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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
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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
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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
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APPROACHES TO ENGAGEMENT
2006 Consumer health portal – consumer view
Robert Yurkovic - Studio IQ 4
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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
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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
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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? TRIGGERS
Experiences PERSONALIZED
Communications CHANNEL UNITY
Targeted engagement INTERACT - NUTURE
WHERE DO I START?
Commercializing Consumer Engagement 7
INTERNALEXTERNAL
Robert Yurkovic 2015
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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?
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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?
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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
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SUCCESS DEPENDENCIES – B2C ALIGNMENT
Consumer Cultural
Technology Industry/market
Robert Yurkovic - Studio IQ 11
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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? TRIGGERS
Experiences PERSONALIZED
Communications CHANNEL UNITY
Targeted engagement INTERACT - NUTURE
WHERE DO I START?
Commercializing Consumer Engagement 21
INTERNALEXTERNAL
Robert Yurkovic 2015
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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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Keynote - Healthcare Consumer Engagement: Where do I start? - Yurkovic

  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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

Editor's Notes

  1. 1) We don’t think about our health until something has gone wrong 2) We don’t think about changing our business until something bad happens We know engagement is mandatory in the health system for a healthy population and a healthy business How to engage with consumers with that attitude?
  2. Engagement for healthcare Karen – We have a message and you are going to hear it – you cannot get away until we are done with you Intent – grow the market – tell our value story – invest in our infrastructure Can’t force engagement
  3. B2C models happened Digital evolved decision-making behaviors changed Opportunity grew – just not in familiar places
  4. Personalization Don’t make me hunt for things I want to know I don’t like white space I don’t like graphics I like lots of text I want to teach members Lot of I’s --- NEXT STAGE CUSTOMIZATION --- Relevant Alerts: Asthma Pregnancy guidelines Reminder: Vaccinations for kids Customize what you want to see – build your page
  5. Best intent – Brand disaster We have a tendency to control and direct the consumer We know better Doesn’t fit into a consumer model
  6. Overwhelm strategy – you can never have too many channels What happens when 10 people talk to you at once – shut down Not a business issue or a technology issue – it is a cultural issue Tech Solve: system that can facilitate process, communication and data flows across silos
  7. who are we and who are they – It is like going to a negotiation without knowing who you will be talking to Necessary to begin a dialog and build a relationship Culture is what you radiate to others - Affects the social channels - Affects decision-making
  8. Would not worry about being innovative Focus on internal and consumer excellence first Jim Koch story – Boston Beer
  9. Easy to digest Vision/Mission Calculate the Cultural Strength Index and how to improve it - BOOK Cultural rejuvenation – not transformation (difficult and takes a long time)
  10. Denial - Requires no energy to stay in that state - Everything is wonderful - My dad called this a state of fat, dumb and happy - Accountable to business Acceptance - Comfortable because a check mark was completed - I agree so I am good
  11. Sometimes the right thing to do for the consumer cannot be accomplished due to the culture Can IT support business direction?
  12. AA experience – I JUST WANT A SEAT! mobile app flips back and forth from US Airways to AA - 1 hr 2 min on hold – wrong company – transfer – hold – sorry, can’t help you Multi-channel or Channel Unity
  13. Buying decision at the shelf in 6-7 seconds
  14. about 11 sources used to make health related decisions Consumers are influenced more by strangers – not doctors or family Brands are created and destroyed in the ZMOT
  15. We make decisions about our health like we make decisions about purchasing EXAMPLES Awareness - An example is, “I may be overweight with a BMI of 33 – I didn’t know that. And this can lead to other debilitating conditions.” Research – An example is, “Obesity could lead to a heart attack and diabetes which affects my life with my children and work.” Consumers do not understand the risks Validate – An example is, “If I follow the guidelines, will I lose enough weight in 6 months in 6 months?” Adoption - An example is, “I signed up for the weight loss program and will track my progress every day.” Sustained use … constant decision-making to continue over and over - momentum
  16. In order to change a behavior, you need to influence the consumer In order to influence, you need to build trust In order to have trust, you need a meaningful relationship worthy of the consumer’s attention In order to build a relationship, you need to interact where the consumer lives In order to interact successfully, you need A great experience to support lifestyles and goals Useful products Relevant information Coordinated interactions Consistent messaging Marketing in the consumer age is a science – requires a lot of thought
  17. UHG mobile apps with 10 pages of tiny text legalese story Should lawyers run your communications? Horizon Blue story – standard rubber stamp response – poaching Shop Rite story RDs are touching the consumers – partnering opportunity for payers - They are connected into local commerce, municipalities, schools, libraries, civic centers, YMCA What type of new talent is needed to be effective in the consumer world?
  18. Best Buy story – use smartphone at home to buy and 10 ft away for a PC
  19. We look at 4 areas that support consumer centricity that leads to engagement: Consumer Insights, Customer Experience, Integrated Communications, and Health Engagement Programs. Integration of these four areas is important to achieve a mature business model. An integrated approach to centricity (1) involves understanding the members and consumers at a behavioral level. This enables us to build out (4) targeted programs using (2) experiences and journeys based on personas that use (3) coordinated communications framework for delivery and interaction management. An integrated communications framework enables centralized, coordinated, and consistent communications across all channels and supports all customer programs at all touch points. Health engagement programs assist members in staying healthy, getting healthy, and working on behavioral changes that tackles causes of chronic diseases. Integrate the effort and align with the community and social channels for support and encourgaement.
  20. who are we and who are they – It is like going to a negotiation without knowing who you will be talking to Necessary to begin a dialog and build a relationship Culture is what you radiate to others - Affects the social channels - Affects decision-making