Author archives: John Dobson, Healthcare Practice Director

Two Ways for Product Owners to Prioritize a Backlog

By John Dobson, Healthcare Practice Director on Jun. 17, 2015 View Comments

While executing Agile development projects for large organizations, we often run into a few of the same challenges no matter the type of client.  A common challenge is the “everything is critical” scenario when trying to prioritize work. Sound familiar?

For these projects, an Agile Product Owner is typically provided by the client. And to level-set, this does not reflect poorly on the Product Owner. The theory of backlog prioritization operates under the assumption that priorities are clear, but reality is rarely that nice. The more common scenario is that the Product Owner has multiple objectives (or superiors) to account for, each with a different agenda. Net impact is that, depending on which objective/boss you want to satisfy, priorities are different. The result is a Product Owner trying to juggle multiple and competing priorities while still providing a clear path forward.

So what can be done about it? We have a simple and practical way of addressing this issue.

Solving the complex political challenges of negotiating between superiors and/or competing agendas is an idealistic objective—not a realistic one. And there is an easier way: change the context of the conversation.

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Selling Health Insurance: Are We Doing it Wrong?

By John Dobson, Healthcare Practice Director on Jul. 14, 2014 View Comments

Selling Health Insurance: Are We Doing it Wrong?

Eight million people have enrolled in private insurance through the Health Insurance Marketplace, showing that empowering the consumer to select their own plan is here to stay. As a health plan, what is your strategy to maximize conversion rates for direct-to-consumer sales?

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Would Your Company Benefit from a Private Healthcare Marketplace?

By John Dobson, Healthcare Practice Director on Mar. 28, 2013 View Comments

As the countdown to January 2014 quickens, health insurance providers are looking for new consumer engagement approaches to comply with the Affordable Care Actand position them for B2C success. For many, this will involve competing in private marketplaces.

The primary benefit of creating a private marketplace is its flexibility, as it can be customized to address the needs of any employer group. As uncovered in a recent private marketplace assessment by our healthcare consultants, private exchanges can create tiers of benefits —specific to employer divisions with vast multichannel employee decision support— and bundle these benefits with diversified product offerings. On the other hand, public exchanges are targeted to individuals and small groups, and are designed to commoditize your offerings.

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Three Keys To Engaging Customers In The B2C Healthcare Marketplace

By John Dobson, Healthcare Practice Director on Feb. 22, 2013 View Comments

Selling insurance isn’t easy under the best circumstances, and now healthcare reform has shifted the market dynamics from a wholesale to retail model.

In this transformation, there are best practices in consumer marketing that will better allow you to engage with individual customers.

Here are my top three keys to customer engagement in the new B2C healthcare environment:

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Applying “Design Thinking” to Solve Healthcare Consumer Engagement Challenges

By John Dobson, Healthcare Practice Director on Jan. 23, 2013 View Comments

In their best-selling book, Made to Stick, Chip and Dan Heath set out to answer the question of why some ideas “stick”—are embraced and endure—while others don’t. Their answer? A successful, “sticky” solution is one that makes an audience:

• Pay attention
• Understand and remember it
• Agree/believe
• Care, and... be able to act on it

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