Posts in Category "Online Analytics"

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.

7:53 AM Permalink
June 26, 2013

Payers Use Journey Mapping as Customers Navigate the New Healthcare Landscape

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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.

customer journey map

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!

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3:37 PM Permalink
November 23, 2012

Separating Signal from Noise for Healthcare Professionals with LiveCycle and Insight

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*This article originally appeared in the Healthcare IT Connect online magazine

Change on the horizon

The current transformation of the healthcare IT industry has been referred by industry experts as “a period of extreme standardization.”  The immediate need for adopting electronic health records to make the Meaningful Use benchmark of the US government is being traversed by pharmacies, clinics, medical practitioners, payers, and healthcare providers.

Fortunately for all involved there is one key ally in the field, blazing the trail ahead of the 2014 PPACA deadline.  Adobe is pioneering solutions, including LiveCycle Enterprise Suite 3, that are utilized more and more by healthcare professionals to ramp up and leverage staggering amounts of digital data capture.

Adobe’s Aaron Bird recently shared the company’s experience helping healthcare providers prevent fraud, waste, and abuse, using the enterprise-class suite of Adobe products.

Adobe’s current focus:

7:55 AM Permalink
November 2, 2012

Adobe Marketing Cloud drives user experience for largest US Health Care philanthropy

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The Robert Wood Johnson Foundation (RWJF) is the largest philanthropy in the United States devoted exclusively to health and health care. The Foundation works with a diverse group of organizations and individuals to identify solutions and achieve comprehensive, measurable, and timely change. For 40 years, the Foundation has been dedicated to producing, synthesizing, and distributing knowledge, new ideas, and health policy expertise that will help to improve the health and health care of all Americans.

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Looking for a way to enhance its web presence through a dynamic, easily managed website, RWJF engaged the services of Velir, a full-service web design and development agency—which turned to Adobe CQ, part of the Adobe Marketing Cloud, to meet the challenges of actionable engagement.

11:48 AM Permalink
October 7, 2012

Digital Marketing helps satisfy growing demand for qualified healthcare professionals

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As baby boomers in the US reach retirement age and Health Reform extends affordable coverage to many newly insured citizens, healthcare facilities are staying competitive by optimizing workflow efficiencies and hiring the best medical professionals.

This also places significant pressure on healthcare staffing leader CHG Healthcare Services. With a goal of engaging the best-qualified recruits and matching them with corresponding needs, the agency turned to Adobe Digital Marketing Suite to optimize its online presence and convert site traffic into business results.

“Adobe Digital Marketing Suite offered solutions that helped us look closely at our online interactions, create quality experiences, and drive conversion,” says Kyle Power, director of online marketing at CHG.

5:40 PM Permalink
August 7, 2012

Where’s the Real Value in All That Health Data?

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As more parts of our lives “go digital”, the collection of data related to our transactions, interests, and other preferences continues to grow exponentially.

Many commercial enterprises have demonstrated that the ability to manage and even monetize such data provides a powerful competitive advantage. In fact, it’s that principle of Digital Marketing which allows for the delivery of unique personalized experiences for consumers online.  Our health data is no exception.

The health care industry has been criticized for being a laggard when it comes to tapping the wealth of information that’s often locked away in terabytes of stored data, both structured and unstructured, compounding with every insurance claim or provider interaction.  That’s changing, however, as innovative solutions that have modernized industries like travel, financial services, and others are gradually being leveraged throughout the healthcare ecosystem.
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Recently, at the Adobe-sponsored State Healthcare IT Connect Summit, I met with executives from state and federal agencies as well as leaders of private sector health organizations to explore the key role of IT in identifying trends, cutting costs, and saving lives.

Three recurring use cases for transforming this accumulating data into actionable knowledge emerged during our meetings:

10:31 AM Permalink
April 9, 2012

Adobe Government Assembly 2012

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Adobe Government Assembly (AGA) is our premier corporate event to demonstrate commitment to the US Public Sector community, announce product launches/pipeline, and highlight collaborative successes with our partners across the country in federal, state, and local markets.

This year, with speakers, panelists, and customers representing almost every segment of the US Public Sector, the 2012 AGA in Washington DC proved to be a dynamic forum for exploring trends that are clearly driving the federal government’s innovative technology agenda, including ‘cloud-first’ policies, Analytics for Measuring Agency Performance, data center consolidation initiatives, and Mobile Government.

AGA session tracks were designed around the following three pillars of relevant challenges that government agencies face day-to-day as well: engaging communities through new technologies, achieving efficiencies during a time of significant budget constraints, and the threat paradigm of data security.

For example, I spoke on a popular panel that delved into the topic of improving agency efficiencies by automating mission-critical business processes.  John Montel, a co-panelist from the US Department of the Interior, detailed how DOI recently implemented Adobe solutions to modernize ways citizens interact with his agency.

7:48 PM Permalink
July 12, 2011

Congratulations on deploying your new Health Insurance Exchange… Does it work?

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When I press two fingers against my new digital watch after a good workout, it displays my heart rate within a few seconds. Similarly, there is a gauge in my car’s dashboard that tells me exactly how many MPGs I get on average as I drive around town.

Benchmarking is not a new concept. We all appreciate timely feedback on how we’re tracking against our goals. Then, based on that information, we can adapt our methods in order to achieve the best results.

When applied to a complex investment like Health IT, this concept provides the same value to enterprises but on a far greater scale. That may explain the excitement as we unveiled the Adobe Digital Enterprise Platform (ADEP) at the 2011 State Healthcare IT Summit recently. ADEP’s embedded tool for analytics, or the “real-time report card” as one state CIO called it, empowers enterprises to measure the effectiveness of their investment while continually optimizing the deployed solution.

As states prepare to implement Health Insurance Exchanges (HIX) throughout the US, CIOs and other executives are considering factors like customer experience when they evaluate solutions. But in order to deploy a truly effective solution, executives must consider experiences for EACH of the exchange’s stakeholders – not just the citizen applying for benefits.

For example, the HIX administrator will be responsible for identifying and resolving bottlenecks. It will be the administrator’s job to minimize abandonment rates among applicants once they begin the enrollment process online. Otherwise, the applicant would likely turn to a more costly and error prone service channel.

As the administrator leverages powerful analytics within the ADEP-based solution for HIX, her own experience is optimized. From behind the curtain, she will implement policy changes and confidently adapt content that affects her consumers’ experiences on the front end. This user-centric approach to immersive enterprise solutions can be summed up in three words: Make. Manage. Measure.

Let us know what you think in comments and on Twitter @AdobeGov and @AdobeCEM.

8:26 PM Permalink
May 9, 2011

“Experience Delivers” Tour: Introducing CEM from Adobe

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Have you ever researched a product or service at a particular website, and then bought it someplace else? Used a mobile device to compare the price of a product online while shopping in a store? Been influenced by the opinions of others in a social community when selecting a healthcare provider or learning more about ailing symptoms?

That list is just a small sample of behaviors that illustrate how customers are educating themselves beyond the information that traditional organizations are providing, and transforming the consumer lifecycle. When coupled with heightened expectations for personalized service after a commitment is established, this environment presents a unique opportunity. Leading enterprises understand the correlation between creating loyal customers and driving performance.

Conditioned by immersive digital experiences in the private sector, citizens now expect more from interactions with their government in the public sector as well. As a byproduct of powerful user-centric citizen experiences, government agencies have discovered they are also able to realize significant cost savings. For example, by making it easier for citizens to dispute inaccurate medical claims, Medicaid agencies could save millions of dollars annually by helping to reduce fraud.

Adobe’s “Experience Delivers” tour recently stopped in Washington DC where the focus was Customer Experience Management (CEM) in government (see the event video we created above, including our conversations with several of the speakers). Attendees from federal, state, and local agencies learned more about our CEM platform, and ways that it can be leveraged to build “brand” differentiation and improve citizen engagement across multiple channels.

Presenters from Adobe and our featured partners, Deloitte and SapientNitro, shared their perspectives and set the stage for CEM industry luminary speaker Bruce Temkin, Managing Partner of the Temkin Group, who articulated the measurable benefits of an effective CEM solution. Bruce further engaged the audience as he identified the following four competencies required to effectively leverage CEM in the enterprise.

1. Purposeful leadership
2. Compelling brand value
3. Employee engagement
4. Customer connectedness

Preliminary feedback from this event has been overwhelmingly positive. Other US cities in the Experience Delivers Tour include San Francisco, New York, and Chicago. European cities include London, Stockholm, Paris, Amsterdam and Brussels.

Here at Adobe, we’re passionate about CEM and very interested in your feedback and general thoughts. Is there an opportunity to improve engagement with your agency’s constituents? Let us know in comments and on Twitter @AdobeGov and @AdobeCEM.

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March 17, 2011

Leveraging Online Analytics to Elevate Agency Performance

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Along with Federal Computer Week, we recently presented an event in Washington, D.C. focused on online analytics. The March 1 event was titled, “Leveraging the Power of Online Analytics to Elevate your Agency’s Performance”.

We were appreciative to have a great keynote speech by Bajinder Paul, Senior IT Advisor to the Associated Administrator, Office of Citizen Services and Innovative Technologies, General Services Administration. And the event also included a panel discussion with speakers including:

  • Phil Kemelor, Vice President of Strategic Analytics, Semphonic (Moderator)
  • Tim Fullerton, Director of New Media and Web Communications, Dept. of Interior
  • Mike Kruger, Director of New Media, Dept of Commerce
  • Rob Pinkerton, Senior Director, Industry Solutions, Adobe
  • Mike Evans, Senior Solutions Consultant, Adobe

We captured footage at the event, and spent some time with Rob to get his thoughts and perspective on the day. Check out the video below – and, as always, we’re interested in hearing from you in comments.

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