BUS-S03 Consumer Engagement with Florida Blue and Exceptional Digital Experiences

Phani Kanakala, Manager Web and Mobile

Glenn Kline, Technical Director

© 2014 IBM Corporation

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Agenda

• Background

• History of Digital Experiences at Florida

• The New Consumer in Healthcare

• Engaging the Consumer

• The IBM Solution

• Implementation Best Practices

• Questions

© 2014 IBM Corporation 3

Florida Blue Background

• 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

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Who are Florida’s Consumers?

• Agent / Sales partner

• Prospect member (Shopper)

• Group member

• Group Administrator

• Individual U65 member

• Individual O65 member

• Provider

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Customer Engagement – Evolution Roadmap

Visitor Portals

Diversity –

Spanish

Language

PZN, Secure

Transactions,

Integration, WCM

Exceptional Web

Experience

Metrics & Driving

Results

Guided Selling

Cost Tools

Mobile & Social

2005

2010

2008

2011Consumer

Transparency &

Cloud Enablement

HCR Ready

2013

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 Address

• Consumer needs and demands are continually changing

• Government Mandates

– Affordable Care Act

– CMS Mandates

– Meaningful Use

– 508 and ADA Compliance

– Regulations - MLR

• Business 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)

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The New Consumer

• Younger consumers who never purchased health insurance are now in the marketplace

• They approach healthcare 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 channels

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Healthcare 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 tools

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Understanding the Consumer - Analytics

• Using Analytics to Evolve the User Experience– Instrumentation with IBM Tealeaf ®

– Web analytics

– Contextual surveys to capture customer feedback

• Tealeaf customer experience management solutions provide critical visibility, insight and answers to help companies meet online conversion and customer retention objectives. – Address user abandonment

• Identifying why users abandon an application

• What precedes/causes the abandonment

• Identify similarities between abandonment

– Troubleshoot user specific issues

– Monitor application errors presented to the end users

IBM and Tealeaf are trademarks of International Business Machines Corporation, registered in many jurisdictions worldwide.

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Consumer Expectations and Mobility

• 4 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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Mobility

• Mobility has evolved continuously the last 4

yearsRoadmap

Mobile Web

Member

Provider Search

Shopping

2009/2010

2011

iPhone and Android Apps

Cost and Quality Tools

iPad App, eBooks

Video, Agent Tools,

Reform Content

2012/2013

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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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The IBM Solution Makes the Difference

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

IBM, WebSphere, DataPower, Tealeaf, ILOG, and Tivoli are trademarks of International Business Machines Corporation, registered in many jurisdictions worldwide.

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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 new business capabilities

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Engaging with Personalization

• The Portal’s Personalization Engine is oneof 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

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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

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

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Why is

Performance so

Important?

• 5 second SLA

• Over 10 systems integrated on home page

• 100% up time in 2013 – 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 development

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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

– Compliance

OpinionLab® is a trademark of OpinionLab Inc.

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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 media

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-S03: Consumer Engagement with Florida Blue and Exceptional

Digital Experiences

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Phani Kanakala

Glenn Kline (Glenn.Kline@Perficient.com)

Additional Sessions

© 2014 IBM Corporation 28

Date & Time Session ID Topic

Monday, July 21

1:45 - 2:45 pmBUS - G02

Using Exceptional Digital Personas to drive Revenue

Speaker: Mark Polly, Director, Portals, Content & Social, Perficient

Tuesday, July 22

3:15 - 4:15 pm BUS - S03

Consumer Engagement with Florida Blue and Exceptional Digital Experiences

Speakers: Phani Kanakala, Manager, Web and Mobile Team, Florida Blue

Glenn Kline, Technical Director, Perficient

Wednesday, July 23

3:15 - 4:15 pm BUS - G09

Healthcare Portals: 5 Core Practices to Make a Great Digital Experience

Speaker: Mark Polly, Director, Portals, Content & Social, Perficient

Wednesday, July 23

1:45 - 2:45 pm TECH-D17

Abstracting the UI Layer For WebSphere Portal

Speakers: Brad Nunnally, UX Solution Architect, Perficient,

Shyam Sunter, Technical Solution Architect, Perficient

© 2014 IBM Corporation

For Additional Information

� IBM Digital Experience Solutions

http://www-01.ibm.com/software/collaboration/digitalexperience

� WebSphere Portal and IBM Web Content Manager Information Center

Wiki

http://www-10.lotus.com/ldd/portalwiki.nsf/

� IBM Digital Experience Demonstrations:

http://www.youtube.com/user/IBMXWebX

� IBM Collaboration Services Business Solutions Catalog

https://greenhouse.lotus.com/catalog/

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