Webinar materials prepared for Association for Community-Affilitated Plans (ACAP). Healthcare consumerism is coming - are you prepared? As industry changes, so consumers adapt, and today's consumers have a world of information and engagement tools at their fingertips. In this webinar, learn how health insurance organizations and other healthcare companies can increase and improve their consumer experience through meaningful engagement, through social media.

1. Building trust through
social media
Why a consumer-focused health plan
must join the conversation
Presented by:
Mandi Bishop
Lead, Health Analytics Innovation & Consulting
Dell Healthcare & Life Sciences
Janice Jacobs
Social Media Director
Dell 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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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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AxisTitle
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 Insurance
2013 vs. 2014 Industry Customer Experience Benchmarks
And what are the consequences when we don’t?

9. 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 24
year 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 people
said social
media would
54%
From a recentstudy, 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
Challenge
The 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.

19. 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 analytics
Many 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 start
Biggest 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%
Decentralized
No one department
manages or
coordinates; efforts
bubble up from the
edges of the
company
Centralized
One department (like
Corp Communications)
manages all social
activities.
Hub and Spoke
A 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.
Holistic
Everyone 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 Title
2012Average#ofStaff
Employees in Company
Figure 6: Social media headcount across the organization is blooming
2010

23. Keep it socially simple, and ENGAGE!

24. 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

28. Services
Listening in social media impacts everything
Product Development
Feedback Loop
Early Warning
New Product
Ideation
Marketing
Demand Forecast
Lead Generation
Message Reach
Online Presence
Ratings & Reviews
Communities
Customer Stories
Sales
Collaboration
Thought Leadership
Blogs
Customer Service
Listening
Support Widgets
Outreach
Communication
Rich Media
Brand Reputation
Influence
Reputation
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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 maturity
Dell has used this continuum to evaluate social media capability in
other organizations.
Stage 1
Traditional
Social limited to marketing as an
“add-on” to traditional marketing.
Stage 3
Operationalizing
Empowered, team formalizes and
spreads social engagement principles.
Stage 5: Fully Engaged
Entire team base has a 360-degree view
of the consumer and can
readily anticipate their needs.
Engagement is your brand.
Stage 4
Real Results
Team base is engaged
& metrics are robust.
Stage 2
Dabbling in Silos
Maverick 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

33. Thank you.
For more information, please contact:
Mandi Bishop
Mandi_Bishop@Dell.com
@MandiBPro
Follow us to keep up with the
latest in healthcare IT:
@DellHealth Dell Healthcare
and Life Sciences

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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.)