Presenters: Phani Kanakala, Manager, Web and Mobile Team, Florida Blue & Glenn Kline, Technical Director, Perficient Learn how Florida Blue continues to engage consumers by using the portal platform with content management, analytics, personalization and social interaction to deliver multichannel exceptional customer experiences with measurable ROI.

1. BUS-S03 Consumer Engagement with
Florida Blue and Exceptional Digital
Experiences
Phani Kanakala, Manager Web and Mobile
Glenn Kline, Technical Director

2. © 2014 IBM Corporation
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the workload processed. Therefore, no assurance can be given that an individual user will
achieve results similar to those stated here.
2

3. Agenda
• Background
• History of Digital Experiences at Florida
• The New Consumer in Healthcare
• Engaging the Consumer
• The IBM Solution
• Implementation Best Practices
• Questions
© 2014 IBM Corporation 3

4. Florida Blue Background
• 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

5. Who are Florida’s Consumers?
• Agent / Sales partner
• Prospect member (Shopper)
• Group member
• Group Administrator
• Individual U65 member
• Individual O65 member
• Provider
5

6. Customer Engagement – Evolution Roadmap
Visitor Portals
Diversity –
Spanish
Language
PZN, Secure
Transactions,
Integration, WCM
Exceptional Web
Experience
Metrics & Driving
Results
Guided Selling
Cost Tools
Mobile & Social
2005
2010
2008
2011
Consumer
Transparency &
Cloud Enablement
HCR Ready
2013

7. The Digital Experience Portfolio
• Web properties support different constituents
• Analytics show a 20-25% increase in traffic and
adoption every year
7

8. Challenges Florida Must Address
• Consumer needs and demands are continually changing
• Government Mandates
– Affordable Care Act
– CMS Mandates
– Meaningful Use
– 508 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

9. 9
The New Consumer
• Younger consumers who never purchased health insurance are now in the marketplace
• They approach healthcare 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

10. 10
Healthcare 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 tools

11. 11
Understanding the Consumer - Analytics
• Using Analytics to Evolve the User Experience
– Instrumentation with IBM Tealeaf ®
– Web analytics
– Contextual surveys to capture customer feedback
• Tealeaf customer experience management solutions provide critical visibility,
insight and answers to help companies meet online conversion and customer
retention objectives.
– Address user abandonment
• Identifying why users abandon an application
• What precedes/causes the abandonment
• Identify similarities between abandonment
– Troubleshoot user specific issues
– Monitor application errors presented to the end users
IBM and Tealeaf are trademarks of International Business Machines Corporation, registered in many jurisdictions worldwide.

12. 12
Consumer Expectations and Mobility
• 4 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

13. 13
Mobility
• Mobility has evolved continuously the last 4
years
Roadmap
Mobile Web
Member
Provider Search
Shopping
2009/2010
2011
iPhone and
Android Apps
Cost and Quality Tools
iPad App, eBooks
Video, Agent Tools,
Reform Content
2012/2013

14. 14
Assemble the right team • Putting together
right team
structure across
business and IT is a
key to effectively
engage and service
the customers
SrSrSrSr. Director. Director. Director. Director
Digital eDigital eDigital eDigital e----commercecommercecommercecommerce
AdoptionAdoptionAdoptionAdoption &&&&
RegistrationRegistrationRegistrationRegistration
Site OperationsSite OperationsSite OperationsSite Operations
CorporateCorporateCorporateCorporate & Retail& Retail& Retail& Retail
Center Site LeadCenter Site LeadCenter Site LeadCenter Site Lead
ConsumerConsumerConsumerConsumer
Engagement andEngagement andEngagement andEngagement and
SelfSelfSelfSelf----Service LeadService LeadService LeadService Lead
SpanishSpanishSpanishSpanish & HCR& HCR& HCR& HCR
SitesSitesSitesSites
Retail SalesRetail SalesRetail SalesRetail Sales
LeadLeadLeadLead
MetricsMetricsMetricsMetrics & Analytics& Analytics& Analytics& Analytics
LeadLeadLeadLead
Metrics AnalystMetrics AnalystMetrics AnalystMetrics Analyst
Retail CapabilityRetail CapabilityRetail CapabilityRetail Capability
LeadLeadLeadLead
MedicareMedicareMedicareMedicare LeadLeadLeadLead
LeadLeadLeadLead
AgentAgentAgentAgent IssueIssueIssueIssue
AnalystAnalystAnalystAnalyst
SalesForceSalesForceSalesForceSalesForce AnalystAnalystAnalystAnalyst
WCM LeadWCM LeadWCM LeadWCM Lead
LeadLeadLeadLead
DeploymentDeploymentDeploymentDeployment
SpecialistSpecialistSpecialistSpecialist
SalesSalesSalesSales ChannelChannelChannelChannel
IntegratorIntegratorIntegratorIntegrator
WebsiteWebsiteWebsiteWebsite IssuesIssuesIssuesIssues
SpanishSpanishSpanishSpanish IssuesIssuesIssuesIssues
AnalystAnalystAnalystAnalyst
OpinionLabOpinionLabOpinionLabOpinionLab
AnalystAnalystAnalystAnalyst
FilingFilingFilingFiling AnalystAnalystAnalystAnalyst

15. 15
The IBM Solution Makes the Difference
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
IBM, WebSphere, DataPower, Tealeaf, ILOG, and Tivoli are trademarks of International Business Machines Corporation, registered in many jurisdictions worldwide.

16. 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 new business
capabilities

17. 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. 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. 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

20. 20
Why is
Performance so
Important?
• 5 second SLA
• Over 10 systems
integrated on
home page
• 100% up time in
2013 – Can’t let
one service
hang home
page

21. 21
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

22. 22
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

23. 23
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 development

24. 24
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
OpinionLab® is a trademark of OpinionLab Inc.

25. 25
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

26. P1
P1
P2
USEREXPERIENCE& DESIGN
TECHNICALARCHITECTURE& CONFIGURATION
SOLUTIONDELIVERY& ROLLOUT
Architecture
Design Workshops
SDLC&Governance
Planning
Dependency
Coordination
Development
Sprints
Quality
Assurance
Release Planning
&Launch Readiness
PERFORMANCEASSURED
Business Value
FUTURE PROOF
Detailed
Requirements
Detailed
Design
Launch &Post
Launch Support
CUSTOMERFOCUSED
QUALITY ENGINEERED
Business
Requirements
Multi-ChannelPortal
Solution
Delivery
Planning
User
Research
Prototype &
Designs
Usability
Testing
Analyze
&Monitor
Analytics &Metrics
Delivery Methodology

27. • BUS-S03: Consumer Engagement with Florida Blue and Exceptional
Digital Experiences
27
Phani Kanakala
Glenn Kline (Glenn.Kline@Perficient.com)

28. Additional Sessions
© 2014 IBM Corporation
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Date & Time Session ID Topic
Monday, July 21
1:45 - 2:45 pm
BUS - G02
Using Exceptional Digital Personas to drive Revenue
Speaker: Mark Polly, Director, Portals, Content & Social, Perficient
Tuesday, July 22
3:15 - 4:15 pm
BUS - S03
Consumer Engagement with Florida Blue and Exceptional Digital Experiences
Speakers: Phani Kanakala, Manager, Web and Mobile Team, Florida Blue
Glenn Kline, Technical Director, Perficient
Wednesday, July 23
3:15 - 4:15 pm
BUS - G09
Healthcare Portals: 5 Core Practices to Make a Great Digital Experience
Speaker: Mark Polly, Director, Portals, Content & Social, Perficient
Wednesday, July 23
1:45 - 2:45 pm
TECH-D17
Abstracting the UI Layer For WebSphere Portal
Speakers: Brad Nunnally, UX Solution Architect, Perficient,
Shyam Sunter, Technical Solution Architect, Perficient

29. © 2014 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 Collaboration Services Business Solutions Catalog
https://greenhouse.lotus.com/catalog/
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