Webinar: Creating a Retail Health Infrastructure: Is
Your Infrastructure Ready for Your Customers?
a presentation by Kevin...
Synopsis
November 12, 2013, 2:00 – 3:30 pm ET
Creating a Retail Health Infrastructure:
Is Your Infrastructure Ready for Yo...
Who am I?
Kevin Riley
Principal at Kevin Riley & Associates | Health Model Innovation
• former chief innovation officer of Florida B...
What is retail health?
“Retail health is where consumers find quality care in a variety of convenient
forms and at competi...
Does retail health = consumerism?

Retail health is a business model that
creates direct-to-consumer channels to
sell heal...
modelH
the business model canvas for healthcare
What are we talking about today?

Buyer

Channel(s)
Multi-channel retailing
Social
Media
TV/Radi
o/News/
Print

Mail

Telephon
ic

Online/W
eb

Mobile

Key
Influence
r

Buyer...
We seek answers to these questions?
What are the Questions that should be answered when
developing Channels for a healthca...
New channels – online storefronts
New channels - retail stores
New channels - retail clinics
What is a channel threading strategy?

This content is property of Kevin Riley & Associates – All Rights Reserved.
modelH
the business model canvas for healthcare
modelH
the building blocks in your channel threading strategy
How to develop a channel threading strategy
Job-to-be-done
Jobs-to-be-Done (JTBD) are
the high-level goals the
Buyer & User are trying to
accomplish.
Have you constru...
Channels
Channels are the way a
company brings its Value
Proposition to market.
Look at the various
channels the consumer
...
Key Behaviors
Key Behaviors are the
activities required of the
User to complete their
JTBD.
This is healthcare – what
acti...
Experience
Experience is how both Buyers
and Users perceive Channels
and Customer Relationships.
It is the steps that char...
Customer Relationships
Customer Relationships are
connections a company
creates with their Buyers
and Users.
For each JTBD...
Channels Threads
What are the various channels the consumer uses to
engage with you to complete their JTBD – as well as ho...
How to develop a channel threading strategy
Before You Begin

Adapted from Winning at Retail: Developing a Sustained Model for Retail
Success by Willard Ander and Nei...
Kevin Riley & Associates | Health Model Innovation
kevin@healthmodelinnovation.com
www.healthmodelinnovation.com

Question...
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Webinar: Creating a Retail Health Infrastructure: Is Your Infrastructure Ready for Your Customers?

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Do you have a cohesive Channel Threading Strategy across all your consumer channels? Is your organization’s consumer initiative focused on tying together the channels and touch points that exist today as well as identifying any areas that are not being addressed? What does your infrastructure maturity curve look like?
It is critical for insurers to get their multi-channel strategy right. Health plans should understand the big picture of how much consumer traffic comes from each channel. A strategy must also examine consumer transactions across multiple channels. This webinar looks at how to develop the people, processes and technology necessary to the development of an excellent retail/consumer organization that can support multiple consumer channels.
Attendees will gain insights and perspective on:
- The role and intent of your retail channels.
- The fundamentals of a retail infrastructure.
- The fundamentals of a retail organizational structure.

Published in: Health & Medicine, Business
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Webinar: Creating a Retail Health Infrastructure: Is Your Infrastructure Ready for Your Customers?

  1. 1. Webinar: Creating a Retail Health Infrastructure: Is Your Infrastructure Ready for Your Customers? a presentation by Kevin Riley for AHIP November 12, 2013 This content is property of Kevin Riley & Associates – All Rights Reserved.
  2. 2. Synopsis November 12, 2013, 2:00 – 3:30 pm ET Creating a Retail Health Infrastructure: Is Your Infrastructure Ready for Your Customers? Do you have a cohesive Channel Threading Strategy across all your consumer channels? Is your organization’s consumer initiative focused on tying together the channels and touch points that exist today as well as identifying any areas that are not being addressed? What does your infrastructure maturity curve look like? It is critical for insurers to get their multi-channel strategy right. Health plans should understand the big picture of how much consumer traffic comes from each channel. A strategy must also examine consumer transactions across multiple channels. This webinar looks at how to develop the people, processes and technology necessary to the development of an excellent retail/consumer organization that can support multiple consumer channels. Attendees will gain insights and perspective on: • The role and intent of your retail channels. • The fundamentals of a retail infrastructure. • The fundamentals of a retail organizational structure.
  3. 3. Who am I?
  4. 4. Kevin Riley Principal at Kevin Riley & Associates | Health Model Innovation • former chief innovation officer of Florida Blue • founder and former president/CEO of GuideWell • founder of modelH.org • entrepreneur, health care executive, business model innovator Kevin started Kevin Riley & Associates | Health Model Innovation (modelH) 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
  5. 5. 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.
  6. 6. Does retail health = consumerism? Retail health is a business model that creates direct-to-consumer channels to sell health related products and services. This content is property of Kevin Riley & Associates – All Rights Reserved. Consumerism is a focus on the needs and wants of a specific consumer set and their purchase decision behaviors.
  7. 7. modelH the business model canvas for healthcare
  8. 8. What are we talking about today? Buyer Channel(s)
  9. 9. Multi-channel retailing Social Media TV/Radi o/News/ Print Mail Telephon ic Online/W eb Mobile Key Influence r Buyer Retail Intermed iary Revenue
  10. 10. We seek answers to these questions? What are the Questions that should be answered when developing Channels for a healthcare business model? • Through which Channels do your Customer Segments want to be reached? • Through which Channels are you touching your Customer Segments now? • Do your Customer Segments use multiple Channels, and if so how? • Which Channels work best for your target Customer Segments? How are you integrating your Channels with your Customer Segment routines? • Which Channels are most cost-efficient for your target Customer Segments? • Are there Intermediaries in your Channels? • How do you engage your Key Influencers into your Channels?
  11. 11. New channels – online storefronts
  12. 12. New channels - retail stores
  13. 13. New channels - retail clinics
  14. 14. What is a channel threading strategy? This content is property of Kevin Riley & Associates – All Rights Reserved.
  15. 15. modelH the business model canvas for healthcare
  16. 16. modelH the building blocks in your channel threading strategy
  17. 17. How to develop a channel threading strategy
  18. 18. Job-to-be-done Jobs-to-be-Done (JTBD) are the high-level goals the Buyer & User are trying to accomplish. Have you constructed your Buyer and User’s jobs-tobe-done? Do so using the following template: I want to … action words + object of action + context
  19. 19. Channels Channels are the way a company brings its Value Proposition to market. Look at the various channels the consumer uses to engage with your Value Proposition to complete their JTBD. Are your channels Owned or Indirect? What do you have now? What do you plan to have?
  20. 20. Key Behaviors Key Behaviors are the activities required of the User to complete their JTBD. This is healthcare – what actions do you customers have to take to complete their JTBD and realize your value proposition – expected ad otherwise.
  21. 21. Experience Experience is how both Buyers and Users perceive Channels and Customer Relationships. It is the steps that characterize the various channel experiences of the customer in completing their JTBD. For each JTBD in the Member Journey, there are a number of "hassles" that the member experiences, as well as the "bonuses" they receive for being a customer. Both of these can be expected or otherwise.
  22. 22. Customer Relationships Customer Relationships are connections a company creates with their Buyers and Users. For each JTBD across each Channel, you create the expectation of a customer relationship – together these sum up to an overall Customer Relationship. How are you “relating to your customers?
  23. 23. Channels Threads What are the various channels the consumer uses to engage with you to complete their JTBD – as well as how the customer uses the channels in combination or sequence to complete their JTBD, planned or otherwise. What are the tasks needed to modify and/or link channels to optimize the consumer JTBD flow.
  24. 24. How to develop a channel threading strategy
  25. 25. Before You Begin Adapted from Winning at Retail: Developing a Sustained Model for Retail Success by Willard Ander and Neil Z. Stern
  26. 26. Kevin Riley & Associates | Health Model Innovation kevin@healthmodelinnovation.com www.healthmodelinnovation.com Questions?

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