How Communications and
Community Are Evolving in a
Changing Healthcare
Environment
Matt Wiggin
Carissa Caramanis O’Brien (...
Where We Were

• Big business to Big business
• Based on industry’s origins
• Traditional audience, traditional
approach

...
Emerging Trend

• Rise of Consumerism
• Increased focus on consumerdriven communications
• Communicating to meet consumer
...
Align Communications with Brand Values
Aetna’s Values Wheel

Aetna Inc.

4
#bdi1
Health Care Reform Tools and Resources
Available tools and resources to help our customers understand the potential
impact...
Current Environment

• Healthcare Reform
• Accelerates the consumer trend
• Increases need for education
• Requires we pau...
What Does it Mean for Aetna to Become Social?
Use of social technologies within the enterprise to create an
environment fo...
Align Values with Community Commitment
Aetna Community Pact

Aetna Inc.

8
#bdi1
Example:
Social Health Programs
• Pilot: Directing members to PatientsLikeMe so they can
connect with others who have the ...
Carrying Us Forward

• Traditional and Social
Intersect
• Social emerges at interesting
time, dynamic state of change
• Br...
Thank you
Appreciate your time, #bdi1!
Questions?
Matt Wiggin
Head of Business Communications and Public Affairs
WigginM@a...
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How Communications and Community Are Evolving in a Changing Healthcare Environment - BDI 2/25/14 The Future of Healthcare Communications Summit

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Presentation: How Communications and Community Are Evolving in a Changing Healthcare Environment
Presented by: Carissa Caramanis O'Brien, Social Media Community & Content Director, Aetna & Matt Wiggin, Head of Business Communications and Public Affairs, Aetna
With the Affordable Care Act and a massive transformation in healthcare, consumers and businesses alike are learning to navigate a new system. With these changes comes a need for evolution in how communications, public affairs and community engagement meet the needs of our members, the media and the community at large. How do traditional and new media methods come together to meet those needs and show a brand’s commitment to helping lead the way?

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Transcript of "How Communications and Community Are Evolving in a Changing Healthcare Environment - BDI 2/25/14 The Future of Healthcare Communications Summit"

  1. 1. How Communications and Community Are Evolving in a Changing Healthcare Environment Matt Wiggin Carissa Caramanis O’Brien (@CarissaO) Aetna #bdi1
  2. 2. Where We Were • Big business to Big business • Based on industry’s origins • Traditional audience, traditional approach Aetna Inc. 2 #bdi1
  3. 3. Emerging Trend • Rise of Consumerism • Increased focus on consumerdriven communications • Communicating to meet consumer expectations Aetna Inc. 3 #bdi1
  4. 4. Align Communications with Brand Values Aetna’s Values Wheel Aetna Inc. 4 #bdi1
  5. 5. Health Care Reform Tools and Resources Available tools and resources to help our customers understand the potential impacts of the ACA and identify the best course of action www.HealthReformConnection.com Aetna has invested significantly in freely available online resources to provide customers with the latest legislative updates, analysis and impacts of Health Care Reform. Broker, Consultant, & Customer Webinars Health Care Reform Videos Quick and easy-to-understand overview of exchanges and Health Care Reform Aetna continues to provide educational and training sessions for our customers to ensure they are armed with the most current information on Health Care Reform. Aetna Inc. 5
  6. 6. Current Environment • Healthcare Reform • Accelerates the consumer trend • Increases need for education • Requires we pause and ensure accuracy, credibility Aetna Inc. 6 #bdi1
  7. 7. What Does it Mean for Aetna to Become Social? Use of social technologies within the enterprise to create an environment focused on collaboration and engagement around business objectives (e.g., Lava) Use of public social channels to communicate and engage with social customers while retrofitting traditional processes for new media (e.g., Twitter, Facebook) Use of public/private online communities to engage and empower care providers, patients and consumers in their pursuit of health and wellbeing (e.g., OneHealth, CaféWell) Foundational Components Policy Process / Playbooks Training / Education Social Listening Center of Excellence Digital Assets Aetna Inc. 7
  8. 8. Align Values with Community Commitment Aetna Community Pact Aetna Inc. 8 #bdi1
  9. 9. Example: Social Health Programs • Pilot: Directing members to PatientsLikeMe so they can connect with others who have the same condition, and access real-world symptom, treatment and outcome reports. • Conversion rate to engagement is ~20% • Sustained engagement: 8% of Q1 registrants continued to engage in the site during Q2 • Members engage most frequently in PLM’s tracking tools such as symptom, treatment and quality of life trackers. Aetna Inc. 9 #bdi1
  10. 10. Carrying Us Forward • Traditional and Social Intersect • Social emerges at interesting time, dynamic state of change • Brings new segment of population and helps us carry conversation forward • Creates a real-time push/pull between communications tactics Aetna Inc. 10 #bdi1
  11. 11. Thank you Appreciate your time, #bdi1! Questions? Matt Wiggin Head of Business Communications and Public Affairs WigginM@aetna.com Carissa Caramanis O’Brien Social Media Community & Content Director CarissaO@aetna.com @CarissaO Aetna Inc.

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