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Building trust through social mediaWhy a consumer-focused health plan must join the conversationPresented by:
Mandi BishopLead, Health Analytics Innovation & ConsultingDell Healthcare & Life Sciences
Janice JacobsSocial Media DirectorDell Healthcare & Life Sciences
#ACAPHour
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Brace yourselves: Consumerism is coming
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Market forces driving healthcare transformation
2012 2013 2014 2015 2016 2017 2018
5 Cs and the critical impact on how healthcare is delivered today
Capitation
Consolidation
Coordination
Competition
Consumerism
• Shift of risk from health plans to providers• Pay for value vs. pay for volumes
• Larger health plan and provider organizations • Vertical integration – insurance coverage thru delivery of care
• Focus on care transition and delivery of care in non inpatient setting • New models of care driven by technology
• Increased competition• Risk based organizations compete on value and customer service
• Increased patient focus and personalized medicine• Population health management
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5
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As the world changes, industry must adapt
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Consumers are changing: experience matters
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New consumers expect a personalized experience
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…timely engagement, swift problem resolution
https://storify.com/dandunlop/using-social-media-for-service-recovery-lessons-fr
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Are health plans meeting consumer expectations?
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67 77
Axi
s T
itle
2014
2013
©2014 ACSI LLC.All rights reserved.
Access to primary care doctors
Access to specialty care doctors and hospitals
Ease of submitting a claim
Coverage of standard medical services like office visits, tests and procedures
Timeliness of claims processing
Ease of understanding insurance statements
Prescription drug coverage
Website satisfaction
Range of plans available to choose from
Call center satisfaction
Source: ACSI Finance & Insurance Report 2014
Health Insurance2013 vs. 2014 Industry Customer Experience Benchmarks
And what are the consequences when we don’t?
Meeting ACAP consumers “where they live”
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Every 60 seconds on the internet…
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Social media – everyone uses it
18 to 24year olds are more than 2x as likely than 45 to 54 year olds to use social media for health-related discussions. (Mediabistro)
31%have specific social media guidelines in writing. (Institute for Health)
41%affect their choice of a specific doctor, hospital, or medical facility. (Demi & Cooper Advertising and DC Interactive Group)
are likely to share information about their health on social media sites with other patients, 47% with doctors, 43%with hospitals, 38% with a health insurance company and 32% with a drug company. (Fluency Media)
30%of doctors say social media improves the quality of care delivered to patients.(Demi & Cooper Advertising and DC Interactive Group)
60% Parents are more likely to
seek medical answers online, 22% use Facebook and 20% use YouTube.
Of non-parents, 14%
use Facebook and 12% use YouTube to search for health care related topics. (Mashable)
are use social media for professional purposes, often preferring an open forum as opposed to a physician-only online community. (EMR Thoughts)
2/3
26%participate in social media. (Demi & Cooper Advertising and DC Interactive Group)
40%say that information found via social media affects the way they deal with their health. (Mediabistro)
90%said they would trust medical information shared by others on their social media networks. (Search Engine Watch)
More than
of consumers
of respondents from 18 to 24 years of age
of health care orgs
of peoplesaid social media would
54%From a recent study, are very comfortable with
their providers seeking advice from online communities to better treat their conditions. (Mediabistro)
of adults
of all hospitals in the US
of doctors
of patients
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Social’s not just for computers – social is mobile
>90% have cell phones
>58% have smart phones
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Internet-enabled phones break income barriers
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What do you want your consumers to experience?
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What can health plans do for consumers?Healthcare is a “social” service:
it revolves around people, their lives and their communities.
What can health plans do for consumers?Healthcare is a “social” service:
it revolves around people, their lives and their communities.
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How are health plans using social today?
• Out of the top 100 health plans ranked by EveryMove’s 2014 survey,
– 97 use both Twitter and LinkedIn
– 87 are on Facebook
– 81 are on YouTube
• Even something as socially simple as sending a text message can have a tremendous impact!
http://www.evolution1.com/healthcare-trends-institute/how-health-plans-can-optimize-social-media/
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SMS outreach success story: Text4Baby
http://kff.org/medicaid/issue-brief/profiles-of-medicaid-outreach-and-enrollment-strategies-using-text-messaging-to-reach-and-enroll-uninsured-individuals-into-medicaid-and-chip/
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Social for greater good: American Red Cross
Approach Video
This is the first social media command center devoted to humanitarian relief and demonstrates the power social media can lend during emergency and crisis situations.
Benefits
Dell was brought in to construct the project —modeling it after their own Social Media Listening Command Center, used to track brand sentiment and chatter. We consulted on the space configuration, build and helped the American Red Cross establish processes for the successful training and operation of their command center.
• Improved data sourcing and identification of trends in disaster-affected areas
• Improved ability to anticipate and respond to the public’s needs
• Increased ability to quickly connect people with the resources they need during a disaster — such as food, water, shelter or even emotional support.
http://www.youtube.com/watch?v=w8nL9WO2m0Y
ChallengeThe American Red Cross has been a leader in the social media space for some time, but looked to Dell for help scaling their social media operations during major disasters. As an organization with worldwide exposure and such a direct impact on human life, they needed a scaling solution that would support their efforts.
Key considerations and preparations to get started with social
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Key observations
We have observed “three main mistakes” that companies make when trying to use social platforms:
Not engaging Businesses need to engage with their target audience in the social places those users are. Don’t have a “if you build it, they will come” attitude.
Missing analyticsMany businesses don’t understand and utilize the richness of the analytics and the customer data a business can get by mining social media sites.
Failure to startBiggest error is not getting started.Social media engagement is an imperative: if you’re not in these conversations they’re happening without you.
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Are you prepared to act?
Key activities which must be undertaken in order to engage with audience(s).
Source: Altimeter Group, 2013
2012
2010 10.8% 28.8% 41% 18% 1.4%
9.4% 29.1% 35.4% 23.6% 2.4%
DecentralizedNo one department
manages or coordinates; efforts bubble up from the
edges of the company
CentralizedOne department (like
Corp Communications) manages all social
activities.
Hub and SpokeA cross-functional
team sites in a centralized position and helps various
nodes such as business units.
Multiple Hub and Spoke (“Dandelion”)
Similar to Hub and Spoke but applicable to
multinational companies where “companies within
companies” act nearly autonomously from each other under a common
brand.
HolisticEveryone in the
company uses social media safety and
consistently across all organization.
At a minimum:• Social Media Policy• Social Media Governance Structure • Trained People who are Able to Act on Organization’s Behalf• Clear Escalation Points for Social Media
Organize for
success
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Are you prepared to act? (continued)
Engaging in social media requires:
Staff commitment is changing for most organizations
Source: Altimeter Group, 2013
Trained / empowered people Transcending marketing
Q. Approximately
how many full-time
equivalent staff
currently support
social efforts in your
organization, for
external and internal
engagement?
1 2 4 8 16 32 64
1,000 to <5,000
5,000 to <10,000
10,000 to <50,000
50,000 to <100,000
more than 100,000
Chart Title2012
Ave
rag
e #
of
Staf
f
Employees in Company
Figure 6: Social media headcount across the organization is blooming
2010
Keep it socially simple, and ENGAGE!
So you’ve engaged consumers…now what?
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What does social media engagement do for YOU?
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Engagement exercise: simple tweet break-down
Consumer tweeted directly @ ACAP – they’re asking for a response
By using the #Medicaid hashtag, the tweet has been “tagged,” and will be part of search results for anyone else looking for Medicaid information
By using the #Florida hashtag, the tweet has been “tagged,” and will be part of search results for anyone else looking for Florida information
Twitter: micro-blogging platform limited to 140 characters per post
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Advanced engagement exercise: context analysis
ACAP response requested
Searchable #Medicaid tagSearchable #Florida tag
Consumer is interested in female health concerns, including pregnancy, and will likely also be interested in CHIP/pediatric care
Consumer seems to be looking for eligibility criteria and enrollment information
Consumer looking for info specific to state of Florida; you know which programs are applicable
Consumer seeking info on Medicaid, tells you about demographics and opens door for engagement on related programs
Services
Listening in social media impacts everything
Product DevelopmentFeedback LoopEarly WarningNew ProductIdeation
MarketingDemand ForecastLead GenerationMessage Reach
Online PresenceRatings & ReviewsCommunitiesCustomer Stories
SalesCollaborationThought LeadershipBlogs
Customer ServiceListeningSupport WidgetsOutreach
CommunicationRich MediaBrand ReputationInfluenceReputation
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Dell - Internal Use - Confidential
Active listening – reporting samples
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Beyond listening: personalized experience
Mobile-Ready, Personalized Content, Connected Devices
360 Degree Member View for Responsive Service
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Social media capability maturityDell has used this continuum to evaluate social media capability in other organizations.
Stage 1TraditionalSocial limited to marketing as an “add-on” to traditional marketing.
Stage 3OperationalizingEmpowered, team formalizes and spreads social engagement principles.
Stage 5: Fully EngagedEntire team base has a 360-degree view of the consumer and can readily anticipate their needs. Engagement is your brand.
Stage 4Real ResultsTeam base is engaged & metrics are robust.
Stage 2Dabbling in SilosMaverick employees break through and begin trying social.
5 Stages of Social Media Capability Maturity
Reference: Ant’s Eye View (antseyeview.com)
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Final thoughts
Thank you.For more information, please contact:
Mandi [email protected]@MandiBPro
Follow us to keep up with the latest in healthcare IT:
@DellHealth Dell Healthcare and Life Sciences
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Dell - Internal Use - Confidential
More Information
• Twitter in Healthcare: Conversations & Hashtags (1/18/2013) - Learn how to participate in tweet chats, including an extensive list of popular health IT hash tags and suggested facilitators to follow.
• Twitter healthcare hashtag project: http://www.symplur.com/healthcare-hashtags/
• Mashable social media (website resource, social media platform cheat sheets, etc.)
• Top 50 Health IT Blogs 2014
• Altimeter Group (Altimeter helps companies understand and act on technology disruption.)