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NG HEALTHCARE PAYERS SUMMIT
MIAMI, FL
Healthcare Engagement
Where Do I Start?
Robert Yurko...
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WHAT IS ENGAGEMENT
Connecting and thriving with consumers with
consumers in control
Robert...
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SHIFTS AND DISRUPTION
Commercializing Consumer Engagement 3
Brand
Relevancy - trust
ACA/Ma...
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APPROACHES TO ENGAGEMENT
2006 Consumer health portal – consumer view
Robert Yurkovic - Stu...
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APPROACHES TO ENGAGEMENT
2007 Consumer health portal – payer view
Robert Yurkovic - Studio...
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SILOS CREATE MIXED MESSAGES
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Channel Unity
Misfire
I feel like
a bulls-
eye
print
email
a...
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Raison d'être and identity GOAL
Your B2C state? DESIRED STATE
B2C alignment READINESS TO S...
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IDENTITY
Robert Yurkovic - Studio IQ 8
Accomplishment Achieve internal business success
Ac...
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RAISON D'ÊTRE (RFB)
Company financialsRevenue/member growth
Care quality Best care for the...
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WHAT B2C STATE ARE YOU IN?
•Trying but excuses
•Scattered commitment and
interactions
•Com...
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SUCCESS DEPENDENCIES – B2C ALIGNMENT
Consumer Cultural
Technology Industry/market
Robert Y...
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CONSUMER
Robert Yurkovic - Studio IQ 12
Health is personal. Relationships are
intimate. “I...
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Stimulus
First
Moment of
Truth
Second
Moment of
Truth
advertising shelf use
Advertising af...
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Stimulus
Zero
Moment of
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Moment of
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Moment of
Truth
advertising pur...
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4 STEPS - CONSUMER DECISION MAKING
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Awareness
Research
Validate
Adoption Consumer asks “...
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CHANGING BEHAVIORS
Robert Yurkovic - Studio IQ 16
Behavioral Change
Influence the consumer...
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CULTURAL DISRUPTION AND GOALS
Commercializing Consumer Engagement 17
brands and decisions ...
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TECHNOLOGY DISRUPTION AND GOALS
Commercializing Consumer Engagement 18
Devices - IoT
Lifes...
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INDUSTRY - NEW ENTRANTS
What will the world look like?
What is going to happen if you don'...
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4 STEPS TO CONSUMER ENGAGEMENT
Commercializing Consumer Engagement 20
B2C
Consumer Underst...
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Raison d'être and identity GOAL
Your B2C state? DESIRED STATE
B2C alignment READINESS TO S...
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ROBERT YURKOVIC
bob@yurkovic.org
973.934.5079
@bobyurkovic
bob.yurkovic.org
Studio IQ LLC
...
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Keynote - Healthcare Consumer Engagement: Where do I start? - Yurkovic

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NG Healthcare Payers Summit, June 2015, Miami FL - Healthcare Consumer Engagement - Where do I start?

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Keynote - Healthcare Consumer Engagement: Where do I start? - Yurkovic

  1. 1. S T U D I O I Q S T U D I O I Q NG HEALTHCARE PAYERS SUMMIT MIAMI, FL Healthcare Engagement Where Do I Start? Robert Yurkovic - Studio IQ 1 “Humans are extraordinary beings that rise to face adversity but need adversity to be able to rise.” - Bob Yurkovic
  2. 2. S T U D I O I Q S T U D I O I Q WHAT IS ENGAGEMENT Connecting and thriving with consumers with consumers in control Robert Yurkovic - Studio IQ 2 Karen’s Story 1993 - Early engagement in telecom Why engagement? Acquisition Retention Healthy population
  3. 3. S T U D I O I Q S T U D I O I Q SHIFTS AND DISRUPTION Commercializing Consumer Engagement 3 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 Trends: consumerism  digital  behaviors  lifestyle Change didn’t happen overnight, but it happened in a big way Robert Yurkovic 2015 Opportunity grew, just not in familiar places
  4. 4. S T U D I O I Q S T U D I O I Q APPROACHES TO ENGAGEMENT 2006 Consumer health portal – consumer view Robert Yurkovic - Studio IQ 4
  5. 5. S T U D I O I Q S T U D I O I Q APPROACHES TO ENGAGEMENT 2007 Consumer health portal – payer view Robert Yurkovic - Studio IQ 5 Hi Bob You’re FAT Lose weight now Today’s lesson Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Morbi mauris dolor, aliquam id, convallis ac, consequat non, tortor. In hac habitasse platea dictumst. Nam vel velit in urna ullamcorper congue. Vestibulum nulla nunc, sollicitudin dictum, ultricies quis, pulvinar ut, justo. Maecenas id diam ut justo pulvinar tincidunt. Sed est est, euismod lobortis, elementum quis, hendrerit quis, purus. Sed venenatis libero ac odio. Nam augue. Aenean vestibulum dui sit amet ipsum. scolding, lecturing
  6. 6. S T U D I O I Q S T U D I O I Q SILOS CREATE MIXED MESSAGES 6 Channel Unity Misfire I feel like a bulls- eye print email app web app web contact center Robert Yurkovic 2015 Commercializing Consumer Engagement
  7. 7. S T U D I O I Q 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? TRIGGERS Experiences PERSONALIZED Communications CHANNEL UNITY Targeted engagement INTERACT - NUTURE WHERE DO I START? Commercializing Consumer Engagement 7 INTERNALEXTERNAL Robert Yurkovic 2015
  8. 8. S T U D I O I Q S T U D I O I Q IDENTITY Robert Yurkovic - Studio IQ 8 Accomplishment Achieve internal business success Accountable Accept responsibility Respect Value the person and their values Caring Helping people grow and become strong Reliable Honest, dependable, do the right thing, be there when needed Innovative Taking risks, pioneer, bold steps are you consumer oriented?
  9. 9. S T U D I O I Q S T U D I O I Q RAISON D'ÊTRE (RFB) Company financialsRevenue/member growth Care quality Best care for the member Enablement Tools and information to make decisions Engagement Engaging members in better health and build trust Medical cost control Reducing medical costs to meet financials Health threats Working with data and research to minimize future health threats to members Robert Yurkovic - Studio IQ 9 are you consumer oriented?
  10. 10. S T U D I O I Q S T U D I O I Q WHAT B2C STATE ARE YOU IN? •Trying but excuses •Scattered commitment and interactions •Committed and leadership involved •Embedded in products and culture •Great idea but little movement •Limited adoption •We know better •Consumers taken for granted (1) Denial (2) Acceptance (3) Willingness to Change (4) Adoption Robert Yurkovic - Studio IQ 10 Comfort Zone Chaos ZoneAccountable zone Arrogance Zone Risk: Losing your consumers, missing the threats, train wreck Risk: Lack of inertia, lack of investment, and fear Risk: Company’s identity, leader’s trust, lack of unity Risk: Arrogance
  11. 11. S T U D I O I Q S T U D I O I Q SUCCESS DEPENDENCIES – B2C ALIGNMENT Consumer Cultural Technology Industry/market Robert Yurkovic - Studio IQ 11
  12. 12. S T U D I O I Q S T U D I O I Q CONSUMER Robert Yurkovic - Studio IQ 12 Health is personal. Relationships are intimate. “I demand a good experience” Simplicity is a priority – no time to figure it out? Decision-making. We feed the analytic side with facts, what about emotional side - which side has more control and influence? Self-Service Where does influence come from? Influencers hit the validation step in consumer decision making
  13. 13. S T U D I O I Q S T U D I O I Q Stimulus First Moment of Truth Second Moment of Truth advertising shelf use Advertising affects decisions HOW WE PURCHASE – P&G MODEL Robert Yurkovic - Studio IQ 13
  14. 14. S T U D I O I Q S T U D I O I Q Stimulus Zero Moment of Truth First Moment of Truth Second Moment of Truth advertising purchasing point usesocial GOOGLE’S ZMOT Robert Yurkovic - Studio IQ 14 Consumers engage in the ZMOT (Social: community, local) Social influencing is big Sustained engagement is reinforced in the ZMOT
  15. 15. S T U D I O I Q S T U D I O I Q 4 STEPS - CONSUMER DECISION MAKING 15 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
  16. 16. S T U D I O I Q S T U D I O I Q CHANGING BEHAVIORS Robert Yurkovic - Studio IQ 16 Behavioral Change Influence the consumer Build Trust Meaningful Relationship Interact where the consumer lives Relevant Experiences Coordinated Consistent Useful Behaviors change our thinking and how we make decisions
  17. 17. S T U D I O I Q S T U D I O I Q CULTURAL DISRUPTION AND GOALS Commercializing Consumer Engagement 17 brands and decisions made in social channels Social Who owns channels? Do you know me? Rules of engagement? What can happen? How to protect yourself? Raison d ‘etre How do we work together? How do I partner? How do I radiate my identity? Localization Retail stores, urgent care, clinics, RD’s, Walmart, device health shops community supportis consumer #1 - aim or real? Robert Yurkovic 2015
  18. 18. S T U D I O I Q S T U D I O I Q TECHNOLOGY DISRUPTION AND GOALS Commercializing Consumer Engagement 18 Devices - IoT Lifestyle, automation Real-time decision-making Monitor device + program + relationship = engagement Mobile Mobile first, Why? Meaningful. What is the use? convenient - easy Multi-Channel Coordinated, consistent Self-service channel unity Robert Yurkovic 2015
  19. 19. S T U D I O I Q S T U D I O I Q INDUSTRY - NEW ENTRANTS What will the world look like? What is going to happen if you don't connect with the consumer? Business models are in disruption • Old models do not adapt to consumer desires Overlays are happening Robert Yurkovic - Studio IQ 19 “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
  20. 20. S T U D I O I Q S T U D I O I Q 4 STEPS TO CONSUMER ENGAGEMENT Commercializing Consumer Engagement 20 B2C Consumer Understanding • Multi-layer profiling • Decision-making behaviors • Trust and relationships Customer Experience •Decision and process paths •Lifestyle integration •CCR interactions •Usability Channel Unity • Centralized communications • Coordinated channels • Relevant dialogs and content Health Engagement • Healthy living and management • Post discharge - treatment • Health Solutions and Programs • Acquisition and retention 1 2 3 4 Intelligent Engagement Platform Consistent Coordinated Relevant Robert Yurkovic 2015
  21. 21. S T U D I O I Q 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? TRIGGERS Experiences PERSONALIZED Communications CHANNEL UNITY Targeted engagement INTERACT - NUTURE WHERE DO I START? Commercializing Consumer Engagement 21 INTERNALEXTERNAL Robert Yurkovic 2015
  22. 22. S T U D I O I Q S T U D I O I Q ROBERT YURKOVIC bob@yurkovic.org 973.934.5079 @bobyurkovic bob.yurkovic.org Studio IQ LLC Basking Ridge, NJ Robert Yurkovic - Studio IQ 22 www.commercializing-consumer- engagement.com

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