Some companies are actually leveraging the Internet to move to enabling meaningful relationships. Let us take the example of an online credit card company. The fundamental task of attracting customers, retaining them and then optimizing their experience remains the same, but the way of accomplishing this changes dramatically, with the Internet. We’ll compare an online credit card company with a conventional brick and mortar. In order to get a credit card, a customer had to fill in an application form and wait about 5 weeks for the card to arrive. To figure out which offer was the best deal for him, the customer had to do all the work. Moving this business online makes several improvements. First, the customer is attracted with a simple online process for requesting a credit card. Once the customer enters the requested information, the company’s computer system quickly responds by presenting a choice of customized credit card offers. The customer chooses one offer, gets a credit card number almost instantly, and can be directed to a shopping site where he finds a page that has been personalized for him. A few important things transpired here: The prospect was attracted online with a very simple interface. Next, the prospect was converted into a customer by presenting options tailored to his specific needs, and he was engaged by receiving an immediate response to his application. Finally, his experience was enahnced by providing him the never-before -offered service of a personalized shopping site. Not only does this lead to establishing a meaningful relationship with the customer that is mutually beneficial, it also reduces the cycle time to complete the business process. What used to take 5 weeks can now be accomplished in less than 5 mins. This translates directly into lower cost and higher customer retention. From a technology perspective two things are important to note: The first and most obvious is personalization . All customer interaction is personalized to the individual. The Internet enables you to serve the individual customer, not the just mythical “average customer.” Second, a less obvious one, is integration . Only because of integration with external credit bureaus and an internal risk assessment system could the credit card company provide multiple offers personalized to the customer. Having established that the opportunities are very many, let us take a look at some war-stories from the e-Business front.
Having heard both the extremes, let’s spend a few minutes on ground reality. Most enterprises that have become e-Business have a website that present a fragmented and Impersonal view to their customer. The Internet as a medium provides an opportunity to provide exceptional service to the customer, but it also equally permits extension of existing ways of doing business by web enabling applications in isolation. But the danger now, is that instead of employees interacting with your existing enterprise applications, the untrained end-user will be interacting with them. Result is no efficiencies and very high maintenance costs. Long term effect a disillusioned management team.
An elegant solution to becoming an e-Business is to go the way of an enterprise portal. Simply put an enterprise integrates the entire business environment, personalizes it and presents it through the web. Integration and Personalization are required in equal measure to provide that personalized business experience for the customer.
Unified functionality is a good first step, but when setting up an e-Business you also have to focus on the perils of success as evidenced by the Brittanica.com example I mentioned earlier. You have to ensure a) Service Availability b) Scalable Capacity and c) Consistent Performance. Sybase enterprise portal is built on an enterprise class platform, that incorporates technology proven on Wall Street for the last decade. Scalability, Reliability and Continuous Availability is built into the offering. Also furthermore to enable customers to leverage newer applications and technologies that come out in the future, Sybase EP has been built with a focus on Open Standards. This will ensure that standards based third party applications can interact with Sybase EP, ensuring maximum leverage and a good return on investment. To sum up the two unique features of the offering are its unified functionality in a product offering and an enterprise class platform.
A product alone does not offer a complete solution. The Sybase solution involves a few other components distinguishing it from other offerings from in the marketplace. The Sybase solution involves extended relationships with partners to provide the breadth of applications required for becoming an e-Business. To top it Sybase offers services, who combine a proven methodology with best practices learnt from implementing solutions for customers. The total Sybase solution thus comprises of a product offering with unique capabilities, breadth of partners with certified applications for fast deployment and a comprehensive services and education offering.
REPLACE CURRENT PARTNER SLIDE IN BUSINESS AND PARTNER We studied and surveyed the needs of the Enterprise Portal market to include specific areas of solution coverage and then approached the hot providers in each of these 7 key zones. E-Commerce, E-CRM, e-Analysis, E-corporate business productivity, e-content, e-information, and e-workflow. Partner profiles are included in your materials today, please ask me after the session if you have any questions on partners. More categories and partners are on the way this summer!
The process of building a portal. It is not just technology and it is a process. Ties back to the blown opportunity slide and
The Real Deal on Enterprise Portals Bob Breton Senior Director, Product Strategy Sybase Enterprise Solutions Division Bob LaGalia SVP, Strategy & Corp Development NIA|RadMD
Billions of claims processed each year, representing multiple patient encounters(doctor visits), and multiple transactions (eligibility, referral, lab studies, radiology studies, etc.)
Clinical & Financial Data resting on antiquated technology ; mainframe, old client-server. Industry contributes only 2-3% on information technology vs. 6-8% in other highly-information based business
Physicians need access and information flow across the continuum of care in order to manage patients and their businesses
Consumerism on the rise - accessing information enabling the comparison of quality, treatment options, and outcomes data of hospitals & physicians.
Highly Transactional, Data Rich, Information Poor
The State of Healthcare in the U.S. The Impact on Quality of Care? The Institute of Medicine’s (IOM) Committee on Quality of Healthcare released results of a study that indicates that as many as 98,000 deaths occur each year due to medical errors - it was the 8th leading cause of death in the U.S; nearly as much as MV accidents, Breast Cancer, and AIDs combined. “… when patients see multiple providers in different setting, none of whom have access to complete information, it is easier for something to go wrong than when care is better coordinated” - IOM Committee on Quality of Healthcare
The State of Healthcare in the U.S. The Impact on Quality of Care? As much as 40% of patient information is missing when needed by a medical professional, and this is compounded each time a patient moves, changes health plans, or visits a different specialist - Boston Consulting Group
The State of Healthcare in the U.S. - Radiology
Diagnostic Radiology Market Size
$70 to $80 Billion Spend, 10% of healthcare dollar
Direct costs increasing at twice the rate of medical inflation (9% to 12%)
Unnecessary radiation exposure and false positives associated with inappropriate use
Diagnostic Radiology Market - a microcosm
The State of Healthcare in the U.S. - Radiology Midwest Region Util./1000/Yr. A 1092 B 885 C 914 Mid-Atlantic Region Util./1000/Yr. A 587 B 987 Northeast Region Util./1000/Yr. A 775 B 872 C 824 D 1176 E 750 F 1000 G 980 H 760 Southeast Region Util./1000/Yr. A 1073 B 790 C 780 Southwest Region Util./1000/Yr. A 664 West Region Util./1000/Yr. A 801 Rising costs, inappropriate use, and lower quality contribute to the wide variation in utilization patterns for diagnostic radiology services
The State of Healthcare in the U.S. How? Apply new technologies to enable better and more efficient transactions among all participants Apply clinical domain expertise to appropriately manage cost growth Productivity, Efficiency, & Quality of Patient Care Reduce Spending on Unnecessary & Inappropriate Care An imperative to: Rising Costs + Quality Concerns = An impetus to change
National Imaging Associates & RadMD Who is NIA? (founded in 1995 at Corning Life Sciences, Inc.) We are a medical management company providing payers and physicians with cost effective business solutions in diagnostic radiology What is RadMD? (today) RadMD represents NIA’s medical management portal, designed to promote the most appropriate and effective use of diagnostic radiology services. It connects physicians and information, providing access to knowledge–knowledge which helps to improve the efficiency of business transactions, while improving the quality of patient care.
Call Center/IT organization located in San Bruno, California with over 100 employees; Customer Service Representatives, Registered Nurses, Board-Certified Physicians
Provide Medical Management services to over 4.5 million enrollees through our client relationships
Process over 80,000 clinical consultations per month involving multiple transactions each - eligibility, clinical decision support algorithms, provider selection and referral, authorization resolution
2000 - strategic move to an Enterprise Portal Computing Architecture
NIA Client Server Architecture (1996-1999) Requests via Telephone Call Center DB MS SQL Server PowerBuilder Apps on WIN NT Offline (batch) Data Loaded into Production offline Members Providers Claims/Clinical
Margin improvement - cost reduction (40% less via web)
For our Future :
Flexible business model - full outsource to ASP hosting
Leverageable platform for other “plug-in”devices; access expansion wireless
Direct integration with clients
Expansion into other medical management solutions
Facilitating Information Transfer RadMD Referring Physicians Patients Radiology Providers Insurance Carrier Facilitate Clinical Information Exchange
Improve Admin Transac tions
Collect Outcomes for analysis
Identify patients early
Lower administrative expenses
Improved medical cost management
Access to expert consult
Education re: best practice
Improve Patient outcomes
How did we Develop? 4-Phase Approach Critical Learnings 1, Discovery : r esearch, focus testing, ~ integrate within the current workflow user requirements ~ must have incremental impact understand existing workflow & tech. ~ no new tech investment ~ access, bandwith 2, Definition & Design: obtain key stakeholder input, ~ speed, reliability, availability technical & clinical consultation ~ privacy, security ~ integrated w/ call center 3, Development: vendor solutions ~ Sybase Enterprise Portal Early Adopter determine optimal approach ~ Sybase Professional Services Team ~ Port PB App and business logic ~ Integrated Solution 4, Deployment: step-wise roll-out ~ select pilot sites
NIA Call Center & Workflow Today Web Server EP Applications EP Application Services EP Integration Services Call Center Enterprise Application Server Browser Mobile PC Wireless B2B App EP Common Services Enterprise Information Systems Content Apps Events Data myRadMD Tel
RadMD Portal (2001) Telephone-based clients Wireless computing Mobile WAP Tel Member, Provider Data Transfer Using XML & Mainframe Integration Data MS IIS on NT ~ load balancing ~ high availability ~ failover Call Center Offline (batch) Members Providers Claims/Clinical Browser-based users HTTP / HTTPS Web Server Cluster App Server Cluster IIOP / IIOPS Sybase EP on NT ~ load balancing ~ high availability ~ failover ~ security HTTP / HTTPS Content Management Vignette StoryServer Content DB Sybase ASE MS SQL
The Sybase Solution Methodology and Best Practices EP specific expertise Partnerships Unified product offering Enterprise Class platform Product Services/Education Breadth of applications Certified for fast deployment