This document discusses using journey orchestration to optimize disease management programs. Key points include: - Journey orchestration allows automation of well-codified disease management programs to ensure many participants receive information and feedback opportunities. - It can help the many players, elements, and communications in complex programs like diabetes be coordinated so each party knows when and how to engage. - Journey orchestration collects multiple feedback types from customers and tailors responses. It also determines if program results are improving or declining. - The document provides examples of how journey orchestration could help with components like sub-journeys, tracking outcomes from multiple systems, and driving actions through nudges and content consumption across channels.

1. Journey Management
for Optimisation of
Disease Management
Programs

2. DM
JO

3. DISEASE MANAGEMENT (DM)
According to McKinsey, the following are critical
considerations for a disease management program

4. JOURNEY ORCHESTRATION PLAYBOOK
CUSTOMERS
REACH THEIR
GOALS
Customers must
progress along the
(disease management)
journey and keep
moving forward and
not drop off along the
journey and not incur
unnecessary costs
HEALTHCARE
SAVINGS
Savings are achieved
if patients reach
their goals and
either comply with
disease
management
protocols and
ultimately reduce
comorbidities and
overall declining
health
CUSTOMERS
ACT ON
NUDGES
The nudges sent to
customers must both
be read by them and
they need to
resonate with the
content to move
them forward in the
journey
CUSTOMERS
RECEIVE
VALUE
The customers
must perceive value
in the disease
management
program that is
being offered to
them. The delivery
of value to the
customer is a pre-
requisite for moving
forward in the
disease
management
journey.
CUSTOMERS
PROGRESS
TOWARDS GOALS
Customers must be
nudged along the
customer journey and
when they do stall, the
right interventions
need to put in place to
move them forward.
This may be digital
nudges or people
nudges. Systemic poor
or complex
experiences must also
be improved through
project initiatives
MANAGE
CUSTOMERS
THROUGH
JOURNEYS
Customers must be
targeted and
communicated to,
along a journey. They
need to be identified
and tracked to ensure
that they can be
managed on the
journey

5. MODELLING REAL JOURNEYS with REAL INSIGHTS
Transactions from
Healthcare systesms
Example: LOB or Workflow Records
Quantitative Feedback Qualitative Feedback
Very good!
Charlotte Weaver
Today, 17:40
Wow @TransAtlantic, I’m a
little frustrated by the slow
pace of this claim…
@charlotte99 Today,
15:40
Transactional Emotional
Idle Journey Points
(no further action)
Elapsed Period
Register on program via App
Register on program
via CCentre
Register on Program
via Website
Complete Questionnaire
Have consultation call
Case Review
Welcome and onboarding
Doctor Review
12 Months Successful Management
Diabetes Centre
Review
Drop off
Decline with Lifestyle
Recommendations
Measurement Submission
Decline in Health with
communicated
suggestions
DIABETES
DM
PROGRAM

6. DISEASE MANAGEMENT (DM) AND JOURNEY ORCHESTRATION (JO)
Ensure the disease management
program has scale
.
.
Keep it simple for those enrolling
Listen to patient needs
.
.
Be transparent with reporting
.
.
Ensure alignment of incentives
Journey management allows the automation of a well
codified program ensuring the many participants can
both receive information and interact with the
ecosystem to provide input and feedback
Given the natural complexity of a program such as
diabetes, there are many players, many elements and
many communications. Each party needs to know how
and when to engage, and JO can assist
A key element of the inQuba JO capability is to be able
to obtain multiple elements of feedback from
customers and tailor responses
The ability to collect data and then determine if the
results are improving or declining is a key elements of a
scientifically managed DM program
Many insurers are well versed in using incentives to
drive behaviour – this is best achieved with the
objectives are very clear and the rewards linked to those
behaviours are equally clear
Required DM Element How Journey Orchestration Can Help

7. • The ability to view sub journeys and one
program journey. The sub journeys can
include:
– Exercise
– Metrics Measurement
– Practitioner Care
– Mental Health
• The ability to track outcomes with triggers
from multiple systems:
– Managed Care Systems
– Dialogues with the stakeholders:
• Patient
• Doctors
• Managed Care Organisation
– Glucose monitoring devices
– Content and education system
– Predictive models developed by Discovery
COMPONENTS OF A DIABETES DM PROGRAM
• The ability to drive action such as:
– Nudges to content
– Nudges for feedback
– Nudges for data provision
– Nudges for medication compliance
• The ability to drive content consumption:
– Web
– Mobi Web
– WhatsApp (Video / written / audio)
• Ability to make sense of unstructured
content
– Doctors, patients
• Ability to understand emotions such as:
– Stress
– Commitment
– Progress in the program
Disease Management (DM) has many components to drive outcomes:

8. GENERATING REAL CUSTOMER JOURNEYS
Register on program via App
Register on program
via CCentre
Register on Program
via HealthID
Complete Questionnaire
Have consultation call
Case Review
Welcome and
onboarding
Doctor Review
12 Months Successful
Management
Diabetes Centre
Review
Drop off
Decline with Lifestyle
Recommendations
Measurement Submission
Decline in Health
with communicated
suggestions
DIABETES
DM
PROGRAM
Health Records Managed Care System
Doctor and Nurse
Input
Glucose
Monitoring
Machine Learning Triggers
and scores
Dynamically Build Journeys using batch and real-time that is out of synch

9. MASTER JOURNEY WITH SUB JOURNEYS
EXERCISE
DOCTOR
INTERACTION
FOOD
MEASUREMENTS

10. Changing
Behaviour

11. Messages matched to the
audience. The right
creatives and tone to drive
the right outcomes
3. CONTENT
2. PATIENT CONTEXT
4. BEHAVIOURAL
NUDGE TIMING
Messages that are synchronized
to the needs of the customer at
that point in the Journey
Understanding the
Experiential/Emotional state
that the architype is feeling at
this point in the Journey
1. EMOTIONAL STATE
Profiled audience
grouped by architypes to
ensure matching of
message and profile
ORCHESTRATION BASED UPON PATIENT UNDERSTANDING

12. OMNI-CHANNEL ENGAGEMENT

13. CLIENT
CONTEXT
(SINGLE VIEW)
Re Marketing
Information Seeking
Sam picked up from his health
assessment that his glucose levels
are not in line with the target. He
starts to investigate and also looks
online at the TransAtlantic Diabetes
program. He finds the relevant form
and signs up
Obtaining Information and
Registering
An information request is sent to his
GP who completes a form and asks
for blood tests to be completed.
Simultaneously, he is sent a
questionnaire to complete.
The result is that he is accepted onto
the program and sent a welcome
pack
Welcome and Orientation
Onboarding
Every 6 weeks, Sam is sent a request
to setup an appointment with his GP
to have an assessment and every 6
months he is booked into hospital
for a more in depth review
In the lead up to the visit he is sent
content that educates him on
managing his condition
Care Provision
Provider Engagement
On a weekly basis he is asked to
capture results of his diabetes
reading. He currently enters his
readings manually but ultimately will
purchase a glucose monitoring
solution
Monitoring
Confirmation of progress
and corrective actions
TransAtlantic Ins.
Sam’s Engagement Across
Channels
Lee W
Today, 15:30
Hi Sam, please can you provide us
your daily metric for monitoring in
mmol/L
Today, 15:30
TransAtlantic Ins.
Hi TransAtlantic. My metrics for the
week are 6.0
Sam Sims
Today, 15:30
Hi Sam, I am calling to setup an
appointment to have your monthly
review.
Lee W
Today, 15:30
Sam Sims
Today, 15:30
Thanks Lee. I have been meaning to be
in touch. I have time next week
Wednesday. Please can we setup an
appointment
Dr Cooper
21 July 2024
DIGITAL
DM
ORCHESTRATION

14. WHATSAPP ORCHESTRATED ENAGEMENTS
Hi Sam, Welcome to the ABC Diabetes
management program.
We will be using this channel to
engage with you and guide you
through the program and also to
collect details from you. You can reach
out at any stage by typing in “Help”
Program Overview
Speak to a Disease Manager
Online Resources
Program Overview ✓✓
The key parts of the program are
as follows:
1.Diabetes Education
2.Diagnostic Monitoring
3.Treatment Plans
4.Prevention and management
of complications
5.Lifestyle Advice
Select 1 to 5 to Obtain More
information
This part of the program allows
us to keep track of your
metrics so that we can better
manage your condition. Select
what you want to do now
Capture
Metrics
Automated
Monitoring
Capture Metrics ✓✓
2 ✓✓
Please enter your mmol/L
That is a very high reading. You
need to increase your insulin
levels. See the video below for
mor information
11 ✓✓
Sam, Please watch the video
below to ensure you manage
your condition back on track
5:35
The video is aimed at providing
information but should you
require more information, feel
free to visit our information
portal or call us
Got to the Website
Call Us
Please let us know how you are
feeling about your Diabetes
management from 1 to 10 where
1 is confused and stressed and
10 is completely under control
5 ✓✓
Please let us know why you gave
this rating
Thank you. One of our care
providers will be in contact to
discuss this further
I have just been diagnosed and I am
feeling very stressed about being
able to continue with normal activities
and especially sport ✓✓

15. THE POWER OF THE NUDGE
Journey
Start
Neutral
Point
Neutral
Point
Goal
Web Nudge
Call Centre Call
WhatsApp
Chat

16. PATIENT DISEASE STAGES
PATIENT LIFECYCLE STAGE POORLY MANAGED REASONABLY MANAGED WELL MANAGED
Onboarding
First Assessment
First 6 Months
Post 12 Months
Education on disease
Educate on disease
management
Help
Available Content
Practitioner
Engagement
Metrics
Incentives
Content specific to a life stage and management stage

17. PATIENT CONTEXT
Engagement,
activities, goals,
products
Value delivery
perception,
customer
experience, brand
perception
Single View
Personal data
including
demographics,
contact details
Rules driven
cohorts based on
any of the other
data that allows
personalised
treatment

18. TEXT ANALYTICS AGAINST SINGLE VIEW

19. ANALYSING CUSTOMER FEEDBACK
Thanks Frank, ABC Corp Would love to get
your feedback on the experience of
interacting with us.
Send
Rate our Service
x
Very Poor
Poor
Average
Very good
Excellent

20. AI PERSONALISATION – MATCHING CONTENT
Repository of
content with
products and
benefits
Customer
Journey Paths
inQuba Journey Platform
Engagement
Rules
Goal
Achievement
Single
View
1. Customer Chat
3. Azure cognitive
search
5. Content
Generation
(taking into account
personal context)
Product
Details
Client Needs
Match
2. Customer Context and History
4. Personal Preferences
5. Agent Content Recommendations

21. Case
Study

22. WELLNESS PROGRAM
ONBOARDING
USE CASE : HEALTH INSURER
The international leader in healthcare wellness want to ensure that their
customers were actively engaged in their wellness program. The journey
consisted of 4 sub journeys each with a different set of benefits that aims
to drive signup of those benefits.
CHALLENGES
The challenges to overcome included:
• Ensuring active engagement in the program to reduce lapsing of members
• Explaining a relatively complex program to new members and ensuring that the
messagingg was clear and succent.
• Ensuring that the customers were only targeted one set of messages at a time
• Ensuring that there was active engagement from customers in the program through
the use of compelling multimedia
• Making sure that the messaging for any customer takes into account their context and
if they have engaged with the benefit
A solution was crafted to actively engage customers and ensure that they signed up in one
of four benefits.
Poor
Experience
Lost
Revenue
Lack of
Focus

23. VITALITY CHANGING BEHAVIOUR

24. ACTIVE REWARDS JOURNEY

25. Active Rewards:
Activation Comms
Button
selection
renders a
reply text with
same wording
Embedded URLs
behind each of these
buttons will take
respondents to the
Discovery portal where
they will sign-in and get
redirected to the page
specific to each reply
option

26. Active Rewards:
Reminder for idle
respondents
To be sent 48 hours after the first message if member
has not activated AR
Clickable link
to specified
URL

27. Active Rewards:
Guidance on earning
reward
Once the benefit is active, send engagement confirming
their activation and offering them guidance on how to
earn their reward
Clickable link
to specified
URL

28. Active Rewards:
Reminder for idle
respondents
To be sent 5 days after the first idle message if member
has not activated any benefit
Clickable link
to specified
URL

29. Active Rewards:
Post activation survey
Super easy
Not too bad
Complicated
Super easy
Not too bad
Complicated
Super easy
Not too bad
Complicated

30. VISUALIZING THE JOURNEY

31. ENGAGEMENT REPORTS

32. UNIQUE ENGAGEMENT PATHS
0
200
400
600
800
1000
1200
1
13
25
37
49
61
73
85
97
109
121
133
145
157
169
181
193
205
217
229
241
253
265
277
289
301
313
325
337
349
361
373
385
397
409
421
433
445
457
469
481
493
Number
of
Customers
Unique Paths
Unique Engagement Paths
3842
50% of Customers
7774 Total Goals

33. In
Conclusion

34. Journey Orchestration Benefits
Journeys are built dynamically based on external data
and internal data (out of order batch and real-time)
A series of paths that give the customer the freedom to
reach the goal in a way they want
Idles are used to nudge towards goals and interim
journey points .
Drop offs are used to identify goal failures
Dialogues can collect insights and change the path and
personalisation along the journey
Any external data (including websites and call centres)
can be used to trigger journey engagements
External data is the determinant of which journey the
customer is on
Every customer is treated individually (journey points
dynamically generate journeys)
Escalations to contact and speak to a customer are
possible as well as web nudges
Engagement can change based on unstructured data
Customer interact across multiple channels, and they
channels needs to be integrated to achieve goals
The digital and non-digital world means customers have
different way to achieve goals
When customers are not progressing, they can be
nudged forward
Customers that drop off need to be managed
This allows the customer’s emotional state to be
collected along the customer journey
This is critical for omnichannel customer engagement
.
The communications sent to customers are far more
relevant and thus more effective when personalised
The timing, paths and emotional context of the
customer means far better personalisation
Where the nudge must be far stronger, other channels
such as call centres are more effective
This leads to a deeper understanding of customers
inQuba Features Benefits

35. Rapid insight into
what’s happening in
your business based
on metadata model
SPEED TO
INSIGHT
Where & when to
intervene for best
results and drive
towards goals
INTERVENTION
CLARITY
Swift testing of
intervention
effectiveness
RAPID
ITERATION
Tangible links
between
interventions and
goal achievement
TANGIBLE
ROI
REDUCED DEV
DEPENDENCY
Easy but powerful
integration ensuring
speed to results
THE INQUBA DIFFERENCE

36. Thank you!