This IBM Digital Experience presentation delivered an in-depth look at Florida Blue’s digital experience evolution and portfolio.

1. Consumer Engagement with Florida Blue
and Exceptional Digital Experiences
focusing on multi-channel delivery
Phani Kanakala, Manager Web and Mobile, Florida Blue
Charles Mahoney, Sr. Technical Architect, Perficient

2. AGENDA
• Background
• History of Digital
Experiences at Florida
• The New Consumer in
Healthcare
• Engaging the Consumer
• The IBM Solution
• Implementation Best
Practices
• Questions
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3. 3
Florida Blue
Background
Fast Facts:
• Largest health insurance provider in
FL with 4.3 million members - All lines
of business serve almost 15 million
members
• Mission: “To help people and
communities achieve better health”
• Florida Blue is a not-for-profit,
policyholder-owned, tax-paying mutual
company
• Part of the Blue Cross Blue Shield
Association
• Offers a wide array of health care
products

4. • Agent / Sales partner
• Prospect member (Shopper)
• Group member
• Group Administrator
• Individual U65 member
• Individual O65 member
• Provider
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Who are Florida’s Consumers?

5. Customer Engagement – Evolution Roadmap
Visitor Portals
PZN, Secure
Transactions,
Integration, WCM
Exceptional Web
Experience
Metrics & Driving
Results
Guided Selling
Cost Tools
Mobile & Social
2006
2010
2008
2011
Consumer
Transparency &
Cloud Enablement
HCR Ready
2013
2014
HCR Self Service &
Speed to Market tools
leveraging PZN & WCM
(Non std. benefits
Configuration)
2012
2015
Digital Experience
&
Multi Channel Delivery

6. The Digital Experience Portfolio
• Web properties support different constituents
• Analytics show a 20-25% increase in traffic and
adoption every year
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7. Challenges Florida Must Address
Consumer needs and demands are continually changing
Government Mandates
• Affordable Care Act
• CMS Mandates
• Meaningful Use
• WCAG and ADA Compliance
• Regulations - MLR
Business requires flexibility and agility
Ability to enter new markets in a better, faster and cost effective model
Increased competition
Technology must be transparent to drive customer excellence
National Groups extend beyond state boundaries and asking for customization
Diversity of consumer platforms (analytics can provide number of different
browser/platform)

8. The New Consumer
• Younger consumers who never purchased health insurance are now in the
marketplace
• They approach health care choices differently, want to be more empowered
• Consumers are less brand-loyal and want to get the needed information quickly
– More effort needed to attract
– Membership retention is critical
• Need a different level of engagement with the members
– The method and portability of information is important
– Efficient self service across FB and external vendor sites
– Easy access to relevant information in a more personalized fashion
• Ability to deliver products and services in a better, faster and cost effective
manner is critical
• Requires Integrated Experience for all product lines, Health, Dental, Vision
across all different consumer channels
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9. Health care Reform
• Need to offer products for the federal exchange to
support the Affordable Care Act with lot of unknowns
• Wide variety of complex products with integrated
benefits
• Opens up broader access to care and coverage
• New insured requires heightened risk management
with supporting analytics
• Multi year preparation
– Modify apps to support HCR Phase –1
09/18/2011
– Website MLR Enhancements 07/01/2012
– Sell certified plans on the Exchange 10/1/2013
– Serve the customers from 01/01/2014 with benefits
and online tools9

10. Consumer Expectations
and Mobility
• 6 years ago Florida Blue had no mobile
presence – Now 30% increase in mobile
logins from 2012
• Today, there are new consumers that
don’t have a way to access web
properties other than through mobility
• Native apps available for iPhone and
Droid
• Mobile Web for users with no smart
phones and optimized for tablets
• Initially targeted to provide needed
information during emergency medical
conditions such as find a provider, view
ID card, accumulator info & health care
news
• Later enhanced to provide access to
more self service tools like viewing
benefits, claims , cost comparison tools
and paying premiums via mobile app
• Based on the stats, seeing a trend graph
of 20 – 30% increase on the self service
tools usage
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11. Digital Experience
• WCAG complaint
• Multi cultural experience
• Responsive design to support smart phones, tablets & desktops
• Deeper engagement through customer preferred channels & access
methods
Aimed to achieve consistent experiences across the
sites by leveraging digital foundation & transformation
• Drive more adaption & increase self service
• Reduce admin costs
• Strong marketing promotion & communications
• Quick ROI & speed to market
• Empowered customer excellence
Business Drivers include
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12. Digital Transformation Strategy
• A multi year program driven by Marketing to take the
consumer experience to the next level
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• Consistent
Experiences
• Customer
Excellence
• Multi Device
• Digital
Engagement
• Expand to
other
constituents
• Increase Self
Service
• WCAG
• Multi Cultural
• Responsive
Foundation Transform
OutcomesInnovate

13. Multi - Channel Delivery
Leveraging Service Oriented Architecture(SOA) to present the
same data across multiple channels to keep them consistent
• Targeted across desktop, Mobile, IVR, external constituents & Call Centers
• Develop the services for portal & reuse them to enable the multi channel
platform
• Targeted capabilities include self service, virtual business assistant, live
chat & SMS
• Align with the Digital Strategy to promote a single, consistent experience
across telephone, web, and mobile channels.
Business Drivers include
• Reduce the channel implementation costs
• Reduce admin costs
• Quick ROI & speed to market
• Ultimately achieve customer excellence13

14. Assemble the right team
• Putting together right team structure across business and IT is a key to effectively
engage and service the customers
14
VP / Director
BRM / IT
Adoption &
Registration
Site Operations
Corporate & Retail
Center Site Lead
Consumer
Engagement and
Self-Service Lead
Spanish & HCR
Sites
Retail Sales
Lead
Metrics & Analytics
Lead
Metrics Analyst
Retail Capability
Lead
Medicare Lead
Lead
Agent Issue
Analyst
SalesForce Analyst
WCM Lead
Lead
Deployment
Specialist
Sales Channel
Integrator
Website Issues
Spanish Issues
Analyst
OpinionLab
Analyst
Filing Analyst
CMO
Digital Experience
&
Governance
Digital Strategy&
Operations
Digital Channel
Management

15. The IBM Solution Makes the Difference
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Business Need Product Solution
Need a reliable, scalable platform to deliver exceptional digital
experiences to Florida Blue consumers, prospects and partners.
IBM WebSphere® Portal
Business users must quickly and easily manage the web content
across multiple experiences without IT involvement.
IBM Web Content Management
Business requires metrics around conversion rates, tool adoption
and usage patterns. IT requires tools to understand consumer
interactions to continuously improve the digital experience.
IBM Tealeaf®
Business requires delivery of targeted information to consumers
across multiple channels based on complex business rules.
IBM ILOG®
Need to securely integrate services and SSO with third party
partners.
IBM WebSphere DataPower®
SOA Appliance
Need an industry leading common services platform. IBM WebSphere® Application
Server
Need to integrate profile information from multiple sources into a
single view.
IBM Tivoli® Directory Integrator

16. Why is WCM so important for Florida Blue?
• Agility lets you react to consumer needs quickly
• Simplify and streamline business capabilities to provide
consumers with relevant and reliable information.
– Multiple authoring roles simplify authoring and
approval experience
– Manage security roles through workflows
– Separation of duties between IT and Content
contributors
• Timely and scheduled publishing of content
• Single authoring environment sources multiple portals
• Use WCM for what is intended for
– Web content not “data” and “configuration”
– Document delivery not document collaboration
• Quick and cost effective delivery of capabilities
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17. Engaging with Personalization
• The Portal’s Personalization Engine is one
of the most overlooked OOB capabilities
• Insurance products vary significantly
– A one size experience does not fit all
– Experience is context sensitive
• Need to show tools, content and services to the
customer
• Florida’s PZN implementation allows for quick
and easy implementation
– Visibility rules critical to being able to deliver
reform capabilities
– Allows changes to behaviors without code
releases
– Allows reacting to business needs quickly

18. Personalization and WCM Example
• Consumer expectation to retrieve electronic contract materials on
demand
• Initial direction was to dynamically generate materials on demand
– Complex services needed to be integrated
– Long development time
– Complicated QA cycle
– Cost associated with each document
retrieval
• Personalization and WCM to the rescue
– Business loads contract materials
in WCM
– Personalization selects correct
documents on member behalf
 No individual document retrieval costs

19. Personalization and Group Customization
• Large groups with customized plans require the ability to
customize the Group and its plans
– Increase Business driven
configuration
– Reduce annual support
cost
– Decrease time to Customize
– Custom workflow
with notifications
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20. Market Assessments
Strategic Roadmaps
Content Strategies
Social Media Integration
Industry Trends
Strategy
Analytics
User Profiling
Observational Studies
Task Flow Analysis
Usability Testing
Research
Branding
Visual Design
Interaction Design
Information Architecture
Digital Marketing
Creative Design
UI Development
Mobile & Multiscreen
Digital Publishing
Rich Internet Apps
Emerging Platforms
Innovation
User Experience
Design with the Consumer for the Consumer

21. Why is
Performance so
Important?
• 5 second SLA
• Over 10 systems
integrated on home
page
• 100% up time in 2013,
2014 & 2015 – Can’t
let one service hang
home page
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22. Florida’s Performance
Best Practices
Consider Performance in Every
Decision You Make
Caching: Nothing matters more!
– Browser caching
– Web server caching
– Markup caching
– WCM caching
– Object caching
– Service caching
Performance Testing and Tuning
– Start with realistic base
scenarios
– Test, monitor, tune and retest
– Have the right technical roles
to support testing
– Make sure to monitor in
production
Asynchronous page rendering (Ajax)
User experience impacts performance
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23. Best Practices
Analytics
Analytics evolve a User’s Digital Experience by
instrumenting the Consumers Engagement
Provides a basis to refine applications, processes
and capabilities increasing the user engagement
and digital experience.
– What do consumers consistently use
– Where do consumers abandon
capabilities
– Identify confusing or complex processes
Understand a consumers engagement in the
Digital presence
– Observe and Review actual consumer
behavior
– Identify changes in consumer patterns
and conversion rates
– Investigate application errors and
respond real time to technical issues
Prioritize a consumer experienced issues based
on Business Impact
Develop a comprehensive analytics suite of tools
to engage and retain consumers
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24. Single Sign On
Florida provides SSO from member portal to a number
of partners
• Bill payment
• Enrollment
• Health Savings Account
• Wellness tools
• Pharmacy
• Shopping
Consumers log into 1 site and have access to all their
tools
• Avoids complex integration development by Florida
• Speed to market
• Allows business to react to market demands quickly
Reusable SAML solution enables SSO with minimal
custom development24

25. If You Build it, You Must Effectively Support it
• Florida connects with consumer on multiple channels
– Interact with consumers directly on social channels
– Direct feedback with OpinionLab®
– Understand digital interactions through analytics
– Get help in person at Florida Blue centers
• Robust infrastructure
– Proactive monitoring
– Trained support team
• Understand how to troubleshoot.
– Each time there is an issue, it rarely means “portal is
down.”
• Be ready to react quickly
– Critical business needs
– Last minute changes
– Compliance
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26. New Markets Engage Socially
• Social media channels
– https://www.facebook.com/floridabluehealth
– https://twitter.com/flblue
– http://www.youtube.com/floridablue
– http://www.linkedin.com/company/florida-blue
– http://blog.floridablue.com
• Healthcare news, articles and tips disseminated via
Social media
• Provisioned to respond any generic user inquiries
• Next in the plan - Answer any procedure related
questions via social media
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27. P1
P1
P2
USEREXPERIENCE & DESIGN
TECHNICAL ARCHITECTURE & CONFIGURATION
SOLUTIONDELIVERY& ROLLOUT
Architecture
Design Workshops
SDLC&Governance
Planning
Dependency
Coordination
Development
Sprints
Quality
Assurance
Release Planning
&Launch Readiness
PERFORMANCEASSURED
BusinessValue
FUTUREPROOF
Detailed
Requirements
Detailed
Design
Launch & Post
Launch Support
CUSTOMERFOCUSED
QUALITYENGINEERED
Business
Requirements
Multi-Channel Portal
Solution
Delivery
Planning
User
Research
Prototype &
Designs
Usability
Testing
Analyze
&Monitor
Analytics & Metrics
Delivery Methodology

28. • BUS-S19: Consumer Engagement with Florida
Blue and Exceptional Digital Experiences
focusing on multi-channel delivery
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Phani Kanakala, Manager Web and Mobile, Florida Blue
Charles Mahoney, Sr. Technical Architect, Perficient
Charles.Mahoney@Perficient.com
Florida Blue is an Independent Licensee of the Blue Cross and Blue Shield Association.

29. © 2015 IBM Corporation
For Additional Information
 IBM Digital Experience Solutions
http://www-01.ibm.com/software/collaboration/digitalexperience
 WebSphere Portal and IBM Web Content Manager Information Center Wiki
http://www-10.lotus.com/ldd/portalwiki.nsf/
 IBM Digital Experience Demonstrations:
http://www.youtube.com/user/IBMXWebX
• IBM Digital Experience Developer
http://developer.ibm.com/digexp
 IBM Software Business Solutions Catalog
https://greenhouse.lotus.com/catalog/
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