SOME CONTEXT                          Health                                     Extending     Health                     ...
SOME CONTEXT                             Evolution1            Employer                              Partners             ...
HISTORY OF EVOLUTION1 MOBILE• Study  • Activities and consumer use patterns, platform options and requirements, etc.• Sele...
MOBILE SERVICES PLATFORM                               Android                           iOS                 Mobile Apps  ...
Android                                                            iOS                                                  Mo...
Android                                                               iOS                                                 ...
Android                                    iOS                          Mobile Apps                        Mobile AppsMobi...
AndroidEVOLUTION1’S MOBILE APP                                                               Branding &                   ...
AndroidMARKET PREVALENCE     Branding &                    Implementation                     Deployment to               ...
SAAS INTEGRATION                                          Software as a Service• Exposed a limited set of                 ...
DEFINING SUCCESSFUL ADOPTION METRICS In-Product and Programmatic        Marketing and                          Total Accou...
1mobile                                                      In-Product and Programmatic    TACTICS THAT DRIVE ADOPTION   ...
MOBILE PROGRAM 2013                                                                                                      P...
CONSUMER BENEFITS AND VALUE RESULTS•   Consumer Directed Health is an ideal mobile opportunity•   Better user experience f...
PARTNER & EVOLUTION1 VALUE• More Access, Less Work• Completely Self-Service – significant service cost savings • Reduced/a...
LESSONS LEARNED•   Consolidated code (currently two codebases)•   Process to manage marketplaces with scale in mind•   Val...
WHERE ARE WE NOW?• Key differentiator for Partners and Evolution1  •   40-50% of all RFPs include mobile as a requirement ...
© 2 0 1 2 M O B C O N ─ W H E R E M O B I L E M I N D S C O N N N E C T . A L L R I G H T S R E S E R V E# .              ...
Strategy: Putting a Customer Service Agent in the Pocket of Millions of Customers
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Strategy: Putting a Customer Service Agent in the Pocket of Millions of Customers

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  • Jackie: Provide a general overview of marketing tactics that work: Partners need to maximize a variety of marketing tactics to drive adoption of Mobile….Leveraging communication vehicles to promote Mobile:Consumer Portal custom textCross-selling Mobile via existing consumer emails, ie. HSA Account Summary consumer emails, notices, remindersAdding Mobile to email signaturesConducting demos on the Mobile app using phone or tablet devicesDistributing Mobile flyers to brokers/consultants, consumersIVR messagingSocial media promotion – Facebook, Twitter, etc.Seeking and obtaining Awards that recognize superior achievements in Mobile innovation then promoting the Award on websites, in collateral, presentations, etc.Etc. – QR codes, sales and enrollment meeting demosMaximize open enrollment season to promote a new mobile app.  This can be an efficient, timely way to get consumer attention about mobile at a time they are thinking about health careAdditional Notes:What consumers want:Ease and convenience of point of service access to account info to make health care decisions, etc.For example, using Mobile device while at pharmacy or physician office to check available balance to know how much can be spent on qualified medical expensesTPAs, ERs, health plans, financial institutions (FIs) supporting CDH need to be prepared for this shift to direct-to-consumer communication via MobileIssues to consider when implementing MobileMaximize open enrollment season to promote a new mobile app.  This can be an efficient, timely way to get consumer attention about mobile at a time they are thinking about health careSupplement mobile strategy with other forms of consumer communication such as email, videos, etc.Arm consumers with the training/tutorials needed for them to successfully download and use a new mobile app
  • Strategy: Putting a Customer Service Agent in the Pocket of Millions of Customers

    1. 1. SOME CONTEXT Health Extending Health Flexible Spending Reimbursement Partner Reach Savings Account Account Account *450 Partners Administrative Software as a Service Solution Empowering 1Card – Prepaid Benefits Card the Employer *75,000 Employers 1Mobile – Mobile Solutions 1Plan – Defined Contribution Health Empowering Value Added Solutions the Consumer *Serving 8.5 Million World Class Service 2
    2. 2. SOME CONTEXT Evolution1 Employer Partners Clients Consumers “Health” Employers Health Insurance Companies HR CFO Third Party Administrators Divisions Patient Consumer Directed Clients Member Health Solutions Payroll Companies Employee Dependent Software Companies Professional Employer Cardholder Organization Accountholder Financial Institutions Unions “Wealth” 3
    3. 3. HISTORY OF EVOLUTION1 MOBILE• Study • Activities and consumer use patterns, platform options and requirements, etc.• Selection • Native platforms for iOS, Android, as well as SMS messaging• Proof of Concept • Beta offering, presented at our annual Partner Conference – June 2010• Development Approach • Outsourced initial iOS version, insourced Android version, ultimately brought it all inhouse• Offering Approach • Free App, monthly fees to Partners to provide application, services, marketing, etc.• Launch • General Availability November 2010 4
    4. 4. MOBILE SERVICES PLATFORM Android iOS Mobile Apps Software as a Service Mobile Apps Account RecordkeepingFully Native Applications for each Partner Real-Time Integration Android iOS Branding & In-Product and Programmatic Implementation Marketing and Deployment to Adoption Solutions Marketplaces App Store Managed Service App Promotion 5
    5. 5. Android iOS Mobile Apps Mobile AppsAllows Consumers with Healthcare Accounts to:• Check available balances• View account activity• Drill into claim transactions• Access convenient customer service contact info• Submit claims and receipts using camera 6
    6. 6. Android iOS Mobile Apps Mobile Apps Upload Receiptsusing Mobile Device Camera Request HSA Distribution with Security Features 7
    7. 7. Android iOS Mobile Apps Mobile AppsMobile Healthcare Expense Tracker 8
    8. 8. AndroidEVOLUTION1’S MOBILE APP Branding & Implementation Deployment to iOS Marketplaces• Native applications• iOS v3.0+, Android v1.6+• Outbound SMS messaging alerts• Fully Partner Branded• Fully Managed by Evolution1 DEV DEPLOYMENT ©2012 MOBCON ─ WHERE MOBILE MINDS CONNNECT. ALL RIGHTS RESERVED. #
    9. 9. AndroidMARKET PREVALENCE Branding & Implementation Deployment to iOS Marketplaces 10
    10. 10. SAAS INTEGRATION Software as a Service• Exposed a limited set of Account Recordkeeping existing multi-purpose services• REST Services• Lightweight, good for mobile• Separate teams and competencies from client (“app”) development• Significant amount of logic remains server side 11
    11. 11. DEFINING SUCCESSFUL ADOPTION METRICS In-Product and Programmatic Marketing and Total Accountholders X Adoption Solutions Pct. of US 18-55 with iOS/Android Smartphone Y% Active Unique Installs Z Z Benchmark ------------ % X*Y Other Opportunity<18 iOS/Android Active Consumer Smart 46% X Accountholders>55 Smartphone Active Phones Z 86% mUsers 15% of All Accountholders 32% of Addressable Users 12
    12. 12. 1mobile In-Product and Programmatic TACTICS THAT DRIVE ADOPTION Marketing and Adoption Solutions Email Signatures Consumer Portal Custom Text & Ad Social Mobile Awards Media & QR Codes Marketing Materials CSR Scripting, IVR, Consumer Notifications Open Enrollment Demos
    13. 13. MOBILE PROGRAM 2013 Partner App Stores Employer Apps OOB Web Services Auth. Provider Lighthouse1 Consumer Experience OOB Mobile SSO Consumers Notifications Analytics Partner Services Experience Web Consumer Partner
    14. 14. CONSUMER BENEFITS AND VALUE RESULTS• Consumer Directed Health is an ideal mobile opportunity• Better user experience for this domain• Extremely convenient – compresses time between activities• For some an additional access point, for many the primary access point 15
    15. 15. PARTNER & EVOLUTION1 VALUE• More Access, Less Work• Completely Self-Service – significant service cost savings • Reduced/avoided calls, claim handling, etc.• It’s Both Easy and Easier • Makes the Employer and Partner look good • HR gets to provide tools and solutions to employees• Extremely Sticky • “I couldn’t go back to using my PC for this” • Partners have a branded App with very little effort • Consumers applying pressure to retain Partners 16
    16. 16. LESSONS LEARNED• Consolidated code (currently two codebases)• Process to manage marketplaces with scale in mind• Value of usability testing, beta programs, and user feedback• App descriptions and associated expectations are important for the consumer• Methods for driving adoption and awareness are critical 17
    17. 17. WHERE ARE WE NOW?• Key differentiator for Partners and Evolution1 • 40-50% of all RFPs include mobile as a requirement • Significant motivator for platform migration• Great time saver for Consumers • Engaged and involved in the benefit • Understanding, awareness, and satisfaction• High growth business line for Evolution1 • Partner deployments increasing, raising prices in 2013 • Forecasting 275% increase in Mobile Service revenue in 2013• Driving force behind greater consumer control of healthcare ©2012 MOBCON ─ WHERE MOBILE MINDS CONNNECT. ALL RIGHTS RESERVED. #
    18. 18. © 2 0 1 2 M O B C O N ─ W H E R E M O B I L E M I N D S C O N N N E C T . A L L R I G H T S R E S E R V E# . D

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