As the Conversational AI imperative is becoming clearer, all signs suggest a new era of change and opportunity for healthcare organizations of all kinds and a strategy for success is critical. Cognizant has identified 5 best practices to help innovation leaders prepare for these opportunities.

2. © 2019 Cognizant
Going Big with Conversational AI
Matthew Smith, Practice Leader, Conversational AI | Cognizant
May 21, 2019

3. Cognizant’s Conversational AI services
© 2019 Cognizant3
DEFINED
STRATEGIC
ROADMAPS
OPERATION
AND SCALE OF
CAPABILITIES
OPTIMIZED
CUSTOMER
EXPERIENCES
EVOLVED BIZ
& SERVICE
OFFERINGS
Strategy and
Advisory
Customer
Insights
Care and
Commerce
Enabling Intelligent Conversational
Capabilities and Experiences
for Your Enterprise
ENTERPRISE
& INDUSTRY
ASSESSMENTS
Opportunity landscape.
Operational readiness.
Addressable market.
Channel, Device,
NLU Technology,
playbooks & roadmaps.
Refined customer
engagement goals.
Adoption strategies.
COE formation. Scale and
optimization for Security,
Compliance, and Privacy.
Intelligent revenue
growth from data
and customer insights.

4. Expertise across leading technologies, channels and devices.
© 2019 Cognizant4
Conversational
Frameworks
Virtual Agents
and Messaging
Device
Specializations

5. © 2019 Cognizant5
Multi NLU Expertise –
Cloud, OnPrem, Custom
and OpenSource
Templates for customer
feedback & dialog
building
Frameworks for
strategy, CoE,
architecture planning
Partnerships with
Cloud AI leaders /
Point solutions
Experienced
Conversational AI Design
and Digital Interactive
Teams
Conversational AI
Accelerators and
Differentiators

6. Highly rated in HfS Cognitive Assistant Service Providers Index
© 2019 Cognizant6
HFS
Ranking
Ability to execute Innovation capability
Voice of the
Cognitive
customer
Cognitive
assistants in
production
Partner
ecosystem
Delivery breadth
(channel,
language, process
verticalization)
Consulting and
design
Vision and
roadmap
Focus on
business
outcomes
#1
#2
#3
#4
#5

7. Every organization has started their AI journey.

8. Deploying AI enterprise-wide can be challenging and difficult.
© 2019 Cognizant8
Humanizing AI
People are the epicenter of data, outcomes,
change management, trust – of what it
takes to succeed with AI.
Constraints of Data Scientists
There is more data and opportunities than
people to solve them.
Interfacing AI with People
The rapid rise in smart speakers and voice
search are accelerating Conversational AI
adoption across industries.
Data Management and LOB Access
The complexity of modern business processes leaves a
challenge – how does a user start in finding information
that is relevant to the decision being made?
Next Gen AI Technologies
Growing business awareness of Deep Learning’s
ability to learn and make decisions is constrained
by corporate concerns.
Managing Change
Businesses are concerned about how success
might be managed, how stakeholders might be
motivated to participate and how the public and
regulators might consider the results.

9. © 2019 Cognizant9
It’s hard work.
Having a plan helps!

10. 5 Strategies to
Go Big With
Conversational
AI
10 © 2019 Cognizant
1. Plan big, start small.
2. CX before IT
3. Simplicity
4. Aspire to EQ
5. Start yesterday!

11. Going Big With
Conversational AI
11 © 2019 Cognizant
Plan big, start small.

12. Where Conversational is Trending for Healthcare
© 2019 Cognizant12
Discover
What are the best ways
to reduce my blood
pressure?
Decide
I’d like to refill my
Atorvastatin prescription
in the next week.
TransactI have questions about a
recent claim.
Seek help
Hey Jordan, it’s flu
season. Schedule an
appointment to get your
shot today.
Re-engage
Which orthopedist is in
my network?
Discover

13. What a “Plan big, start small” Strategy includes
© 2019 Cognizant13
INCREASE CAPABILITY SPEED & MARKET
DELIVERY. EVOLVE AND REFINE OFFERINGS
LAUNCH FIRST USE CASES, AND
SCALE/EXPAND CAPABILITIES
EXPLORE, DESIGN, AND SHAPE
CONVERSATIONAL
OPPORTUNITIES
STRATEGIZE OPERATIONALIZE ACCELERATE & REFINE
S O A R
• Develop a security, privacy, and
compliance strategy
• Develop a scalable device & NLU
strategy
• Increase bot adoption
• Improve UI and UX
• Create a bot personality
• Connect broader AI capabilities from
technology stack to roadmap
• Build CAI and AI expertise and a
resources strategy
• Increase bot intelligence and EQ
• Evolve CAI roadmap using insights
from customer dialog / other data
Build a Conversational AI roadmap
over the short, medium, and long-
term.
• Voice of the customer
• Competitive assessment
• Technology strategy
• Business case development

14. 14
USER REGISTRATION AND
SAVINGS CARD
DISTRIBUTION
Drive user registrations, building CRM opt-ins
along with the distribution of a savings card.
DISCUSSION GUIDES
Helping patients communicate more
effectively with their doctors.
VIRTUAL CARE AGENT
Check when medication was taken, refill
reminders, asking about symptoms, etc.
CUSTOMER SUPPORT
AND CONTENT
DELIVERY
Improve communication and content
delivery for “on-med” patients.
PATIENT ENGAGEMENT
AND SUPPORT
SERVICES
FAQs, interactive labeling information,
connecting patients to healthcare
professionals or pharmacies.
Healthcare Use Cases for Conversational AI

15. Myth Busting Conversational AI
© 2019 Cognizant15
You won’t replace
the contact center.
It’s more than Alexa.
“We don’t sell to
millennials.”

16. Starting Small Doesn’t Mean Low Value
© 2019 Cognizant16
Babylon Health is a subscription health service
provider that provides remote consultations with
doctors and health care professionals via text and
video messaging through its mobile application.
Health Navigator Offers Symptom Checker by
integrating natural language processing, clinical
vocabulary, and symptom-checking technology into
Microsoft’s health bot technology
A Merck sponsored Alexa Diabetes Challenge
produced Sugarpod – a voice-enabled care plan
allowing users to complete daily tasks, from
recording blood sugar levels and mealtimes
to tracking their medication adherence.
Zyrtec rolled out a Google Assistant skill that
provides daily allergy and weather information as
part of an initiative to personalize messaging
o Be Real
o Engage
o Add Value
o Contextualize
o Personalize
Tenets of Meaningful
Conversational Design

17. Going Big With
Conversational AI
17 © 2019 Cognizant
CX before IT

18. Crafting Customer Experiences
“You’ve got to start with
the customer experience
and work back towards
the technology – not the
other way around.
- STEVE JOBS
”

19. Healthcare Consumers are Looking for Better CX
© 2019 Cognizant19
Digital adoption across all
channels has increased and
members expect more self-
service digital capabilities
Use of mobile devices has
significantly increased for
standard interactions
Members’ willingness to
share data digitally has
increased
Members are increasingly
adopting wearables to
manage their health
Digital: It’s Not Just for Millennials
Members across all age groups
look for digital tools when making
purchasing decisions
Medicare members usage
of digital channels is
significantly higher than
non-digital channels
Cognizant survey assessing usage of health plan digital channels, (2400 respondents, 50 states)

20. Don’t skip steps!
© 2019 Cognizant20
Business Goals
Data
Analysis
Customer
Journey Requirements
Architecture
Analyse
& Improve
Promote
Customer Centric
Development Lifecycle
Hyper Care Deploy Test Develop
Design
1 2 3 4
10 9 8 7
5
6
12
11

21. © 2019 Cognizant21
Can multiple
modalities be
used?
Does it guide
the user?
Does it facilitate
conversation?
Is it responsive
to change?
Is it supportive?
Is it clear?
Is it learnable?
Is it
predictable?
Does it support
the journey?
Does it meet
expectations?
Does it satisfy
user needs?
Is it intuitive?
Is it easy to use?
Is it accessible?
VISUAL
CONVERSATION
OPTIMIZED
DIALOGUE
INTUITIVE
ENGAGEMENT
CUSTOMER
EXPERIENCE
EASILY
UNDERSTODD
V O I C E
Customer Journey: Questions to Ask

22. Going Big With
Conversational AI
22 © 2019 Cognizant
Simplicity

23. A Simplicity Case Study:
Cognizant and Google
are using AI to transform
restaurant ordering via
Virtual Cognitive Agents
23 © 2019 Cognizant

24. You may love the food, but ordering it? Not always.
© 2019 Cognizant24
CHOSE
RESTAURANT
PICK
LOCATION
MAKE
PHONE
CALL
PLACE
ORDER
PAY FOR
ORDER
DRIVE TO
LOCATION
IS MY
ORDER
RIGHT?
ENJOY /
REPEAT
OPEN APP /
WEB SITE
WAIT FOR
DELIVERY
TOSS /
COMPLAIN

25. © 2019 Cognizant
Our AI Order Assistant Works 7/24 and is Everywhere You Are

26. © 2019 Cognizant26
Ok Google,
It’s Pizza Night!
Let’s order the usual!
SEGMENT of ONE
MARKETING
• Hyper Personalization
• Contextual Signage
• Meaningful
Recommendations
PERSONALIZED
ORDERING
• Predictive Menus
• Biometric
Personalization
• Smart kiosks and
drive thrus
CONTEXTUAL
FULFILLMENT
• Decentralized Pick-Up Points
• Distributed Delivery Centers
• On Demand ATMs
AI Simplifies Ordering Your Restaurant Favorites

27. Ordering a meal is a little more complex than it seems
© 2019 Cognizant27

28. © 2019 Cognizant28
Getting to simple requires hard work.
Particularly in healthcare.

29. © 2019 Cognizant
Cognizant Health Connect is applying conversational AI
to simplify and enhance the healthcare experience.
• Making it easier to take an action and save time in doing so
• Acting in a way that establishes and maintains full trust
• Being invisible while providing convenience

30. Going Big With
Conversational AI
30 © 2019 Cognizant
Aspire to EQ

31. Strive Towards Personalized Customer Interactions
© 2019 Cognizant31
You should know me by now!
Consumers expect brands to
recognize them and provide a
personalized experience.
Ready or not, here I come!
Consumers want to engage brands
whenever and wherever the need arises.
My Magic Wand
1,500 times/week: average user picks
up their phone
140 Tasks completed per day by
smartphone owners
I’m bored, entertain me!
Brands are competing for consumer attention.
Digital differentiation is key.
Sales, Support
and Service
Interactions
Customer
Experiences
Demographics
Propensities to
Buy / Spend
Customer
Identity
Key Lifestyle
Indicators
Predicting
Dormancy
Social Media
Harvesting
Detecting
Risk and
Fraud
Customer
Sentiment and
Listening
Customer
Transaction and
Product Data
Household
Relationships
Journey Behaviors
and Analysis
Dynamic Micro
Segmentation
Customer Spending
Pattern Analysis
Third Party
Data
Predicting
Delinquency
Predicting
Attrition
Opportunities for
Cross Sell / Upsell
New Customer
Acquisition
Reducing Customer
Complaints
Customer Profitability
Optimization
Advanced Next
Best Offer / Action
Avoiding Digital
Leakage
Always-On AI & Analytics
Capturing the Customer’s Data
Centric View to enable the Omni-
Channel Customer Journey for
insights, actions, measurement and
monitoring

32. Apply AI and Analytics for Actional Insights
© 2019 Cognizant32
• Omni-Channel Customer Journeys: Understand Customer behavior, key influencers,
challenges, unmet needs at various touchpoints.
• Enterprise-wide Customer view: Provide a holistic aggregated Customer view across all
Business Areas and data sources.
• Always-On AI: When new data enters the database, the system looks at every new field
and finds correlation to generate a meaningful insight.
• Digital Hyper-Personalization: Creates an action plan on how to generate insights from
data collected from various touchpoints to enhance human-centered decision-making.
• KPIs to track effectiveness: Identify the factors which impact business impact and need
active monitoring.

33. What This Means for Your Organization
© 2019 Cognizant33
…For Business Users
• Faster, standardized approach to
decision making with pre-built
business apps
• Access to richer information to
bring deeper business context
• Customize and configure KPIs
and reports to monitor business
anytime, anywhere
…For Data Scientists
• Faster onboarding of any data
source for finding hidden
correlations
• Advanced algorithm
marketplace to accelerate
model building
• Integrated test-and-learn
environment to learn from
experiments and deploy models
into production
…For IT Organizations
• Address organizational needs
effectively with agility, elasticity
and scalability
• Rapid infrastructure stand-up to
deliver what business wants
• Deploy once, use repeatedly
• Catalog-based SLA approach to
predictable outcomes

34. Going Big With
Conversational AI
34 © 2019 Cognizant
Start yesterday!

35. Conversational AI in 2019
© 2019 Cognizant35
INDUSTRY CONSUMERS
CONTENT TECHNOLOGY
By 2021, 15% of all customer
service interactions will be
completely handled by AI, an
increase of 400% from 2017.
With Alexa for Business,
Amazon has enough gravity to
potentially disrupt the way a wide
variety of workers interact with
applications and systems.
–GARTNER
1 in 5 consumers have
shopped using voice enabled
digital assistants; 1 in 4 smart
speaker owners have used
device for commerce.
–VOICEBOT.AI
Smart speaker users surpassed
50 million U.S. adults in May 2018.
Consumers with access to a smart
speaker rose to 21.6% of U.S. adults
or 54.4 million people, reflecting a
9.7% rise in just four months.
–VOISYS
Forrester sees NLG as a key
feature of business intelligence,
marketing, and content
management technologies.
–FORRESTER
For businesses across
many sectors of the
global economy,
conversational AI is
a key to increased
productivity and greater
customer satisfaction.
–FORBES

36. © 2019 Cognizant36

37. Going Big With
Conversational AI
37 © 2019 Cognizant
Case Study

38. Apply a Framework for Classifying Opportunities
© 2019 Cognizant38
Middle OfficeFront Office Back Office
Product Design
Marketing
Digital Sales
Actuarial
Underwriting
FunctionsAIThemes
Network Management
Medical Management
Pharmacy Management
Digital Service
Account Set-up
Enrollment and Eligibility
Billing
Claims Processing
Digital Self- Service
Member & Provider Services
Product/ Plan Design – On/
Off Exchange
Customer Acquisition and
Sales Support
Payment Integrity
Collaboration Support (e.g. VBC partners)
Member Engagement
Stakeholders
Prospective Members
Members/ Patients
Providers
PBMs
Members/ Patients
Providers
PBMs
Collaboration Partners and Value
based partners
Medical Cost Optimization
Wellness Coordination
Clinical Support
Pharmacy Operations Transformation

39. © 2019 Cognizant39
4 Marketing Campaign
Effectiveness AI
8 Utilization Review
10 Behavioral Health and Social
Determinants of Health AI
11
Preventive Care Health
Monitor
1 Product Design AI
7
Medical Coding
Completeness and Accuracy
5 Brand Perception AI
9
Risk Stratification and
CM/ DM Enrollment
2
Product Recommendation
Engine
6 Opioid Abuse AI
12 Disease Onset &
Progression
3 Prospect Segmentation
15 Rx Claims/ Drug
Utilization Review
16 Medication
Adherence
17
Fraud, Waste and
Abuse Engine
18
Subrogation/ Coordination
of Benefits Identification
22 Warm Care Index
23 Natural Language Processing
on Customer Service Data
20
Appeals and
Grievances AI
24 Contact Center
Optimization AI
21
Physician Referral
Analytics
14 ER/ UC Visit
Front Office Middle Office Back OfficeLegend
19 Claims Adjudication AI
13 Hospital Readmission
25 Customer Journey Analytics
FeasibilityLow
Business
Impact
High
4
5
3
2
1
7
6
8
9
10
11
12
13
14
15
16
17
18
20
21
22
24
23
19 25
High

40. Look for Foundational and Strategic Wins
© 2019 Cognizant40
Use-Case Description
23. Natural
Language
Processing
• Extract meaning from unstructured data - audio calls, call logs,
customer emails, social media posts
• Improving customer experience
24. Contact Center AI
Optimization
• ML models, APIs and Bots to reduce Call Volume and AHT, optimize
IVR systems, identify opportunities for agent training
• Increasing Customer Satisfaction and improving contact center
operations
25. Customer Journey
Analytics
• A holistic view of the customer across enterprise data, i.e. claims,
membership, CRM, contact center, demographics, etc.
• Generating next best actions to improve member satisfaction and
improve operational efficiency

41. 5 Strategies to
Go Big With
Conversational
AI
41 © 2019 Cognizant
1. Start small. Plan big.
2. CX before IT
3. Simplicity first
4. Aspire to EQ
5. Start yesterday!

42. A final thought…
© 2019 Cognizant42
Sometime in the future – more years than entrepreneurs would
like and fewer years than most doctors hope – AI will disrupt
healthcare as we know it. Of that we can be sure.
Dr. Robert Pearl
Stanford University professor
Author of "Mistreated: Why We Think We’re Getting
Good Health Care--And Why We're Usually Wrong”

43. © 2019 Cognizant43
MATTHEW
SMITH
DEDICATED TO HELPING COMPANIES
UNDERSTAND, PREPARE FOR
AND BENEFIT FROM A NEW CLASS OF
TECHNOLOGIES ENABLING
A NEW INDUSTRIAL
REVOLUTION
GLOBAL LEAD FOR THE
CONVERSATIONAL AI
PRACTICE AT COGNIZANT
www.linkedin.com/in/
matthewjsmith01/
www.matthew-j-smith.com
www.twitter.com/
_MatthewJSmith
Thank you! Let’s Connect…