Keynote: Lead the Dynamic Customer Journey (Healthcare & Wellness)


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Companies must adopt to the innovation changes happening in the digital healthcare and wellness category. This presentation shows how consumers have changed, some companies have adapted with innovation.

This presentation also provides a pragmatic framework that helps companies of all industry align Paid Owned and Earned against the marketing funnel and showcases how esurance put it all together.

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  • Focused on CD players when evereone was involved into IpodsStock was down to $2
  • Tags:#smartphones #mobile #userbase #penetration #jessica
  • US only data
  • SOURCE: Block’s blog is designed to be social and easilysharable. Fullyintegrated with all social channelsSocial feed on RH rail of siteContent designed to beviral in many cases (infographics, top 10s, etc) EmbedcodesavailableShowcases popularcontent and recent commentsEachcontent has the #comments in the homepagecarousel”From the professionals who do thiseveryday”- employeescarry the voice of the companyTags: #financial #regulated #taxes#blog#contentmarketing#dialog #support #learn#educate#viralmarketing#jessica
  • DATE: June 27, 2011SOURCE:<tags>#mobile#support#andyThisis aniphone app, there is also a mobile website (below).
  • This is more about dialogMayo’s Twitter handle sets appropriate expectations for who they are and what they stand for. Explicitly states that if they’re following someone, that doesn’t necessarily mean an “endorsement” – you often times see employees setting up blogs or twitter handles that say something like “Works for IBM. Opinions my own” – this is a CORPORATE twitter handle openly endorsing the fact that their representation on the platform is about contributing to the community – “and does not necessarily = endorsement”The Facebook example is just a random sampling of many on the facebook page of 55k+ likes that shows support and contribution to the community on the individual level.
  • Built support groups to build relevancy in real worldAugust 10, 2011[1] Clinic creates an advanced social presence by integrating social into much of their outbound communication and messaging. This creates a two way conversation with their customers and constituents - and shows the community that they're dedicated to serving patient needs. They showcase internal efforts on 'Mayo Clinic Connect'. From the website: [Mayo Clinic Connect] connect[s] people who have been through the Mayo Clinic experience with others facing a similar health concern. The Mayo Clinic twitter account (@mayoclinic) has ~210K followers, and the Facebook page (/mayoclinic) has ~55K likes.
  • Technology changes the way we think about how we check our health, it’s in our shoes. Now it’s a game, or good fin practices and good healthy.The future is radical esp with RFID.Also, it’s one thing for people to track Products featured here: Fitbit + reporting dashboard, Jawbone UP (top right), Nike+ sensor for shoe and iphone app.
  • of a way to manage your future health, fitbit is like a ‘mint’ for your health insurance. Take advantage of services and save money.
  • by Jon SchwartzCreating a support community for care takers toThe caretakers record their patients data, it’s a CRM tool.They respect HIPPA. They charge people per month for these features$48 per month, The analytics and data being collected here is untapped.
  • Screenshots are of paid search results, a Blue Cross Blue Shield blog from Michigan and a Facebook status posting about an open position at BCBS.
  • [1] OPEN Forum represents a revolution in support and quality of information available to small businesses on a scale like never before. AMEX OPEN's twitter page (@openforum) has ~46K followers, and the Facebook page (/Open) has ~200K likes. OPEN aggregates outstanding content from leading content producers to provide a world class experience in small business information.You can see the “OPENNESS” theme carrying through the financial services industry….August 11, 2011 (Updated Nov. 16, 2011)#b2b#smb#financial#community#blog#dialog#innovate#jon #jaimy
  • DATE:June 3, 2011<tags>#entertainment#twitter#dialog#integration#AndyScreenshot:
  • If you’re confident, compare tools are already out there.Embrace it, as they’re doing to do it anyways.
  • Groupon gets a 10-20% range? May go to 60% range when discounted/
  • SOURCE: April 12, 2010<tags>#foodbev#learn#christine
  • is a globally recognized brand in consumer and enterprise electronics manufacturing. Recognizing the high scrutiny shoppers use when researching and buying electronics, Epson launched Bazaarvoice Ratings & Reviews in April 2009. The brand found that shoppers who interact with reviews showed higher intent to purchase, conversion, and revenue per visitor than shoppers who did not interact with user-generated content (UGC).For the month of July 2010, we compared Epson’s site visitors who interacted with UGC to those who did not interact with this content, across a number of metrics. Visitors who interacted with reviews on store pages were also 67% more likely to convert to purchase than visitors who did not interact with reviews. These visitors also had a 25% higher average order value. As a result of these stats, revenue per visitor was 98% higher for visitors who interacted with reviews.Updated Nov. 16, 2011 (No original case study date given)#tech#community #website#review#retail#advocate #support#jaimy
  • about solutions - check out the key features, get the details, download brochures, whitepapers, watch a demo.Check for customer success stories to understand the differentiated value the solution can provide to you and to ensure that your peers in the industry have a successful experience with this solution.Review comments and ratings from your peers in the community. Learn from the experience of others and build on their expertise.Once you have selected the solution, initiate contact, schedule a live demonstration, request a proposal or start the negotiation process.Find out if the solution roadmap is aligned with the SAP upgrade path. This ensures that the solutions are future proof and designed to deliver continous value as the business requirements evolve.Purchase the solution from SAP or partner; find out if the partner solution is eligible for platform user licensing to help reduce the overall cost of ownership.
  • http://www.levis.comApril 12, 2010<tags>#fashion#advocate #intention#christine
  • 12, 2010<tags>#fashion#advocate #intention#christine
  • Esurance created a way to put it all together.This ad was shown on TV. Then anyone could watch it online.ThenPut into youtube frame. Confirm SB.
  • Notice the headlines position the partnership in more human terms – relationships and family.Then on their blog they wrote about the relationship, Left talks about the commercialThe one on the right taslk about the relationship
  • and these all pointed to their Facebook page which asked for more feedback and showed the more positive reviews.We see a filter.
  • Keynote: Lead the Dynamic Customer Journey (Healthcare & Wellness)

    1. 1 Strategy: Lead the Dynamic Customer JourneyDigital Blue Conference (Healthcare Audience)March 2, 2012Jeremiah OwyangIndustry Analyst and Partner
    2. 2 Speaker Note:  This is a keynote for the Digital Blue conference in Miami, with an audience of Health Insurance Digital Marketers.  Learn more about the conference at their website  I‘ve added this slide after the conference to provide context for those viewing online.© 2012 Altimeter Group
    3. 3 The American auto industry was on the verge of collapse© 2012 Altimeter Group
    4. 4 Until they embraced the needs of their evolving customers. Now Ford‘s stock has grown over 500% since it‘s low in 2008.© 2012 Altimeter Group
    5. Connecting with the Dynamic Customer makes our job more difficult© 2012 Altimeter Group
    6. 6 Agenda 1. How the customer journey has become Dynamic 2. How savvy companies have started to innovate 3. Framework: Integrate Paid Owned Earned 4. Fitting it Together: Case Study 5. Final Thoughts© 2012 Altimeter Group
    7. 7 US smartphone adoption is growing steadily© 2012 Altimeter Group
    8. Over 80% of the world’s online population uses social media Source: comScore Social Media Matrix, December 2011
    9. It‘s not just about our friends…Q : People become a member of social networks because they want to stay in touch with friends, family,etc. and/or because they like to play games. Besides the more general reasons, what else has drivenyou to become a member of the following social networks? get to know things about (new) products / brands come in contact with brands / companies stimulate my career find other users of a certain brand / product find promotions of a certain brand / product become a famous person become an opinion N Europe = 5613 / F = If member of social network(s) leader Source: Social Media Around the World 2011, InSites Consulting
    10. Relationships with brands are changing Source: Ask Your Target Market, Base=2000 US Internet Users, 2011
    11. 11 Blockbuster ignored DVDs-by-mail, to their peril Blockbuster filed for bankruptcy after accumulating over $900M in debt and has closed over half of their retail locations.© 2012 Altimeter Group
    12. 12 Similarly, Borders failed to adapt their business model to compete with Amazon© 2012 Altimeter Group
    13. 13 Why the Customer Journey is Dynamic  NOW IS TOO LATE! Customer expectations are rising to new levels. Everything needs to be personalized, cheaper and they want it 10 minutes ago.  CHANGE MEDIUMS! Mediums and Channels are changing quicker than businesses can keep up, so focusing on quality content and relationships is the anchor to weather this storm.  MORE SOURCES! Friends and family have more influence than ever online, especially with the rise of online reviews and referrals.© 2012 Altimeter Group
    14. 14 Agenda 1. How the customer journey has become Dynamic 2. How savvy companies have started to innovate 3. Framework: Integrate Paid Owned Earned 4. Fitting it Together: Case Study 5. Final Thoughts© 2012 Altimeter Group
    15. As a result, we‘re seeing companies innovate to respond to the changes in customer behavior© 2012 Altimeter Group
    16. 16 H&R Block‘s BlockTalk blog shares tax stories, news, advice— with a social twist • Intergrated with all social channels • Active social ticker/ feed • Homepagecarousel has the # of comments for eachentry • Showcases most popularcontent and recent comments • Viralfriendlycontent (infographics, top 10s, etc.) • Embedcodeseasilyavailable • Employee-authored by ‖the professionals who do thiseveryday‖© 2012 Altimeter Group
    17. 17 H&R Block app answers tax FAQs The H&R Block app provides answers to frequently asked questions and a glossary for tax terms. It also estimates expected returns based on basic information.© 2012 Altimeter Group
    18. 18 Mayo Clinic endorses an open policy, is responsive in the community© 2012 Altimeter Group
    19. 19 Mayo Clinic connects people with similar health concerns and experiences The Mayo Clinic Connect community posts blog articles multiple times daily. There are 66 discussion categories on the forum, and new topics are posted multiple times a day.© 2012 Altimeter Group
    20. 20 Fitbitand Nike+ change the way people monitor their personal health© 2012 Altimeter Group
    21. 21 Cake Health helps people manage their healthcare and save money at the same time© 2012 Altimeter Group
    22. 22 CareZonegives caretakers a productivity tool to manage the people who depend on them© 2012 Altimeter Group
    23. 23 Agenda 1. How the customer journey has become Dynamic 2. How savvy companies have started to innovate 3. Framework: Integrate Paid Owned Earned 4. Fitting it Together: Case Study 5. Final Thoughts© 2012 Altimeter Group
    24. How can a company adapt when customers are dynamic?© 2012 Altimeter Group
    25. 25 Integrating Paid, Owned and Earned Media Paid Owned Earned© 2012 Altimeter Group
    26. 26 The Customer Hourglass looks at the entire experience© 2012 Altimeter Group
    27. 27 The Dynamic Customer Journey requires an integrated approach© 2012 Altimeter Group
    28. 28 Integrating Awareness© 2012 Altimeter Group
    29. 29 Virgin America‘s promoted tweet lead to one of their top five sales days ever Virgin America partnered with Stand Up To Cancer to launch a one-day flash sale exclusively on Twitter called the Fly Forward, Give Back campaignand used a promoted trend to amplify the campaign.© 2012 Altimeter Group
    30. 30 AMEX OPEN Forum serves the small business community OPEN aggregates content from leading content producers to provide a world-class experience in small business education. There are new posts daily, and the Facebook page has ~200K likes.© 2012 Altimeter Group
    31. 31 HBO Connect aggregates social conversations on microsite HBO Connect visually reflects the social buzz around network programming, allowing viewers to see latest tweets and join the most relevant conversations on both Twitter and Facebook.© 2012 Altimeter Group
    32. 32 Insights at Awareness  Stand out in this phase by integrating paid, earned, and owned. Move the customer through the story journey.  Try engaging, rather than shouting. Involve dialog with the lifestyle and workstyle of prospects --not just a brand push.  As mobile, location, and social data collide, new forms of targeting called "Social Context" will emerge --but for now, technologies are primitive.© 2012 Altimeter Group
    33. 33 Integrating Consideration© 2012 Altimeter Group
    34. 34 Sponsored blog posts tap into existing networks Izea, the website that brokered this sponsored post by Chris Brogan, has over 35,000 advertisers registered for their program, including many Fortune 500 brands.© 2012 Altimeter Group
    35. 35 Progressive encourages customers to compare their rates© 2012 Altimeter Group
    36. 36 Zuberance helps Chili‘s tap into their advocates Chili‘s worked with Zuberance to identify 880,000 advocates who wrote 114,000 reviews and generated 50 million influence impressions.© 2012 Altimeter Group
    37. 37 Insights for Consideration Phase  Empowered customers compare alternatives online – especially for high consideration purchases.  Advocates are an important resource to leverage in your strategy, but it is important to not ask too much of them.  Companies with commodity products must differentiate by using innovation and services.© 2012 Altimeter Group
    38. 38 Integrating Intent© 2012 Altimeter Group
    39. 39 Groupon is changing the way people shop online Many uninusred customers are turning to Groupon to meet their medical needs instead of comprehensive coverage plans.© 2012 Altimeter Group
    40. Gatorade monitors conversations from a dedicated room Gatorade‘s Social Media Command Center is a ―war room for monitoring the brand in real-time across social media.‖© 2012 Altimeter Group
    41. 41 Customers who read Epson reviews show higher consideration and conversion Visitors who interacted with reviews on store pages were also 67% more likely to convert to purchase than visitors who did not interact with reviews. These visitors also had a 25% higher average order value.© 2012 Altimeter Group
    42. 42 SAP features customer success stories and comments on solution marketplace EcoHub SAP prospects can learn about partners and solutions, as well as read customer success stories and peer ratings and comments.© 2012 Altimeter Group
    43. 43 Levi‘s incorporates the ―Like‖ button Shoppers can ―Like‖ and post comments about products straight to their Facebook wall© 2012 Altimeter Group
    44. 44 Levi‘s incorporates the ―Like‖ button Customers see an instant shopping cart based on previous friend‘s ―Likes‖© 2012 Altimeter Group
    45. 45 Insights at Intention Phase  Online reviews are effective and scalable, learn to distribute reviews onto multiple platforms, increasing the reach of the crowd.  There‘s a balance between context and privacy. Understand the new ‗social contract‘ by setting expectations with customers how you will use their data.  To reach the dynamic customer, companies should deploy intention strategies across multiple mediums including phone, web, mobile, and kiosk.© 2012 Altimeter Group
    46. 46 Agenda 1. How the customer journey has become Dynamic 2. How savvy companies have started to innovate 3. Framework: Integrate Paid Owned Earned 4. Fitting it Together: Case Study 5. Final Thoughts© 2012 Altimeter Group
    47. Fitting it all together…© 2012 Altimeter Group
    48. 48 Esurance promotes partnership with Allstate in their latest commercial© 2012 Altimeter Group
    49. 49 They blogged about the commercial and partnership© 2012 Altimeter Group
    50. 50 The commercial also directed people to their Facebook page, where they feature testimonials© 2012 Altimeter Group
    51. 51 Agenda 1. How the customer journey has become Dynamic 2. How savvy companies have started to innovate 3. Framework: Integrate Paid Owned Earned 4. Fitting it Together: Case Study 5. Final Thoughts© 2012 Altimeter Group
    52. 52 Key Takeaways  With more data available than ever before we can accelerate customers through the funnel faster than ever before.  Develop a strategy across mediums, today‘s customer is dynamic. Develop a story that spans all phases of the funnel, and across all mediums.  Conduct ongoing research as the customer moving quickly.  Use the Customer Funnel and fill in all the gaps across Paid, Owned, and Earned.© 2012 Altimeter Group
    53. 53 Email me at for slides Research Team Jeremiah Owyang Zak Kirchner© 2012 Altimeter Group
    54. 54 The Dynamic Customer Journey requires an integrated approach© 2012 Altimeter Group