Posts in Category "User Experience"

July 16, 2014

The Reinvention of Healthcare Marketing (part 2)

Posted by

 

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.

CES 2014
(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.

.

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 Comments (0) Permalink
May 20, 2014

The Reinvention of Healthcare Marketing

Posted by

 

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.

 

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:

11:40 AM Permalink
April 9, 2014

DCO Unified Capabilities: Collaboration without Boundaries

Posted by

legacy dco pic

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:

11:58 AM Permalink
February 21, 2014

Defense Connect Online (DCO): over 1 MILLION served

Posted by

.
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.

 

12:20 PM Permalink
January 24, 2014

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

Posted by

 

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

1:17 PM Permalink
October 28, 2013

Creative Cloud for Government: Winter 2014

Posted by

JERRY_SILVERMAN_BANNER

If you haven’t been following the buzz around the Adobe Creative Cloud, we recently announced our 1.4 million paid subscriber mark, with Enterprise adoption accelerating rapidly. Our customers are overwhelmingly choosing subscriptions instead of perpetual model licenses, and we’ve seen very strong adoption across Government segments.

Defense, Civilian, State and Local IT procurement specialists are looking to Adobe’s ETLA (Enterprise Term License Agreement) model to keep initial costs down, shift licensing costs into the Operations/Management budget, and realize the value of Adobe’s ongoing innovations in multiscreen design and development.

One such innovation involves a new technology called “Perspective Warp” wrapped into Photoshop CC. With this integration, digital imaging professionals can easily change the perspective of images, whether they are manipulating perspective of one image or compositing multiple images together. Here’s a video tutorial on this long-awaited breakthrough feature.

If you’re looking for Government success stories around rapid adoption of new creative technologies, be sure to register for our free Adobe Digital Government Assembly on February 6th, 2014 at The Ritz-Carlton in Pentagon City. Come hear from technology leaders, senior agency officials and industry pioneers as they discuss three core themes that will serve as the foundation for government agencies moving forward: engage, transform and drive results.

One of the technical challenges many agencies face involve the rapidity of CC updates currently shipping, and keeping desktops up-to-date. Also, in many government IT environments, end users of Adobe desktop software are constrained to a thin layer of bandwidth, and users are not administrators. Many clients are completely disconnected from external networks, and if they do have connectivity, their internet access outside the firewall will be closely monitored, constrained or proxied.

For Government IT and procurement personnel seeking a comprehensive overview of Creative Cloud offerings for Government, including technical deployment tips,  we offer this new video and its associated slides. In the video, we discuss the specific policies around deployment that IT Directors will need to address from behind their network constraints. We also address how the rolling updates to our desktop products will help support your mission of keeping your networks secure, stable and uniform, and how to deploy those updates securely and efficiently behind your firewall.

 

5:00 AM Permalink
June 26, 2013

Payers Use Journey Mapping as Customers Navigate the New Healthcare Landscape

Posted by

.
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!

.

 

3:37 PM Permalink
May 29, 2013

Digital Marketing think tank explores how Canadian Government drives citizen engagement

Posted by

image001

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.

10:29 AM Permalink
April 3, 2013

Modernizing Contract Management for Health Providers

Posted by

 

Successfully managing busy physician practices requires working closely with a wide range of insurance providers—which gets increasingly complicated as the number of physician providers and patients grows.

University Physicians Network (UPN) is a multispecialty medical group with 1,600 doctors who work at  many of the leading hospitals and clinics in and around New York City, including the prestigious New York University Medical Center. UPN’s doctors serve patients covered by 20 insurers that regularly require contract review and approval. In the past, that meant printing contracts, mailing them to physicians, and submitting signed contracts to insurers. The process could take weeks.

With Adobe EchoSign, UPN automated the process without the need for special software or accounts. With only email and web access, signees can securely view and sign documents in just minutes.
echosign screenshot

10:18 AM Permalink
February 7, 2013

Lessons We Can Learn from the Big Game

Posted by

Lisa Watkins

This weekend was, of course, a huge event–so if you didn’t hear, the groundhog predicted an early spring this year!

Acrobat XI Actions panel

(No one asks the squirrels what they think of the weather…)

But there was also another big event this weekend as well that you may have watched with several billion of your closest friends. Whatever team you rooted for (and whatever you thought of the game’s outcome), it had some lessons that we can all learn from. Here are a few:

7:59 AM Permalink