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Business Journals
3 days ago
- Business
- Business Journals
From bytes to insights and beyond: How data helps power health care innovation
Increasingly, payers and employers are leveraging the latest trends in data analytics and cutting-edge technologies to help better address challenges in health care. In fact, 67% of employers said they already have a strategy in place to collect, store and analyze data that can lead to meaningful improvements in employee health and well-being. In the past, an imperfect and often complicated health care system, along with rising costs, impacted consumers' ability to easily access care. Nearly 11% of U.S. adults avoided health care due to costs in the previous year, in fact, according to a new report from America's Health Rankings. The use of data and analytics in health benefits has expanded in recent years from helping provide actionable insights to powering the development of innovative products and capabilities that create simpler, more personalized health care experiences. 'We made over 400 enhancements to our digital experience last year and plan to deliver a similar number through 2025,' said Amy Jordan, vice president of product with UnitedHealthcare's commercial business. 'UnitedHealthcare's newest innovation, our Smart Choice provider search capability, empowers members to more easily find and connect with quality network providers from the palm of their hand.' expand Available to eligible UnitedHealthcare commercial members in the member app and website, Smart Choice provides results that meet member preferences and maximize member benefits, which may result in easier access and lower costs. When members use the UnitedHealthcare app or to search for providers, they will see Smart Choice results based on multiple factors, including a member's personal preferences and health plan benefits as well as nationally recognized standards* for safe and effective quality care, according to Jordan. 'This is just one way we are putting data and innovation to work as part of a broader goal aimed at reducing heath care expenditures, improving outcomes and creating better member experiences,' Jordan said. A data revolution: From PDFs to artificial intelligence In recent years, the ability to access, analyze and use data to shape the future of health care innovations and insights has changed significantly. 'My first couple weeks on the job, I was literally taking printed PDF reports and typing numbers into Excel files to bring the story of data to life. That was two decades ago,' says Craig Kurtzweil, chief data and analytics officer for UnitedHealthcare's commercial business. 'Back then, it was a challenge to even access the data, let alone to translate it and visualize it in a way that an employer could understand.' Data is now foundational to the health care industry and a cornerstone of its innovation: Members are using data-driven tools like UnitedHealthcare's Smart Choice capability to more easily connect with quality network providers and make more informed care decisions Employers are using population data to build employee engagement strategies to help better address certain health needs for specific groups of employees Physicians and other health care professionals are using nearly real-time data to help improve the care delivery experience with members 'In the past, you had data, but it could take months to get your hands on it.' Kurtzweil says. 'Now there is a flood of data — insightful and valuable data — but it's become increasingly apparent that responsible AI and ML strategies can help translate that ocean of data into actionable insights.' Turning insight into action for employers and employees When Kurtzweil and his team meet with employer groups about their health plan performance today, the conversation goes well beyond volume-based discussions and top-line results. Kurtzweil and team once informed a particular employer with an over 77,000-member population that 42% of their employees had complex conditions, including cancer. As a result of this analysis, the employer deployed a cancer-specific care management team to better support those members, resulting in over $267,000 in savings to those employees by closing 105 gaps in care. [1]. 'We can now collect that data, integrate that data and apply those responsible and fair algorithms and machine learning to it in order to uncover trends within employer populations and gain actionable insights for them,' Kurtzweil says. AI and ML: balancing innovation with responsibility As more data is captured via overall engagement with the health system, artificial intelligence and machine learning can help sort that data. In fact, the global health care AI market is predicted to reach $614 billion by 2034, up from $27 billion in 2024, and 92% of surveyed employers said they believe that artificial intelligence (AI) holds promise in health care. These technologies assist in innovation at UnitedHealth Group — within Optum and UnitedHealthcare — helping make sense of 2 trillion health transactions annually. [2] While safety, privacy, transparency and responsible use are at the forefront of using AI and ML, timeliness, simplicity and efficiency are also key drivers. Yet no matter how fast or efficient the data is captured, reliable human analysis remains critical and necessary. 'While AI and ML may be important tools in health care as we move forward, developing and implementing it responsibly — and ensuring that the privacy and security of member health data is protected — is essential,' Kurtzweil said. Footnotes [1] UnitedHealthcare National Accounts ASO client 2022–2024 analysis, Health Plan Performance Review Oct. 2024. This case study is true. Savings calculated on book-of-business case rate savings for these programs. Savings for enrolled members are case specific. Results will vary based on client-specific demographics and plan design. Results will vary depending on the state where the insured policy is issued and the amount of engagement by employees. [2] UnitedHealth Group internal data collection and reporting, 2024. Disclaimers * Standards utilized by UnitedHealth Premium®. UnitedHealth Premium® is proprietary to UnitedHealthcare. UnitedHealth Premium evaluates physicians based on safe, timely, effective and efficient quality care criteria to help members make more informed choices for their health care. It's intended only as a guide and should not be the sole factor considered when selecting a physician. Designations have a risk of error and members should discuss designations with a physician before choosing one. If a member already has a physician, they should also consult with them for advice on selecting other physicians. The fact that a physician does not have a Premium Care Physician designation does not mean that the physician does not provide quality health care services. All physicians in the UnitedHealthcare network have met certain minimum credentialing requirements (separate from the UnitedHealth Premium criteria). Please visit the medical care directory specific to the member's benefit plan for physician designations and detailed information about UnitedHealth Premium and the evaluation methodology. Advocate services should not be used for emergency or urgent care needs. In an emergency, call 911 or go to the nearest emergency room. The information provided through Advocate services is for informational purposes only and provided as part of your health plan. Wellness nurses, coaches and other representatives cannot diagnose problems or recommend treatment and are not a substitute for your doctor's care. Your health information is kept confidential in accordance with the law. Advocate services are not an insurance program and may be discontinued at any time. Employee benefits including group health plan benefits may be taxable benefits unless they fit into specific exception categories. Please consult with your tax specialist to determine taxability of these offerings.
India Today
3 days ago
- Business
- India Today
Amazon explains how Apple is driving India's premium boom and why nonstop sales still make sense
Not long ago, we at India Today Tech wrote an opinion piece about the rise of online sales in India and how most of them appear to be a Netflix show with far too many spin-offs. The idea was to understand – as a user – if they were 'a bit much' given how frequently e-commerce players are hosting them. Amazon is obviously one of them. But there are always two sides to a story, which is why, when we got a chance to speak directly to Amazon, we decided to talk about this aspect at length to try and understand the merits of some of these sales decisions and why they conversation – with Zeba Khan, Director of Consumer Electronics at Amazon India – was insightful and, frankly speaking, an eye-opener. With online sales as a focal point, we delved into India's – and invariably Amazon's – larger growth story expedited by growing premiumisation across quarters – and particularly consumer electronics – and reasons why more and more people want to buy premium products – and how Amazon is working round-the-clock to ensure they Amazon approach to consumer engagementHaving previously helmed Amazon India's fashion and beauty business, Khan offers a unique perspective on the similarities and differences in engaging consumers across diverse categories. 'One thing that works for Amazon India across categories is our focus on customer inputs,' Khan explains. 'Providing the latest and widest selection, along with offering strong value – which isn't just about price, but overall affordability – resonates universally.'advertisement However, the high-consideration nature of consumer electronics presents a unique challenge. Unlike fashion, where customers often desire to 'touch and feel,' tech purchases demand a different kind of assurance. 'In consumer electronics, it's more about providing the best information and helping customers make informed, assisted purchases,' Khan elaborates. "Simplifying the customer's experience is something they truly value."Amazon has invested heavily in making the often-overwhelming world of consumer electronics accessible to everyone. Rufus, the Gen AI shopping assistant, available on the Amazon app, is proving particularly impactful in consumer electronics. 'Customers can share the use case they're looking for, and Rufus will compare products to recommend which ones might be better suited for them,' Khan says, noting its high interaction rate within the category. While a global product, Rufus has been trained on Indian shopping habits and customer customers overwhelmed by choice, Smart Choice offers a curated, simplified selection of laptops and tablets at competitive prices. 'The selection is further divided based on different use cases such as work laptops, gaming, and more,' Khan adds, ensuring a more intuitive shopping experience. This program, too, benefits from extensive local research into how Indian customers approach laptop purchases, whether through price bands or specific use is always a combination of global technology and local customisation, and these always work in tandem,' Khan rise of premiumisation in IndiaThe data shows a clear trend: India is increasingly embracing premium products and Amazon seems to be one of the go-to destinations for many buyers. Despite a muted overall market, premium devices (INR 30,000 and above) are experiencing strong double-digit growth, with Tier 2 and Tier 3 cities accounting for almost 70 percent of this demand, Khan the PC industry has faced headwinds, Amazon is observing good growth, particularly in the premium category in metros (double-digit growth) and the ultra-premium segment (INR 1,00,000 and above), which is soaring at over 30 percent year-on-year. The tablet segment is also rapidly expanding, with premium tablets (INR 30,000 and above) growing at a remarkable 60 percent year-on-year. Notably, 75 percent of premium tablet buyers are first-time purchasers, she adds. Moreover, premium smartwatches (INR 10,000 and above) are seeing a robust 40 percent year-on-year growth after a period of stagnation.'It indicates that our efforts in educating customers about premium selections and improving affordability are moving in the right direction,' Khan says, attributing this success to Amazon's focus on democratising access to the latest technology and making it affordable through various options. Value-added services like phone and laptop setup, installation, and extended warranties, consistently rated 4.85 stars and above across 300 cities, further bolster customer confidence in these high-value India's potentialAmazon's success in this premiumisation wave is not just about product availability but also about reach. Khan credits the operational prowess of Amazon's teams for servicing '100 percent of serviceable PIN codes in India – which, in a country of this scale, is no small feat.' This extensive network, coupled with continuous efforts to improve delivery speeds and seamless inventory management with vendor and seller partners, ensures that aspirational products are accessible even in the farthest corners of the country.'All of this is driving aspirations upward. For example, a person in a Tier 3 town today wants access to the latest technology,' Khan explains. 'This is where Amazon plays a very critical role because we make it available not only to the last PIN code in India but also make it as affordable as possible.'Apple driving the premium smartphone boomWhen asked specifically about Apple's influence, Khan acknowledges its significant contribution to the premium smartphone segment. 'Apple is a premium smartphone brand that is growing very well. On our platform as well, the premium smartphone segment is the fastest growing for us, and Apple is one of the key brands driving that growth,' she highlights that customers often approach smartphone purchases with a specific brand in mind, and Amazon's role is to facilitate that journey. 'Our role as a retailer is to ensure that we're providing them with the most transparent, complete, and accurate information on our product detail pages,' she says. By offering detailed visuals, videos, expert recommendations, and customer reviews, Amazon empowers consumers to confidently make premium smartphone purchases sale season never endsClearly, the consumer's appetite for premium products is growing – and so are online sales. While it might seem like 'too many sales,' Khan says there is a method to this madness. 'As retailers, our attempt is to create demand moments and meaningful shopping experiences for our customers – across different needs and customer cohorts,' she the major events like Diwali and Prime Day, Amazon has found tremendous value in creating topical and seasonal sales. Khan cites the example of the 'Electronics Premier League' in March 2025, which timed strategically with the IPL season. 'It was an experimental event for us, and we went in with a learning mindset. But we were pleasantly surprised by how well it performed.' The theme of 'streaming and screening' brought together relevant categories like smartphones, TVs, laptops, and speakers, contextualising the need for upgrades around a popular cultural customers who may not have been actively thinking about upgrading their devices suddenly considered it because we contextualised it for them,' Khan notes. Similarly, 'Back to School' events for laptops and tablets, and 'Gaming Days' catering to a niche, engaged audience, have proven highly successful. 'While it may appear that there are many sales happening, the reality is that each of them serves a distinct purpose and audience,' Khan concludes. 'As long as we can continue to curate experiences that are relevant and meaningful to each cohort, I believe that's the recipe for success.'The first half of the year was strong. Khan remains optimistic about the other half. 'We're now working towards Prime Day, especially in consumer electronics, which is typically a very new-launch-heavy category. We're partnering with a lot of brands for some exciting launches,' she reveals. 'The big moments – Prime Day and the festive season – are yet to come.'Defining success through internal growth milestones and broader industry performance, Khan expresses satisfaction with Amazon's performance so far and hopes that with the right initiatives, including strong partnerships and a nuanced approach to sales, it will continue to reap the benefits, lapping up customers as India ramps up its premiumisation drive.
