A user will only have to login once to the Carrier system’s environment.
○ A user will only have to maintain one set of credentials for the Carrier
system as opposed to also managing credentials for the HealthSherpa
system.
○ Upon the user entering the HealthSherpa system, either an existing
HealthSherpa account is recognized or a new account will be provisioned.

Full documentation is available at our Carrier API Docs. Contact your Account Manager to learn
more.

CONFIDENTIAL

On-demand training resources

HealthSherpa has built out quite a few
training resources to help prepare your
agents

● Agent Resource Library
● Getting Started Guide
● Agency Account Managers
● Agent Support team

HealthSherpa can help train all your
agents

● Internal Sales Agents / Internal Call Centers
● External Brokers

Agent Resources during COVID-19

● Streamline your online ACA business during
COVID-19 Blog post

● How to project a client’s income during the
COVID-19 Recession Blog post

CONFIDENTIAL