The webinar by Kevin Riley discusses enhancing member engagement in health care through technology and retail health solutions. It covers strategies for connecting with consumers, including the utilization of mobile technology and consumer marketing. Participants will learn best practices for optimizing engagement and navigating the complexities of health care choices.

1. Maximizing Member Engagement
through Technology
a presentation by Kevin Riley
to World Congress Webinar
December 19, 2012 2:00 PM - 3:15 PM ET

2. Learning objectives
This webinar will cover a variety of efforts to connect with consumers in
the marketplace. Using retail centers, mobile technology and direct
consumer marketing, learn how to help members and non-members
alike accomplish their health and wellness needs.
During this webinar you will explore how a leading health plan
developed these best practices and learn:
• Optimize member engagement through technology.
• Maximize the potential of retail health.
• Increase member engagement through consumer marketing

3. Who am I?
Principal at Kevin Riley & Associates | Health Model Innovation
• former chief innovation officer of Florida Blue (Blue Cross Blue Shield of
Florida) and founder and former president/CEO of GuideWell
• entrepreneur, health care executive, business model innovator, and pursuer
of experiences that drive behavior, and ultimately action
Kevin started Kevin Riley & Associates | Health Model
Innovation consultancy in 2006 to help companies with the
convergence of health care and the consumer. He founded
and was CEO of a national health care retail company,
played leadership roles for several national retail health
start-ups, and served as the first Chief Innovation Officer of
a major insurance plan. Kevin holds a Masters of Business
in entrepreneurship and marketing from Rice University.
follow me on @kevineriley, linkedin, slideshare

4. What is retail health?
“Retail health is where consumers find quality care in a variety of convenient
forms and at competitive prices.
Consumers are able to plan for the health care needs they can anticipate and
make informed decisions based on readily available information.
They can then “shop” competitively for products and services using a variety of
channels, formats and business models.
And for those that need help, they can turn to “navigators” who work with them
to design the most suitable health care solutions for themselves and their
families.”
• Source:* Booz & Company's Health Care’s Retail Solution
Retail health should serve as a means to
EDUCATE | NAVIGATE | PLAN | MOTIVATE
to enable consumers to choose from suitable solutions
for health care needs, anticipated and otherwise.

5. With so many choices …

6. What could be the problem?
It is for me? What do other people think?
Which expert is right? Can I afford it?
Can my family use it? What are others doing?
Will my insurance cover it?
Is it the best?
What works?
How can I fit it in?
What is new?
Where do I start?
Is it safe?
Who do I trust?

7. Too much of a good thing
~13,500 heart rate monitor entries on amazon
~23,000 articles on WebMD
>13,000 healthcare related apps in iTunes

8. What is retail health, again?
Retail health should serve as a means to
EDUCATE
NAVIGATE
PLAN
MOTIVATE
to enable consumers to choose from suitable solutions for
health care needs, anticipated and otherwise.

9. A better educator
VS.

10. A better navigator
VS.

11. A better planner
VS.

12. A better motivator
VS.

13. Be about the outcome, not the problem
A Shovel A Hole A Fruit Tree
By technicians for technicians – it is Better than shovel, in fact best They have utility and you forget
shinny and sturdy, but in of itself is created with shovels, holes have they are a tree because you are
of no use! usefulness only when applied focused on the sweetness of the
properly (filled with something) fruit and what it brings you

14. Customers want what they want …
Focus on your MVP
1. Start with the features
Not what you that allow the “app” to
want for them! be deployed, and no
"The minimum viable product
more.
is that version of a new 2. Launch to your defined
product which allows a team to early adopters (they are
collect the maximum amount forgiving) and get
of validated learning about feedback.
customers with the least
3. Add what is relevant to
effort.”
extend value
Source: Eric Ries, The Lean StartUp
incrementally.
4. Lather, rinse, & repeat.

15. Facebook started as an App, and so should you!
Start with your App then
A platform is a … foundation on create your Platform
which entire businesses can be
built. It encompasses … a 1. Focus on delivering value
technical infrastructure … a user in small/fast increments.
experience framework … a
2. Build up until you & the
selling channel, and a defined
large-scale developer
customer share the vision
ecosystem. Facebook is a for what is valuable.
platform and companies like 3. Begin to leverage that
Zynga have been built upon it. value for others.
Source: Lee Hower, part of the founding
team at LinkedIn

16. Kevin Riley & Associates | Health Model Innovation
kevin@healthmodelinnovation.com
www.healthmodelinnovation.com
Questions?