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Robert Yurkovic 2015 Commercializing Consumer Engagement 1
Robert Yurkovic
Healthcare SME and Strategist
AHIP CUSTOMER EXPERIENCE AND
DIGITAL HEALTH FORUM
ENGAGING THE CONSUMER

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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

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PAYER ALTERNATIVES
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• 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

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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

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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

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MICROTHOUGHTS - DECISION MAKING
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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 .
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Commercializing Consumer EngagementRobert Yurkovic 2015

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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

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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
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LEGEND
Product value
Consumer feeling
Relationship
better
CUSTOMER EXPERIENCE
better
customer experience is the new packaging

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CX METRICS
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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

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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

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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

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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

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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 connected people controlled living
business automation connected information connected living
convenience
human involvement
IoT
IoE
Self
Service
Computerization
Internet
Mobile
Devices
CloudSocial
Apps
Online

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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?

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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