Consumer Engagement with Florida Blue and Exceptional Digital Experiences focusing on multi-channel delivery

Phani Kanakala, Manager Web and Mobile, Florida Blue

Charles Mahoney, Sr. Technical Architect, Perficient

AGENDA

• Background

• History of Digital

Experiences at Florida

• The New Consumer in

Healthcare

• Engaging the Consumer

• The IBM Solution

• Implementation Best

Practices

• Questions

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3

Florida Blue

Background

Fast Facts:

• Largest health insurance provider in

FL with 4.3 million members - All lines

of business serve almost 15 million

members

• Mission: “To help people and

communities achieve better health”

• Florida Blue is a not-for-profit,

policyholder-owned, tax-paying mutual

company

• Part of the Blue Cross Blue Shield

Association

• Offers a wide array of health care

products

• Agent / Sales partner

• Prospect member (Shopper)

• Group member

• Group Administrator

• Individual U65 member

• Individual O65 member

• Provider

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Who are Florida’s Consumers?

Customer Engagement – Evolution Roadmap

Visitor Portals

PZN, Secure Transactions, Integration, WCM

Exceptional Web Experience

Metrics & Driving Results

Guided Selling

Cost Tools

Mobile & Social

2006

2010

2008

2011

Consumer Transparency & Cloud Enablement

HCR Ready

2013

2014

HCR Self Service & Speed to Market tools leveraging PZN & WCM(Non std. benefits Configuration)

2012

2015

Digital Experience &

Multi Channel Delivery

The Digital Experience Portfolio• Web properties support different constituents

• Analytics show a 20-25% increase in traffic and adoption every year

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Challenges Florida Must AddressConsumer needs and demands are continually changing

Government Mandates

• Affordable Care Act

• CMS Mandates

• Meaningful Use

• WCAG and ADA Compliance

• Regulations - MLRBusiness requires flexibility and agility

Ability to enter new markets in a better, faster and cost effective model

Increased competition

Technology must be transparent to drive customer excellence

National Groups extend beyond state boundaries and asking for customization

Diversity of consumer platforms (analytics can provide number of different browser/platform)

The New Consumer• Younger consumers who never purchased health insurance are now in the

marketplace

• They approach health care choices differently, want to be more empowered

• Consumers are less brand-loyal and want to get the needed information quickly

– More effort needed to attract

– Membership retention is critical

• Need a different level of engagement with the members

– The method and portability of information is important

– Efficient self service across FB and external vendor sites

– Easy access to relevant information in a more personalized fashion

• Ability to deliver products and services in a better, faster and cost effective

manner is critical

• Requires Integrated Experience for all product lines, Health, Dental, Vision

across all different consumer channels8

Health care Reform• Need to offer products for the federal exchange to

support the Affordable Care Act with lot of unknowns

• Wide variety of complex products with integrated

benefits

• Opens up broader access to care and coverage

• New insured requires heightened risk management

with supporting analytics

• Multi year preparation

– Modify apps to support HCR Phase –1

09/18/2011

– Website MLR Enhancements 07/01/2012

– Sell certified plans on the Exchange 10/1/2013

– Serve the customers from 01/01/2014 with benefits

and online tools9

Consumer Expectations and Mobility

• 6 years ago Florida Blue had no mobile

presence – Now 30% increase in mobile

logins from 2012

• Today, there are new consumers that

don’t have a way to access web

properties other than through mobility

• Native apps available for iPhone and

Droid

• Mobile Web for users with no smart

phones and optimized for tablets

• Initially targeted to provide needed

information during emergency medical

conditions such as find a provider, view

ID card, accumulator info & health care

news

• Later enhanced to provide access to

more self service tools like viewing

benefits, claims , cost comparison tools

and paying premiums via mobile app

• Based on the stats, seeing a trend graph

of 20 – 30% increase on the self service

tools usage

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Digital Experience

• WCAG complaint

• Multi cultural experience

• Responsive design to support smart phones, tablets & desktops

• Deeper engagement through customer preferred channels & access methods

Aimed to achieve consistent experiences across the sites by leveraging digital foundation & transformation

• Drive more adaption & increase self service

• Reduce admin costs

• Strong marketing promotion & communications

• Quick ROI & speed to market

• Empowered customer excellence

Business Drivers include

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Digital Transformation Strategy

• A multi year program driven by Marketing to take the

consumer experience to the next level

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• Consistent Experiences

• Customer Excellence

• Multi Device

• Digital Engagement

• Expand to other constituents

• Increase Self Service

• WCAG

• Multi Cultural

• Responsive

Foundation Transform

OutcomesInnovate

Multi - Channel Delivery

Leveraging Service Oriented Architecture(SOA) to present the same data across multiple channels to keep them consistent

• Targeted across desktop, Mobile, IVR, external constituents & Call Centers

• Develop the services for portal & reuse them to enable the multi channel platform

• Targeted capabilities include self service, virtual business assistant, live chat & SMS

• Align with the Digital Strategy to promote a single, consistent experience across telephone, web, and mobile channels.

Business Drivers include

• Reduce the channel implementation costs

• Reduce admin costs

• Quick ROI & speed to market

• Ultimately achieve customer excellence 13

Assemble the right team• Putting together right team structure across business and IT is a key to effectively

engage and service the customers

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VP / Director

BRM / IT

Adoption &

Registration

Site Operations

Corporate & Retail

Center Site Lead

Consumer

Engagement and

Self-Service Lead

Spanish & HCR

Sites

Retail Sales

Lead

Metrics & Analytics

Lead

Metrics Analyst

Retail Capability

Lead

Medicare Lead

Lead

Agent Issue

Analyst

SalesForce Analyst

WCM Lead

Lead

Deployment

Specialist

Sales Channel

Integrator

Website Issues

Spanish Issues

Analyst

OpinionLab

Analyst

Filing Analyst

CMO

Digital Experience

&

Governance

Digital Strategy&

Operations

Digital Channel

Management

The IBM Solution Makes the Difference

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Business Need Product Solution

Need a reliable, scalable platform to deliver exceptional digital

experiences to Florida Blue consumers, prospects and partners.

IBM WebSphere® Portal

Business users must quickly and easily manage the web content

across multiple experiences without IT involvement.

IBM Web Content Management

Business requires metrics around conversion rates, tool adoption

and usage patterns. IT requires tools to understand consumer

interactions to continuously improve the digital experience.

IBM Tealeaf®

Business requires delivery of targeted information to consumers

across multiple channels based on complex business rules.

IBM ILOG®

Need to securely integrate services and SSO with third party

partners.

IBM WebSphere DataPower®

SOA Appliance

Need an industry leading common services platform. IBM WebSphere® Application

Server

Need to integrate profile information from multiple sources into a

single view.

IBM Tivoli® Directory Integrator

Why is WCM so important for Florida Blue?

• Agility lets you react to consumer needs quickly

• Simplify and streamline business capabilities to provide

consumers with relevant and reliable information.

– Multiple authoring roles simplify authoring and

approval experience

– Manage security roles through workflows

– Separation of duties between IT and Content

contributors

• Timely and scheduled publishing of content

• Single authoring environment sources multiple portals

• Use WCM for what is intended for

– Web content not “data” and “configuration”

– Document delivery not document collaboration

• Quick and cost effective delivery of capabilities16

Engaging with Personalization

• The Portal’s Personalization Engine is one

of the most overlooked OOB capabilities

• Insurance products vary significantly

– A one size experience does not fit all

– Experience is context sensitive

• Need to show tools, content and services to the

customer

• Florida’s PZN implementation allows for quick

and easy implementation

– Visibility rules critical to being able to deliver

reform capabilities

– Allows changes to behaviors without code

releases

– Allows reacting to business needs quickly

Personalization and WCM Example

• Consumer expectation to retrieve electronic contract materials on

demand

• Initial direction was to dynamically generate materials on demand

– Complex services needed to be integrated

– Long development time

– Complicated QA cycle

– Cost associated with each document

retrieval

• Personalization and WCM to the rescue

– Business loads contract materials

in WCM

– Personalization selects correct

documents on member behalf

No individual document retrieval costs

Personalization and Group Customization

• Large groups with customized plans require the ability to

customize the Group and its plans

– Increase Business driven

configuration

– Reduce annual support

cost

– Decrease time to Customize

– Custom workflow

with notifications

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Market Assessments

Strategic Roadmaps

Content Strategies

Social Media Integration

Industry Trends

Strategy

Analytics

User Profiling

Observational Studies

Task Flow Analysis

Usability Testing

Research

Branding

Visual Design

Interaction Design

Information Architecture

Digital Marketing

Creative Design

UI Development

Mobile & Multiscreen

Digital Publishing

Rich Internet Apps

Emerging Platforms

Innovation

User ExperienceDesign with the Consumer for the Consumer

Why is Performance so Important?

• 5 second SLA

• Over 10 systems

integrated on home

page

• 100% up time in 2013,

2014 & 2015 – Can’t

let one service hang

home page

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Florida’s Performance Best Practices

Consider Performance in Every

Decision You Make

Caching: Nothing matters more!

– Browser caching

– Web server caching

– Markup caching

– WCM caching

– Object caching

– Service caching

Performance Testing and Tuning

– Start with realistic base

scenarios

– Test, monitor, tune and retest

– Have the right technical roles

to support testing

– Make sure to monitor in

production

Asynchronous page rendering (Ajax)

User experience impacts performance

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Best PracticesAnalytics

Analytics evolve a User’s Digital Experience by

instrumenting the Consumers Engagement

Provides a basis to refine applications, processes

and capabilities increasing the user engagement

and digital experience.

– What do consumers consistently use

– Where do consumers abandon

capabilities

– Identify confusing or complex processes

Understand a consumers engagement in the

Digital presence

– Observe and Review actual consumer

behavior

– Identify changes in consumer patterns

and conversion rates

– Investigate application errors and

respond real time to technical issues

Prioritize a consumer experienced issues based

on Business Impact

Develop a comprehensive analytics suite of tools

to engage and retain consumers

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Single Sign On

Florida provides SSO from member portal to a number of partners

• Bill payment

• Enrollment

• Health Savings Account

• Wellness tools

• Pharmacy

• Shopping

Consumers log into 1 site and have access to all their tools

• Avoids complex integration development by Florida

• Speed to market

• Allows business to react to market demands quickly

Reusable SAML solution enables SSO with minimal custom development24

If You Build it, You Must Effectively Support it• Florida connects with consumer on multiple channels

– Interact with consumers directly on social channels

– Direct feedback with OpinionLab®

– Understand digital interactions through analytics

– Get help in person at Florida Blue centers

• Robust infrastructure

– Proactive monitoring

– Trained support team

• Understand how to troubleshoot.

– Each time there is an issue, it rarely means “portal is

down.”

• Be ready to react quickly

– Critical business needs

– Last minute changes

– Compliance25

New Markets Engage Socially

• Social media channels

– https://www.facebook.com/floridabluehealth

– https://twitter.com/flblue

– http://www.youtube.com/floridablue

– http://www.linkedin.com/company/florida-blue

– http://blog.floridablue.com

• Healthcare news, articles and tips disseminated via

Social media

• Provisioned to respond any generic user inquiries

• Next in the plan - Answer any procedure related

questions via social media26

P1

P1

P2

USER EXPERIENCE & DESIGN

TECHNICAL ARCHITECTURE & CONFIGURATION

SOLUTION DELIVERY & ROLLOUT

ArchitectureDesign Workshops

SDLC &GovernancePlanning

Dependency Coordination

Development Sprints

Quality Assurance

Release Planning &Launch Readiness

PERFORMANCE ASSURED

Business Value

FUTURE PROOF

Detailed Requirements

DetailedDesign

Launch & Post Launch Support

CUSTOMER FOCUSED

QUALITY ENGINEERED

BusinessRequirements

Multi-Channel Portal Solution

DeliveryPlanning

User Research

Prototype & Designs

UsabilityTesting

Analyze& Monitor

Analytics & Metrics

Delivery Methodology

• BUS-S19: Consumer Engagement with Florida

Blue and Exceptional Digital Experiences

focusing on multi-channel delivery

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Phani Kanakala, Manager Web and Mobile, Florida Blue

Charles Mahoney, Sr. Technical Architect, Perficient

Charles.Mahoney@Perficient.com

Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association.

© 2015 IBM Corporation

For Additional Information

IBM Digital Experience Solutionshttp://www-01.ibm.com/software/collaboration/digitalexperience

WebSphere Portal and IBM Web Content Manager Information Center Wikihttp://www-10.lotus.com/ldd/portalwiki.nsf/

IBM Digital Experience Demonstrations: http://www.youtube.com/user/IBMXWebX

• IBM Digital Experience Developer

http://developer.ibm.com/digexp

IBM Software Business Solutions Cataloghttps://greenhouse.lotus.com/catalog/

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