Transform the Patient and Member Journey with a Connected Health Experience

Transform the Patient & Member Journey

with a Connected Health Experience

2

ABOUT PERFICIENT

Perficient is a leading information technology and

management consulting firm serving clients

throughout North America.

We help clients implement digital experience, business optimization,

and industry solutions that cultivate and captivate customers, drive

efficiency and productivity, integrate business processes, improve

productivity, reduce costs, and create a more agile enterprise.

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PERFICIENT PROFILEFounded in 1997

Public, NASDAQ: PRFT

2014 revenue $456.7 million

Major market locations:

Allentown, Atlanta, Ann Arbor, Boston, Charlotte, Chattanooga,

Chicago, Cincinnati, Columbus, Dallas, Denver, Detroit, Fairfax,

Houston, Indianapolis, Lafayette, Milwaukee, Minneapolis,

New York City, Northern California, Oxford (UK), Southern California,

St. Louis, Toronto

Global delivery centers in China and India

>2,600 colleagues

Dedicated solution practices

~90% repeat business rate

Alliance partnerships with major technology vendors

Multiple vendor/industry technology and growth awards

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PERFICIENT HEALTHCARE PRACTICE

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GLOBAL LEADER IN CUSTOMER EXPERIENCE

Sitecore is a global leader in customer

experience management. The company

delivers highly relevant content and

personalized digital experiences that delight

audiences, build loyalty, and drive revenue.

With the Sitecore® Experience Platform™,

marketers can own the experience of every

customer and prospect who engages with

their brand, across every channel.

SPEAKER INTRODUCTIONS

Melody Smith Jones,

Manager, Connected Health,

Perficient

David Stallsmith,

Director, Customer Experience

and Digital, Perficient

Ron Person,

Senior Business Consultant,

Sitecore

Consumerization of Healthcare

Nothing would result in improving the health of the

population (and decrease healthcare costs) more

than having greater involvement/engagement by

individuals in the healthcare process.

— e-Patient petition to the ONC

“

”

THE BOTTOM LINE

Patients more likely to follow

protocol if they received encouragement from

doctors between visits

42%

Consumers willing to pay more for

customized health plans

50%

hospital readmissions that

are preventable

Say the Internet is the first source

they turn to when researching

health and wellness

63%

BUT ALSO MORE CONFUSED AND

IN NEED OF SUPPORT

HEALTH CONSUMERS ARE MORE

ACCEPTING OF DIGITAL

THE GOOD THE BAD

Feel the Internet is a good way

to confirm a diagnosis

29%

Healthcare adopted retail tactics:

• Using the retail setting as a medium for providing care

• Engaging consumers outside of the care setting with technology

What is often neglected:

• The retail core competency of using data insights to motivate and incentivize

consumer behavior

Doctor visits per year

115 Shopping trips per year

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THE CONNECTED CONSUMER

Relentless Competition

Price Transparency

Pervasive Technology

The Shopper’s Journey

The Consumer is in Control

1

2

3

4

5

Relentless

CompetitionLower barriers to entry and faster time-

to-market result in more choices, more

options, and more ways to shop, buy,

and own than ever before.

Price

TransparencyPrice competition is forcing retailers

to build ruthless efficiencies into their

cost model or offer new value to make

up the difference.

Pervasive

TechnologyThe confluence of operational and

consumer technology is driving

massive efficiency gains and a highly

informed consumer.

The Shopper’s JourneyThe routes that consumers take to

engage with brands and retailers are

increasingly nonlinear, complex, and

unpredictable.

Building Awareness

•Symptoms

•Experiences

•Relationships

Seeking Care

•Seeking

Brand & Treatment Selection

•Patient: Forces driving provider

•Consumer: Cost decision making

Loyalty

•Potential Switching

•Compliance/Non-compliance

•Disease Progression

WHAT ABOUT THE PATIENT/MEMBER JOURNEY?

The Consumer

is in ControlThe informed, empowered, and

connected consumer is setting the

rules of engagement for brands and

retailers.

Adapting to a New Paradigm

INDUSTRY TRANSFORMATION: INFLUENCE SHIFTS TO CUSTOMERS

Source: June 2014 “Emerging Business Technology Priorities”

SEEK THE CUSTOMER EXPERIENCE ZONE OF DISRUPTION

CX = SUM OF ALL INTERACTIONS WITH A BRAND

PRODUCTS

BROADCAST

PUBLICATIONS

SOCIAL

EVENTS

DIRECT MAIL

IN STORE

WEB

MOBILE

EMAIL

BRANCH

GAMING

CX LEADERS REAP BENEFITS

Source: Gartner Research, “Leading on the Edge of Chaos”, 2013, Emmet

Murphy and Mark Murphy)

Companies that prioritize

customer experience

generate 60% higher

profits than competitors

60%


Source: Bain & Company Study

Increase in

Company Value

=Increase in

Customer Retention

10% 30%


multi-channel journey. occur during a multi-event,

of all customer interactions

Morethan 50%

And the number of digital touch points is

growing 20% annually...

Source: McKinsey & Co. studies, 2013 and 2015

CX LEADERS OUTPERFORM THE MARKET

Customer Experience Leaders

107.5%

S&P 500 Index

72.3%

Customer Experience Laggards

27.6%

Cu

mu

lati

ve

To

tal R

etu

rn

120%

100%

80%

60%

40%

20%

0%

8-year stock performance of

customer experience leaders vs.

laggards vs. S&P 500 (2007-2014)

Source: Watermark Consulting, 2015 study

3 KEYS TO TRANSFORMING PATIENT JOURNEYS

1. Differentiate with content-driven marketing

2. Use digital to deliver frictionless experiences

3. Promote a “customer-in” mentality

DIFFERENTIATE WITH CONTENT

DELIVER FRICTIONLESS EXPERIENCES

“We focused on removing friction for

customers,” he explains. “How to bring

digital and put it in the context of the

customer experience.”

– Abhi Dhar, SVP & CIO of Walgreens

DELIVER FRICTIONLESS EXPERIENCES

+ +=6x

+=

=

4x

1x$

THINK “CUSTOMER-IN”

THINK “CUSTOMER-IN”

Jack and Jill exam roomMayo Clinic’s Jack and Jill conversation room

Transformation Approach

ENTERPRISE TRANSFORMATION

TOUCH POINTS

JOURNEYS

BRAND PERCEPTIONS

TEAMS

PROCESSES

SYSTEMSInsights

Experiences

Taking an “outside-in”

view of the organization

Encouraging customer

empathy among teams

ENTERPRISE TRANSFORMATION

TOUCH POINTS

JOURNEYS

BRAND PERCEPTIONS

TEAMS

PROCESSES

SYSTEMSInsights

Experiences Customer Experience Maturity:

How effective you are at using

customer insights to create,

deliver and sustain differentiating

experiences

TRANSFORMATION STRATEGY PROCESS

Context &

Capability

Insights

Vision &

Goals

Strategy &

Experience

Modeling

Road Map &

Execution

Planning

1 2 3 4

• Gather insights

• Size up capabilities

• Analyze gaps and

opportunities

• Frame challenges

and objectives

• Develop digital

vision and high

level goals

• Identify key

initiatives

• Define technical

and operational

requirements

• Develop business

case for investment

• Prioritize initiatives

based on effort and

impact

Execution & Optimization

customerinsight

strategy

design process

A

CXIQ MATURITY ASSESSMENT

CREATEcustomer experiences

operations

enabling technologies

A


measurement

customerinsight

strategy

design process

DELIVERcustomer experiences


operations

measurement

customerinsight

strategy

design process

culture


CREATE, DELIVER & SUSTAINcustomer experiences


Level 1: Uncommitted

Level 2: Engaged

Level 3: Dynamic

Level 4: Differentiated

operations

measurement

customerinsight

strategy

design process

culture


MAP KEY CUSTOMER JOURNEYS

Journey Type Customer Objectives Company Objectives

Product Discovery • Explore features, benefits and pricing to

help me become informed and create a budget

• Drive awareness, consideration and engagement

MAP KEY CUSTOMER JOURNEYS

Problem Resolution

Journey Type Customer Objectives Company Objectives

Product Discovery

Purchase

On-boarding

• Explore features, benefits and pricing to help me become informed and create a budget

• Drive awareness, consideration and engagement

• Transact effortlessly, confidently

• Develop and maintain trust• Collect payment accurately

• Drive revenue goals

• Take the first step, learning as I go at my own pace

• Acquire the right customer

• Engage them and expose them to product options

• Accomplish a task on my own

• Troubleshoot a problem and resolve it quickly and easily

• Reduce service costs

• Teach self-help over time

MAP YOUR PROVIDERS’ JOURNEY TOO

48

ORG DESIGN ONCE FAVORED SILOS...

In-storeOnlineProduct SupportMarketing

Stand-alone touch points

offer efficiency at the

expense of customer

experience

...BUT TODAY, SILOS INHIBIT JOURNEYS

In-storeOnlineProduct SupportMarketing

Silos become barriers as

technology enables customer

transactions across the

enterprise

Self-Service

Problem Resolution

Product Discovery

Purchase

JOURNEY MAPPING DRIVES INSIGHT

TYPES OF JOURNEYS In-storeOnlineProduct SupportMarketing

Source: McKinsey & Co, 2013

ORGANIZATIONAL SILOS

JOURNEY-LED TRANSFORMATIONS...

15

Improve Customer Satisfaction Fuel Revenue GrowthUpsell & acquisition

Lower Costs to Serve Engage Employees

to

%

UPUP

DOWN 20%

20%

20%

to30%

UP

Source: McKinsey & Co., 2014

15 to

%

20%

Patient and Member 360

54

Develop

Products &

Services

Firm Value = Present Value of Cash Flows Generated from Customers

Customer Centric

Strategy &

Performance

Company

Focused

Customer

Focused

55

• Transform passive recipients of care into

active participants in care

• Use data insights to motivate and

incentivize changes in consumer behavior

• Better insight into patient/member

“conversion” and reasons for attrition

• Deeper understanding of patient and

population needs for tailored campaigns

• Visibility into patient/member behavior

including digital and mobile adoption

• Superior patient/member satisfaction and

higher loyalty

• Consistent customer experience across

channels

Patient/Member 360 Strategy = Higher Revenues by Leveraging

“Grow With Me” Opportunities

Social Networks

HouseholdingInternet

Avatars

Business Name/Address

Email

Product/Services

Consumer ContactPreferences

Legal ContactPreferences

Knowledge Based Key

ExternalKeys

Psychographics

Employment

Census

Market/Economic

Safety andSecurity

Financing

Purchases/Ownership

Income

Savings and Investments

Hard Assets

Employment

Assets andIncome

External

Affiliations

Grouping

Interests

Demographics

Dynamic Demographics

Preferences

DemographicsBiometrics

Static Demographics

NamePersonal Name/Address

PhoneContact

Information

Ratings & Reviews

Subscriptions

Requests / Uploads/Downloads

Call Center

Infotainment

Observed Actions

Blogging

59

Analyze

Strategize

ExecuteMonitor

Respond

60

Patient/

Member

360

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LEARNING BY EXAMPLE

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Data Analytics

Collect internal

data sources

Collect external

data sources

Data mining

Segmentation

Understanding Consumer Patterns

Model Creation

Offer Optimization

STEP 1: ANALYZE

63

Organization Strategy

Marketing Strategy

IT StrategyStrategic Service Line/BU Strategy

Digital Strategy

Content Strategy

Social Strategy

Mobile Strategy

Loyalty Strategy

Mission & Vision

STEP 2: STRATEGIZE

STEP 3: EXECUTE

Information Search

• Facebook

• Pinterest

• Twitter

• YouTube

• Search Engines

Search Results

• Content Hubs

• Blogs

Content

• Health Information Library

• Symptom Tracker

• Health Quizzes

• Blog Posts

• Chronic Condition Management Tools

Conversion

• Schedule a Class

• Find a Provider

• Find a Location

• Make an Appointment

• Develop a bond

between your

identity and the

potential new

patient

• Consumer has

been successfully

converted to

a patient

• Create familiarity

• Create favorability

• Utilize conversion

tools

• Promote your top

service lines

• Engage

consumers with

content

• Use web content to

drive awareness

STEP 4: MONITOR

Identify

Prospect

Create

AwarenessConvert Relate Earn

100%

70%40%

30%20%

PAVING THE PATH TO HEALTHCARE EVERYWHERE

Time patient

spends in a

clinical care

setting

1%

Time that

determines

how healthful

patients stay

99%

350,000

7,000,000

2013 2018

Telehealth

Use Worldwide

Enhancing the Consumer

Experience with Sitecore

68

• A/B Testing 1% 6% ?

• Rules Based Personalization 2% 19% ?

• Predictive Personalization 2% 12% ?

• Engagement Automation 2% 8% ?

(Average of syndicated research)

Low Moderate

Source: Sitecore review of multiple non-Sitecore research studies

High

IMPROVEMENTS FROM DATA-DRIVEN MARKETING

69

THIS IS WHERE YOU START

Relevant

In The Moment Behavior

70

Connect

Connect

Connect

In The Moment Behavior

Profile Data

History

Connections

Inte

grat

ion

THIS IS WHERE YOU ARE HEADING

71

WHERE YOU WANT TO GO – KNOW YOUR CUSTOMER!

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The SolutionQUALITYCARE™ Personalized Multi-Channel Dialog Program

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LEO PHARMA - PERSONALIZED DELIVERY QUALITYCARE™

QualityCare™ features:

– Self assessment: functional and

emotional

– Personalized contextual delivery

– Omni-channel: web, social, email,

print, text, phone

– Nurse interaction: trigger and

interval based

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This landing

environment allows

the patient to select

their disease area

of interest.

ALL PATIENTS ARE WELCOME

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SELF PROFILING

The user is asked

to specify their

functional needs.

Emotional needs

are introduced

according to level

of engagement.

Self profiling

drives the

dialogue plan.LaptopProfiling SMS EMAIL Magazine

Personalized Components

Nurse

76

PERSONALIZED WEBSITE

Explicit needs

Implicit needs

LaptopProfiling SMS EMAIL Magazine


Nurse

77

SMS TOUCH POINTPatient Profile #1 Patient Profile #2



Nurse

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EMAIL TOUCH POINTPatient Profile #2

Patient Profile #1



Nurse

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PERSONALIZED MAGAZINE

Patient Profile #1

Patient Profile #2

Magazine has a front

cover, table of contents,

introduction, four two

page articles, and a back

cover. All personalized to

the individual.



Nurse

80

NURSE INTERACTION

Trigger based

and at specific

intervals.

Push content

into all

channels.



Nurse

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SITECORE CAPABILITIES USED

• Multi-channel context-based delivery

• Predictive personalization

• Email and text engagement

• CRM and social integration

• Engagement automation

• Personalized print (PXM)

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CRAWL, WALK, RUN, FLY

“Customer experience management is no longer an option,… Read this

book today, and prepare your business for a superlative tomorrow.”

- Scott Liewehr, President, Digital Clarity Group

“This eye-opener should be read by all brands. It gives a

comprehensive look at why customer intelligence needs to be at the

center of any digital marketing strategy…”

- Michelle Accardi-Petersen, CMO, Star2Star Communications

“Engaging. Connecting. Words to survive and prosper by.“

- Jeff Cotrupe, Frost & Sullivan

www.ConnectTheExperience.com

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CONNEC WITH PERFICIENT

• Twitter.com/Perficient_HC

• Blogs.perficient.com/Healthcare

• Linkedin.com/company/perficient

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QUESTIONS?PLEASE ENTER ANY QUESTIONS IN

THE CHAT BOX IN THE LOWER LEFT.

Transform the Patient and Member Journey with a Connected Health Experience

Technology

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