Do you have a cohesive Channel Threading Strategy across all your consumer channels? Is your organization’s consumer initiative focused on tying together the channels and touch points that exist today as well as identifying any areas that are not being addressed? What does your infrastructure maturity curve look like? It is critical for insurers to get their multi-channel strategy right. Health plans should understand the big picture of how much consumer traffic comes from each channel. A strategy must also examine consumer transactions across multiple channels. This webinar looks at how to develop the people, processes and technology necessary to the development of an excellent retail/consumer organization that can support multiple consumer channels. Attendees will gain insights and perspective on: - The role and intent of your retail channels. - The fundamentals of a retail infrastructure. - The fundamentals of a retail organizational structure.

1. Webinar: Creating a Retail Health Infrastructure: Is
Your Infrastructure Ready for Your Customers?
a presentation by Kevin Riley
for AHIP
November 12, 2013
This content is property of Kevin Riley & Associates – All Rights Reserved.

2. Synopsis
November 12, 2013, 2:00 – 3:30 pm ET
Creating a Retail Health Infrastructure:
Is Your Infrastructure Ready for Your Customers?
Do you have a cohesive Channel Threading Strategy across all your consumer
channels? Is your organization’s consumer initiative focused on tying together the
channels and touch points that exist today as well as identifying any areas that are
not being addressed? What does your infrastructure maturity curve look like?
It is critical for insurers to get their multi-channel strategy right. Health plans should
understand the big picture of how much consumer traffic comes from each channel.
A strategy must also examine consumer transactions across multiple channels. This
webinar looks at how to develop the people, processes and technology necessary
to the development of an excellent retail/consumer organization that can support
multiple consumer channels.
Attendees will gain insights and perspective on:
• The role and intent of your retail channels.
• The fundamentals of a retail infrastructure.
• The fundamentals of a retail organizational structure.

3. Who am I?

4. Kevin Riley
Principal at Kevin Riley & Associates | Health Model Innovation
• former chief innovation officer of Florida Blue
• founder and former president/CEO of GuideWell
• founder of modelH.org
• entrepreneur, health care executive, business model innovator
Kevin started Kevin Riley & Associates | Health Model Innovation
(modelH) in 2006 to help companies with the convergence of health
care and the consumer. He founded and was CEO of a national health
care retail company, played leadership roles for several national retail
health start-ups, and served as the first Chief Innovation Officer of a
major insurance plan. Kevin holds a Masters of Business in
entrepreneurship and marketing from Rice University.
follow me on @kevineriley, linkedin, slideshare

5. What is retail health?
“Retail health is where consumers find quality care in a variety of convenient
forms and at competitive prices.
Consumers are able to plan for the health care needs they can anticipate and
make informed decisions based on readily available information.
They can then “shop” competitively for products and services using a variety of
channels, formats and business models.
And for those that need help, they can turn to “navigators” who work with them
to design the most suitable health care solutions for themselves and their
families.”
Source:* Booz & Company's Health Care’s Retail Solution
Retail health should serve as a means to
EDUCATE | NAVIGATE | PLAN |
MOTIVATE
to enable consumers to choose from suitable solutions
for health care needs, anticipated and otherwise.

6. Does retail health = consumerism?
Retail health is a business model that
creates direct-to-consumer channels to
sell health related products and services.
This content is property of Kevin Riley & Associates – All Rights Reserved.
Consumerism is a focus on the needs
and wants of a specific consumer set and
their purchase decision behaviors.

7. modelH
the business model canvas for healthcare

8. What are we talking about today?
Buyer
Channel(s)

9. Multi-channel retailing
Social
Media
TV/Radi
o/News/
Print
Mail
Telephon
ic
Online/W
eb
Mobile
Key
Influence
r
Buyer
Retail
Intermed
iary
Revenue

10. We seek answers to these questions?
What are the Questions that should be answered when
developing Channels for a healthcare business model?
• Through which Channels do your Customer Segments want to be
reached?
• Through which Channels are you touching your Customer
Segments now?
• Do your Customer Segments use multiple Channels, and if so
how?
• Which Channels work best for your target Customer Segments?
How are you integrating your Channels with your Customer
Segment routines?
• Which Channels are most cost-efficient for your target Customer
Segments?
• Are there Intermediaries in your Channels?
• How do you engage your Key Influencers into your Channels?

11. New channels – online storefronts

12. New channels - retail stores

13. New channels - retail clinics

14. What is a channel threading strategy?
This content is property of Kevin Riley & Associates – All Rights Reserved.

15. modelH
the business model canvas for healthcare

16. modelH
the building blocks in your channel threading strategy

17. How to develop a channel threading strategy

18. Job-to-be-done
Jobs-to-be-Done (JTBD) are
the high-level goals the
Buyer & User are trying to
accomplish.
Have you constructed your
Buyer and User’s jobs-tobe-done?
Do so using the following
template: I want to …
action words + object of
action + context

19. Channels
Channels are the way a
company brings its Value
Proposition to market.
Look at the various
channels the consumer
uses to engage with your
Value Proposition to
complete their JTBD. Are
your channels Owned or
Indirect? What do you have
now? What do you plan to
have?

20. Key Behaviors
Key Behaviors are the
activities required of the
User to complete their
JTBD.
This is healthcare – what
actions do you customers
have to take to complete
their JTBD and realize your
value proposition –
expected ad otherwise.

21. Experience
Experience is how both Buyers
and Users perceive Channels
and Customer Relationships.
It is the steps that characterize
the various channel
experiences of the customer in
completing their JTBD. For
each JTBD in the Member
Journey, there are a number of
"hassles" that the member
experiences, as well as the
"bonuses" they receive for
being a customer. Both of
these can be expected or
otherwise.

22. Customer Relationships
Customer Relationships are
connections a company
creates with their Buyers
and Users.
For each JTBD across each
Channel, you create the
expectation of a customer
relationship – together these
sum up to an overall
Customer Relationship.
How are you “relating to
your customers?

23. Channels Threads
What are the various channels the consumer uses to
engage with you to complete their JTBD – as well as how
the customer uses the channels in combination or
sequence to complete their JTBD, planned or otherwise.
What are the tasks needed to modify and/or link channels
to optimize the consumer JTBD flow.

24. How to develop a channel threading strategy

25. Before You Begin
Adapted from Winning at Retail: Developing a Sustained Model for Retail
Success by Willard Ander and Neil Z. Stern

26. Kevin Riley & Associates | Health Model Innovation
kevin@healthmodelinnovation.com
www.healthmodelinnovation.com
Questions?