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A REAL RETAIL STRATEGY
FOR HEALTHCARE
March 31, 2015
ABOUT PERFICIENT
Perficient is a leading information
technology consulting firm serving
clients throughout North America.
We help clients implement business-driven technology
solutions that integrate business processes, improve
worker productivity, increase customer loyalty and create
a more agile enterprise to better respond to new
business opportunities.
3
PERFICIENT PROFILEFounded in 1997
Public, NASDAQ: PRFT
2014 revenue $456.7 million
Major market locations:
Allentown, Atlanta, Ann Arbor, Boston,
Charlotte, 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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INDUSTRIES Healthcare
Financial Services
Life Sciences
Retail & Consumer Goods
Automotive & Transportation
High Tech
Telecom
Energy & Utilities
Manufacturing
Media & Entertainment
PORTALPortal Frameworks
SearchSecurityWeb AnalyticsWeb Content Management
Social & CollaborationMobilityExperience Design
INTEGRATIONIntegration Frameworks
Cloud ArchitectureReference Architecture
Application IntegrationEnterprise Application IntegrationService Oriented Architecture
Process & Content IntegrationBusiness Process ManagementComplex Event ProcessingRules Engines
DATA & CONTENTBusiness Analytics
Business IntelligencePredictive AnalyticsReporting
Structured Data ManagementData Integration, Quality & GovernanceEnterprise Data WarehouseMaster Data ManagementProduct & Information Management
Unstructured Data ManagementBig DataContent IntelligenceContent Management
Enterprise Search
CUSTOMER EXPERIENCECustomer 360
Multi Channel EnablementRelationship ManagementSocial Engagement
CommerceMarketing Strategy ImplementationOrder ManagementSupply Chain ManagementService & SupportManaged Hosting
Sales & Service SupportCustomer Service, Sales Force Automation
Experience DesignStrategic Roadmaps & Envision Workshops User Research & Metrics AnalysisCreative & Interaction DesignCustom & Responsive UI Development
Digital MarketingSearch Engine MarketingOnline AdvertisingContent StrategyConversion Optimization
Management ConsultingBUSINESS OPERATIONSCorporate Performance Management
Budgeting, Forecasting & PlanningBusiness Analysis & Predictive Analytics
Enterprise Business SolutionsOracle EBSVertex Tax Solutions
Human Resource SolutionsEmployee Portals Human Resource ManagementTalent Management
Enterprise Social PlatformsSocial StrategyLync Unified CommunicationsOffice 365
Management Consulting
OUR SOLUTIONS PORTFOLIO
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SPEAKER INTRODUCTIONS
Melody Smith Jones, MBA, Manager, Connected Health
Melody leads connected health solutions for Perficient. She has
more than 12 years of experience integrating technology solutions
into marketing and loyalty strategies, and has specialized knowledge
in the implementation of collaborative technologies, business
intelligence, and CRM.
Jim Hertzfeld, Consumer Markets Practice Director, Perficient
Jim has more than 20 years of experience in technology strategy,
architecture and delivery. He has provided client leadership to
enterprise systems and strategic initiatives at companies like
Target, Luxottica and Honda. His areas of focus include
commerce, digital marketing and complex systems integration in
the consumer markets.
66
Understanding
Retail for Healthcare
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50%of CONSUMER INTERACTIONS
...while those that deliver
poor experiences
underperform by more than
45%.
Companies that prioritize consumer
experience generate 60% higher
profits than their competitors
Percent of consumers that get
frustrated when presented with an
inconsistent experience across
channels
65%
MORE
THAN
Increase in
Consumer
Retention
Increase in
Company
Value
10% = 30%
Firms that deliver superior
customer experiences have
outperformed the S&P 500
index by 30% over a six-
year period...
What the retail industry has learned…
multi-channel journey occur during a multi-event,
+60%
- 45%
+30%
86%
Consumers who are willing
to pay more to get a
better experience
32%
Online adults that
trust ads in
any channel
8
350,000
7,000,000
2013 2018
“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
52%Believe mobile health
would make healthcare
more convenient
hospital readmissions
that are preventable
Patients more
likely to follow
treatment protocol if they
received encouragement
from doctors between visits
Consumers willing to pay
more for customized
health plans
50%
75%
42%
Telehealth
Use Worldwide
60%Adults that track
their weight, diet, or
exercise routines
99
Rising Consumer
Expectations
Amazon, Zappos, Facebook,
Apple, et al are redefining
service, speed and
ease-of-use
Continual
Connectivity
Adoption of digital channels
is driving demand for choice
and connectedness
Organizational
Velocity Wins
Tech lowers barriers to entry
and increases speed; slow
response invites disruption
Abundance of
Consumer Data
Requires competency in
turning complex data into
business insight
CONSUMERS CHANGING THE
HEALTHCARE LANDSCAPE
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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
RETAIL TACTICS IN HEALTHCARE
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Connected health solutions are, in and
of themselves, streams of valuable
patient information.
Healthcare can use intelligence to mass
customize messaging for population
health and converting unknown
consumers
This data can help determine passive
recipients of care and glean patterns
that help transform passive recipients
into active participants.
With the use of mobile we can also tap
into the data consumers already collect:
• 1 in 3 adults track health
indicators or symptoms
• 1 in 3 caregivers track their
loved ones health indicators or
symptoms
Health Research Institute. Social media likes healthcare: From marketing to social business.
1212
Inside the
Retail Industry
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Doctor visits per year
115 Shopping trips per year
4
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THE CONNECTED CONSUMER
Relentless competition
Price transparency
Pervasive technology
The shopper’s journey
The consumer is in control
1
2
3
4
5
15
Relentless
CompetitionLower 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.
16
Price
TransparencyPrice competition is forcing retailers to
build ruthless efficiencies into their cost
model or offer new value to make up the
difference.
17
<<all purpose technology image>>
Pervasive
TechnologyThe confluence of operational and
consumer technology is driving massive
efficiency gains and a highly informed
consumer.
18
The Shopper’s JourneyThe routes that consumers take to
engage with brands and retailers are
increasingly nonlinear, complex, and
unpredictable.
19
The Consumer
is in ControlThe informed, empowered, and
connected consumer is setting the rules
of engagement for brands and retailers.
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THE RETAIL RESPONSE
Customer experience
Omni-channel
Personalization
Leveraging data
Digital transformation
1
2
3
4
5
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Customer ExperienceRecognize and react to every consumer
touchpoint – physical and digital – as
opportunity to build your brand and develop
loyal customers
22
Omni-ChannelA means of simplifying the customer’s
path to purchase by providing consumers
with the same exact service and
products, regardless of the initial contact
method chosen.
23
PersonalizationPossessing enough knowledge of
individual consumer needs, behaviors,
and preferences to provide them valuable
experiences in the right context.
24
Leveraging Data90% of the data in the world today was
created in the last two years. The problem
is not how to get it – it’s what to do with it
once you have it.
25
Digital TransformationThe realignment, or new investment in,
technology and business models to more
effectively engage digital consumers at
every touchpoint in the customer
experience lifecycle.
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RETAIL + HEALTHCARE
compliance
telemedicine
prevention and treatment
classification of diseases
health plans and provider collaboration
loyalty
omni-channel
browsing and buying
categories of products
manufacturer and retail collaboration
2727
A Retail Strategy
for Healthcare
2828
Develop
Products &
Services
Firm Value = Present Value of Cash Flows Generated from Customers
Customer-Centric
Strategy &
Performance
Company
Focused
Customer
Focused
2929
• 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
3030
31
Social Networks
HouseholdingInternet
Avatars
Business Name/Address
Product/Services
Consumer ContactPreferences
Legal ContactPreferences
Knowledge Based Key
ExternalKeys
Psychographics
Employment
Census
Market/Economic
Safety andSecurity
Financing
Purchases/Ownership
Income
Savings and Investments
Hard Assets
Employment
Assets andIncome
External
Affiliations
Grouping
Interests
Demographics
Dynamic Demographics
Preferences
DemographicsBiometrics
Static Demographics
Name
Personal Name/Address
Phone
ContactInformation
Ratings & Reviews
Subscriptions
Requests/Uploads/Downloads
Call Center
Infotainment
Observed Actions
Blogging
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32
Analyze
Strategize
ExecuteMonitor
Respond
32
Patient/
Member
360
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LEARNING BY EXAMPLE
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STEP 1: ANALYZE
Data Analytics
Collect internal
data sources
Collect external
data sources
Data mining
Segmentation
Under-standing
Consumer Patterns
Model Creation
Offer Optimi-zation
35
STEP 2: STRATEGIZE
Organization Strategy
Marketing Strategy
IT StrategyStrategic Service Line/BU Strategy
Digital Strategy
Content Strategy
Social Strategy
Mobile Strategy
Loyalty Strategy
Mission & Vision
36
STEP 3: EXECUTE
Information Search
• 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
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STEP 4: MONITOR
• 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
Identify
Prospect
Create
AwarenessConvert Relate Earn
100%
70%
40%30%
20%
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STEP 5: RESPOND
39
HIMSS ROUNDTABLE & TWEETCHAT
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AND ENTER TO WIN
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VISIT WWW2.PERFICIENT.COM/HIMSS15
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MEETING WITH US AT HIMSS
40
Q&A
