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WHY PERSONALIZATION
IS A “MUST” IN HEALTHCARE
PRESENTED BY / MATT SPRAGINS + ROBERT SUMNER
07 / 2017
PERFICIENT DIGITAL
$487 Million in revenue
1997 Founded
PRFT Listed on NASDAQ
95% Repeat Business Rate
Employees3000+
N. A...
PERFICIENT DIGITAL 3
To us, these things are not mutually exclusive. Because we
see them as one. For proof of this convict...
PERFICIENT DIGITAL
Health Sciences Practice at a Glance
4
PERFICIENT DIGITAL
Our Speakers
6
Robert Sumner
Principal Consultant,
Adobe Digital Marketing
Perficient Digital
Matt Spra...
Why Personalization
PERFICIENT DIGITAL
Personalization
Overview
Personalization enables the dynamic insertion, customization or
suggestion of ...
PERFICIENT DIGITAL
Contextual personalization
considers the specific
environmental factors
and circumstances that
surround...
PERFICIENT DIGITAL
Rule-based personalization uses logic-based
rules to determine the content that is displayed
on a webpa...
PERFICIENT DIGITAL
Identify the user attributes in order to
determine what content and features
best support their goals a...
PERFICIENT DIGITAL
Personalization Spectrum
12
Crawl
Experience Manager
Walk
Target Standard
Run
Target Premium
Fly
Audien...
Personalization at Kaiser Permanente
Kaiser Permanente | At a Glance
14
$
Permanente
Medical
Groups
Kaiser Foundation
Hospitals
Kaiser
Foundation
Health Plan
H...
Kaiser Permanente | Digital Footprint
15
5.8M
Members registered
on kp.org
5.1M
Online requests
for appointments
21.8M
Pre...
BEFORE AFTER
KP.org Home Page
BEFORE AFTER
KP.org Member Experience
What are common barriers and challenges
18
Audience segmentation is
widely listed as the most
difficult marketing objectiv...
Building the foundation as the first step
19
An iterative approach to personalizing the KP experience
20
Collecting data to improve the user experience
21
Personalizing experiences begins by collecting profile data about who th...
A richer set of data for segmentation
22
Balancing Privacy Concerns with Personalized Experiences
Consumers are often hesitant about the type and extent of data co...
Levels of Personalization
KP’s ability to personalize consumer’s interactions with KP grows with our knowledge about them
...
Path to Omni-Channel Personalization
Contextualizing experiences ultimately means driving members to their channel of pref...
From Personalization to Contextualization
26
As personalization becomes more common place, KP is taking things a step furt...
Tactical Execution: Campaigns and Products/User Experience
Tactics to achieve Digital Objectives can be grouped into three...
Use Case: How do we use personalization to change behavior?
28
Action Identify Members that frequently the Call
Center to ...
Use case: Path to effective behavior change
29
Crawl Walk Run Fly
Behavioral Segmentation
Members that have not
visited th...
Questions?
PERFICIENT DIGITAL
What’s Next
Connect with us
@PRFT_Adobe
@Perficient_HC
Facebook.com/PerficientDigital
Blogs.Perficient....
Why Personalization is a 'Must' in Healthcare
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Why Personalization is a 'Must' in Healthcare

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Today's marketer understands the value of creating and delivering personalized experiences. Yet when it comes to the healthcare industry, digital personalization presents a few distinct challenges.

As the industry moves to a more consumer-centric model, healthcare organizations need to engage with members on an individual level. Hear how some of these organizations are forging ahead by applying and benefiting from personalization tools to drive member engagement and retention.

In our webinar, Perficient Digital and Kaiser Permanente discussed how to:

-Engage your entire membership community through a personalized and connected experience

-Drive better outcomes and improve healthcare value

-Use Adobe Experience Cloud solutions to advance goals, such as improved member onboarding and new services engagement

Published in: Technology
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Why Personalization is a 'Must' in Healthcare

  1. 1. WHY PERSONALIZATION IS A “MUST” IN HEALTHCARE PRESENTED BY / MATT SPRAGINS + ROBERT SUMNER 07 / 2017
  2. 2. PERFICIENT DIGITAL $487 Million in revenue 1997 Founded PRFT Listed on NASDAQ 95% Repeat Business Rate Employees3000+ N. America locations 23 Global US, EU, China + India 2
  3. 3. PERFICIENT DIGITAL 3 To us, these things are not mutually exclusive. Because we see them as one. For proof of this conviction, look no further than how we approach your digital transformation and CX challenges. Strategic design thinking and storytelling. Technology platforms and system integration. Dream Big. Build Beautiful.
  4. 4. PERFICIENT DIGITAL Health Sciences Practice at a Glance 4
  5. 5. PERFICIENT DIGITAL Our Speakers 6 Robert Sumner Principal Consultant, Adobe Digital Marketing Perficient Digital Matt Spragins Director, Personalization & Digital Foundation, Digital Experience Center Kaiser Permanente
  6. 6. Why Personalization
  7. 7. PERFICIENT DIGITAL Personalization Overview Personalization enables the dynamic insertion, customization or suggestion of content in a format that is relevant to an individual. The delivery of content is based on identified user behaviors and preferences, as well as explicit selections. 8
  8. 8. PERFICIENT DIGITAL Contextual personalization considers the specific environmental factors and circumstances that surround an individual user story. Persona-based personalization aligns a user’s needs and with those of a pre-defined target persona. Behavioral personalization takes into consideration a user’s previous interactions to provide an evolving experience that spans across interactions. Personalization Types 9 Contextual Persona Behavioral Journey-based personalization looks at the customer journey to determine where a particular customer fits within that journey. Journey
  9. 9. PERFICIENT DIGITAL Rule-based personalization uses logic-based rules to determine the content that is displayed on a webpage. For example, you can set rules based on the IP address or physical location of your visitors, the keywords they use to reach your site, their mobile device, or the goals they achieve on your website to determine the content that is displayed. • Manual process • Leverages known factors • Requires targeting capabilities Automated personalization leverages machine- learning algorithms and predictive models to deliver the right content to the right person at the right time. By evaluating an individual user’s behavior and profile, and matching that against historical trends and best practices, automated personalization can dynamically adapt the content shown to visitors in real time. • Automated process • Requires sufficient data • Requires advanced tooling Personalization Methods 10 Rules-Based Automated
  10. 10. PERFICIENT DIGITAL Identify the user attributes in order to determine what content and features best support their goals and interests. Determine the primary content that the individual user is seeking and provide supplemental content that will support the overall experience. Identify the domain and language preferences/defaults. This enables you to deliver a targeted experience based on the visitor profile. Personalization Guide 11 Who? What? Where? Determine how this interaction fits within the overall user journey, in order to anticipate the user’s needs and provide them with the next level of information. Map the who, what, where and when against your known user stories to determine why the user is interacting with your brand. Determine the best way to support the needs of the individual user based the known use case and their unique attributes. When? Why? How?
  11. 11. PERFICIENT DIGITAL Personalization Spectrum 12 Crawl Experience Manager Walk Target Standard Run Target Premium Fly Audience Manager Journey Value Behavioral Persona Contextual Rules-Based Automated Device Location Timing Trends User Activity Site History User Type Attributes Product Usage Loyalty Conditions Rankings Look Alike Requires Authentication
  12. 12. Personalization at Kaiser Permanente
  13. 13. Kaiser Permanente | At a Glance 14 $ Permanente Medical Groups Kaiser Foundation Hospitals Kaiser Foundation Health Plan Health Plan Members Integrated Healthcare Model 52K+ Nurses 201K Employees 689+ Medical offices & Hospitals 19K+ Physicians 11.8M Members
  14. 14. Kaiser Permanente | Digital Footprint 15 5.8M Members registered on kp.org 5.1M Online requests for appointments 21.8M Prescriptions refilled online 2.8M Mobile App installs 23.6M Emails sent to physicians 61% Web Traffic comes from Mobile Devices
  15. 15. BEFORE AFTER KP.org Home Page
  16. 16. BEFORE AFTER KP.org Member Experience
  17. 17. What are common barriers and challenges 18 Audience segmentation is widely listed as the most difficult marketing objective, and 83% of content creators report they struggle with personalization strategies. Some of the top barriers include: • data governance • privacy • confidentiality • providing convenience without sacrificing user trust. 83%
  18. 18. Building the foundation as the first step 19
  19. 19. An iterative approach to personalizing the KP experience 20
  20. 20. Collecting data to improve the user experience 21 Personalizing experiences begins by collecting profile data about who the consumer is, historical data about what the consumer has done, and situational data about what’s happening to the consumer at specific moments
  21. 21. A richer set of data for segmentation 22
  22. 22. Balancing Privacy Concerns with Personalized Experiences Consumers are often hesitant about the type and extent of data collected, so it is imperative to build trust by balancing permissions with the sensitivity and likely exposure of data collected 23 S Sensitivity – Users’ perception of how harmful exposing the data might be E Exposure – Likelihood of revealing collected data and insights to the user P Permission – User preferences for controlling data that is collected and/or used Lack of trust Missed opportunities S E PPS E S E P Optimized personalization 60% of digital marketers say the primary challenge of implementing personalization is consumer concerns about exposed personal info
  23. 23. Levels of Personalization KP’s ability to personalize consumer’s interactions with KP grows with our knowledge about them 24 This might be good for you This is for people like you This is for your situation This is for you General Segmented Personalized Data Collection Permission Level Default “I expect you to use this info” Implicit “I assume you will use this info” Situational Opt-in “I know you have this info, but get my permission in context” Personal Opt-in Attribute Examples • Demographics • Plan type/Member status • Communication preferences • Online behavior • Clinical encounters • Call Center interactions • Location/Time of Day • Health status • Digital health engagement • Care preferences • Life Stages • Priorities and behaviors • Personal Action Plans • Interests Consumer Experience “Tips for eating well” “Healthy lunch options in your area” “Nutrition plan during your pregnancy” “Would you like a reminder to log your meals?”
  24. 24. Path to Omni-Channel Personalization Contextualizing experiences ultimately means driving members to their channel of preference, or the channel that is the best fit for them in their situation 25 Web Cross Device Offline to Digital Digital to Offline Online Behavior Member Profile Location Based Mobile Behavior Call Center Care Delivery Financial Online Behavior Mobile Behavior Location Based Drive Mobile Behavior Drive Digital BehaviorDrive Web Behavior Drive Immersive Behavior
  25. 25. From Personalization to Contextualization 26 As personalization becomes more common place, KP is taking things a step further by adopting contextualization strategies that marry knowing who the consumer is, what they’ve done in the past and what is happening right now to provide consumers with interactions that are more dynamic, smarter and predictive.
  26. 26. Tactical Execution: Campaigns and Products/User Experience Tactics to achieve Digital Objectives can be grouped into three buckets, Campaigns and Products & User Experience, and different workstreams involve varying degrees of both PROMOTIONAL CAMPAIGNS Promote products or services over a fixed amount of time and provide timely information and contextual recommendations to inspire action • Seasonal or durational marketing campaigns to drive specific actions • Lead generation campaigns • Segment users to push messaging that is right for them • Notifications based on user profile and preferences • Recommendations for content related to health and wellness PRODUCTS & USER EXPERIENCE Improve user experience to support ongoing member convenience and engagement • User experience improvements • Self-service capabilities • Enhancements for features and landing pages Digital Objectives Drive Self-Service Digital Channel Effectiveness Acquire New Members Retain Existing Members Drive Digital Care Utilization Continuously Engage Members to Support Total Health Enable Access to Digital Channels
  27. 27. Use Case: How do we use personalization to change behavior? 28 Action Identify Members that frequently the Call Center to schedule an appointment Member is shown personalized online appointment awareness messaging via e-mails, in-app notifications, and personalized front door User engages in preferred channel, driven to appointment flow Execution Created segment based on propensity to call the Call Center Optimize and Personalize content for online appointment feature awareness Analyze appointment funnel for optimization insights Objective: Shift appointment scheduling from call center to digital Online Appts Call Center Appts
  28. 28. Use case: Path to effective behavior change 29 Crawl Walk Run Fly Behavioral Segmentation Members that have not visited the appointments section Members that have not scheduled appointment online Members that have scheduled appointment via call center in last 90 days Members that are likely to schedule appointment in next 30 days Profile Segmentation CA Region, Age 50+ Medicare Member Chronic Condition Look-a-Like Audience Adobe Capabilities DTM Event Tracking Data Workbench Predictive Modeling KP Data Profile & Preferences CRM (Plan Type) Call Center Events Care Delivery (Clinical) Having a vision for how to use personalization to drive objectives is the first part, how to get there is the second
  29. 29. Questions?
  30. 30. PERFICIENT DIGITAL What’s Next Connect with us @PRFT_Adobe @Perficient_HC Facebook.com/PerficientDigital Blogs.Perficient.com/Adobe Blogs.Perficient.com/Healthcare PerficientDigital.com 31

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