big health goes social
Post on 16-Jan-2015
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Big Health “Goes Social”Big Health “Goes Social”Lessons from WellPoint’s four year social journey
Tim Gilchrist, WellPoint, Director eBusiness
@timgilchrist
linkedin.com/in/timgilchrist
Tim GilchristTim Gilchrist
Director eBusiness
@timgilchrist
Director eBusiness
@timgilchrist
All about WellPoint
•WellPoint is one of the nation’s largest health benefits
companies, with nearly 34 million members in its affiliated
health plans and approximately 65 million individuals
served through its subsidiaries.
• Radian6 customer since 2010
~29K ~150K In Pilot~4M
Problem
There is a conversation going on about our brand we can not control
•Wellness is a social activity
•Healthcare increasingly retail
•Crisis happens
RelationshipsOne to One
One to manyMany to Many
Great Storytelling
Brand Ambassadors
Solution
USE CasesUSE Cases
Launched 5 Day Boost in Spring 2012
Asked our audience to submit videos of themselves performing their favorite exercises, participate in our community’s conversations, and provide encouragement to others.
•Call to action
•Dani asks people to send in videos of themselves performing their favorite exercises
Phase 1
•Content!
•FB page released a new video every day of the week for 3 weeks
Phase 2• Engaged our community
• Showcased the membership benefit of Anthem Blue Cross Blue Shield Health Coaches
• 2M+ impressions
• 2K fan comments
• 500 video submissions
Success
7
Avoiding Crisis / Building Relationships
“Mind you, we paid $800 up front, pharmacy had no prob taking, but #Anthem, it seems put their foot down & demanded full payment. rationing?”
“But back to WellPoint for a moment. The woman who called was incredibly kind. She said that she was following-up to make sure the Synagis was shipped..
She went on to say …she and her colleagues at WellPoint, along with her colleagues at Anthem were cheering Luna on.
I was touched. Really. I almost burst out into tears.”
http://lunaandwe.blogspot.com/search?q=But+back+to+WellPoint+for+a+moment
New Product Development
Negative Sentiments Towards Wellness (topics related to time)
New Product Development
FOLLOWING FOLLOWERS UPDATES
Positive Sentiment
297.4 794.1 3270.8
Negative Sentiment
339.5 595.5 2817.5
13% 25% 14%
*Source – 2,000 hand-screened Tweets relating to health & wellness during Jan-Feb 2010
Listening For Dollars
“@thejessicadrake: Hey guys? Do you have
health insurance that you're happy with?
Who's your provider? I may be switching...”-
anthem
River of News
Summary
•Our total commitment pays dividends
•We can learn more about our customers by
listening / Radian6
•Next challenge is to master content and
empower employee / ambassadors (Social Hub)
•Open consumer sales channel to social
#RealHealth
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