Healthcare reform is here, and it's important to react to these changes in the marketplace. In this session, we will discuss Horizon and how they are leveraging the IBM Exceptional Web Experience platform to provide customers a rich user experience with highly personalized and tailored content. Internally, they have empowered their business users to seamlessly and quickly reach their customer base with a content management system that eliminates dependencies on IT resources. We'll also discuss Horizon's future plans to incorporate commerce, social networking and mobile into the mix - all in their efforts to provide an exceptional, collaborative marketplace at the forefront of Healthcare.

1. © 2013 IBM Corporation
Horizon Case Study: Leveraging the Web and Mobile to
Deliver Personalized Healthcare Services
Jack Quigley | Director of Portals, Web Services and Middleware | Horizon
Healthcare Services
Niral Jhaveri | Vice President, User Experience | Prolifics.

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Agenda
 About Horizon Healthcare Services
 System Strategy – The 5 year Journey
 Member Portal – Strategy in Action
 Lessons
 Where Are We?
 What’s Next?
 About Prolifics

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About Horizon Healthcare Services, Inc.
• Horizon is New Jersey’s oldest and largest health insurer.
• Horizon traces its history back to 1932, when Associated Hospitals of
Essex County, Inc. began selling multi-hospital pre-payment plans for $10
a year covering 21 days of in-patient care.
• The company was one of the first health insurance companies in the nation
and also one of the first Blue Cross Plans.
• Today, it serves more than 3.6 million members.
• The company has more than 4,800 employees and is headquartered in
Newark, NJ with offices in Wall Township, Mt. Laurel, and West Trenton, all
in NJ.

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• Horizon is executing a 5 year Systems Strategy Roadmap
‒ 14 Strategic Business Capabilities led to Systems Strategy Roadmap
• eBusiness Strategy and Member Portal are driven by Top 5 Strategic
Capabilities
Horizon Systems Strategy
The 5 Year Journey
© 2013 IBM Corporation
Low Cost and Highly Efficient Operations and Administration
Self-Service Everywhere
Stable and Simplified IT Infrastructure
Integrated and Trusted Source of Truth of Core Business Information
Near-Time Medical Cost Quality, Analytics and Insights

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Horizon eBusiness Strategic Objectives
KEY STAKEHOLDERS
Members
Consumers
Providers
Employer Groups
Employees
Increase Membership
Increased Sales Focus
Feedback &
Measurement
Affordable Health Care Models
Optimize
Customer
Interaction

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Horizon Systems Strategy
Member Portal – Strategy in Action
 System Strategy provided focus on 4 key areas for eBusiness and the
Portal
Portals
W W W
Portal Infrastructure Integration Services
Portals
W W W
Portal Infrastructure Integration Services

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Low Cost, Efficient Ops & Admin
Self-Service Everywhere
Simplified IT InfrastructureSimplified IT Infrastructure
© 2013 IBM Corporation
Member Portal – Strategy in Action
Portal Infrastructure
 Needed to replace aging technology of Member Portal
─ Limited ability to render content and transactions on a
single pane
─ UI unable to support our interactive design goals
─ Incompatible with modern day web browsers
─ Lacked sophisticated content management platform
 Build a Foundational Portal Platform
─ First step to building next generation Horizon Portals
─ IBM Websphere Portal 7
─ IBM Websphere Content Management 7
─ IBM AIX on P-Series blade servers
─ ESB built using IBM DataPower Xi52 for web services
─ IBM WSRR as Service Registry
Portal Infrastructure
Low Cost, Efficient Ops & Admin
Self-Service Everywhere
Source of Truth
Medical Cost Quality Analytics

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Simplified IT Infrastructure
Low Cost, Efficient Ops & Admin
Self-Service Everywhere
Member Portal – Strategy in Action
Feature Management
 Feature Management
─ Previous Member Portal had no ability to control visibility of content or
transactions
─ Needed capability to delegate administration to an Employer’s Group
Administrator
─ Needed capability to control access to features and feature sets by a Group
 Member Portal Group Administration
─ Leveraged Websphere Portal to build Administrative Console
─ Group Feature Management provides toggle on/off of a feature/feature sets
 Supports multiple user audiences
─ Employer Group Administrator
─ Service Desk Agents
─ Account Teams
© 2013 IBM Corporation
Portals
W W W
Low Cost, Efficient Ops & Admin
Self-Service Everywhere
Simplified IT Infrastructure
Source of Truth
Medical Cost Quality Analytics

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Portals
W W W

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Low Cost, Efficient Ops & Admin
Self-Service Everywhere
Medical Cost Quality Analytics
Source of Truth
 Builds a better informed membership base
 Allows members to make better-informed decisions
about the cost of their health
 Provides estimated cost data for commonly billed
elective inpatient, outpatient and diagnostic procedures
 Integrates data via ESB (DataPower), combining legacy
data source and third-party web service
Simplified IT Infrastructure
Low Cost, Efficient Ops & Admin
Self-Service Everywhere
Medical Cost Quality Analytics
Source of Truth
© 2013 IBM Corporation
Member Portal – Strategy in Action
Treatment Cost Estimator
Integration Services
Simplified IT Infrastructure

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Integration Services
hip

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Integration Services

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Integration Services

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Member Portal – Strategy in Action
The Technology behind the Features…
 Feature Management & Treatment Cost Estimator was
developed using IBM’s Web Experience Factory
 Uses producer-consumer design pattern where the service
producers can be reused
 Personalization  PZN rules.
 Segmentation  User Profile
 Caching  DynaCache
 Apps built via RAD and use
an MVC design pattern
 ALL portlets are built
to the JSR 286 spec
Integration Services
Consumer
Consumer Common
Service Provider

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Low Cost, Efficient Ops & Admin
Self-Service Everywhere
Medical Cost Quality Analytics
Source of Truth
 Multi-channel approach to delivering our strategy
 Bundles key member online services into a mobile app
 View Benefits
 View and Search Claims
 View Authorizations / Referrals
 Request an ID Card
 Update Additional Insurance
 Dedicated team specialized in mobile development
 App due in the stores (iTunes & Android) February
Simplified IT Infrastructure
Low Cost, Efficient Ops & Admin
Self-Service Everywhere
Medical Cost Quality Analytics
Source of Truth
© 2013 IBM Corporation
Member Portal – Strategy in Action
Mobile Member Portal
Simplified IT Infrastructure

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Member Portal – Strategy in Action Lessons…
• Do not underestimate the time and effort required to set up your infrastructure
• Over-communicate your program
‒ Ensure you have a blueprint and that everyone on the project understands it
‒ Identify and engage teams you depend on as early as possible
• Horizon leverages Partnerships to execute most development. No one partner
can solve all of your development and support needs
‒ Start with multiple partners that have specialty in specific areas – Websphere
Portal, Websphere Content Management, mobile, etc.
‒ Leverage your direct experience as each work streams mature
‒ Choose your top few partners for the long haul and get them to have skin in the game
• Experience matters, but not just in your development partners
‒ Trust your instincts as an experienced manager – experts are often only as good as
their last project, especially if their last project was their first in that technology
‒ Institutional knowledge is often underestimated in technology heavy projects – No one
knows your business better than your people
‒ Never stop asking questions
• mix of specialty and generalists to ensure your top partners

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Horizon Systems Strategy - Where Are We?
 New Member Portal launched in early 2011
 2011  490K active members
 2012  650K active members (validation in progress)
– 8 new features introduced to our members, Mobile Website launch
 2013  Target 900K active members
– 5 new features, Updated mobile app and website

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Horizon Systems Strategy - Where Are We?
While member portal transactions continue to increase at a fast pace only a
percentage of those increased transactions are leading to reduced calls.
100,000
150,000
200,000
50,000
0
Month / Year
Jul-11 Jul-12 Oct-12 Jan-13Apr-12Jan-12Oct-11
300,000
350,000
250,000
NumberofCalls/Transactions
Apr-11Jan-11
+92%
-19%
Member Portal Transactions
Calls Handled Member
 Member portal transaction have grown at a CAGR of 92% from Jan
2011 through December 2012.
 During this same period Calls handled by the call center have
decreased at a CAGR of 19%.

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Horizon Systems Strategy - What’s Next?
 Rebuilding Horizon Broker Portal on the new Portal Platform
 Building a Horizon Consumer Portal integrated with Websphere
Commerce 7
 Launching storefronts for our Brokers on Websphere Commerce
 Upgrading Web Security Layer by implementing WebSeal, TAM and
TDS
 Continue enhancing Member Portal and Mobile Member App