Taking it to the Street: Personalized Engagement. Anytime. Anywhere.

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Conditioned by retail interactions online, today's consumers expect intuitive digital experiences. …

Conditioned by retail interactions online, today's consumers expect intuitive digital experiences.

Even in healthcare, where regulatory and competitive pressures have never been greater, the demand for secure omnichannel access to personalized content persists. Marketers must effectively identify, target, convert, and retain customers in a dynamic environment where competitive differentiation and brand loyalty have been traded for social advocacy and transparency.

This session will explore how, by turning insight into action and building relationships rather than simply facilitating transactions, healthcare organizations can unlock the real value of their data while internally optimizing efficiency within the enterprise.

The key is to understand each of your customers individually. So that, within the final millisecond, her unique content may be created, assembled, and delivered; regardless of her location, device type, screen size, or bandwidth.

After all, content is still king. But context is ‘kingier’.

And its impact is almost always a measurable impact to outcomes and the bottom line.

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  • 1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Taking it to the Street: Personalized Engagement. Anytime. Anywhere. Michael Jackson | Director, Public Sector & Health Strategy @AdobeGov #ICCLSH @MicJax
  • 2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Changing the world through digital experiences
  • 3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How enterprises spend MORE to deliver POOR experiences…
  • 4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe® Creative Cloud™ Adobe® Marketing Cloud Make | Manage | Measure
  • 5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Personalized Experience LEARN I HAVE A GENERAL INTEREST. I WANT TO KNOW WHAT’S OUT THERE. I HAVE A HYPOTHESIS. WHAT DO YOU THINK? DECIDE GUIDE ME THROUGH OPTIONS AND GET ME ON BOARD SIMPLY. USE I’VE INVESTED TIME AND MONEY. HELP ME SOLVE PROBLEMS. COMMIT I’VE PLACED MY TRUST IN YOU. WHAT MORE CAN WE DO? VALIDATE Stages of Customer Experience 6
  • 6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe & Healthcare
  • 7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe & Public Health / Human Services
  • 8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. “High 5” Factors… 1. Manage Assets Digital Asset Management …for the enterprise
  • 9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Epic Asset Battle: Search vs. Folder Structures 10
  • 10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Metadata is data about images, video and rich media  Technical Metadata  Camera,Time, Dimensions, Resolution  Descriptive Metadata  Title, Description  Copyright  Standards (XMP, EXIF, Dublin, ID3, and many more) 12 Metadata Digital Asset = Media + Metadata
  • 11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. CREATE Dynamic image authoring (Zoom/pan, 360 spin, color swatch, effects) SHARE & DELIVERMANAGE Creative Cloud integration (Asset share and sync, workflow, collaboration) Photo shoot to Site Project workflow (With PIM integration) Search enhancements (Includes metadata templates, Smart Collections) Advanced video (Includes preview, annotations, metadata management, encoding, syndication, and analytics) Media portal (Share assets with external partners & agencies on demand) Dynamic media delivery (Images and video delivered on demand, optimized for any device) “ ”Most DAMs only store assets.We don’t think this is very useful. We help creators and marketers do amazing things with their assets.
  • 12. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Experience Manager 6: Assets • Sync, store, and share rich assets • Cross team collaboration • Common repository for campaign assets • Image publishing Creative Cloud & Marketing Cloud • Automated bulk Metadata Operations • Smart Collections • Easy Metadata Schema definition • Required andVisible Metadata Fields Metadata & Search • Photo shoot-to-site workflow • PIM Integration • OrganizeTeams • TrackTasks and Deadlines • Pre-Configured Worfklows • Review and Approval Task &Workflow Management • Dynamic rendition creation for any size, format, crop or effect • Responsive viewers, zoom/pan, spin, color swatch • On Demand cloud publishing and delivery Dynamic Imaging AdvancedVideo Management • Video Analytics • Video preview and annotations • Responsive and adaptive video players • Cloud based encoding and delivery • Video syndication and social sharing
  • 13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Experience Manager 6 Projects are the nexus of all digital experiences across channels
  • 14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Engagement Web Content Management “High 5” Factors
  • 15. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. because experience matters 17 “As the age of the customer arrives, all the focus shifts to the systems of engagement ” 1 Forrester Research, “Predictions for 2014: Cloud Computing”, Dec 2013.
  • 16. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Systems of Record were not designed for Devices of Engagement 18 CRM WCM CUSTOMRules Engine AWARENESS CAMPAIGNS CORRESPONDENCE / NOTIFICATIONS ONBOARDING & OPERATIONS ACCOUNT MANAGEMENT INTER-AGENCY COLLABORATION SOCIALMOBILE EMAILWEB PHONE MAIL PRINT IN PERSON
  • 17. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 19 Personalized experiences are driven by: Connect the two and figure out quickly what resonates and what doesn’t What you have to deliver/ show to the visitor What you know about the visitor
  • 18. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Deliver the Best Consumer Experience in Real-Time USER ACTIONS  Estimates rates  Clicks on a News Story  Signs up for Updates  Views a video  Changes Lanuage .000 .003 1. What do I know about this visitor? 2. What do I predict will make the visitor take the action I want?  Incentive Information  Savings Calculator  Enrollment Form3. Access & Assemble the Digital assets that match what I predict 4. Deliver those Digital Assets to the visitor in the right channel The Last Millisecond .001 .002 USER EXPERIENCE
  • 19. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Make | Manage | Measure
  • 20. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Make | Manage | Measure
  • 21. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Make | Manage | Measure
  • 22. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. site behavior variables + New/return visitor + Previous visit patterns + Previous Product interests + Searches + Previous online purchases Understand and Adapt to your Visitors
  • 23. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. environment variables + IP address + Country of origin + Time zone + Device type + Operating system + Browser type + Screen resolution Understand and Adapt to your Visitors
  • 24. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. offline variables + Call center + Ticket sales + 3rd-party data Understand and Adapt to your Visitors
  • 25. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. referrer variables + Referring domain + .edu + .gov + .org + Social networks + Search Term Understand and Adapt to your Visitors
  • 26. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3. Efficiency Mobile Content / Process Management “High 5” Factors
  • 27. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29 1. “85% of business processes start with a form.” -Gartner
  • 28. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Happening Faster Than You Might Think
  • 29. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Typical Mobile Web Experience In Healthcare [What’s wrong with this picture?]
  • 30. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Most enterprise forms today… Not so engaging.
  • 31. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 33 Optimize and simplify form experiences for all devices
  • 32. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe Experience Manager 6: Forms Deliver engaging form experiences that exceed expectations • Adaptive forms guide users through process • Templates can match look and feel of other digital channels • Embedded contextual help reduces abandonment rates • Social network integration pre-fills form • Save and resume from any device Optimized user Experience:
  • 33. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Provider Onboarding, Contracting, & Workflow HIPAA-compliant eSignatures
  • 34. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Provider Onboarding, Contracting, & Workflow HIPAA-compliant Cigna offers paperless standard contracts for new physicians via Adobe EchoSign in 2011 Cigna reduces the total time to add new physicians and practices by almost half by 2012 “Aetna decreases contract processing time from three weeks to one day on average.” “Aetna is committed to making it easier for health care professionals to do business with us, while lowering costs. Our paperless contracting is one way we are advancing this mission.” Aetna Wins Green Award for Paperless Contracting for Health Care Professionals - InfoWorld Green 15 Award
  • 35. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Provider Efficiency at BCBSA Intelligent forms Main business process
  • 36. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Bringing IT all together
  • 37. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4. Socialize Social Collaboration “High 5” Factors
  • 38. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  • 39. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Web Experiences: The Power of Communities Empower patients Organizations can enable users to assist in moderation such as flagging, editing, deleting, or locking comment or forum threads. Allow all members to tag content in community. Forum communication options Members now have the ability to communicate directly with each other with private messaging. Enhancements including forum thread digests and e-mail replies. Integrations with Adobe Social Ability to moderate user generated content across owned digital properties and external social networks in a single, easy-to-use user interface. Machine translation capabilities that provide consumers the ability to select a language of choice when viewing content. Enable global communities
  • 40. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 42 Social account management & governance 1 We deliver a powerful and integrated technology solution that enables core capabilities: Social technology Listening & moderation 2 3 Social campaigns & ROI
  • 41. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social account management & governance 43  Manage all social accounts from one place.  Establish approval and routing workflows.  Target content to specific audiences and demographic groups Social account management & governance 1
  • 42. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Listening & moderation  Capture listening data from across the social web.  Monitor, respond, and route social conversations in real-time.  Set up and monitor multiple feeds side by side. Listening & moderation 2
  • 43. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Social campaigns & ROI 45  Standardize and automate campaign tracking and tagging processes.  Identify key influencers driving business results.  Attribute business metrics to social content and interactions with Adobe Analytics. 3 Social campaigns & ROI
  • 44. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. “High 5” Factors 5. Measure Web / Predictive Analytics
  • 45. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Measuring Effectiveness Helps you gain Insight by listening to what is happening and adapting in real time. 47 “How do I understand the performance of my business across digital channels?” Listen. Learn. Adapt.
  • 46. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Measuring Effectiveness Helps you gain Insight by listening to what is happening and adapting in real time. 48 Platform Transformation Customer Analytics Dashboarding / Visualization SocialAnalytics Video Big Data Predictive Analytics ANALYTICS & REPORTING Mobile
  • 47. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. A Starting Point to Web Analytics: How is the Site Being Used?
  • 48. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Heat Maps
  • 49. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Tracking the Process
  • 50. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Path Analysis Home Page Eligibility Page Eligibility Page 2 Eligibility Completion Why do I lose more people at this step?
  • 51. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Path Analysis - Drilling Home Page Eligibility Page Eligibility Page 2 Eligibility Completion
  • 52. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Unlocking Value with Big Data in Healthcare 54
  • 53. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Analyzing behavioral trends Because data without context = numbers 55
  • 54. © 2011 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Customer Pathing by Cost 56
  • 55. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Leaders Lead 57 Gartner Magic Quadrant: Web Content Management July 2013
  • 56. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Leaders Lead 58 Forrester Wave: Web Content Management, Q2 2013
  • 57. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 59 AEM Digital Government because experience matters
  • 58. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Digital Health because experience matters.
  • 59. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeGov #ICCLSH @MicJax
  • 60. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Let technology decide for you 62 because experience matters Adobe Health
  • 61. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Multi-Channel Output Management Fragments Guided Experiences Templates Transactional System Integrations DB, ECM, CRM Make | Manage | Mobilize | Measure
  • 62. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Multi-Channel Output Management Fragments Guided Experiences Templates Transactional System Integrations DB, ECM, CRM Make | Manage | Mobilize | Measure
  • 63. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Make | Manage | Mobilize | Measure Content Layer Security