One of the most “with it” people we know here at Perficient is Lisa Crawford at Blue Cross Blue Shield of Florida (BCBSF). She has guided the project at her company to achieve phenomenal results for her business and to allow their members to save a lot of money while receiving the advice and care they need. She presented during the keynote and gave a presentation chock full of information. In some cases, I couldn’t capture it all since they are a results oriented company. That said, here’s a little on what they’ve done.
Quick Stats:
- 26 tier one systems (40% of which are related to portal
- $24 million in sales
- 12-13 millionvisitors a year
- Twitter accounts
- Facebook pages
- Multiple sites
- For every site, they have on average 15 integrations
Blue Cross Florida started with the following:
- 2005 visitor portal
- Then added Spanish
- 2008 added personalization, secure transactions, etc.
- 2009 pushed to metrics driving results
- 2010 started to hit mobile and social
Member challenge
The entire solution is focused on solving a variety of challenges. The first is the member challenge. They want to get information all one location. The business which manages the member relationship want to post their information without IT involvement. Employers wanted to pay their bill online
Results:
The home page has 17 different integrations. Each part is personalized.
Quote: Did you know you can go to two different pharmacies and get two different prices?
Working with WebSphere Portal, IBM WCM, iLog, and variety of other technologies they were able to:
- 50% increase in member login
- 20% increase in adoption
- 3.2 million visits
- save an average of $6 every time the Rx tool is used
- 62% didn’t need more information
- 75% accomplished this tasks
- 4.6 million targeted message
Improvements
- Business can alter content
- Reduced all operational issues in CM to zero
- 3-5 second dasbhoard delivery time
- Replay for failed transactions
Consumer Challenge
The consumer challenge involves engaging users how they want to be engaged not how you want to be engaged. This includes guided selling which was just launched. This new site
Portal Reuse includes:
- see if doctor was covered while searching for plans
- Add in shopping cart
- Get metrics on shopping cart abandonment. Decreased the abandonment rate by 17.4%
- Pull feedback from the user. What they said is that they wanted to know if pre-existing conditions are covered,
- 53% conversion rate on sales
- 85% conversion rate when using web tools
- On target to exceed goals for the year
- High speed to market and reuse
Quote: in 5 years we went from 0% to 17% online sales
Mobile
Like many other companies, BCBSF has a need to drive content and transactions to a variety of mobile platforms. It also involves a number of challenges.
- So many devices
- Need to get it out fast
- Security
Results
- 12 months ago no mobile site
- Now 13% of all traffic is mobile
- Shift in tools being accessed. Find a doctor was being used on mobile
- 11% mobile sales conversion rate. It’s 2% on the web site.
- Mobile generated 3,987 calls to apply
- 3,891 calls to care consultant (they want the calls because it affects quality)
Next Steps
- Social integrations
- Chat
- Portal 7 upgrade
- WCM upgrade
- Ratings and reviews
- Core metrics
Final notes from Mike Porter
BCBSF has done some great things. The value they derive from their portal platform comes from the alignment of the technology to the business needs. BCBSF got that and continues to get it. They use technology to bring value and to help the business move forward.
Also, BCBSF measures, acts on the measurements, and then measures again. I find that many companies fail entirely in this needed aspect of that. BCBSF gain show value in reall $$ because of the application of portal technology and the use of measurements. All in all, I am very impressed with what they’ve done. (and how my company helped them get there.)
