This document discusses 5 core items for an exceptional digital healthcare portal experience: security, finding providers, integration, mobile, and personalization. It provides details and examples for each item. For security, it emphasizes securing patient data, access points, and system tracking. For finding providers, it shows how to simplify search options and results. For integration, it discusses connecting disparate healthcare systems. For mobile, it shows the importance and examples of mobile-optimized websites and apps. For personalization, it demonstrates tailoring the digital experience to individual users.

1. BP401: Healthcare Portals:
5 Core Items for an
Exceptional Digital
Experience
Michael Porter, Perficient
Mark Polly, Perficient
© 2014 IBM Corporation

2. 5 Core Items
 Security
 Find a Provider
 Integration
 Mobile
 Personalization
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3. Security
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4. Security
By Security we mean:
 The data is secure
 The access point is secure
 Setup is secure
 The system will track anything that happens
on the portal
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5. The Data Is Secure
The law demands that any Personal Health Information (PHI) must be
encrypted at rest.
So the key things to do on your healthcare
portal to meet this requirement include:
 Architect the portal to add multiple layers of
firewalls, etc.
 Store as little PHI as possible on the portal
 Make the back end data available only via a
secure api or service call
 Setup trusted servers between the portal back
end systems
 For external calls, setup a secure gateway
through a tool like IBM WebSphere Datapower
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6. The Access Point Is Secure
Don’t forget that the easiest hacks may come through social engineering
You want to grant access to the right person:
Create a secure login / profile
Consider adaptive authentication similar to what banks use
– Logging computer
– Providing security image
– Asking additional questions
– Etc.
Secure any login with https. (yes, it’s “no duh!” advice but
still important to state)
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7. Setup Is Secure
Most Hospital or Insurance security teams worry about verifying a users
identity. Their nightmare is when a non-authorized user sees someone
elses data. (spouses included)
Some things to consider
Verify their identity
– Key information provided to you by snail mail
– Check on government id
– Online check of last procedure, unique id’s of that
procedure, etc.
Follow the law but don’t go overboard
– If someone is in a hospital about to have their hip
replaced and is sitting in the bed waiting for the
procedure………. They probably are that person
and you can issue a username/password
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8. The System Will Track All Activities
Both Payer and Provider need to track auditable activities like changes
to plans, changes to profile, viewing of PHI, etc.
Auditing may not improve security but it does
provide clues when things go wrong
 You must track any writes
 You must track any views of PHI
 You must track proxy setup and proxy use
 You should track bill payments and other non-PHI
activities
 You want to track via web analytics a variety of other
site uses like find a doctor and appointment scheduling
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9. Find a Provider
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10. Why Find a Provider?
 Typically the first impression of your brand
 Often the most used feature
 Implemented by payers and providers
 Common issues we see
– Complicated Interaction
– Unsatisfying results
– Confusing Language
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11. Real Find a Provider Example – Step 1
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12. Real Find a Provider Example – Step 2
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13. Real Find a Provider Example – Step 3
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14. Real Find a Provider Example – Step 4
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15. Real Find a Provider Example – Step 5
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16. Real Find a Provider Example – Step 6
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17. 17

18. Expectations
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19. Simple Find a Provider
Source: healthgrades.com
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20. Simple Find a Provider
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21. Simple Find a Provider
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22. Find a Provider – Networks
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23. Simplify Networks
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24. Simplify Networks More
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25. Confusing Language - Specialties
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26. Simplify Specialties
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27. Integration
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28. Integration: The Hospital Version
Hospitals are rushing into the sharing of data but that demands new
infrastructure that may not exist.
 Electronic Medical Record Systems
 Invoice System
 Find a Doctor
 Schedule Appointment
 Pre-registration
 Classes and Events
 Customer Service systems
 Web Content between patient and consumer sites
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29. Integration: The Payer Version
Payers have more extensive infrastructure but many still need a better
integration layer and a common set of integration services
 Claims
– Members
– Providers
 Payments
 ACO reporting
 Member management systems
 Authorizations
 Etc.
All too often, integration means digging out of a hole
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30. Integration: What To Do
 Healthcare Portals must have a
service layer …… or two to do
their jobs right
 Portals don’t want to store data,
they want to make real time calls
 Use or implement a common ESB
 Use or implement a security
gateway
 Web Services and RESTful
services are most common
 Consider direct api calls if latency
is a concern
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31. Mobile
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32. Mobile Statistics
Used mobile
web browser to
research
Used mobile
product
web browser to
features
find coupons &
deals
Source: It’s official: Mobile devices
surpass PCs in online retail
Companies plan
to implement
US mobile phone
location based
users that use it
marketing
as the primary
Source: Econsultancy, 2013
device
Source: Mobile Marketing Stats
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Americans
bring their
phones to the
bathroom
Source: Digiday, 2013
Adults have
their mobile
phones within
arms reach
24/7
Source: infographic

33. Mobile Usage Growth
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34. Mobile Web Sites - What do you do?
If you don’t have a mobile web site, you are already behind.
 Payers
– Mobile Web Site is a must
 Providers
– Mobile Web Site is a must
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35. What about a Mobile App
 Do you need a Mobile App available through the App Stores (Apple, Google, etc)?
 Will a Mobile Web Site suffice?
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36. Mobile Apps
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37. Health and Living - Mobile App Ranking1
1
46
67 68
57
myCigna
MyHumana
37
100
United
HC
Kaiser
Permanente
1
84
Aetna Mobile
Ranking provided by App Annie 1/4/14 (www.appannie.com)

38. Medical - Mobile App Ranking1
4
68
Epic MyChart
1
Anthem BCBS
1
38
Ranking provided by App Annie (www.appannie.com)
100

39. Medical - Mobile App Ranking
101 106
Mayo Clinic
39
200

40. Medical - Mobile App Ranking
201
269
Novant Health
40
300

41. Medical - Mobile App Ranking
301
369
Cleveland
Clinic Today
41
400

42. Medical - Mobile App Ranking
701
730
Spectrum
Health
42
800

43. Medical - Mobile App Ranking
801
818
Florida
Hospital ER
Wait
43
900

44. Mobile App - What do you do?
 Payer
– You probably need a mobile app
– Take advantage of location services for Rx, Find a Provider
 Provider
– Major health system – leverage the large number of potential users to provide a mobile
app
– Others consider specialized mobile app targeted to specific tasks
• Request appointment, refills, etc
• Location based facility mapping
• Specific diseases
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45. Cleveland Clinic
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46. Mayo Clinic
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47. Abriiz
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48. Personalization
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49. Is this personalized?
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50. How about this?
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51. Personalized?
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52. Personalization
 “Personalization technology enables the dynamic insertion, customization or suggestion of
content in any format that is relevant to the individual user, based on the user’s implicit
behaviour and preferences, and explicitly given details.” From Wikipedia
– Dynamic insertion of customized and / or suggested content
– Relevant to the individual user
– Based on implicit and explicit behavior, preferences and attributes
52

53. Now this is personalized
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53

54. Personalized = Yes
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54

55. Personalized? You Bet
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55

56. Personalized!
You can get a better
price on this
prescription at CVS.
Learn More…
56

57.  Access Connect Online to complete your session surveys using any:
– Web or mobile browser
– Connect Online kiosk onsite
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58. Acknowledgements and Disclaimers
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© Copyright IBM Corporation 2014. All rights reserved.
 U.S. Government Users Restricted Rights - Use, duplication or disclosure restricted by GSA ADP Schedule Contract with IBM Corp.
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