MobiU2012 Summit: New Parents by BCBS
1 like344 views
The document summarizes BlueCross BlueShield of Illinois' initiative to develop mobile apps to support new parents through the maternity process. It outlines the planning process including consumer research, target audiences of expectant mothers, insights gathered, and implementation which included a microsite and mobile apps. Metrics showed high mobile usage of the resources and high-risk identification among app users. The presentation concludes with lessons learned and next steps.
![#MobiU2012, @CoreyBieber, @BCBSIL
[Outline]
• Program Overview
• Target Audiences
• Insights
• HCSC Planning Process
• Proprietary Data
• Program Delivery](https://image.slidesharecdn.com/mobiu2012bcbsfinal-121002120705-phpapp02/85/MobiU2012-Summit-New-Parents-by-BCBS-3-320.jpg)
MobiU2012 Summit: New Parents by BCBS
- 1. BCBS New Parent Initiative: Mobile Apps Research, Design and Implementation Corey Bieber, MS, MPH Sr Analyst Mobile and Emerging Technology BlueCross BlueShield of Illinois Twitter: @CoreyBieber; @BCBSIL Event hashtag #MobiU2012 Presented by the Heartland Mobile Council
- 3. #MobiU2012, @CoreyBieber, @BCBSIL [Outline] • Program Overview • Target Audiences • Insights • HCSC Planning Process • Proprietary Data • Program Delivery
- 4. Our Objective #MobiU2012, @CoreyBieber, @BCBSIL Utilize consumer research to build relevant mobile applications that mattered to families preparing for childbirth.
- 5. #MobiU2012, @CoreyBieber, @BCBSIL Overview of Process 01 02 03 04 Discovery Third-Party Requirements User Experience Engagement . 05 06 07 08 Content Graphic Design Multimedia Programming and Development Development 09 BCBSIL Acceptance 5
- 6. #MobiU2012, @CoreyBieber, @BCBSIL How We Modify A Development Roadmap DEVELOPMENT PROCESS GENERAL Initiation Analysis Implementation Delivery DEVELOPMENT PROCESS Initiation Analysis // Ongoing First-Party Research & Insight Gathering Insights Iterate Iterate HCSC Initial Implementation Delivery Delivery
- 7. Our Planning Inputs #MobiU2012, @CoreyBieber, @BCBSIL 1st Party Third-Party Expert Panel Research “Tiger Team” Consumer Investigation
- 8. Target Audience detail led to…#MobiU2012, @CoreyBieber, @BCBSIL Young Newleyweds New Parents Prospective Mothers Expectant Mothers Post-Birth Mothers
- 9. Audience Insights #MobiU2012, @CoreyBieber, @BCBSIL Young Newleyweds New Parents Prospective Mothers Expectant Mothers Post-Birth Mothers
- 10. Why Expectant Mothers? #MobiU2012, @CoreyBieber, @BCBSIL »» Existing Lack of communication between member and insurance company »» Other barriers to understanding benefits and course of care »» Changing lifestyle and habits (quit smoking, etc.) »» Lack of planning, partly by the mother, partly by others »» Fear of job loss and security
- 11. #MobiU2012, @CoreyBieber, @BCBSIL Implementation Delivery Delivery Delivery MICROSITE mWEB Sites “DUTY CALLS” ONLINE ASSESSMENT “TOT TRACKER”
- 12. A Few Metrics . . . #MobiU2012, @CoreyBieber, @BCBSIL »» 21% of all visits to Special Beginnings Web are through a mobile device »» Comparatively only 1% of all visits to our member portal are mobile »» 55% of participants in the maternity web/mobile experience are identified as high risk
- 13. Wrapping Up . . . #MobiU2012, @CoreyBieber, @BCBSIL Lessons Learned
- 14. Wrapping up . . . #MobiU2012, @CoreyBieber, @BCBSIL Next Steps for the Enterprise
- 15. Wrapping up . . . #MobiU2012, @CoreyBieber, @BCBSIL Next Steps for Me
- 16. BCBS New Parent Initiative: Mobile Apps Research, Design and Implementation Questions? Corey Bieber BlueCross BlueShield of Illinois Twitter: @CoreyBieber; @BCBSIL Event hashtag #MobiU2012 Presented by the Heartland Mobile Council
Editor's Notes
- #2: COREY ONLY HAS 30 MINUTES FOR THIS MTG.WHAT I WANT TO GET ACROSS IS HOW WE CAME TO THE CONCLUSION WE CAME TOFINAL DRAFT WEDNESDAY.WE WE PRODUCING WHILE WE WERE IN DISCOVERY. IT WAS A PARALLEL TRACK. THE PRODUCTION OF THE PRODUCT AND THE INFORMATION THAT WAS GOING TO GO IN IT. WE HAD SOME BASELINE ASSUMPTIONS FROM INTERNAL EXPERTS; AS EACH INTERATION WENT ON (EACH MONTH HAD A NEW RELEASE)… AND SO OUR UPDATES DIDN’T SLOW DOWN PRODUCTION SO INSTEAD
- #5: Photo credit: Ultra Vylet - http://500px.com/photo/5047635how BlueCross BlueShield used consumer research to build relevant mobile apps that mattered to families preparing for childbirth]
- #7: Questions for Corey:Is this a proper visualization of your process?Why did HCSC choose to do ongoing analysis before it started the whole project (process)?
- #8: (clipart)
- #9: Questions for Corey:What led BCBS to choose these three audiences? (Ie – are these large segments of HCSC population? Are they more expensive to maintain as members?)(WE were trying to build iterative apps. Because pregancies have repeatable, ordered patterns, it’s more predictable)--- MAIN POINT: for marketers to start with known, predictable audiences/segments to be able to learn the development, delivery and maintenance process…. THEN extend to lesser-known, less predictable segments.--- ALSO, WE CHOSE PREGNANT PEOPLE BECAUSE IT’S MORE ABOUT THE IMPACT THAT A BAD PREGNANCY CAN HAVE ON ASO..This is really a broader question to answer: why did you choose to go after the pregnancy/birth segment in general? (and not other forms of health care management or disease management)Photography Credits1) Botond Horvath http://500px.com/photo/114723832) Karen Pincushttp://500px.com/photo/51412763) Getty Images: RM #200069001-001
- #10: Questions for CoreyInsights detail only seems to speak to “Expectant Mothers.” Where can insights about prospective and post-birth mothers be found?How did you arrive at these insights? First or Third Party Research? Or was this HCSC’s initial hypothesis?Photography Credits1) Botond Horvath http://500px.com/photo/114723832) Karen Pincushttp://500px.com/photo/51412763) Getty Images: RM #200069001-001
- #11: (clipart)
- #13: Photo credit: http://www.flickr.com/photos/blaahhi/3597105175/
- #14: http://www.flickr.com/photos/sierragoddess/6921972706/sizes/l/in/photostream/
- #15: Photo credit: http://www.flickr.com/photos/blaahhi/3597105175/
- #16: Photo credit: http://www.flickr.com/photos/blaahhi/3597105175/