Glenn Kline of Perficient and Phani Kanakala from Florida Blue presented a case study of how Florida Blue, Florida’s largest healthcare payer, uses IBM Digital Experience to engage consumers. Florida Blue’s mission is “To improve the health and well-being of Floridians and their communities”. This really is a good reason to engage customers.
Florida Blue has been using IBM Digital Experience platforms since 2008. Every year Florida Blue added new features and new sites to their customer experiences. The IBM platform allowed the business people to manage content on the portal.
Back in 2010, Florida Blue started to implement metrics and marketing concepts into their site to provide a more personalized shopping experience with guided selling. They extended this to provide cost metrics regarding hospitals and doctors, so members could evaluate the potential cost of a provider against five others in their plan.
In the mobile space, Florida Blue was an early adopter of mobile sites and applications for their members. After implement mobile capabilities with Digital Experience, they saw an immediate boost in customer transactions and shopping. Today all sites at Florida Blue are accessible via mobile devices. They have recently added videos, agent tools and more healthcare content for mobile users.
Today, they show 20-25% increase in traffic every year, but have to deal with ever changing consumer and regulatory changes. Because of healthcare reform, they now have new customers for whom to provide an experience. These are younger consumers who are demanding different engagement models, different payment services and new products.
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IBM solutions that Florida Blue uses include the following:
- Websphere Portal
- IBM Web Content Manager
- IBM Tealeaf
- IBM iLog
- WebSphere Application Server
Glenn talked about why Web Content Management is so important to Florida Blue. WCM helps them react quickly to consumer needs by letting business users manage the site content. One WCM system feeds multiple Florida Blue portals to provide consistency of content across their various properties.
On top of WCM, Florida Blue has implemented a lot of Personalization capabilities using IBM Digital Experience. They used visibility rules to deliver reform capabilities tailored to each individual consumer. Allowing the business to change the rules lets them react quickly to marketplace demands. They load contract materials in WCM and then use personalization rules to select correct documents based on the individual user.