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Case study

The challenge

A key to expansion for any health plan is the ability to deliver solid client-stakeholder engagement capabilities and experiences that enable the agent/broker channel to engage effectively with customers. Farm Bureau Health Plans (FBHP), however, faced challenges related to disparate business processes and technology that didn’t deliver the desired agent experiences. These challenges included fragmented broker engagement, limited use of digital in support of agents/brokers working with clients, and disconnected user experiences. Turning to Cognizant, FBHP sought advice and assistance in selecting a future-state agent/broker engagement platform. The vision for the platform was to redesign the agent experience and to improve the way brokers engage with their clients, while yielding a favorable ROI.

Our approach

FBHP engaged Cognizant Consulting to help uncover any unmet needs of agents/brokers, and then design new capabilities to support them. We structured the engagement based on our proven business-led digital transformation approach and conducted several design sessions to reimagine the broker experience. These included ‘future-first’ workshops as well as experience design, process design and technology design workshops. Our high-impact engagement included close communication with FBHP’s CIO and COO, as well as other managers and staff. We also interviewed external experts/executives to further inform the future-state experience design. The broker engagement solution included, among other deliverables, a broker capability map and a library of future-state capabilities, 10 user personas, a future-state business architecture and eight future-state business process flows for the full quote-to-card process.

Unifying the broker experience

The new broker engagement solution is expected to deliver a range of benefits that will elevate and unify the agent/broker experience, support client expansion plans and create a one-stop solution for all broker processes to reduce operational friction. We continue to partner with FBHP to reimagine the experiences of its consumers, members and providers, for whom strategy and design engagements are currently underway. Through these follow-on programs, we will continue to build FBHP’s trust in our healthcare consulting team to deliver insights on time and help move the business forward.


projected increase in productivity gains for brokers and internal employees


estimated increase in broker engagement


estimated increase in account annual value


estimated increase in member retention rate