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.

3
PERFICIENT PROFILE
Founded 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

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
115Shopping trips per year
4

THE CONNECTED CONSUMER
Relentless Competition
Price Transparency
Pervasive Technology
The Shopper’s Journey
The Consumer is in Control
1
2
3
4
5

Relentless
Competition
Lower 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
Transparency
Price competition is forcing retailers
to build ruthless efficiencies into their
cost model or offer new value to make
up the difference.

Pervasive
Technology
The confluence of operational and
consumer technology is driving
massive efficiency gains and a highly
informed consumer.

The Shopper’s
Journey
The 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 Control
The informed, empowered, and
connected consumer is setting the
rules of engagement for brands and
retailers.

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
More
than
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%
CumulativeTotalReturn
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

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

ENTERPRISE TRANSFORMATION
TOUCH POINTS
JOURNEYS
BRAND PERCEPTIONS
TEAMS
PROCESSES
SYSTEMS
Insights
Experiences
Taking an “outside-in”
view of the organization
Encouraging customer
empathy among teams

ENTERPRISE TRANSFORMATION
TOUCH POINTS
JOURNEYS
BRAND PERCEPTIONS
TEAMS
PROCESSES
SYSTEMS
Insights
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

customer
insight
strategy
design
process
A
CXIQ MATURITY ASSESSMENT
CREATE
customer experiences

operations
enabling
technologies
A
measurement
customer
insight
strategy
design
process
DELIVER

operations
measurement
customer
insight
strategy
design
process
culture
enabling
technologies
CREATE, DELIVER & SUSTAIN

Level 1: Uncommitted
Level 2: Engaged
Level 3: Dynamic
Level 4: Differentiated
operations
measurement
customer
insight
strategy
design
process
culture
enabling
technologies

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 Growth
Upsell & acquisition
Lower Costs to Serve Engage Employees
to
%
UP
UP
DOWN
20
%
20%
20%
to
30%
UP
Source: McKinsey & Co., 2014
15 to
%
20
%

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
Householding
Internet
Avatars
Business
Name/Address
Email
Product/Services
Consumer Contact
Preferences
Legal Contact
Preferences
Knowledge
Based Key
External
Keys
Psychographics
Employment
Census
Market/
Economic
Safety and
Security
Financing
Purchases/
Ownership
Income
Savings and
Investments
Hard Assets
Employment
Assets and
Income
External
Affiliations
Grouping
Interests
Demographics
Dynamic
Demographics
Preferences
Demographics
Biometrics
Static
Demographics
Name
Personal
Name/Address
Phone
Contact
Information
Ratings & Reviews
Subscriptions
Requests / Uploads/Downloads
Call Center
Infotainment
Observed
Actions
Blogging
59

Analyze
Strategize
ExecuteMonitor
Respond
60
Patient/
Member
360

62
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 Strategy
Strategic 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
Awareness
Convert 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
7,000,00
0
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

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THIS IS WHERE YOU START
Relevant
In The Moment Behavior

70
Connect
Connect
Connect
In The Moment
Behavior
Profile Data
History
Connections
Integration
THIS IS WHERE YOU ARE HEADING

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WHERE YOU WANT TO GO – KNOW YOUR CUSTOMER!

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The Solution
QUALITYCARE™
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
Nurse

77
SMS TOUCH POINT
Patient Profile #1 Patient Profile #2
Nurse

78
EMAIL TOUCH POINT
Patient Profile #2
Patient Profile #1
Nurse

79
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

81
SITECORE CAPABILITIES USED
• Multi-channel context-based delivery
• Predictive personalization
• Email and text engagement
• CRM and social integration
• Engagement automation
• Personalized print (PXM)

82
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

84
QUESTIONS?
PLEASE ENTER ANY QUESTIONS IN
THE CHAT BOX IN THE LOWER LEFT.

Transform the Patient and Member Journey with a Connected Health Experience

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