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Until recently, online healthcare sites have been notoriously difficult to navigate and extremely frustrating for users. As the Affordable Care Act takes effect and more consumers turn to digital …

Until recently, online healthcare sites have been notoriously difficult to navigate and extremely frustrating for users. As the Affordable Care Act takes effect and more consumers turn to digital channels to research and manage healthcare options, providers need to develop robust, easy-to-use customer experiences across touch points to stay competitive and meet industry standards.
In order to address these challenges head-on and attract customers in a digital age, Blue Cross Blue Shield of Michigan (BCBSM) worked with Acquity Group to transform its retail site (BCBSM.com) by enabling a foundational digital marketing platform to enable new a completely new, user-centric digital ecosystem. Leveraging Adobe® CQ Web Content Management (WCM) and Adobe® Marketing Cloud, Acquity Group partnered with BCBSM to develop the underlying processes, procedures and technology to utilize the platforms and expand its digital and content marketing efforts. BCBSM’s new site features a significantly improved user experience with streamlined access to content and integrated digital marketing capabilities that can scale to accommodate growth.
Acquity Group’s extensive experience synthesizing digital marketing and customer experience management enabled BCBSM to extend the platforms to take advantage of innovative functionality, such as geo-location and analytics-based personalization modules. Using Adobe WCM, Acquity Group helped BCBSA develop dynamic, searchable content, and a more efficient publishing process. This allows BCBSM to distribute fresh content to the site quickly and send targeted, contextual information to consumers

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  • 1. Lost in content? How Consumerism is changing how your company is perceived and what you can do to enable your digital experience. Presented by Acquity Group on March 6, 2013
  • 2. Speaker BIOS George Haenisch Client Partner In a nutshell I'm a Digital Evangelist, an executive managing a portfolio of clients collaborating, partnering, and delivering brand Commerce and Digital Marketing solutions to improve their customer experiences and business performance. George leads Acquity Group’s Healthcare Industry Vertical and is part of the Central Region focusing on client relationship management and solution development across strategy, experience design, and technology implementations. A frequent speaker at national conferences and events, George has nearly 17 years of consulting experience spanning retail, CPG, insurance, manufacturing, and financial services. Before joining Acquity Group, George was Partner at KPMG, charged with developing industry specific solution offerings. George also owned and sold a startup focused on Digital Marketing , Content Management, and eCommerce. Ketan Joshi IT Director, Digital Experience at Blue Cross Blue Shield of Michigan IT Professional with over 18 years of experience transforming business; 10 years as a senior IT Leader; expertise managing IT programs including portfolio planning, financial management, system development, project management, IT operations management, process leadership, organizational development Experience managing multiple, cross-functional, global system deployments including outsourced and offshored vendor management, BPOs and SaaS service models ©2013 Acquity Group, LLC. All rights reserved. 2  
  • 3. Agenda 1.  The Age of Consumerism 2.  Healthcare Reform and Digital Marketing 3.  Background and Problem Statement 4.  Solution 5.  Approach 6.  Future State 7.  Key Takeaways Presentation Name 3   ©2013 Acquity Group, LLC. All rights reserved.
  • 4. The Age of Consumerism
  • 5. Consumers needs’ transcend into digital experiences Ever increasing simplicity Extraordinary usefulness Immediate Satisfaction ©2013 Acquity Group, LLC. All rights reserved.
  • 6. Ever Increasing Simplicity Consumers EXPECT not to have to open a user manual… 6 ©2013 Acquity Group, LLC. All rights reserved.
  • 7. Extraordinarily Useful Wallets are easily lost, but your phone now is expected to be a multi-tasker… 7 ©2013 Acquity Group, LLC. All rights reserved.
  • 8. Immediate Satisfaction I want it NOW! MOBILITY: DISRUPTOR ORAcquity Group, LLC. All rights reserved. GRAND UNIFIER? Page 8 ©2013
  • 9. Consumers needs’ transcend into digital experiences Intuitive Navigation SEO / SEM Social Activity Ever increasing simplicity Extraordinary usefulness Know your audience Provide Answers What else do they want? Immediate Satisfaction Personalize the experience Deep linking Constantly optimize the journey ©2013 Acquity Group, LLC. All rights reserved.
  • 10. Digital Marketing’s impact on the Healthcare industry
  • 11. Healthcare Reform – What is it? Healthcare Reform: The Patient Protection and Affordable Care Act (PPACA) passed in spring 2010 will have a dramatic affect on the healthcare industry and on how consumers attain healthcare coverage in 2014 and beyond Some of PPACA’s provisions include: •  Health Insurance Exchanges – the law provides for a standardized marketplace for consumers to shop for affordable insurance options •  Individual Mandates and Guaranteed Issues – the law requires all residents to purchase health insurance meeting a minimum standard of coverage. Additionally, the law mandates that health insurance companies accept all applicants. Source: “The Health Insurance Customer Experience Professional’s Guide To Healthcare Reform”, Forrester Research, September 2011 11 ©2013 Acquity Group, LLC. All rights reserved.
  • 12. Why Healthcare Companies Should have a Digital Marketing Platform:   High Expectations from Consumers Consumers have formed high expectations of their online shopping experience, formed by their online experiences with other more advanced industries. As more consumers start shopping for their own insurance, they will come to expect similar experiences from health insurance companies.   Real-Time Channel Integration Consumers use multiple channels to interact with companies. These channels need to suit customer needs and provide clear and consistent information.   Rich Media Consumers will increasingly look to video, audio, and other various media to help them with their healthcare choices.   Personalization of Online Experience Consumers are becoming more accustomed to personalized experiences online. Targeting content to consumers shopping for health insurance will aide them in their purchasing decisions. Source: “Seven Trends Customer Experience Professionals in Healthcare Can’t Afford to Ignore”, Forrester Research, February 2010 12 ©2013 Acquity Group, LLC. All rights reserved.
  • 13. Tech is more embedded in the business than ever, and especially so in insurance...with one caveat Source: Forrsights Budgets And Priorities Tracker Survey, Q4 2011 [1-18-2012] 13 ©2013 Acquity Group, LLC. All rights reserved.
  • 14. It’s your younger customers who will most likely be shopping for health insurance in 2013 38% 44% 29% 23% 18% 18% 28% Source: Forrester North American Technographics Healthcare Online Survey, Q1 2012 (US) Base: US Online adults (18+) with health insurance 14 ©2013 Acquity Group, LLC. All rights reserved.
  • 15. Digital sites and experiences will be the primary influencers in plan selection What%resources%are%you%using%to%research%a%new%health%insurance%plan?% (Select'all'that'apply)' 48%# VisiCng#health#plan#Web#sites# 37%# Asking#friends#and#family#members# 36%# VisiCng#web#sites#that#offer#informaCon#about#mulCple#health#plans# 34%# Using#a#search#engine#to#search#for#insurers#(e.g.#Google)# 29%# Receiving#materials#in#the#mail# 27%# Speaking#to#health#plan#representaCves#on#the#phone# 24%# Asking#my#physician/physician's#office#staff# Using#materials#from#my#employer# 19%# VisiCng#government#run#exchanges# 19%# 12%# Call#an#insurance#agent/broker# Using#social#network#sites#to#find#out#what#other#people#think#about# plans## 7%# 3%# Other## Source: Forrester North American Technographics Healthcare Online Survey, Q1 2012 (US) Base: US Online adults (18+) with health insurance who are researching health insurance coverage 15 ©2013 Acquity Group, LLC. All rights reserved.
  • 16. Active shoppers more likely to turn to plan sites, but aggregator sites top the list of research tools Source: Forrester North American Technographics Healthcare Online Survey, Q1 2012 (US) Base: US Online adults (18+) with health insurance who are researching health insurance coverage 16 ©2013 Acquity Group, LLC. All rights reserved.
  • 17. Understanding the Transformation from B2B to B2C
  • 18. Acknowledging the Challenges Old Experience – MIBCN.com Analyzing the current digital presence BCBSM found: •  Disparate user experiences on the retail side (BCBSM.com and MIBCN.com) Old Experience – BCBSM.com •  Site experience was not consumer oriented, not intuitive, and content heavy •  Outdated legacy CMS made content updates and general site maintenance activities inefficient 18 18   ©2013 Acquity Group, LLC. All rights reserved.
  • 19. Acknowledging the Challenges •  Consumers are looking for an experience that is simple, clear and retailoriented •  Benchmarked several top ranked retail sites, health plans and designed the new experience •  Reviewed several content management systems, SAAS based models and identified the follow key successful attributes •  WYSIWYG content creator / editor along with approval workflow •  Robust digital asset management capability •  Ability to leverage design components across various digital properties •  Out of the box components and third party integration •  Out of the box mobile capabilities •  Integration with A/B and multivariate testing •  Scalable and robust technical architecture 19 19   ©2013 Acquity Group, LLC. All rights reserved.
  • 20. Tackling the Challenges
  • 21. BCBSM Goals For BCBSM.com R0 R1 R2 RN Laying the foundation Incorporating all service areas and org Tackling full scale Digital Marketing Optimizing and adding new consumerism aspects 21 21   ©2013 Acquity Group, LLC. All rights reserved.
  • 22. What the BCBSM and Acquity Team Accomplished for BCBSM.com Release Zero (R0) of the BCSMS Retail experience served as a foundational release and sets the stage as BCBSM prepares for Healthcare Reform •  R0 included a redesigned site experience, refreshed content and a new CMS platform (Adobe CQ5.5) that provides the foundation for future functionality/enhancements •  Highlights: •  •  •  •  •  Combined MIBCN.com and BCBSM.com properties into a single integrated website for BCBSM Visually simplified site layout Redesigned user interface and navigation Entire refresh of site content including 2,200 pages of rewritten content and new “localized” imagery Implemented Adobe CQ 5.5 as the new digital experience management platform 22 22   ©2013 Acquity Group, LLC. All rights reserved.
  • 23. The New Retail Experience (BCBSM.com) Global Header (by Constituency) Portal Login Geolocation (Teaser Component) Left Navigation Promotional Space (flexible pod component) Super Footer Social Media 23 23   ©2013 Acquity Group, LLC. All rights reserved.
  • 24. Targeting Consumers Using Geolocation Southeastern Michigan Southwestern Michigan Northern Michigan Upper Peninsula Default Image (Outside Michigan) 24 ©2013 Acquity Group, LLC. All rights reserved.
  • 25. Connecting With Constituencies HOME Employers Agents Providers 25 ©2013 Acquity Group, LLC. All rights reserved.
  • 26. Offering Editorial Flexibility With Page Layouts… Page Layouts: 1 2 3 4 5 1 Left Sidebar 2 Right Sidebar 3 Both Sidebars 4 No Sidebars 5 Partial Left Sidebar 1-5   26 ©2013 Acquity Group, LLC. All rights reserved.
  • 27. …And Promotional Space Pod Style 1 1 Pod Style 2 2 3 Pod Style 3 1-4 Blog Pod 4 27 ©2013 Acquity Group, LLC. All rights reserved.
  • 28. Connecting On The Fly With m.BCBSM.com 28 ©2013 Acquity Group, LLC. All rights reserved.
  • 29. A glimpse of the future - What the BCBSM and Acquity Team is working towards for Member Portal Release Zero (R0) of the BCSMS Member portal is serving as a foundational release and sets the stage as BCBSM prepares to continually strive to satisfying its member’s •  R0 includes a redesigned member experience, refreshed content and a new CMS platform (Adobe CQ5.5), and a new portal architecture to support new security and data integration requirements •  Highlights: •  •  •  •  •  Visually simplified site layout Redesigned user interface and navigation Implemented Adobe CQ 5.5 as the new digital experience management platform Configured CQ to act as smart content repository for the Member Portal Application Created custom Member Benefit Application in CQ replacing the existing HCBO application used by Benefit Administrators for managing Benefit Documents 29 29   ©2013 Acquity Group, LLC. All rights reserved.
  • 30. A glimpse to the future - CQ Interfaces for Member Portal Application 30 ©2013 Acquity Group, LLC. All rights reserved.
  • 31. A glimpse to the future - CQ Interfaces for Member Benefit Application 31 ©2013 Acquity Group, LLC. All rights reserved.
  • 32. Approach
  • 33. The Project Approach – “W Agile” Methodology 33 ©2013 Acquity Group, LLC. All rights reserved.
  • 34. Under the Hood – What We Did for Retail Technical approach and details •  Designed and built the CQ platform with scalability in mind including future use of CQ for member portal applications •  Worked closely with BCBSM IT and engineering teams to architect the solution including: •  Defining hardware requirements •  Defining server sizes •  Building 4 environments (DEV, SIT, UAT, PRD) •  Establishing user groups and permissions •  Built 20+ custom components and 5+ templates for both big browser and mobile •  Built custom geo-location functionality •  Built custom XML sitemap to enhance SEO •  Built custom redirect manager to help team manage 301/302 redirects •  Assisted with front end code clean up and content development Functional approach •  Successfully partnered with other third party vendors to deliver results to BCBSM •  Adopted a hybrid Agile methodology (“W Agile”) to quickly roll-out new functionality to meet tight timelines 34 ©2013 Acquity Group, LLC. All rights reserved.
  • 35. Under the Hood - What We Did for Members Member Portal Application Configured CQ to act as smart content repository for the Member Portal Application •  Developed custom JSON based request-response APIs to communicate with Member Portal Application and serve up the matching content fragments to Member Portal Application Front-Tier •  Developed custom Segment Builder functionality to target the content fragments for Member Portal •  Configured 10 Templates and 15+ Components in CQ to manage different types of content fragments •  Configured ACLs in CQ to support a content migration process in CQ using Package Managers Member Benefits Created custom Member Benefit Application in CQ replacing the existing HCBO application used by Benefit Administrators for managing Benefit Documents •  Leveraged the Sling API and CRX structure in CQ for developing the custom Application •  Configured 16+ Components and 15 Templates in CQ for creating the custom Member Benefit Application •  Created 15+ custom interfaces in CQ as part of the Member Benefit Application •  Integrated the custom Application with Active Directory for authentication and retrieving group information •  Configured an audit trail solution in CQ for capturing user actions and subsequent auditing. 35 ©2013 Acquity Group, LLC. All rights reserved.
  • 36. Distributed authoring for flexibility, efficiency, and regulatory requirements 36 ©2013 Acquity Group, LLC. All rights reserved.
  • 37. Future State Presentation Name 37  
  • 38. Adobe Digital Marketing Suite Maturity R1/Rn – Test&Target, Scene7, SiteCatalyst R0 “Foundational Release” – CQ5.5 38 ©2013 Acquity Group, LLC. All rights reserved.
  • 39. Future State Goals Further enhancement of the consumer Experience •  Personalization •  Targeting •  Multivariate testing •  Social Media integration Expand the Adobe DMS footprint •  Test & Target •  Site Catalyst •  Scene 7 Build on the CQ foundation for additional properties: •  Agent Portal •  Provider Portal •  Employer/Group portal 39 ©2013 Acquity Group, LLC. All rights reserved.
  • 40. Key Takeaways
  • 41. Key Takeaways The Best offense is a good defense Foundational Tech IT and Marketing CAN work together Know your consumers needs Transforming your Business Consumer Success 41 Innovation is a new skill ©2013 Acquity Group, LLC. All rights reserved.
  • 42. Questions?
  • 43. Thank You George Haenisch Ketan Joshi 312.427.2509 george.haenisch@acquitygroup.com 313-448-1091 KJoshi@bcbsm.com CHICAGO. acquitygroup.com SAN FRANCISCO. ATLANTA. BOISE. SCOTTSDALE. DALLAS. SEATTLE. IRVINE. LOS ANGELES. OTTAWA. TORONTO. NEW YORK. BEIJING. OVERLAND PARK. HONG KONG. SHANGHAI.