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Robert Yurkovic 2015 Commercializing Consumer Engagement 1
Robert Yurkovic
Healthcare SME and Strategist
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SHIFTS, TRENDS, AND DISRUPTION
Commercializing Consumer Engagement 2
Brand
Relevancy - trust
ACA/Marketpla...
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PAYER ALTERNATIVES
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• In store agents
• Clinics,...
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CONSUMER VIEW
Commercializing Consumer Engagement 4
Health is personal – I am in control
“I demand a good ...
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CHANNEL UNITY = CULTURAL UNITY
Commercializing Consumer Engagement 5Robert Yurkovic 2015
Online
Print
Cont...
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MICROTHOUGHTS - DECISION MAKING
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Awareness
Research
Validate
Adoption Consumer asks “Should I do it? What...
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STREAM OF DECISION-MAKING
Life is a constant stream of making
decisions
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GOOD EXPERIENCES FUELS ENGAGEMENT
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JOB-TO-BE-DON...
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CX METRICS
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Functional
Available
Fast
Convenient...
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Raison d'être and identity GOAL
Your B2C state? DESIRED STATE
B2C alignment READINESS TO SHIFT
Understand ...
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INTELLIGENT ENGAGEMENT PLATFORM
Decision Enablement Engines
Process
management
consumer
profiling -
analyt...
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FUTURE OF EVERYTHING
Robert Yurkovic 2015 Commercializing Consumer Engagement 12
Adoption driver: consolid...
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WAVES OF DIGITAL EVOLUTION
Robert Yurkovic 13
60’s 70’s 80’s 90’s 00’s 10’s 20’s
personal automation conne...
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DIGITAL AND CULTURAL DARWINISM
Commercializing Consumer Engagement 14
“More than 40% of the companies
that...
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QBOB YURKOVIC
Healthcare SME and Strategist for Payers
bob@yurkovic.org
973.934.5079
bob.yurkovic.org
Studio...
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AHIP - Path to Consumer Engagement with MedHelp - Yurkovic

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AHIP Customer Experience and Digital Health Forum, Oct 2015, Chicago IL - Path to Consumer Engagement in a B2C world with MedHelp panel

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AHIP - Path to Consumer Engagement with MedHelp - Yurkovic

  1. 1. S T U D I O I Q Robert Yurkovic 2015 Commercializing Consumer Engagement 1 Robert Yurkovic Healthcare SME and Strategist AHIP CUSTOMER EXPERIENCE AND DIGITAL HEALTH FORUM ENGAGING THE CONSUMER
  2. 2. S T U D I O I Q SHIFTS, TRENDS, AND DISRUPTION Commercializing Consumer Engagement 2 Brand Relevancy - trust ACA/Marketplace Relationships Cultural issues HDHP/CDHP IT systems Security Commodity Compliance Consumer data Medical costs Savvy Enabled Lifestyle Productive life Behaviors Social Expectations Empowered Community Localization Online - Offline Culture Channel Unity Convenience Easy and quick Experience Consumer centric Quality Access At home care Tele-health Tools and data Social caring New entrants Medical tourism Health triad Retail - Clinics Mobile Cloud Analytics Digital IoT/Devices Self service Technology Health B2C People Payers B2C  Digital  Behaviors  Opportunity Change didn’t happen overnight, but it happened in a big way Robert Yurkovic 2015
  3. 3. S T U D I O I Q PAYER ALTERNATIVES Robert Yurkovic 2015 Commercializing Consumer Engagement 3 • In store agents • Clinics, Meds, Food • Chronic disease solutions - diabetes • ACA alternative • Natural medicine • ACA alternative • Affordable alternative • concierge care • P&G MDVIP retail  natural medicine  religion  direct
  4. 4. S T U D I O I Q CONSUMER VIEW Commercializing Consumer Engagement 4 Health is personal – I am in control “I demand a good experience” Simplicity – no time to figure it out Decision-making is emotional Consumers willing to spend money Self-Service  My Way Influencers affect consumer decision making Robert Yurkovic 2015 Influence
  5. 5. S T U D I O I Q CHANNEL UNITY = CULTURAL UNITY Commercializing Consumer Engagement 5Robert Yurkovic 2015 Online Print Contact Center Email SMS App IVR Face 2 Face IoT Kiosk One Voice Coordinated Consistent Relevant Personal - Simple
  6. 6. S T U D I O I Q MICROTHOUGHTS - DECISION MAKING 6 Awareness Research Validate Adoption Consumer asks “Should I do it? What do you think?” Action – accept or not, do it, learn, and reflect to continue and/or tell others. Consumer asks, “How do I fix it and will it work for me?” Action – find a solution and confirm it will work through research and influencers. Consumer asks, “How does it affect me?” Action - search for information to learn how it affects them and learns the impact. Consumer asks, “What is it? Do I have a problem?” Does it affect me? Action – focus and self-realization occurs . 1 2 3 4 Commercializing Consumer EngagementRobert Yurkovic 2015
  7. 7. S T U D I O I Q STREAM OF DECISION-MAKING Life is a constant stream of making decisions • Even when you relax you make decisions Why this affects health • Engagement is about decisions • Should I eat this or do that - consequences • Focus in the now – priority How to insert into the stream • Be available when needed • Be convenient and swift • Be useful and relevant IoT in the decision-making stream • Real time data and rules makes a decision - Controlled Living • Why it works – easy decision – I don’t have to make it! Robert Yurkovic 2015 Commercializing Consumer Engagement 7
  8. 8. S T U D I O I Q GOOD EXPERIENCES FUELS ENGAGEMENT Robert Yurkovic 2015 Commercializing Consumer Engagement 8 JOB-TO-BE-DONE COMMODITY BORED ACCEPTANCE TRASH NONE NONE FAD EXCITED COURTSHIP ENDURING SATISFIED ENGAGEMENT Short-Lived Relationship NoRelationship 1 32 LEGEND Product value Consumer feeling Relationship better CUSTOMER EXPERIENCE better customer experience is the new packaging
  9. 9. S T U D I O I Q CX METRICS Robert Yurkovic 2015 Commercializing Consumer Engagement 9 Functional Available Fast Convenient Understandable Pleasant Empathetic Helpful Achievement Does the job now Easy No worries Engaging Nurturing Customer Experience don’t make me think emotionally satisfied met my needs Attributes Perception Objective Aggregate culture
  10. 10. S T U D I O I Q Raison d'être and identity GOAL Your B2C state? DESIRED STATE B2C alignment READINESS TO SHIFT Understand consumers AUDIENCE How consumers behave? DECISION TRIGGERS Experiences PERSONAL - EASY Communications CHANNEL UNITY Targeted engagement INTERACT - NUTURE 2 COMPONENTS TO PLANNING ENGAGEMENT Commercializing Consumer Engagement 10 INTERNALEXTERNAL Robert Yurkovic 2015
  11. 11. S T U D I O I Q INTELLIGENT ENGAGEMENT PLATFORM Decision Enablement Engines Process management consumer profiling - analytics content rules communications IoT integration Consistent Channel Unity across organization boundaries Coordinate Managing company processes, data, devices, and consumer interactions Relevant Defining the most appropriate interaction/content in the decision-making process Commercializing Consumer Engagement 11Robert Yurkovic 2015
  12. 12. S T U D I O I Q FUTURE OF EVERYTHING Robert Yurkovic 2015 Commercializing Consumer Engagement 12 Adoption driver: consolidation IoT: Digitally empowered, connected devices IoT fits into a B2C model convenience and decision-making Will be ubiquitous and invade out lives and alter our lifestyles – Controlled Living
  13. 13. S T U D I O I Q WAVES OF DIGITAL EVOLUTION Robert Yurkovic 13 60’s 70’s 80’s 90’s 00’s 10’s 20’s personal automation connected people controlled living business automation connected information connected living convenience human involvement IoT IoE Self Service Computerization Internet Mobile Devices CloudSocial Apps Online
  14. 14. S T U D I O I Q DIGITAL AND CULTURAL DARWINISM Commercializing Consumer Engagement 14 “More than 40% of the companies that were at the top of the Fortune 500 in 2000 were no longer there in 2010” - Babson College 40% Robert Yurkovic 2015 Empower and Engage Command and Control C H A N G E O F S T A T E Have a checkmark mentality?
  15. 15. S T U D I O I QBOB YURKOVIC Healthcare SME and Strategist for Payers bob@yurkovic.org 973.934.5079 bob.yurkovic.org Studio IQ Basking Ridge, NJ Commercializing Consumer Engagement 15Robert Yurkovic 2015 it’s all about people

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