Today's marketer understands the value of creating and delivering personalized experiences. Yet when it comes to the healthcare industry, digital personalization presents a few distinct challenges. As the industry moves to a more consumer-centric model, healthcare organizations need to engage with members on an individual level. Hear how some of these organizations are forging ahead by applying and benefiting from personalization tools to drive member engagement and retention. In our webinar, Perficient Digital and Kaiser Permanente discussed how to: -Engage your entire membership community through a personalized and connected experience -Drive better outcomes and improve healthcare value -Use Adobe Experience Cloud solutions to advance goals, such as improved member onboarding and new services engagement

1. WHY PERSONALIZATION
IS A “MUST” IN HEALTHCARE
PRESENTED BY / MATT SPRAGINS + ROBERT SUMNER
07 / 2017

2. PERFICIENT DIGITAL
$487 Million in revenue
1997 Founded
PRFT Listed on NASDAQ
95% Repeat Business Rate
Employees3000+
N. America locations
23
Global US, EU, China + India
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3. PERFICIENT DIGITAL 3
To us, these things are not mutually exclusive. Because we
see them as one. For proof of this conviction, look no further
than how we approach your digital transformation and CX
challenges.
Strategic design thinking and storytelling.
Technology platforms and system integration.
Dream Big.
Build Beautiful.

4. PERFICIENT DIGITAL
Health Sciences Practice at a Glance
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6. PERFICIENT DIGITAL
Our Speakers
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Robert Sumner
Principal Consultant,
Adobe Digital Marketing
Perficient Digital
Matt Spragins
Director, Personalization & Digital
Foundation, Digital Experience Center
Kaiser Permanente

7. Why Personalization

8. PERFICIENT DIGITAL
Personalization
Overview
Personalization enables the dynamic insertion, customization or
suggestion of content in a format that is relevant to an individual.
The delivery of content is based on identified user behaviors and
preferences, as well as explicit selections.
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9. PERFICIENT DIGITAL
Contextual personalization
considers the specific
environmental factors
and circumstances that
surround an individual
user story.
Persona-based
personalization aligns
a user’s needs and with
those of a pre-defined
target persona.
Behavioral personalization
takes into consideration a
user’s previous interactions
to provide an evolving
experience that spans
across interactions.
Personalization Types
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Contextual Persona Behavioral
Journey-based personalization
looks at the customer journey
to determine where a particular
customer fits within that
journey.
Journey

10. PERFICIENT DIGITAL
Rule-based personalization uses logic-based
rules to determine the content that is displayed
on a webpage. For example, you can set rules
based on the IP address or physical location of
your visitors, the keywords they use to reach
your site, their mobile device, or the goals they
achieve on your website to determine the
content that is displayed.
• Manual process
• Leverages known factors
• Requires targeting capabilities
Automated personalization leverages machine-
learning algorithms and predictive models to
deliver the right content to the right person at the
right time. By evaluating an individual user’s
behavior and profile, and matching that against
historical trends and best practices, automated
personalization can dynamically adapt the
content shown to visitors in real time.
• Automated process
• Requires sufficient data
• Requires advanced tooling
Personalization Methods
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Rules-Based Automated

11. PERFICIENT DIGITAL
Identify the user attributes in order to
determine what content and features
best support their goals and interests.
Determine the primary content that the
individual user is seeking and provide
supplemental content that will support
the overall experience.
Identify the domain and language
preferences/defaults. This enables you
to deliver a targeted experience based
on the visitor profile.
Personalization Guide
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Who? What? Where?
Determine how this interaction fits
within the overall user journey, in order
to anticipate the user’s needs and
provide them with the next level of
information.
Map the who, what, where and when
against your known user stories to
determine why the user is interacting
with your brand.
Determine the best way to support the
needs of the individual user based the
known use case and their unique
attributes.
When? Why? How?

12. PERFICIENT DIGITAL
Personalization Spectrum
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Crawl
Experience Manager
Walk
Target Standard
Run
Target Premium
Fly
Audience Manager
Journey
Value
Behavioral
Persona
Contextual
Rules-Based Automated
Device Location Timing
Trends
User
Activity
Site
History
User Type Attributes
Product
Usage
Loyalty
Conditions
Rankings Look Alike
Requires Authentication

13. Personalization at Kaiser Permanente

14. Kaiser Permanente | At a Glance
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$
Permanente
Medical
Groups
Kaiser Foundation
Hospitals
Kaiser
Foundation
Health Plan
Health Plan
Members
Integrated Healthcare Model
52K+
Nurses
201K
Employees
689+
Medical offices &
Hospitals
19K+
Physicians
11.8M Members

15. Kaiser Permanente | Digital Footprint
15
5.8M
Members registered
on kp.org
5.1M
Online requests
for appointments
21.8M
Prescriptions refilled
online
2.8M
Mobile App installs
23.6M
Emails sent to physicians
61%
Web Traffic comes from
Mobile Devices

16. BEFORE AFTER
KP.org Home Page

17. BEFORE AFTER
KP.org Member Experience

18. What are common barriers and challenges
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Audience segmentation is
widely listed as the most
difficult marketing objective,
and 83% of content creators
report they struggle with
personalization strategies.
Some of the top barriers include:
• data governance
• privacy
• confidentiality
• providing convenience without
sacrificing user trust.
83%

19. Building the foundation as the first step
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20. An iterative approach to personalizing the KP experience
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21. Collecting data to improve the user experience
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Personalizing experiences begins by collecting profile data about who the consumer is, historical data about what the
consumer has done, and situational data about what’s happening to the consumer at specific moments

22. A richer set of data for segmentation
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23. Balancing Privacy Concerns with Personalized Experiences
Consumers are often hesitant about the type and extent of data collected, so it is imperative to build trust by
balancing permissions with the sensitivity and likely exposure of data collected
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S Sensitivity – Users’ perception of how harmful exposing the data might be
E Exposure – Likelihood of revealing collected data and insights to the user
P Permission – User preferences for controlling data that is collected and/or
used
Lack of trust Missed opportunities
S E PPS E S E P
Optimized personalization
60%
of digital marketers say the primary
challenge of implementing
personalization is consumer concerns
about exposed personal info

24. Levels of Personalization
KP’s ability to personalize consumer’s interactions with KP grows with our knowledge about them
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This might be good for you This is for people like you This is for your situation This is for you
General Segmented Personalized
Data Collection
Permission Level Default
“I expect you to use this info”
Implicit
“I assume you will use this info”
Situational Opt-in
“I know you have this info, but get
my permission in context”
Personal Opt-in
Attribute Examples • Demographics
• Plan type/Member status
• Communication preferences
• Online behavior
• Clinical encounters
• Call Center interactions
• Location/Time of Day
• Health status
• Digital health engagement
• Care preferences
• Life Stages
• Priorities and behaviors
• Personal Action Plans
• Interests
Consumer
Experience
“Tips for eating well”
“Healthy lunch options in your
area”
“Nutrition plan during your
pregnancy”
“Would you like a reminder to log
your meals?”

25. Path to Omni-Channel Personalization
Contextualizing experiences ultimately means driving members to their channel of preference, or the channel
that is the best fit for them in their situation
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Web Cross Device Offline to Digital Digital to Offline
Online Behavior
Member Profile
Location Based
Mobile Behavior
Call Center
Care Delivery
Financial
Online Behavior
Mobile Behavior
Location Based
Drive Mobile Behavior Drive Digital BehaviorDrive Web Behavior Drive Immersive Behavior

26. From Personalization to Contextualization
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As personalization becomes more common place, KP is taking things a step further by adopting contextualization strategies that marry knowing who
the consumer is, what they’ve done in the past and what is happening right now to provide consumers with interactions that are more dynamic,
smarter and predictive.

27. Tactical Execution: Campaigns and Products/User Experience
Tactics to achieve Digital Objectives can be grouped into three buckets, Campaigns and Products & User Experience, and
different workstreams involve varying degrees of both
PROMOTIONAL
CAMPAIGNS
Promote products or services
over a fixed amount of time
and provide timely
information and contextual
recommendations to inspire
action
• Seasonal or durational marketing
campaigns to drive specific actions
• Lead generation campaigns
• Segment users to push messaging
that is right for them
• Notifications based on user profile
and preferences
• Recommendations for content
related to health and wellness
PRODUCTS & USER
EXPERIENCE
Improve user experience to
support ongoing member
convenience and engagement
• User experience improvements
• Self-service capabilities
• Enhancements for features and
landing pages
Digital Objectives
Drive Self-Service
Digital Channel Effectiveness
Acquire New Members
Retain Existing Members
Drive Digital Care Utilization
Continuously Engage Members to Support
Total Health
Enable Access to Digital Channels

28. Use Case: How do we use personalization to change behavior?
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Action Identify Members that frequently the Call
Center to schedule an appointment
Member is shown personalized online appointment
awareness messaging via e-mails, in-app
notifications, and personalized front door
User engages in preferred channel, driven to
appointment flow
Execution Created segment based on propensity to call
the Call Center
Optimize and Personalize content for online
appointment feature awareness
Analyze appointment funnel for optimization
insights
Objective: Shift appointment scheduling from call center to digital
Online Appts Call Center Appts

29. Use case: Path to effective behavior change
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Crawl Walk Run Fly
Behavioral Segmentation
Members that have not
visited the appointments
section
Members that have not
scheduled appointment
online
Members that have
scheduled appointment via
call center in last 90 days
Members that are likely to
schedule appointment in
next 30 days
Profile Segmentation CA Region, Age 50+ Medicare Member Chronic Condition Look-a-Like Audience
Adobe Capabilities DTM Event Tracking Data Workbench Predictive Modeling
KP Data Profile & Preferences CRM (Plan Type) Call Center Events Care Delivery (Clinical)
Having a vision for how to use personalization to drive objectives is the first part, how to get there is the second

30. Questions?

31. PERFICIENT DIGITAL
What’s Next
Connect with us
@PRFT_Adobe
@Perficient_HC
Facebook.com/PerficientDigital
Blogs.Perficient.com/Adobe
Blogs.Perficient.com/Healthcare
PerficientDigital.com
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