1. BCBS New Parent Initiative:
Mobile Apps Research, Design and Implementation
Corey Bieber, MS, MPH
Sr Analyst Mobile and Emerging Technology
BlueCross BlueShield of Illinois
Twitter: @CoreyBieber; @BCBSIL
Event hashtag #MobiU2012
Presented by the Heartland Mobile Council
3. #MobiU2012, @CoreyBieber, @BCBSIL
[Outline]
• Program Overview
• Target Audiences
• Insights
• HCSC Planning Process
• Proprietary Data
• Program Delivery
4. Our Objective #MobiU2012, @CoreyBieber, @BCBSIL
Utilize consumer research to build relevant mobile applications that mattered to
families preparing for childbirth.
5. #MobiU2012, @CoreyBieber, @BCBSIL
Overview of Process
01 02 03 04
Discovery Third-Party Requirements User Experience
Engagement .
05 06 07 08
Content Graphic Design Multimedia Programming and
Development Development
09
BCBSIL Acceptance
5
6. #MobiU2012, @CoreyBieber, @BCBSIL
How We Modify A Development Roadmap
DEVELOPMENT PROCESS
GENERAL
Initiation Analysis Implementation Delivery
DEVELOPMENT PROCESS
Initiation Analysis // Ongoing First-Party Research & Insight Gathering
Insights
Iterate
Iterate
HCSC
Initial
Implementation Delivery Delivery
7. Our Planning Inputs #MobiU2012, @CoreyBieber, @BCBSIL
1st Party Third-Party
Expert Panel Research
“Tiger
Team”
Consumer
Investigation
8. Target Audience detail led to…#MobiU2012, @CoreyBieber, @BCBSIL
Young Newleyweds New Parents
Prospective Mothers Expectant Mothers Post-Birth Mothers
9. Audience Insights #MobiU2012, @CoreyBieber, @BCBSIL
Young Newleyweds New Parents
Prospective Mothers Expectant Mothers Post-Birth Mothers
10. Why Expectant Mothers? #MobiU2012, @CoreyBieber, @BCBSIL
»» Existing Lack of communication between member and
insurance company
»» Other barriers to understanding benefits and course of care
»» Changing lifestyle and habits (quit smoking, etc.)
»» Lack of planning, partly by the mother, partly by others
»» Fear of job loss and security
12. A Few Metrics . . . #MobiU2012, @CoreyBieber, @BCBSIL
»» 21% of all visits to Special Beginnings Web are through a
mobile device
»» Comparatively only 1% of all visits to our member portal
are mobile
»» 55% of participants in the maternity web/mobile
experience are identified as high risk
14. Wrapping up . . . #MobiU2012, @CoreyBieber, @BCBSIL
Next Steps for the Enterprise
15. Wrapping up . . . #MobiU2012, @CoreyBieber, @BCBSIL
Next Steps for Me
16. BCBS New Parent Initiative:
Mobile Apps Research, Design and Implementation
Questions?
Corey Bieber
BlueCross BlueShield of Illinois
Twitter: @CoreyBieber; @BCBSIL
Event hashtag #MobiU2012
Presented by the Heartland Mobile Council
Notes de l'éditeur
COREY ONLY HAS 30 MINUTES FOR THIS MTG.WHAT I WANT TO GET ACROSS IS HOW WE CAME TO THE CONCLUSION WE CAME TOFINAL DRAFT WEDNESDAY.WE WE PRODUCING WHILE WE WERE IN DISCOVERY. IT WAS A PARALLEL TRACK. THE PRODUCTION OF THE PRODUCT AND THE INFORMATION THAT WAS GOING TO GO IN IT. WE HAD SOME BASELINE ASSUMPTIONS FROM INTERNAL EXPERTS; AS EACH INTERATION WENT ON (EACH MONTH HAD A NEW RELEASE)… AND SO OUR UPDATES DIDN’T SLOW DOWN PRODUCTION SO INSTEAD
Photo credit: Ultra Vylet - http://500px.com/photo/5047635how BlueCross BlueShield used consumer research to build relevant mobile apps that mattered to families preparing for childbirth]
Questions for Corey:Is this a proper visualization of your process?Why did HCSC choose to do ongoing analysis before it started the whole project (process)?
(clipart)
Questions for Corey:What led BCBS to choose these three audiences? (Ie – are these large segments of HCSC population? Are they more expensive to maintain as members?)(WE were trying to build iterative apps. Because pregancies have repeatable, ordered patterns, it’s more predictable)--- MAIN POINT: for marketers to start with known, predictable audiences/segments to be able to learn the development, delivery and maintenance process…. THEN extend to lesser-known, less predictable segments.--- ALSO, WE CHOSE PREGNANT PEOPLE BECAUSE IT’S MORE ABOUT THE IMPACT THAT A BAD PREGNANCY CAN HAVE ON ASO..This is really a broader question to answer: why did you choose to go after the pregnancy/birth segment in general? (and not other forms of health care management or disease management)Photography Credits1) Botond Horvath http://500px.com/photo/114723832) Karen Pincushttp://500px.com/photo/51412763) Getty Images: RM #200069001-001
Questions for CoreyInsights detail only seems to speak to “Expectant Mothers.” Where can insights about prospective and post-birth mothers be found?How did you arrive at these insights? First or Third Party Research? Or was this HCSC’s initial hypothesis?Photography Credits1) Botond Horvath http://500px.com/photo/114723832) Karen Pincushttp://500px.com/photo/51412763) Getty Images: RM #200069001-001
