How Health Plans Are Using Social Media to Engage Their Members In Healthy Activities
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How Health Plans Are Using Social Media to Engage Their Members In Healthy Activities

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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 ...

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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How Health Plans Are Using Social Media to Engage Their Members In Healthy Activities How Health Plans Are Using Social Media to Engage Their Members In Healthy Activities Presentation Transcript

  • Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 1
  • 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 Rajiv Kumar, M.D. Founder & Chief Medical Officer Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 2
  • ShapeUp’s Mission Statement Creating a healthier world by leveraging social influence to engage people in healthy activities Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 3
  • Today’s Agenda1. Hear live from 4 health plans about how they are using social media to engage their members in healthy activities2. What are some other health plans doing?3. Key drivers for this approach to engagement4. Summary of best practices5. Questions & answers Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 4
  • Katie Jaye ShelbyCustomer Experience Strategistkshelby@pacificsource.com Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 5
  • Where You’ll Find Us Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 6
  • Our Healthy Life Challenge• 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 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 7
  • 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” happenedmostly on the Facebook page; allowing the competitors to taunt each other good naturedly. Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 8
  • Our Healthy Life Challenge• 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. Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 9
  • Engaging Through Innovation Paul Coppola Head of Wellness Program Strategy and Development Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 10
  • It starts with keeping it relevant Multi- channel outreach and delivery Holistic risk reduction Population Health Management Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 11
  • Reaching people where they want to beDriving action through motivation, ability and triggers Social • Condition- Engagement • Mindbloom based • Get Active! texting • Lifestyle communities Texting Gamification Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 12
  • From engagement to outcomes 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 participantData from 2010/2011 Aetna Informatics and ShapeUp evaluation Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 13
  • Aetna is the brand name used for products and services provided by Aetna Health Inc., Aetna HealthInsurance Company of New York, Aetna Health Insurance Company and/or Aetna Life InsuranceCompany (Aetna). In Maryland, by Aetna Health Inc., 151 Farmington Avenue, Hartford, CT06156. Each insurer has sole Financial Responsibility for its own products.This material is for information only. Health information programs provide general health information andare not a substitute for diagnosis or treatment by a physician or other health care professional. Healthbenefits and health insurance plans contain exclusions and limitations. Discount programs provideaccess to discounted prices and are NOT insured benefits. The member is responsible for the full cost ofthe discounted services. Any incentive reward may be taxable to you. You may wish to consult with atax advisor as to the proper tax treatment of this incentive reward. Information is believed to be accurateas 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. Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 14
  • Using Multiple Media to Engage People in Conversations on Health and Wellness Steve Sorenson Director of Marketing & Product Innovation Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 15
  • Going Social Facebook YouTube Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 16
  • Case Study – MobileNurse Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 17
  • Results 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 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 18
  • Christine BurgerSocial Media Strategistchristine.burger@blueshieldca.com Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 19
  • Why Social MediaBalance the share of voice−Healthcare is often portrayed negatively in the press.−Social media can surface and magnify the positive. 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.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. Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 20
  • What We’re Doing Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 21
  • Moms on a Mission PromotionGoal: To raise awareness of Blue Shield’s commitment to healthy lifestyles byengaging mom influencers to participate in health-related events Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 22
  • Moms on a Mission PromotionAdvocacy: 78% of members said they were Thank you Blue Shield forlikely to tell others about Blue’s Shield’s support supporting our group.of their community! OC Mommies took our kids to thePerception: 51% of members said their local fire station to learn about fireopinion of Blue Shield changed because of safety and emergency planning!this sponsorshipEngagement: 72% of user-generated contenton Facebook was from Meet-up moms duringthe campaign.• 26,151 participants met face to face at• 3,750+ Blue Shield sponsored Meet-up events• 29 group contest entries, 1,146 votes Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 23
  • What Are Other Health Plans Doing? Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 24
  • Harvard Pilgrim: Wellness Idea Sharing Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 25
  • Humana: Map & Share Runs With Friends Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 26
  • UnitedHealth: Mobile App for Challenges Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 27
  • Why Health Plans AreTaking This Approach Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 28
  • What’s Driving This Social Approach?• 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 Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 29
  • Summary ofBest Practices Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 30
  • Best Practices for Leveraging Social Media•1 Leverage existing, consumer-facing social networking platforms (Facebook, Twitter, YouTube, Pinterest)•2 Use custom-branded sites for greater control, functionality•3 Host challenges and competitions to drive high member engagement and outcomes•4 Help members feel like they’re part of a larger movement•5 Take advantage of the power of mobile (SMS, apps)•6 Measure results to learn what works and what doesn’t Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 31
  • How ShapeUp Can Help Your Health Plan• Branded social network • Mobile & SMS• Challenges & competitions • Wireless devices Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 32
  • Copyright © 2012 ShapeUp, Inc. Confidential & Proprietary. 33