transform the patient and member journey with a connected health experience
TRANSCRIPT
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Transform the Patient & Member Journey
with a Connected Health Experience
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ABOUT PERFICIENT
Perficient is a leading information technology and
management consulting firm serving clients
throughout North America.
We help clients implement digital experience, business optimization,
and industry solutions that cultivate and captivate customers, drive
efficiency and productivity, integrate business processes, improve
productivity, reduce costs, and create a more agile enterprise.
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PERFICIENT PROFILEFounded in 1997
Public, NASDAQ: PRFT
2014 revenue $456.7 million
Major market locations:
Allentown, Atlanta, Ann Arbor, Boston, Charlotte, Chattanooga,
Chicago, Cincinnati, Columbus, Dallas, Denver, Detroit, Fairfax,
Houston, Indianapolis, Lafayette, Milwaukee, Minneapolis,
New York City, Northern California, Oxford (UK), Southern California,
St. Louis, Toronto
Global delivery centers in China and India
>2,600 colleagues
Dedicated solution practices
~90% repeat business rate
Alliance partnerships with major technology vendors
Multiple vendor/industry technology and growth awards
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PERFICIENT HEALTHCARE PRACTICE
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GLOBAL LEADER IN CUSTOMER EXPERIENCE
Sitecore is a global leader in customer
experience management. The company
delivers highly relevant content and
personalized digital experiences that delight
audiences, build loyalty, and drive revenue.
With the Sitecore® Experience Platform™,
marketers can own the experience of every
customer and prospect who engages with
their brand, across every channel.
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SPEAKER INTRODUCTIONS
Melody Smith Jones,
Manager, Connected Health,
Perficient
David Stallsmith,
Director, Customer Experience
and Digital, Perficient
Ron Person,
Senior Business Consultant,
Sitecore
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Consumerization of Healthcare
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Nothing would result in improving the health of the
population (and decrease healthcare costs) more
than having greater involvement/engagement by
individuals in the healthcare process.
— e-Patient petition to the ONC
“
”
THE BOTTOM LINE
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Patients more likely to follow
protocol if they received encouragement from
doctors between visits
42%
Consumers willing to pay more for
customized health plans
50%
hospital readmissions that
are preventable
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Say the Internet is the first source
they turn to when researching
health and wellness
63%
BUT ALSO MORE CONFUSED AND
IN NEED OF SUPPORT
HEALTH CONSUMERS ARE MORE
ACCEPTING OF DIGITAL
THE GOOD THE BAD
Feel the Internet is a good way
to confirm a diagnosis
29%
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Healthcare adopted retail tactics:
• Using the retail setting as a medium for providing care
• Engaging consumers outside of the care setting with technology
What is often neglected:
• The retail core competency of using data insights to motivate and incentivize
consumer behavior
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Doctor visits per year
115 Shopping trips per year
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THE CONNECTED CONSUMER
Relentless Competition
Price Transparency
Pervasive Technology
The Shopper’s Journey
The Consumer is in Control
1
2
3
4
5
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Relentless
CompetitionLower barriers to entry and faster time-
to-market result in more choices, more
options, and more ways to shop, buy,
and own than ever before.
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Price
TransparencyPrice competition is forcing retailers
to build ruthless efficiencies into their
cost model or offer new value to make
up the difference.
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Pervasive
TechnologyThe confluence of operational and
consumer technology is driving
massive efficiency gains and a highly
informed consumer.
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The Shopper’s JourneyThe routes that consumers take to
engage with brands and retailers are
increasingly nonlinear, complex, and
unpredictable.
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Building Awareness
•Symptoms
•Experiences
•Relationships
Seeking Care
•Seeking
Brand & Treatment Selection
•Patient: Forces driving provider
•Consumer: Cost decision making
Loyalty
•Potential Switching
•Compliance/Non-compliance
•Disease Progression
WHAT ABOUT THE PATIENT/MEMBER JOURNEY?
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The Consumer
is in ControlThe informed, empowered, and
connected consumer is setting the
rules of engagement for brands and
retailers.
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Adapting to a New Paradigm
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INDUSTRY TRANSFORMATION: INFLUENCE SHIFTS TO CUSTOMERS
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INDUSTRY TRANSFORMATION: INFLUENCE SHIFTS TO CUSTOMERS
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Source: June 2014 “Emerging Business Technology Priorities”
SEEK THE CUSTOMER EXPERIENCE ZONE OF DISRUPTION
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CX = SUM OF ALL INTERACTIONS WITH A BRAND
PRODUCTS
BROADCAST
PUBLICATIONS
SOCIAL
EVENTS
DIRECT MAIL
IN STORE
WEB
MOBILE
BRANCH
GAMING
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CX LEADERS REAP BENEFITS
Source: Gartner Research, “Leading on the Edge of Chaos”, 2013, Emmet
Murphy and Mark Murphy)
Companies that prioritize
customer experience
generate 60% higher
profits than competitors
60%
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CX LEADERS REAP BENEFITS
Source: Bain & Company Study
Increase in
Company Value
=Increase in
Customer Retention
10% 30%
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CX LEADERS REAP BENEFITS
multi-channel journey. occur during a multi-event,
of all customer interactions
Morethan 50%
And the number of digital touch points is
growing 20% annually...
Source: McKinsey & Co. studies, 2013 and 2015
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CX LEADERS OUTPERFORM THE MARKET
Customer Experience Leaders
107.5%
S&P 500 Index
72.3%
Customer Experience Laggards
27.6%
Cu
mu
lati
ve
To
tal R
etu
rn
120%
100%
80%
60%
40%
20%
0%
8-year stock performance of
customer experience leaders vs.
laggards vs. S&P 500 (2007-2014)
Source: Watermark Consulting, 2015 study
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3 KEYS TO TRANSFORMING PATIENT JOURNEYS
1. Differentiate with content-driven marketing
2. Use digital to deliver frictionless experiences
3. Promote a “customer-in” mentality
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DIFFERENTIATE WITH CONTENT
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DIFFERENTIATE WITH CONTENT
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DELIVER FRICTIONLESS EXPERIENCES
“We focused on removing friction for
customers,” he explains. “How to bring
digital and put it in the context of the
customer experience.”
– Abhi Dhar, SVP & CIO of Walgreens
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DELIVER FRICTIONLESS EXPERIENCES
+ +=6x
+=
=
4x
1x$
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THINK “CUSTOMER-IN”
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THINK “CUSTOMER-IN”
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THINK “CUSTOMER-IN”
Jack and Jill exam roomMayo Clinic’s Jack and Jill conversation room
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Transformation Approach
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ENTERPRISE TRANSFORMATION
TOUCH POINTS
JOURNEYS
BRAND PERCEPTIONS
TEAMS
PROCESSES
SYSTEMSInsights
Experiences
Taking an “outside-in”
view of the organization
Encouraging customer
empathy among teams
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ENTERPRISE TRANSFORMATION
TOUCH POINTS
JOURNEYS
BRAND PERCEPTIONS
TEAMS
PROCESSES
SYSTEMSInsights
Experiences Customer Experience Maturity:
How effective you are at using
customer insights to create,
deliver and sustain differentiating
experiences
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TRANSFORMATION STRATEGY PROCESS
Context &
Capability
Insights
Vision &
Goals
Strategy &
Experience
Modeling
Road Map &
Execution
Planning
1 2 3 4
• Gather insights
• Size up capabilities
• Analyze gaps and
opportunities
• Frame challenges
and objectives
• Develop digital
vision and high
level goals
• Identify key
initiatives
• Define technical
and operational
requirements
• Develop business
case for investment
• Prioritize initiatives
based on effort and
impact
Execution & Optimization
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TRANSFORMATION STRATEGY PROCESS
Context &
Capability
Insights
Vision &
Goals
Strategy &
Experience
Modeling
Road Map &
Execution
Planning
1 2 3 4
• Gather insights
• Size up capabilities
• Analyze gaps and
opportunities
• Frame challenges
and objectives
• Develop digital
vision and high
level goals
• Identify key
initiatives
• Define technical
and operational
requirements
• Develop business
case for investment
• Prioritize initiatives
based on effort and
impact
Execution & Optimization
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customerinsight
strategy
design process
A
CXIQ MATURITY ASSESSMENT
CREATEcustomer experiences
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operations
enabling technologies
A
CXIQ MATURITY ASSESSMENT
measurement
customerinsight
strategy
design process
DELIVERcustomer experiences
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CXIQ MATURITY ASSESSMENT
operations
measurement
customerinsight
strategy
design process
culture
enabling technologies
CREATE, DELIVER & SUSTAINcustomer experiences
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CXIQ MATURITY ASSESSMENT
Level 1: Uncommitted
Level 2: Engaged
Level 3: Dynamic
Level 4: Differentiated
operations
measurement
customerinsight
strategy
design process
culture
enabling technologies
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MAP KEY CUSTOMER JOURNEYS
Journey Type Customer Objectives Company Objectives
Product Discovery • Explore features, benefits and pricing to
help me become informed and create a budget
• Drive awareness, consideration and engagement
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MAP KEY CUSTOMER JOURNEYS
Problem Resolution
Journey Type Customer Objectives Company Objectives
Product Discovery
Purchase
On-boarding
• Explore features, benefits and pricing to help me become informed and create a budget
• Drive awareness, consideration and engagement
• Transact effortlessly, confidently
• Develop and maintain trust• Collect payment accurately
• Drive revenue goals
• Take the first step, learning as I go at my own pace
• Acquire the right customer
• Engage them and expose them to product options
• Accomplish a task on my own
• Troubleshoot a problem and resolve it quickly and easily
• Reduce service costs
• Teach self-help over time
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MAP YOUR PROVIDERS’ JOURNEY TOO
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ORG DESIGN ONCE FAVORED SILOS...
In-storeOnlineProduct SupportMarketing
Stand-alone touch points
offer efficiency at the
expense of customer
experience
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...BUT TODAY, SILOS INHIBIT JOURNEYS
In-storeOnlineProduct SupportMarketing
Silos become barriers as
technology enables customer
transactions across the
enterprise
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Self-Service
Problem Resolution
Product Discovery
Purchase
JOURNEY MAPPING DRIVES INSIGHT
TYPES OF JOURNEYS In-storeOnlineProduct SupportMarketing
Source: McKinsey & Co, 2013
ORGANIZATIONAL SILOS
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JOURNEY-LED TRANSFORMATIONS...
15
Improve Customer Satisfaction Fuel Revenue GrowthUpsell & acquisition
Lower Costs to Serve Engage Employees
to
%
UPUP
DOWN 20%
20%
20%
to30%
UP
Source: McKinsey & Co., 2014
15 to
%
20%
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Patient and Member 360
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Develop
Products &
Services
Firm Value = Present Value of Cash Flows Generated from Customers
Customer Centric
Strategy &
Performance
Company
Focused
Customer
Focused
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• Transform passive recipients of care into
active participants in care
• Use data insights to motivate and
incentivize changes in consumer behavior
• Better insight into patient/member
“conversion” and reasons for attrition
• Deeper understanding of patient and
population needs for tailored campaigns
• Visibility into patient/member behavior
including digital and mobile adoption
• Superior patient/member satisfaction and
higher loyalty
• Consistent customer experience across
channels
Patient/Member 360 Strategy = Higher Revenues by Leveraging
“Grow With Me” Opportunities
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Social Networks
HouseholdingInternet
Avatars
Business Name/Address
Product/Services
Consumer ContactPreferences
Legal ContactPreferences
Knowledge Based Key
ExternalKeys
Psychographics
Employment
Census
Market/Economic
Safety andSecurity
Financing
Purchases/Ownership
Income
Savings and Investments
Hard Assets
Employment
Assets andIncome
External
Affiliations
Grouping
Interests
Demographics
Dynamic Demographics
Preferences
DemographicsBiometrics
Static Demographics
NamePersonal Name/Address
PhoneContact
Information
Ratings & Reviews
Subscriptions
Requests / Uploads/Downloads
Call Center
Infotainment
Observed Actions
Blogging
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Analyze
Strategize
ExecuteMonitor
Respond
60
Patient/
Member
360
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LEARNING BY EXAMPLE
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Data Analytics
Collect internal
data sources
Collect external
data sources
Data mining
Segmentation
Understanding Consumer Patterns
Model Creation
Offer Optimization
STEP 1: ANALYZE
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Organization Strategy
Marketing Strategy
IT StrategyStrategic Service Line/BU Strategy
Digital Strategy
Content Strategy
Social Strategy
Mobile Strategy
Loyalty Strategy
Mission & Vision
STEP 2: STRATEGIZE
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STEP 3: EXECUTE
Information Search
• YouTube
• Search Engines
Search Results
• Content Hubs
• Blogs
Content
• Health Information Library
• Symptom Tracker
• Health Quizzes
• Blog Posts
• Chronic Condition Management Tools
Conversion
• Schedule a Class
• Find a Provider
• Find a Location
• Make an Appointment
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• Develop a bond
between your
identity and the
potential new
patient
• Consumer has
been successfully
converted to
a patient
• Create familiarity
• Create favorability
• Utilize conversion
tools
• Promote your top
service lines
• Engage
consumers with
content
• Use web content to
drive awareness
STEP 4: MONITOR
Identify
Prospect
Create
AwarenessConvert Relate Earn
100%
70%40%
30%20%
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PAVING THE PATH TO HEALTHCARE EVERYWHERE
Time patient
spends in a
clinical care
setting
1%
Time that
determines
how healthful
patients stay
99%
350,000
7,000,000
2013 2018
Telehealth
Use Worldwide
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Enhancing the Consumer
Experience with Sitecore
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• A/B Testing 1% 6% ?
• Rules Based Personalization 2% 19% ?
• Predictive Personalization 2% 12% ?
• Engagement Automation 2% 8% ?
(Average of syndicated research)
Low Moderate
Source: Sitecore review of multiple non-Sitecore research studies
High
IMPROVEMENTS FROM DATA-DRIVEN MARKETING
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THIS IS WHERE YOU START
Relevant
In The Moment Behavior
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Connect
Connect
Connect
In The Moment Behavior
Profile Data
History
Connections
Inte
grat
ion
THIS IS WHERE YOU ARE HEADING
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WHERE YOU WANT TO GO – KNOW YOUR CUSTOMER!
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The SolutionQUALITYCARE™ Personalized Multi-Channel Dialog Program
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LEO PHARMA - PERSONALIZED DELIVERY QUALITYCARE™
QualityCare™ features:
– Self assessment: functional and
emotional
– Personalized contextual delivery
– Omni-channel: web, social, email,
print, text, phone
– Nurse interaction: trigger and
interval based
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This landing
environment allows
the patient to select
their disease area
of interest.
ALL PATIENTS ARE WELCOME
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SELF PROFILING
The user is asked
to specify their
functional needs.
Emotional needs
are introduced
according to level
of engagement.
Self profiling
drives the
dialogue plan.LaptopProfiling SMS EMAIL Magazine
Personalized Components
Nurse
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PERSONALIZED WEBSITE
Explicit needs
Implicit needs
LaptopProfiling SMS EMAIL Magazine
Personalized Components
Nurse
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SMS TOUCH POINTPatient Profile #1 Patient Profile #2
LaptopProfiling SMS EMAIL Magazine
Personalized Components
Nurse
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EMAIL TOUCH POINTPatient Profile #2
Patient Profile #1
LaptopProfiling SMS EMAIL Magazine
Personalized Components
Nurse
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PERSONALIZED MAGAZINE
Patient Profile #1
Patient Profile #2
Magazine has a front
cover, table of contents,
introduction, four two
page articles, and a back
cover. All personalized to
the individual.
LaptopProfiling SMS EMAIL Magazine
Personalized Components
Nurse
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NURSE INTERACTION
Trigger based
and at specific
intervals.
Push content
into all
channels.
LaptopProfiling SMS EMAIL Magazine
Personalized Components
Nurse
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SITECORE CAPABILITIES USED
• Multi-channel context-based delivery
• Predictive personalization
• Email and text engagement
• CRM and social integration
• Engagement automation
• Personalized print (PXM)
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CRAWL, WALK, RUN, FLY
“Customer experience management is no longer an option,… Read this
book today, and prepare your business for a superlative tomorrow.”
- Scott Liewehr, President, Digital Clarity Group
“This eye-opener should be read by all brands. It gives a
comprehensive look at why customer intelligence needs to be at the
center of any digital marketing strategy…”
- Michelle Accardi-Petersen, CMO, Star2Star Communications
“Engaging. Connecting. Words to survive and prosper by.“
- Jeff Cotrupe, Frost & Sullivan
www.ConnectTheExperience.com
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CONNEC WITH PERFICIENT
• Twitter.com/Perficient_HC
• Blogs.perficient.com/Healthcare
• Linkedin.com/company/perficient
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QUESTIONS?PLEASE ENTER ANY QUESTIONS IN
THE CHAT BOX IN THE LOWER LEFT.