As the Head of Adobe’s healthcare practice, Michael is responsible for strategic marketing, solution architecture, and business development for a portfolio of Digital Experience Solutions for health care organizations and public sector agencies worldwide.
In his role, Michael leverages an extensive background in health economics, government relations, and technology to identify and prioritize market development opportunities, and to evangelize user-centric architectures throughout public sector and healthcare ecosystems.
Michael brings over 15 years’ experience in progressive roles at IT, biotech, and medical device companies, and a history of leveraging technology to help enterprises achieve measurable results. Prior to joining Adobe, he served as director of marketing and business development at MicroProbes for Life Science where he oversaw product commercialization and global distribution channels for implantable medical devices. Before MicroProbes, Michael was a marketing lead for Otsuka America Pharmaceutical Inc. where he played an integral role in government relations and launching the company’s first hospital brands.
Michael earned an MBA as well as a Bachelor’s degree in Management Information Systems from the University of Baltimore. As an adjunct professor, he has taught business and technology courses and served on the advisory board at Baltimore City Community College.
He is also a veteran of the US Coast Guard, where he proudly served as a Petty Officer.
Adobe is well known for our PDF forms capabilities and the LiveCycle platform that has made it possible to deliver and integrate enterprise document solutions with our customers’ back-end systems. While PDF form capabilities and LiveCycle have matured, many organizations find themselves facing new challenges, serving an increasingly mobile and Web-centric world. Consumers, citizens, and patients expect the same engaging experience in their business transactions that they enjoy in their day-to-day e-commerce Web interactions.
1) How do you enable citizens, employees, and other stakeholders to intuitively interact and collaborate with your organization across a growing array of devices in the market today?
2) How do you personalize the digital experiences that span every channel, from forms to websites and mobile apps, then automate related backend processes?
3) How do you gather and analyze data on the effectiveness of your website and forms to identify ways to continuously optimize experiences and minimize costs?
As a market leader in Web Experience Management and Digital Marketing, Adobe provides the best tools to address these new challenges. Earlier this year, we launched Adobe Experience Manager (AEM) Forms. The AEM Forms solution leverages AEM Web Content Management capabilities, along with analytics from the Adobe Marketing Cloud, to help organizations easily develop, publish, and manage enterprise forms and documents for desktops and the mobile Web. This is especially beneficial in heavily regulated environments, such as government or healthcare, where security and workflow transparency are crucial.
We have seen an overwhelmingly positive response from customers about these new capabilities—but also a bit of confusion on how they can leverage them in their existing Adobe LiveCycle infrastructure. Do our customers have to do an expensive and time-consuming technical migration from LiveCycle to AEM Forms? Not at all; a lengthy migration isn’t required to take advantage of the new rich features in AEM Forms.
AEM Forms encompasses all of the capabilities of the LiveCycle platform and more. Existing LiveCycle customers can seamlessly upgrade their existing applications and can start developing customized forms for the Web and mobile devices. All of the powerful and mature capabilities of the LiveCycle platform are available to AEM Forms customers. So if you are excited about the possibilities of AEM Forms but worried about what it will take to get there—don’t be.
With expectations conditioned by immersive retail experiences, consumers today are making better-informed decisions in almost every aspect of their lives. And in healthcare, where regulatory and competitive pressures have never been greater, the demand persists for secure omnichannel access to personalized content.
In the last post, I began sharing my “High 5” factors for agile healthcare marketers to consider as they strive to nurture meaningful connections and deliver measurable results in this dynamic environment.
Now let’s pick up where we left off…
4. Tap the Power of Community
The mainstream assimilation of mobile devices and related expectations of immediacy have more consumers turning to social media for validation. Social is the most convenient channel for consumers to connect with their peers and confirm the personal applicability of any messaging.
In fact, a recent PWC study revealed that nearly 90% of young adults (18-24) would engage in health activities or trust information found via social media, and more than 80% are likely to share that information with others.
That may explain why many commercial marketers, in attempt to get in on the action, make the mistake of reactively chasing the latest buzz-word, trend, or social network. Meanwhile in the public sector, program managers and communicators have traditionally erred in the opposite direction, making minimal investments in social media and missing out on cost-effective opportunities to connect with citizens. That trend in government has been improving in recent years, however, particularly among public health agencies in the US.
For starters, healthcare marketers must demand strict adherence to privacy policies and a clear means of measuring ROI (more on that later). Additionally, innovators will leverage the multiple layers of social media to capitalize on its most valuable byproduct: access to unfiltered conversations occurring naturally between their customers. By actively listening, marketers can go beyond “followers” and “likes” to develop more effective social strategies and even set organizational priorities that better align with the needs of the people they serve.
Opportunity in Disruption
With multiple transformational shifts occurring all at once, a perfect storm is brewing that will likely change the ways most Americans access their healthcare providers, services, and even information. It is ironic, however, that navigating through many of these major changes will seem increasingly familiar as innovative healthcare enterprises start to deliver experiences that resonate uniquely with each of their newly empowered customers.
That’s partly because the business of healthcare is gradually coming of age as individuals and families are making purchasing decisions, alongside brokers and large employer groups, more than ever before. So, in order to better serve their members and patients, health payers and providers are rethinking strategies to attract and retain them for long term relationships. And the key to any successful relationship is to understand as much as possible about your partner.
The shift is also a result of several economic factors expected to impact healthcare even more, including an increasingly competitive landscape, a heightened focus on value-based reimbursement (rather than fee-for-service), and an aging baby boomer population.
Previously, I wrote about the benefits of customer journey mapping as healthcare organizations strive to be relevant. Each step in a customer’s journey provides a critical opportunity for providers to better understand and serve her unique needs and motivators.
Similarly, from the enterprise perspective, there are incremental steps for agile healthcare marketers to consider in order to drive results in this new market and emerge as leaders of the pack.
Here, I’ll share my “High 5” or five of the top trends I identified while working with healthcare leaders in both private and public sectors:
DCO Innovation Environment Now Available
Defense Connect Online (DCO), powered by industry leading Adobe Connect and Adobe Experience Manager, has proven itself as an invaluable collaboration service to over one million registered users, across both classified and unclassified DoD networks, since its launch in 2007.
Now, with the availability of our DCO Innovation Environment, the possibilities are endless.
To provide the US military with the next generation of DCO services featuring even more flexibility for expanding use cases, including virtual training and telemedicine, the DCO Innovation Environment was developed. It enables users to leverage a powerful set of seamlessly integrated modules that greatly enhance the DCO experience.
Referred to as DCO ‘Unified Capabilities’ (UC), this innovative offering provides DoD personnel with immediate access to a configuration environment with solutions that redefine the “art of the possible.”
Based on the past decade of experience and user interactions, the DCO team has deployed this innovative toolset to help users worldwide conduct their missions more effectively and efficiently. More details are available in this comprehensive whitepaper: https://connect.dcocloud.org/dcoucoverview/
New DCO UC capabilities include:
Today, Adobe and the US Department of Defense announced the award of a Joint Enterprise License Agreement (JELA), providing unparalleled access to Adobe software throughout the Army, Air Force, and Defense Information Systems Agency (DISA).
The agreement, valued at over $40.5 million, symbolizes an historic milestone for a strategic partnership that spans decades. Moreover, it highlights groundbreaking cooperation across DOD branches and departments in order to drive overall organizational value.
By consolidating procurement and diversifying delivery options of Adobe solutions, DOD is effectively shortening implementation cycles for a wide range of mission-critical use cases that require digital content creation or data capture, processing, approvals, and dissemination from any device.
And while DOD realizes significant economies of scale as it invests in the Adobe Experience Manager (AEM) platform and Creative Cloud with this JELA, such standardization on these technologies that inherently improve productivity and workflow efficiencies shall deliver measurable operational savings as well, today and long-term.
This JELA significantly boosts Adobe’s efforts to help cost-effectively optimize countless DOD programs, from logistical support to military health. And we proudly look forward to supporting DOD and its global missions for many years to come.
For more details, see the press release.
Yesterday, Defense Connect Online (DCO) reached 1 million self-registered users who have participated in the mission-critical online collaboration environment, powered by Adobe digital government solutions.
DCO supports the Joint Information Environment as a popular enterprise-wide DOD managed service for communicating information in real time while increasing efficiency and security. DCO leverages Adobe digital government solutions including Adobe Connect web conferencing and Adobe Experience Manager, as well as Jabber XMPP services, to provide advanced web conferencing, presence & awareness, and chat capabilities to the Department of Defense. These same technologies, based on Adobe Experience Manager and HIPAA-compliant Adobe Connect, are leveraged across other government agencies, as well as top Fortune 500 companies and healthcare enterprises worldwide, for their mission-critical collaboration, content management, eLearning, and telemedicine needs.
DCO has experienced incredible growth since its inception in October 2007 among users from both, DoD classified and unclassified networks. Accessing the service via their computer desktops, laptops and mobile devices, users have consumed over one billion meeting minutes in 2012 and 2013 combined (with over 670 million minutes in 2013 alone) for use cases ranging from public health management to secure real-time multimedia communication in combat zones worldwide.
Additionally, DCO has surpassed over:
· 50 million minutes of web conferencing per month
· 315,000 web conferencing sessions per month
· 1+ million chat messages per week
DCO services, including the DCO Connect mobile app, are free of charge to all DoD personnel and contractors who have Common Access Cards (CAC). To sign up for a DCO account, visit https://www.dco.dod.mil.
For over 30 years, Adobe has been proudly committed to empowering agencies throughout the US and around the world to transform the way they interact with citizens, commercial organizations, and even each other.
Research shows that 85% of all business processes begin with a form… but what happens next is up to you.
The following post by Arun Anantharaman, Sr. Vice President of Products at Adobe, was published in the LiveCycle blog this week, and provides details about Adobe’s continued commitment to innovate in this space.
Stay tuned; more to come…
2013 was an exciting year for LiveCycle. I want to take a moment to update you on how we are continuing to invest and innovate in forms and documents, and provide an overview of our 2014 plans.
In 2013, we introduced LiveCycle ES4, a major release that extends rich form and document experiences to mobile users. Shortly afterwards, we began integrating these capabilities into Adobe Experience Manager, enabling organizations to easily create, manage, and publish forms and documents in conjunction with a market leading web content management solution. To date, we’ve released three form and document capabilities:
- Adobe Experience Manager forms streamlines data collection, enabling citizens and customers to enroll in programs and request services across multiple channels
- Adobe Experience Manager customer communications delivers timely, personalized, and consistent communications through multiple channels
- Adobe Experience Manager document security protects sensitive information as it is shared through web and mobile portals
The feedback from customers has been overwhelmingly positive. Over the last three quarters, many customers have migrated to Adobe Experience Manager forms and documents while preserving their investments in LiveCycle forms. By integrating form transactions and document confirmations into their web and mobile engagement strategies, they can extend their reach and maintain brand consistency while managing all assets from a single platform.
We will continue to provide updates to LiveCycle customers, while deepening our integration with Adobe Experience Manager to help government, financial institutions and other regulated industries easily engage with citizens and customers through secure, compliant, yet easy-to-use forms and documents. Stay tuned as we announce new features and releases in 2014.
Senior Vice President Products
When US federal employees are injured on the job, the Division of Federal Employees’ Compensation (DFEC) helps ensure they are provided with medical care and support for lost wages until they can return to work. As part of the U.S. Department of Labor, and with a program history spanning nearly a century, DFEC claims had traditionally relied on physical forms.
For injured federal workers, filing for workers’ compensation can be a complicated task with the statute requiring submission of evidence including medical reports and testimonies, often reaching hundreds of documents per claim. With approximately 115,000 new claims every year, DFEC can receive 25,000 documents per day, with peaks up to 45,000 after weekends and holidays.
To expedite the claims process and its related workflows, the U.S. Department of Labor has built an electronic claims submission platform powered by the Adobe LiveCycle Enterprise Suite, part of the Adobe Experience Manager.
Injured workers can access the portal, named ECOMP (Employees’ Compensation Operations and Management Portal), from any device with a web browser to initiate claims and submit supporting documents. Since its implementation, timely claim submissions for lost wages increased from 57.8% before ECOMP, to 75.9% now. Similarly, the rate of claims filed within ten business days from the date of an accident rose from 80.1% to 86.2%.
“We’ve seen that prompt medical care can reduce the severity of an injury and the length of recovery, which helps us get employees back to work faster,” says Julia Tritz, Chief of Technical Assistance at DFEC. “The sooner we get notification of the injury, the sooner we can get medical care for injured workers.”
Using ECOMP, powered by Adobe LiveCycle, the department can aggregate claims and securely exchange data with other federal agencies. The portal eliminates the need for paper, enables more secure sharing of documents among government agencies, and enhances self-service for users—helping to save time and money, while delivering better outcomes for employees and the department.
For more details, check out our full case study. http://adobe.ly/177s3Qk
The model for customer acquisition, conversion and retention is rapidly changing in countless ways for health insurance companies in the US; there’s no disputing that. But the real story behind that headline is that it’s about time!
Specifically, it is all about time… the time wasted when an applicant struggles to find relevant information whenever and however she chooses to research her options. It’s also about the time it takes a member to redundantly provide information to a health plan despite the fact that it already has his entire profile stored someplace. Finally it’s about the minimal time that young healthy “invincibles” typically spend with their healthcare providers annually, and the resulting limited opportunities to build relationships or establish brand loyalty among this coveted demographic.
In record time, health payers have come to realize that their members and prospective customers are not a monolithic bloc that responds well to the traditional one-size-fits-all approach for engagement.
The value is in the journey
The Affordable Care Act marks the beginning of a new chapter for healthcare payers. Rather than focusing primarily on transactions with brokers or large organizations for group health plans, the market has shifted to require direct engagement of individuals and families, making empathy and outreach more important than ever. Consumers, as a whole, are more technologically literate and expect their healthcare experiences to be personalized, intuitive and ubiquitous, like online experiences offered by most other industries today.
Delivering on the promise
Adobe is the global leader in digital marketing, trusted by 10 of the top 10 retailers, 10 of the top 10 automotive manufacturers, and 7 of the top 10 banks. Our solutions and services empower enterprises to engage consumers, modernize processes, and improve outcomes by more securely deploying personalized content across all media and devices, measure and optimize it over time, and achieve quantifiable business success.
In healthcare, we help our federal, state, and commercial customers to identify and educate diverse populations with unique needs and motivators; then, deploy effective marketplaces that deliver unique targeted experiences across every channel and screen to drive participation and retention. In fact, Adobe Marketing Cloud solutions are trusted to help power federal, state, and private health insurance exchanges in over 30 states.
In subsequent posts in this series, you’ll hear firsthand from some of those innovative customers and learn how our partnerships empowered them to forge confidently into the evolving healthcare landscape. After all, for better or worse, it’s about time!
The key to creating a stirring conversation at an early morning meeting – aside from fuelling the participants with copious amounts of caffeinated beverages – is tabling a topic of shared interest in front of a vibrant group of professionals.
Such was the case when an impressive array of marketers and communicators from the Canadian Federal Government, Crown Corporations, and non-profits were brought together to discuss the challenges they face when attempting to engage citizens through digital marketing at a breakfast think tank held in conjunction with the 2013 Adobe Government Assembly.
With no fewer than 18 government departments represented at the table, the discussion commenced following introductions. Session moderator Mark Emond of Demand Spring kick-started the conversation by asking the group what digital marketing and the associated outreach meant to the departments in attendance.
An enthusiastic exchange of ideas
Very quickly, the group’s interest in the topic was evident and an enthusiastic exchange of ideas was under way. From a historical perspective, the initial mandate of government on the web was to move every print-available communication online – automatically – regardless of suitability. But, did we still need printed communication? And what of Canadians without online access to digital resources?
What was clear was that digital marketing wasn’t the end game, but a means by which the government could ensure its greatest reach and be inclusive to all its constituents, a notion tabled by Adobe VP of Brand Marketing John Travis and seconded by the group in its entirety.