BCBS New Parent Initiative:Mobile Apps Research, Design and Implementation                    Corey Bieber, MS, MPH       ...
#MobiU2012, @CoreyBieber, @BCBSIL
#MobiU2012, @CoreyBieber, @BCBSIL                            [Outline]•   Program Overview•   Target Audiences•   Insights...
Our Objective                                         #MobiU2012, @CoreyBieber, @BCBSIL    Utilize consumer research to bu...
#MobiU2012, @CoreyBieber, @BCBSILOverview of Process     01            02               03                 04     Discover...
#MobiU2012, @CoreyBieber, @BCBSIL          How We Modify A Development RoadmapDEVELOPMENT PROCESS      GENERAL            ...
Our Planning Inputs                    #MobiU2012, @CoreyBieber, @BCBSIL                1st Party        Third-Party      ...
Target Audience detail led to…#MobiU2012, @CoreyBieber, @BCBSIL   Young                 Newleyweds             New Parents...
Audience Insights                              #MobiU2012, @CoreyBieber, @BCBSIL  Young                 Newleyweds        ...
Why Expectant Mothers?                     #MobiU2012, @CoreyBieber, @BCBSIL   »» Existing Lack of communication between m...
#MobiU2012, @CoreyBieber, @BCBSILImplementation         Delivery   Delivery                      Delivery                 ...
A Few Metrics . . .                        #MobiU2012, @CoreyBieber, @BCBSIL    »» 21% of all visits to Special Beginnings...
Wrapping Up . . .           #MobiU2012, @CoreyBieber, @BCBSIL                Lessons Learned
Wrapping up . . .           #MobiU2012, @CoreyBieber, @BCBSIL         Next Steps for the Enterprise
Wrapping up . . .         #MobiU2012, @CoreyBieber, @BCBSIL             Next Steps for Me
BCBS New Parent Initiative:Mobile Apps Research, Design and Implementation              Questions?                       C...
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MobiU2012 Summit: New Parents by BCBS

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  • COREY ONLY HAS 30 MINUTES FOR THIS MTG.WHAT I WANT TO GET ACROSS IS HOW WE CAME TO THE CONCLUSION WE CAME TOFINAL DRAFT WEDNESDAY.WE WE PRODUCING WHILE WE WERE IN DISCOVERY. IT WAS A PARALLEL TRACK. THE PRODUCTION OF THE PRODUCT AND THE INFORMATION THAT WAS GOING TO GO IN IT. WE HAD SOME BASELINE ASSUMPTIONS FROM INTERNAL EXPERTS; AS EACH INTERATION WENT ON (EACH MONTH HAD A NEW RELEASE)… AND SO OUR UPDATES DIDN’T SLOW DOWN PRODUCTION SO INSTEAD
  • Photo credit: Ultra Vylet - http://500px.com/photo/5047635how BlueCross BlueShield used consumer research to build relevant mobile apps that mattered to families preparing for childbirth]
  • Questions for Corey:Is this a proper visualization of your process?Why did HCSC choose to do ongoing analysis before it started the whole project (process)?
  • (clipart)
  • Questions for Corey:What led BCBS to choose these three audiences? (Ie – are these large segments of HCSC population? Are they more expensive to maintain as members?)(WE were trying to build iterative apps. Because pregancies have repeatable, ordered patterns, it’s more predictable)--- MAIN POINT: for marketers to start with known, predictable audiences/segments to be able to learn the development, delivery and maintenance process…. THEN extend to lesser-known, less predictable segments.--- ALSO, WE CHOSE PREGNANT PEOPLE BECAUSE IT’S MORE ABOUT THE IMPACT THAT A BAD PREGNANCY CAN HAVE ON ASO..This is really a broader question to answer: why did you choose to go after the pregnancy/birth segment in general? (and not other forms of health care management or disease management)Photography Credits1) Botond Horvath http://500px.com/photo/114723832) Karen Pincushttp://500px.com/photo/51412763) Getty Images: RM #200069001-001
  • Questions for CoreyInsights detail only seems to speak to “Expectant Mothers.” Where can insights about prospective and post-birth mothers be found?How did you arrive at these insights? First or Third Party Research? Or was this HCSC’s initial hypothesis?Photography Credits1) Botond Horvath http://500px.com/photo/114723832) Karen Pincushttp://500px.com/photo/51412763) Getty Images: RM #200069001-001
  • (clipart)
  • Photo credit: http://www.flickr.com/photos/blaahhi/3597105175/
  • http://www.flickr.com/photos/sierragoddess/6921972706/sizes/l/in/photostream/
  • Photo credit: http://www.flickr.com/photos/blaahhi/3597105175/
  • Photo credit: http://www.flickr.com/photos/blaahhi/3597105175/
  • Transcript of "MobiU2012 Summit: New Parents by BCBS"

    1. 1. BCBS New Parent Initiative:Mobile Apps Research, Design and Implementation Corey Bieber, MS, MPH Sr Analyst Mobile and Emerging Technology BlueCross BlueShield of Illinois Twitter: @CoreyBieber; @BCBSIL Event hashtag #MobiU2012 Presented by the Heartland Mobile Council
    2. 2. #MobiU2012, @CoreyBieber, @BCBSIL
    3. 3. #MobiU2012, @CoreyBieber, @BCBSIL [Outline]• Program Overview• Target Audiences• Insights• HCSC Planning Process• Proprietary Data• Program Delivery
    4. 4. Our Objective #MobiU2012, @CoreyBieber, @BCBSIL Utilize consumer research to build relevant mobile applications that mattered to families preparing for childbirth.
    5. 5. #MobiU2012, @CoreyBieber, @BCBSILOverview of Process 01 02 03 04 Discovery Third-Party Requirements User Experience Engagement . 05 06 07 08 Content Graphic Design Multimedia Programming and Development Development 09 BCBSIL Acceptance 5
    6. 6. #MobiU2012, @CoreyBieber, @BCBSIL How We Modify A Development RoadmapDEVELOPMENT PROCESS GENERAL Initiation Analysis Implementation DeliveryDEVELOPMENT PROCESS Initiation Analysis // Ongoing First-Party Research & Insight Gathering Insights Iterate Iterate HCSC Initial Implementation Delivery Delivery
    7. 7. Our Planning Inputs #MobiU2012, @CoreyBieber, @BCBSIL 1st Party Third-Party Expert Panel Research “Tiger Team” Consumer Investigation
    8. 8. Target Audience detail led to…#MobiU2012, @CoreyBieber, @BCBSIL Young Newleyweds New Parents Prospective Mothers Expectant Mothers Post-Birth Mothers
    9. 9. Audience Insights #MobiU2012, @CoreyBieber, @BCBSIL Young Newleyweds New Parents Prospective Mothers Expectant Mothers Post-Birth Mothers
    10. 10. Why Expectant Mothers? #MobiU2012, @CoreyBieber, @BCBSIL »» Existing Lack of communication between member and insurance company »» Other barriers to understanding benefits and course of care »» Changing lifestyle and habits (quit smoking, etc.) »» Lack of planning, partly by the mother, partly by others »» Fear of job loss and security
    11. 11. #MobiU2012, @CoreyBieber, @BCBSILImplementation Delivery Delivery Delivery MICROSITE mWEB Sites “DUTY CALLS” ONLINE ASSESSMENT “TOT TRACKER”
    12. 12. A Few Metrics . . . #MobiU2012, @CoreyBieber, @BCBSIL »» 21% of all visits to Special Beginnings Web are through a mobile device »» Comparatively only 1% of all visits to our member portal are mobile »» 55% of participants in the maternity web/mobile experience are identified as high risk
    13. 13. Wrapping Up . . . #MobiU2012, @CoreyBieber, @BCBSIL Lessons Learned
    14. 14. Wrapping up . . . #MobiU2012, @CoreyBieber, @BCBSIL Next Steps for the Enterprise
    15. 15. Wrapping up . . . #MobiU2012, @CoreyBieber, @BCBSIL Next Steps for Me
    16. 16. BCBS New Parent Initiative:Mobile Apps Research, Design and Implementation Questions? Corey Bieber BlueCross BlueShield of Illinois Twitter: @CoreyBieber; @BCBSIL Event hashtag #MobiU2012 Presented by the Heartland Mobile Council

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