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Social media is a fun and effective way for businesses of all kinds to reach current and potential customers. In this presentation, we explore how some of America’s most innovative health insurance companies are using the power of social media to engage their members and their communities in healthy activities. Check out this presentation to learn:* How some of America’s leading health plans are using social media to engage their members and communities in healthy activities* Why these companies decided to invest in this communication channel* Lessons learned and key insights gained from their experience* How your plan can leverage best practices for engaging your membership through social media
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1 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
2 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
Rajiv Kumar, M.D.
Founder & Chief Medical Officer
Today’s Presenters
Katie Jaye Shelby
Customer Experience Strategist
Paul Coppola
Head of Wellness Strategy & Development
Steve Sorenson Director of Marketing & Product Innovation
Christine Burger
Social Media Strategist
3 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
ShapeUp’s Mission Statement
Creating a healthier world by
leveraging social influence to
engage people in healthy activities
4 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
1. Hear live from 4 health plans about how they are using
social media to engage their members in healthy
activities
2. What are some other health plans doing?
3. Key drivers for this approach to engagement
4. Summary of best practices
5. Questions & answers
Today’s Agenda
5 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
Katie Jaye Shelby
Customer Experience Strategist
6 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
Where You’ll Find Us
7 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
• Mission: To improve the health of the people in the communities we serve
• PacificSource committed $4 million towards wellness and prevention research and healthy campus initiatives at the University of Oregon and Oregon State University
• Focuses on these modifiable risk factors:
Physical Activity
Healthy Eating
Stress Management
Tobacco Cessation
Our Healthy Life Challenge
8 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
Healthy Life Challenge
Healthy Life Challenge website
changes to focus on the challenge
that is happening right now. Groups
who are doing the challenge can use
our website, their own website/blog,
whatever they prefer.
Healthy Life Challenge
“Civil War” happened
mostly on the Facebook
page; allowing the
competitors to taunt
each other good
naturedly.
9 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
• Results of Civil War Healthy Life challenge
Over 2,500 students/others signed pledges to either stop
smoking, add more fruits and vegetables, add 20 minutes
of activity each day, or focus on stress management.
University of Oregon committed to become a tobacco-
free campus in 2012.
600 staff from the competing school districts in the latest
challenge ate almost 10,000 fruits and vegetables in the
first week, replacing 3,000 unhealthy snacks.
Almost 40% of the teachers and staff are participating.
Our Healthy Life Challenge
10 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
Paul Coppola
Head of Wellness Program
Strategy and Development
Engaging Through Innovation
11 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
It starts with keeping it relevant
Population Health
Management
Holistic risk
reduction
Multi-channel outreach
and delivery
12 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
Reaching people where they want to be
• Condition-based texting
Texting
• Get Active!
• Lifestyle communities
Social Engagement • Mindbloom
Gamification
Driving action through motivation, ability and triggers
13 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
Reaching the unexpected and difficult to reach
High engagement yields exceptional value
• Average participation rate: 27.8% of eligibles
• Average weight loss: 5.54 lbs. per participant
• Average BMI reduction: 0.78 point per participant
From engagement to outcomes
Data from 2010/2011 Aetna Informatics and ShapeUp evaluation
14 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
Aetna is the brand name used for products and services provided by Aetna Health Inc., Aetna Health
Insurance Company of New York, Aetna Health Insurance Company and/or Aetna Life Insurance
Company (Aetna). In Maryland, by Aetna Health Inc., 151 Farmington Avenue, Hartford, CT
06156. Each insurer has sole Financial Responsibility for its own products.
This material is for information only. Health information programs provide general health information and
are not a substitute for diagnosis or treatment by a physician or other health care professional. Health
benefits and health insurance plans contain exclusions and limitations. Discount programs provide
access to discounted prices and are NOT insured benefits. The member is responsible for the full cost of
the discounted services. Any incentive reward may be taxable to you. You may wish to consult with a
tax advisor as to the proper tax treatment of this incentive reward. Information is believed to be accurate
as of the production date; however, it is subject to change. For more information about Aetna plans,
refer to www.aetna.com.
Policy forms issued in OK include: HMO/OK COC-5 09/07, HMO/OK GA-3 11/01, HMO OK POS RIDER
(08/07), GR-23 and/or GR-29/GR-29N.
15 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
Using Multiple Media to Engage
People in Conversations on
Health and Wellness
Steve Sorenson
Director of Marketing & Product
Innovation
16 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
Going Social
YouTube
17 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
Case Study – MobileNurse
18 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
Significant growth in Facebook Likes and YouTube Views
More than 3,500 downloads of the App
When combined with other media helped to reduce ER
use by more than 20% in targeted locations
Results
19 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
Christine Burger
Social Media Strategist
20 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
Why Social Media
Balance the share of voice
−Healthcare is often portrayed negatively in the press.
−Social media can surface and magnify the positive.
Improve member experience
− Consumers know what they want and are talking about it.
− Social media helps Blue Shield listen in real time, turn feedback into
meaningful changes, and report back to the community.
Build transparency
− People are already talking about health on social media.
− Social media allows Blue Shield to enable conversation, and
demonstrate transparency by sharing the good & bad.
21 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
What We’re Doing
22 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
Moms on a Mission Promotion
Goal: To raise awareness of Blue Shield’s commitment to healthy lifestyles by
engaging mom influencers to participate in health-related events
23 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
Moms on a Mission Promotion
Advocacy: 78% of members said they were
likely to tell others about Blue’s Shield’s support
of their community!
Perception: 51% of members said their
opinion of Blue Shield changed because of
this sponsorship
Engagement: 72% of user-generated content
on Facebook was from Meet-up moms during
the campaign.
• 26,151 participants met face to face at
• 3,750+ Blue Shield sponsored Meet-up
events
• 29 group contest entries, 1,146 votes
Thank you Blue Shield for
supporting our group.
OC Mommies took our kids to the
local fire station to learn about fire
safety and emergency planning!
24 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
What Are Other Health
Plans Doing?
25 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
Harvard Pilgrim: Wellness Idea Sharing
26 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
Humana: Map & Share Runs With Friends
27 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
UnitedHealth: Mobile App for Challenges
28 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
Why Health Plans Are
Taking This Approach
29 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
• Health plans want members to know they actually care
about keeping them healthy
• Members are increasingly using social media to access
information and engage with programs, services, and
brands
• Health plans want to influence their broader communities
• A social approach promotes the viral spread of information
and engagement
• Social media is participatory, allowing members to feel a
strong sense of involvement and ownership
What’s Driving This Social Approach?
30 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
Summary of
Best Practices
31 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
• Leverage existing, consumer-facing social networking
platforms (Facebook, Twitter, YouTube, Pinterest)
• Use custom-branded sites for greater control, functionality
• Host challenges and competitions to drive high member
engagement and outcomes
• Help members feel like they’re part of a larger movement
• Take advantage of the power of mobile (SMS, apps)
• Measure results to learn what works and what doesn’t
Best Practices for Leveraging Social Media
1
2
3
4
5
6
32 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.
• Branded social network
How ShapeUp Can Help Your Health Plan
• Challenges & competitions
• Mobile & SMS
• Wireless devices
33 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary.