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Lost in content? How Consumerism is changing how your company is perceived and what you can do to enable your digital experience. Presented by Acquity Group on March 6, 2013

©2013 Acquity Group, LLC. All rights reserved.

Speaker BIOS George Haenisch Client Partner In a nutshell I'm a Digital Evangelist, an executive managing a portfolio of clients collaborating, partnering, and delivering brand Commerce and Digital Marketing

solutions to improve their customer experiences and business performance.

George leads Acquity Group’s Healthcare Industry Vertical and is part of the Central

Region focusing on client relationship management and solution development across strategy, experience design, and technology implementations.

A frequent speaker at national conferences and events, George has nearly 17 years of consulting experience spanning retail, CPG, insurance, manufacturing, and financial

services. Before joining Acquity Group, George was Partner at KPMG, charged with developing industry specific solution offerings. George also owned and sold a startup

focused on Digital Marketing , Content Management, and eCommerce.

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Ketan Joshi IT Director, Digital Experience at Blue Cross Blue Shield of Michigan IT Professional with over 18 years of experience transforming business; 10 years as a senior IT Leader; expertise managing IT programs including portfolio planning, financial

management, system development, project management, IT operations management, process leadership, organizational development

Experience managing multiple, cross-functional, global system deployments including

outsourced and offshored vendor management, BPOs and SaaS service models


Agenda 1.  The Age of Consumerism

2.  Healthcare Reform and Digital Marketing

3.  Background and Problem Statement

4.  Solution

5.  Approach

6.  Future State

7.  Key Takeaways

3 Presentation Name

The Age of Consumerism


Consumers needs’ transcend into digital experiences

Ever increasing simplicity

Extraordinary usefulness

Immediate Satisfaction


Ever Increasing Simplicity

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Consumers EXPECT not to have to open a user manual…


Extraordinarily Useful

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Wallets are easily lost, but your phone now is expected to be a multi-tasker…


I want it NOW!

8 MOBILITY: DISRUPTOR OR GRAND UNIFIER?



Consumers needs’ transcend into digital experiences

Ever increasing simplicity

Extraordinary usefulness


Intuitive Navigation SEO / SEM Social Activity

Know your audience Provide Answers What else do they want?

Personalize the experience Deep linking Constantly optimize the journey

Digital Marketing’s impact on the Healthcare industry


Healthcare Reform – What is it?

Healthcare Reform: The Patient Protection and Affordable Care Act (PPACA) passed in spring 2010 will have a dramatic affect on the healthcare industry and on how consumers attain healthcare coverage in 2014 and beyond

Some of PPACA’s provisions include:

•  Health Insurance Exchanges – the law provides for a standardized marketplace for consumers to shop for affordable insurance options

•  Individual Mandates and Guaranteed Issues – the law requires all residents to purchase health insurance meeting a minimum standard of coverage. Additionally, the law mandates that health insurance companies accept all applicants.

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Source: “The Health Insurance Customer Experience Professional’s Guide To Healthcare Reform”, Forrester Research, September 2011


 High Expectations from Consumers Consumers have formed high expectations of their online shopping experience, formed by their online experiences with other more advanced industries. As more consumers start shopping for their own insurance, they will come to expect similar experiences from health insurance companies.

 Real-Time Channel Integration Consumers use multiple channels to interact with companies. These channels need to suit customer needs and provide clear and consistent information.

 Rich Media Consumers will increasingly look to video, audio, and other various media to help them with their healthcare choices.

 Personalization of Online Experience Consumers are becoming more accustomed to personalized experiences online. Targeting content to consumers shopping for health insurance will aide them in their purchasing decisions.

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Source: “Seven Trends Customer Experience Professionals in Healthcare Can’t Afford to Ignore”, Forrester Research, February 2010

Why Healthcare Companies Should have a Digital Marketing Platform:


Tech is more embedded in the business than ever, and especially so in insurance...with one caveat

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Source: Forrsights Budgets And Priorities Tracker Survey, Q4 2011 [1-18-2012]


It’s your younger customers who will most likely be shopping for health insurance in 2013

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Source: Forrester North American Technographics Healthcare Online Survey, Q1 2012 (US) Base: US Online adults (18+) with health insurance

38%

44%

29%

23%

18%

18%

28%


3%#

7%#

12%#

19%#

19%#

24%#

27%#

29%#

34%#

36%#

37%#

48%#

Other##

Using#social#network#sites#to#find#out#what#other#people#think#about#plans##

Call#an#insurance#agent/broker#

VisiCng#government#run#exchanges#

Using#materials#from#my#employer#

Asking#my#physician/physician's#office#staff#

Speaking#to#health#plan#representaCves#on#the#phone#

Receiving#materials#in#the#mail#

Using#a#search#engine#to#search#for#insurers#(e.g.#Google)#

VisiCng#web#sites#that#offer#informaCon#about#mulCple#health#plans#

Asking#friends#and#family#members#

VisiCng#health#plan#Web#sites#

What%resources%are%you%using%to%research%a%new%health%insurance%plan?%(Select'all'that'apply)'

Digital sites and experiences will be the primary influencers in plan selection

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Source: Forrester North American Technographics Healthcare Online Survey, Q1 2012 (US) Base: US Online adults (18+) with health insurance who are researching health insurance coverage


Active shoppers more likely to turn to plan sites, but aggregator sites top the list of research tools

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Source: Forrester North American Technographics Healthcare Online Survey, Q1 2012 (US) Base: US Online adults (18+) with health insurance who are researching health insurance coverage

Understanding the Transformation from B2B to B2C


Acknowledging the Challenges

Analyzing the current digital presence BCBSM found:

•  Disparate user experiences on the retail side (BCBSM.com and MIBCN.com)

•  Site experience was not consumer oriented, not intuitive, and content heavy

•  Outdated legacy CMS made content updates and general site maintenance activities inefficient

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Old Experience – MIBCN.com

Old Experience – BCBSM.com


Acknowledging the Challenges

•  Consumers are looking for an experience that is simple, clear and retail-oriented

•  Benchmarked several top ranked retail sites, health plans and designed the new experience

•  Reviewed several content management systems, SAAS based models and identified the follow key successful attributes

•  WYSIWYG content creator / editor along with approval workflow

•  Robust digital asset management capability •  Ability to leverage design components across various digital properties

•  Out of the box components and third party integration

•  Out of the box mobile capabilities

•  Integration with A/B and multivariate testing

•  Scalable and robust technical architecture

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Tackling the Challenges


BCBSM Goals For BCBSM.com

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Laying the foundation

R0

Incorporating all service areas and org

R1

Tackling full scale Digital Marketing

R2

Optimizing and adding new consumerism aspects

RN


Release Zero (R0) of the BCSMS Retail experience served as a foundational release and sets the stage as BCBSM prepares for Healthcare Reform •  R0 included a redesigned site experience, refreshed content and a new

CMS platform (Adobe CQ5.5) that provides the foundation for future functionality/enhancements

•  Highlights: •  Combined MIBCN.com and BCBSM.com properties into a single integrated

website for BCBSM •  Visually simplified site layout •  Redesigned user interface and navigation •  Entire refresh of site content including 2,200 pages of rewritten content and

new “localized” imagery •  Implemented Adobe CQ 5.5 as the new digital experience management

platform

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What the BCBSM and Acquity Team Accomplished for BCBSM.com


The New Retail Experience (BCBSM.com)

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Global Header (by Constituency)

Left Navigation

Promotional Space (flexible pod component)

Super Footer

Social Media

Portal Login

Geolocation (Teaser Component)


Southwestern Michigan

Northern Michigan

Upper Peninsula

Default Image (Outside Michigan)

Southeastern Michigan

Targeting Consumers Using Geolocation

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Connecting With Constituencies

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HOME

Employers

Agents

Providers


Offering Editorial Flexibility With Page Layouts…

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Left Sidebar

Right Sidebar

Both Sidebars

1

2

3

1 2 3

4 5

No Sidebars4

Partial Left Sidebar5

Page Layouts:

1-5


…And Promotional Space

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1-4

Pod Style 1

Pod Style 2 Pod Style 3

1

2 3

Blog Pod4


Connecting On The Fly With m.BCBSM.com

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Release Zero (R0) of the BCSMS Member portal is serving as a foundational release and sets the stage as BCBSM prepares to continually strive to satisfying its member’s •  R0 includes a redesigned member experience, refreshed content and a new

CMS platform (Adobe CQ5.5), and a new portal architecture to support new security and data integration requirements

•  Highlights: •  Visually simplified site layout •  Redesigned user interface and navigation •  Implemented Adobe CQ 5.5 as the new digital experience management platform •  Configured CQ to act as smart content repository for the Member Portal

Application •  Created custom Member Benefit Application in CQ replacing the existing HCBO

application used by Benefit Administrators for managing Benefit Documents

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A glimpse of the future - What the BCBSM and Acquity Team is working towards for Member Portal


A glimpse to the future - CQ Interfaces for Member Benefit Application

Approach


The Project Approach – “W Agile” Methodology

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Under the Hood – What We Did for Retail

Technical approach and details •  Designed and built the CQ platform with scalability in mind including future use of CQ for member

portal applications

•  Worked closely with BCBSM IT and engineering teams to architect the solution including:

•  Defining hardware requirements •  Defining server sizes

•  Building 4 environments (DEV, SIT, UAT, PRD) •  Establishing user groups and permissions

•  Built 20+ custom components and 5+ templates for both big browser and mobile •  Built custom geo-location functionality

•  Built custom XML sitemap to enhance SEO •  Built custom redirect manager to help team manage 301/302 redirects

•  Assisted with front end code clean up and content development

Functional approach •  Successfully partnered with other third party vendors to deliver results to BCBSM

•  Adopted a hybrid Agile methodology (“W Agile”) to quickly roll-out new functionality to meet tight timelines

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Under the Hood - What We Did for Members

Member Portal Application Configured CQ to act as smart content repository for the Member Portal Application •  Developed custom JSON based request-response APIs to communicate with Member Portal

Application and serve up the matching content fragments to Member Portal Application Front-Tier •  Developed custom Segment Builder functionality to target the content fragments for Member

Portal •  Configured 10 Templates and 15+ Components in CQ to manage different types of content

fragments •  Configured ACLs in CQ to support a content migration process in CQ using Package Managers

Member Benefits Created custom Member Benefit Application in CQ replacing the existing HCBO application used by Benefit Administrators for managing Benefit Documents •  Leveraged the Sling API and CRX structure in CQ for developing the custom Application •  Configured 16+ Components and 15 Templates in CQ for creating the custom Member Benefit

Application •  Created 15+ custom interfaces in CQ as part of the Member Benefit Application •  Integrated the custom Application with Active Directory for authentication and retrieving group

information •  Configured an audit trail solution in CQ for capturing user actions and subsequent auditing.

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Distributed authoring for flexibility, efficiency, and regulatory requirements

Future State

37 Presentation Name


Adobe Digital Marketing Suite Maturity

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R0 “Foundational Release” – CQ5.5

R1/Rn – Test&Target, Scene7, SiteCatalyst


Future State Goals Further enhancement of the consumer Experience •  Personalization •  Targeting •  Multivariate testing •  Social Media integration Expand the Adobe DMS footprint •  Test & Target •  Site Catalyst •  Scene 7

Build on the CQ foundation for additional properties: •  Agent Portal •  Provider Portal •  Employer/Group portal

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Key Takeaways


Key Takeaways

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Consumer Success

Know your consumers

needs

IT and Marketing CAN work together

The Best offense is a

good defense

Foundational Tech

Transforming your

Business

Innovation is a new skill

Questions?

acquitygroup.com

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SAN FRANCISCO. SCOTTSDALE. SEATTLE. OTTAWA. TORONTO. BEIJING. HONG KONG. SHANGHAI.

Thank You

George Haenisch

312.427.2509 [email protected]

Ketan Joshi

313-448-1091 [email protected]