MobiU2012 Summit: New Parents by BCBS

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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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