Posts in Category "Innovative Agencies"

July 16, 2014

The Reinvention of Healthcare Marketing (part 2)

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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.

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(Meredith Daul, UnitedHealthcare;  Mike Jackson, Adobe) 

 

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.

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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.

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May 20, 2014

The Reinvention of Healthcare Marketing

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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.

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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.

 

Step-by-step

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:

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March 10, 2014

United We Stand: Adobe & DOD enter a Joint Enterprise License Agreement (JELA) across branches

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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.

 

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January 24, 2014

LiveCycle update: Forms, documents, and the Adobe Marketing Cloud

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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:

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.

Arun Anantharaman
Senior Vice President Products
Digital Marketing

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July 18, 2013

U.S. Dept. of Labor partners with Adobe to expedite medical claims processing for federal workers

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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

 

 

 

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July 10, 2013

Adobe Connect: Emergency Response & Event Coordination

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Adobe’s online collaboration and eLearning platform, Adobe Connect, is not solely used for webinars and telework efforts.  It has also been used to help coordinate response efforts for emergency and planned events.  The Homeland Security Information Network, HSIN, has remarked on their use of Adobe Connect in support of the Boston response and Kentucky Derby in the May edition of The HSIN Advocate.  Here is a link to The HSIN Advocate and their recent use cases – http://content.govdelivery.com/bulletins/gd/USDHSIN-7d10c4.

 

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June 5, 2013

The Federal Alliance for Safe Homes Uses Adobe Connect To Dispel Tornado Myths

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This is a great way to showcase how Federal agencies use Adobe Connect collaboration services to educate the public.  Read below…

http://online.wsj.com/article/PR-CO-20130605-908886.html?mod=googlenews_wsj

Follow me on twitter – www.twitter.com/biegeltweets

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May 29, 2013

Digital Marketing think tank explores how Canadian Government drives citizen engagement

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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.

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May 27, 2013

Adobe Connect: Supporting Virtual Summits & Breakouts

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A number of agencies I support have their own internal, Adobe Connect user group.  I was privileged to recently be a guest speaker at an agency’s user group meeting and hear how one organization was leveraging the tool.  Their thoughtful use of Adobe Connect technology to simulate their previous face-to-face summit blew me away, and I wanted to share it with all of you.

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February 14, 2013

Enabling Rapid Innovation in Government

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I’m the “cinephile” in my community. I have a regular email list of 10-20 guys whom I’ll ping for impromptu movie nights. When I travel for work, I’m always trying to “sneak in a movie” after hours. During Oscar season I am especially vigilant to try and see as many Best Picture contenders as possible before the Big Night.

This past weekend I saw Zero Dark Thirty. It was particularly interesting to me, as Adobe’s Digital Media solutions consultant for the Department of Defense and Intelligence Community (DoD/IC). As such, I was looking for any sign of Adobe software that might have been used to apprehend suspected terrorists — just as I do when watching Homeland — because hey, I might have sold it to them!

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Of course, which specific software is leveraged by which specific agency for which purpose is often classified information. However, I can tell you that many of the latest innovations in Adobe software help keep America safer and more secure, whether it’s for rapid intelligence gathering, secure data dissemination, high-quality visualization, or forensically analyzing and reconstructing digital evidence.

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