Maximize Enrollment, Engagement with a Multichannel Mobile Strategy

Maximizing Enrollment,
Engagement and Retention with a
Multi-Channel Strategy
Matthew Brown, Kony Healthcare | August 2012

Kony Blue Chip Customers

AUTOMOTIVE/ENERGY FINANCIAL SERVICES INSURANCE HEALTHCARE/PHARM TRAVEL/HOSPITALITY

Copyright © 2012 Kony Solutions, Inc. CONFIDENTIAL 2 2

Agenda

 Reform and the Consumerization of Healthcare
 The Multi-Channel Challenge
 Strategies for acquisition, retention and health

Copyright © 2012 Kony Solutions, Inc. CONFIDENTIAL 3 3 3

Reform is Driving a Multi-Channel Strategy


Poll 1

What in your opinion will be the leading outcome of
Reform and the “Consumerization of Healthcare”?
Answers:
A) Consumers will choose their own health plans
B) Consumers will spend more time researching health
plans
C) Consumers will seek out tools that allow them to
identify their preferences by location and other
criteria
D) Members will be more engaged with their providers
and treatments


Reform and Market Changes

 Reform and the ACA is driving MAJOR change
 The old way of communication is DYING
 Growth is a key objective
 Informed consumers, agent/broker engagement
 Member Retention is a key objective
 Improved member experience, share lower cost options
 Member/Patient Communication is a key objective
 Multi-channel approach, unified branding and experience
 Member/Patient Self Service is a key objective
 Call center offset, e-claims, e-ID card, highest quality
experience


Reach the Uninsured

 How are you leveraging mobile to help you acquire a
greater share of 49.1 million uninsured?


Wait – there is more

 Nearly one in 10 employers to drop health coverage

About one in 10 employers plan to drop
health coverage when key provisions of the
new health care law kick in, according to a
survey by Deloitte.


Poll 2

Do you currently have a plan to reach the uninsured?
Answers:
A) Yes
B) No
Question 2a: What will be your primary way to reach
them?
A) Television or print ads
B) Agents/Brokers
C) SEO/Web
D) Mobile Applications
E) Social Media


Demographics of Mobile in US:
Minorities Lead the Way


The Demographics of Mobile in US:
Seniors are Fastest Growing


Why Mobile - NOW

Assumption Reality
 Seniors do not use  38% of seniors have
smartphones for health smartphone – 76% use it for
 Lower income individuals health
can’t afford smartphones  Lower income individuals
 Ethnic minorities are slower rely on Smartphone as
adopters of technology personal computer
 Limited use cases for  45% ethnic minorities own
mobile/multichannel in vs. 31% Caucasian
Medicare/Medicaid  61% have downloaded
mobile health apps

* Nielsen Research and Manhattan Research


What is Multi-Channel?


Poll 3

What does the term “Multi-channel” mean to you?
Answers:
A) Smartphones (iOS, Android, mobile web, MSFT, etc)
B) Smartphones, tablets, mobile web
C) Smartphones, tablets, mobile
web, desktop, devices, kiosks


Consumer Preference

How do customers choose to
interact?

Informed and
Digitally
Uncommitted
Empowered
Desktop/Laptop

Self Service/Kiosk Phone/Tablet

Time Aware Socially Conscious

Location and Presence

Where can I access information?

Transport

Mobile

Clinic or Pharmacy
Home


Fundamental Shift toward Consumer

Consumer adoption is forcing a better UI/UX


Each wave of computing has had a driving
force behind it

CLIENT WEB MOBILE

The past Today

Technology Content Experience

Customers and employees are
demanding fast access, ease of
use, and modern UIs of mobile
apps.

The Path to Multi-Channel

CLIENT WEB MOBILE MULTI-CHANNEL

Today
The past Today Tomorrow

Technology Content Experience Productivity

Customers and employees demand
those same attributes on any
device, anywhere, at any time.


Fragmentation and Chaos
Is the New Normal
 Percent of smartphones (U.S.) grows from 43% to >80%
by 2015
 More than 200 new tablets and more than 250 new
smartphones will be announced globally in 2012
 New devices and form factors will emerge through 2015
 Mobile AD meets mainstream and Web AD
 The focus will turn to multichannel, not
just mobile
 Consumers will continue to own several cross platform
devices


Different Devices / Different Experiences


The Multi-Channel Challenge

 Secure brand adherence / loyalty?
 Deliver customer convenience?
 Reduce customer support costs?
 Get to market fast?
BUSINESS  Attain operational effectiveness?
How do I…  Drive employee productivity?
 Increase profitability?
 Lower risks?

 Plethora of device options, modes, delivery mechanisms?
HTML5 iOS phone & tablet /
HTML4 Android phone & tablet /
Native Windows phone, desktop & kiosk /
Hybrid RIM / Symbian /
TECHNOLOGY Mixed-Mode Desktop Web
How do I cope with…  Consumer demand for on-device functionality (GPS,
payments, etc)?
 Employee demands for BYOD?
 Deliver great UI/UX experience?
 Security and data integrity challenges?


The KonyOne Platform

Write Once Run Everywhere Any Device
A single code base Every user
NATIVE SUPPORT FOR 7 OSs

MOBILE WEB
• Individual, device optimized sites
• Basic HTML >> HTML5

HTML5 WEB
• SPA
• Wrapper, Hybrid

SMS / MMS SERVICES

TABLETS

KIOSK

SOCIAL MEDIA


Paths to Success

Custom B2C, B2E App

Configurable pre-built apps

Multi-Channel Enterprise
Application Platform (MEAP)


Kony Healthcare Solutions


Poll 4

What is the stage of your mobile application
development?
A) Non-Existent
B) Early Stage Development
C) Currently Developing
D) Deployed and Live


Engaging Consumers Everywhere

New Revenue Health and wellness
Research and shop Research medications
for plans and prices
Save search Appointment Reminders
results
Treatment cost estimato
Request and get an
instant quote
Adherance
Enrollment

Provider
Plan Info & HIT
View benefits
information by member Find providers (geo-
based locator)
View/track all claims
by plan member Find facilities (urgent
care, pharmacy)
Graphical 3D ID Cards Continuity of Care
(view, e-mail or print)
Plan expense
summary EMR
Account balance
details Backend integration
with legacy systms


Payer Use Cases for Multi-Channel

 Member Facing Apps  Employee Facing Apps
 Member Cards  HR Management
 Rx Management  Corporate Intranet
 Claims Management  Closed Loop Feedback
 Wellness / Adherence  SFA / CRM
 Plan Compare / Shop  Broker / Enrollment
 Cost Estimation
 Provider Facing Apps
 Formulary Management
 Claims Status
 Cost Estimation
 Pay for Performance


Poll 5

What are your top priority multi-channel deployments?
(multiple answers allowed)
A) Member facing application, mobilize member portal
B) Provider applications
C) Agent, Broker, Sales force enablement
D) Cost estimator and benefit tools
E) Payment solutions


Patient/Member Multi-Channel:
Same App, Any Device

A day-in-the-life of a member or patient in a multi-channel world
Member
app

7:00AM 9:00AM 10:00AM 1:00PM 4:00PM 8:00PM

Member Driving to While in clinic From work Checks in at
receives work, vitals waiting room, member the pharmacy Verifies drug
appointment pushed to inputs new completes using interactions
notification PHR via data on iPad visit survey in Windows- using Android
on Android Microsoft regarding 32-bit based kiosk Phone
phone Sync App treatment desktop app
regimen

Health Plan Member Applications

Time-to-Market is important
Kony: 8-12 weeks
- New Requirements from the Employers implementation
- Healthcare reform just around the corner
- RFP Responses! Specific to native mobile Kony: WORE+
pre-built plug-n-go
app
Complexity of Mobile Deployments
- Internal Resource Constraints
Kony: secure
- Security Compliance Issues server+ HIPAA
compliance

Consumer Engagement and Adoption Kony: Features/flows
- The right set of features and flows based on leading
Health Plan practices
- Driving member adoption
- Call center offset, ID Card, etc Kony: Stunning UI+
data integration
capabilities


Agent/Broker Multi-Channel:

A day-in-the-life of an Agent/Broker in a multi-channel world
Agent
app

7:00AM 9:00AM 10:00AM 1:00PM 4:00PM 8:00PM

Agent At While From office, Member Agent reviews
receives home, quickly onsite, levera Agent accesses status
notification accesses app ges data on completes “welcome” updates on
on iPhone of via Desktop iPad to enrollment packet on Android
todays sales Web to discuss Plan details in 32- Windows- phone
calls review client Options, Bene bit desktop Surface
details fits, Enrollme
nt

Agent and Broker Applications

Location Services for Agents
Kony: 8-12 weeks
- Agent access increases usability implementation
- Initial wave of consumers entering market
- Productivity, leads, reporting Kony: WORE+
pre-built plug-n-go
app
- Multiple Producer Channels
Kony: secure
compliance

Agent Engagement and Adoption Kony: Features/flows
- Driving higher enrollment
- Improve relations Kony: Stunning UI+
data integration
capabilities


ACO/Provider Multi-Channel:

A day-in-the-life of a Provider in a multi-channel world
Provider
app

7:00AM 9:00AM 10:00AM 1:00PM 4:00PM 8:00PM

Provider At home, While in From clinic, Directs Reviews
receives quickly clinic, leverag provider patients to radiology
notification accesses app es data on completes hospital images, EMR
on Hospital via Desktop iPad to visit details in pharmacy and triage on
Blackberry of Web to discuss 32-bit using Android
todays rounds review lab treatment desktop app Windows- phone
results options based kiosk

ACO/Provider Applications

Location Services for Provider
Kony: 8-12 weeks
- Location access increases usability implementation
- 92% of providers desire mEMR
- Productivity, vitals, reporting Kony: WORE+
pre-built plug-n-go
app
- HIT partners and legacy systems
Kony: secure
compliance

Provider Engagement and Adoption Kony: Features/flows
- Driving higher utilization
- Improve relations Kony: Stunning UI+
data integration
capabilities


Multi-Channel Product Solutions

Business to Business to Business to Business to
Consumer Consumer Enterprise Partners
Mobile Member Social Health Provider Support Tools Agent/Broker
Networks Enablement
Plan Compare Spend Clinical Data and Member
Tracker/Treatment Research Outreach/Engagement
Cost Estimate
Health Monitoring Enrollment Ancillary Services Nurse – mobile PHR
Device Integration – Customer Service/Call Call Center Customer Clinical Treatment
(Glucometer, etc..) Center Support Support Options
HSA/Flex Spending Proper Care Post - Op PBM Post-Operation Care
Tele-Medicine Claim Submission RFP Response Remote Patient
Monitoring
Health Risk Goals and Small/Large Employer Employer Facing Tools –
Assessment Survey Gamification Presentations Explanation of Benefits,
HR mgmt


Q&A


Maximize Enrollment, Engagement with a Multichannel Mobile Strategy

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