When you think innovation and mobile, Blue Cross and Blue Shield of Illinois is not who you think of first. In fact, we try not to think about healthcare at all if we can help it. National debate aside, studies show that Americans have a love/hate relationship with our healthcare providers. We vilify them when we have to pay our premiums and co-pays but silently thank them when we or someone we love undergoes a major operation.
Yet quietly with little fanfare or press, BCBS of Illinois has been innovating its programs and services, particularly in mobile. Their Mobile and Emerging Media team has recognized that healthcare needs to change and can become better using new emerging technologies. Take for example their program for expecting moms (click here for presentation). So BCBS of Illinois has seen a lot of mobile startups in its bid to become the innovators of healthcare. Which means that they know a lot about Brands+Startups™.
Corey Bieber is part of this team and, in particular, is very familiar with startups from hearing them pitch BCBS of Illinois and from working in them in the past. He is a brand coach for our Brands+Startups Challenge. We asked him about what he does and what he looks for when listening to mobile startups. Read the Q&A and then join us on Thursday, 7/24, to hear Corey, W. Don Wortley of Best Buy and Deepak Goel, CTO of Packback, listen to the top 12 startups in our competition in the 1871 auditorium. Tickets are only $15 and include pizza/beer.
Hearltand Mobile: What are you responsibilities in the Mobile & Emerging Technology group for Blue Cross and Blue Shield of Illinois?
Corey: I am responsible for our digital health management experience. My team assesses and implements new technologies to help our members maintain and improve their health. This includes everything from mobile apps to personal monitoring devices.
Heartland: When you look at mobile startups, how can you tell which ones have a greater chance of success?
Corey: We see a lot of startups either directly reaching out to us or participating in our RFP process. So when I answer this question I am answering it with regard to those companies which have been successful in winning our business. One thing that I have seen separate the competition is research. You better know every corner of your domain before you walk in the door. Remember by the time you get to an investor or client they may have already sat through a half dozen other presentations on the same topic – regardless of how original you think your idea is. Also, having the latest and greatest idea is not always an indicator of success. Often times it has to do with the appropriate technology at the appropriate time. Remember not every organization is mature enough to accept your bleeding edge solution. And enterprise funding also plays a large role – sometimes success comes down to pricing rather than the slickness of your product.
Outside of BCBS of Illinois I worked in varying degrees for a few startups myself. Those that went on to be successful – in my opinion – kept it lean in the beginning. Keep what cash you have focused on your business. There will be plenty of time for custom designed holographic business cards after you make it big. Also, diversify your revenue streams. The most successful startup I worked for kept the lights on by winning federal grants, after that VC and sales were icing on the cake.
Heartland: What’s one thing a mobile startup can do in marketing that can help them get a leg up on their competition?
Corey: In deciding which companies to chat with, we base our decision primarily on the information gleaned from startups website and on recommendations from firms we trust. We have passed on companies that had sparse or vague content on their website or appeared unprofessional. Also, if you are selling us mobile your website needs to be mobile optimized – we check.
Heartland: What’s your favorite app (other than BCBS of Illinois’s)? Why?
Corey: I am not sure that I have a favorite app per se. I take a utilitarian approach to choosing apps, so really my “favorite” app would be the one which is most useful to me at a given time. Right now I am religiously using MyFitnessPal. Why? I am trying to eat healthier and it is the first app that I feel really allows you to track your meals in an efficient way.
===================
See Corey at the Brands+Startups Challenge: Battle Round, July 24th, 6pm at 1871. He, along with Don Worley of Best Buy and Deepak Goel of Packback, are coaches to the final 12 startups. The will narrow down their startup teams in the Knockout Round and also have an opportunity to "Steal" a startup from one of the other coaches. See what brands want from startups in this unique program!
