Mba595 n1 sping 2013 well-point communication audit final presentation

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MBA595_N1 WellPoint Final Presentation-Lana Ellison

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Mba595 n1 sping 2013 well-point communication audit final presentation

  1. 1. WellPoint, Inc. Corporate Communication and Reputation AuditEffective Professional CommunicationMBA595_N1 Spring 2013Wednesday 8 PM to 10 PMUniversity of FindlayJosephine M. Kershaw, Ph.D. P: 555.123.4568 F: 555.123.4567March 6, 2013 NY 10001 | 123 West Main Street, New York, www.rightcare.com Lana Rae Ellison
  2. 2. Table of Contents Section Section Name Slide No. 1. Executive Summary 3 2. Mission, Promise and Values 4 3. What is Important to WellPoint 5 4. Company’s Personal Overview 5 5. Social Responsibility 6 6. Review of Reputation and Brand 8 7. Media Critique and National Ranking 9 8. Company Perception vs. Public Perception on Brand and Reputation 10 9. Change Recommendation for Policies, Behavior and Actions 10 10. Change Recommendation for Corporate Communication Practices 11 11. Actionable Advice to Build Reputation and Brand 12 12 Thank You and Questions 13 13 References 14 P: 555.123.4568 F: 555.123.4567 123 West Main Street, New York, NY 10001 | www.rightcare.com
  3. 3. Executive Summary • Good Reputation • Personifies Company’s Mission and Values • Customers Most Important • Communities’ Health • Ways to Improve • Track Reputation and Brand Rankings • Publicist • Social Media Consultant P: 555.123.4568 F: 555.123.4567 123 West Main Street, New York, NY 10001 | www.rightcare.com
  4. 4. MISSION “To improve the lives of the people we service and the health of our community.”PROMISE “We simplify the connection between health, care and value.”VALUES“Customer First” “Integrity Personal” “Accountability for Excellence”“One Company, One Team” “Continuous Improvement” Year Focus to Support Mission 2011 Innovating for a healthier tomorrow. 2010 Taking the Lead – Making Health Care Work for Our Customers 2009 Delivering Solutions 2008 Health. Care. Value 2007 Customer First P: 555.123.4568 F: 555.123.4567 123 West Main Street, New York, NY 10001 | www.rightcare.com
  5. 5. What is Important to WellPoint • Customers • Communities • Employees • StockholdersCompany’s Personal Overview • High View • Letter from CEO • Annual Report P: 555.123.4568 F: 555.123.4567 123 West Main Street, New York, NY 10001 | www.rightcare.com
  6. 6. Social Responsibility • Corporate Responsibility Report • Community Involvement State Foundation Community Pledged Associate Number of Local Grants Investments Giving Organization Supported California $1,971,921 $402,683 $1,212,000 17 Colorado $514,174 $101,089 $275,547 10 Georgia $766,807 $213,391 $539,695 11 Indiana $1,244,744 $228,894 $1,160,268 12 Kentucky $570,971 $151,624 $228,859 15 Maine $332,915 $131,325 $142,769 22 Missouri $627,268 $141,750 $289,893 12 Nevada $478,483 $98,975 $39,174 4 New Hampshire $505,371 $98,540 $127,341 23 New York $900,886 $308,130 $459,853 11 Ohio $484,971 $352,786 $644,889 17 Virginia $512,581 $335,005 $633,594 11 Wisconsin $440,519 $96,335 $204,768 8 (Corporate Responsibility Report) P: 555.123.4568 F: 555.123.4567 123 West Main Street, New York, NY 10001 | www.rightcare.com
  7. 7. Social Responsibility Continued • Peer Comparison United Aetna Cigna Humana WellPoint HealthCare Social Responsibility 2 6 4 3 1 (Fortune) • Carbon Footprint – Top 100 U.S. companies 2011 Newsweek Green Ranking » Energy consumption -10% » Waste -5% » Recycle +52% P: 555.123.4568 F: 555.123.4567 123 West Main Street, New York, NY 10001 | www.rightcare.com
  8. 8. Review of Reputation and Brand • No Discussion • The Fortune 500 Most Admired Ranking 2012 2011 2010 Most Most Most Admired Contender Admired Contender Admired Contender Aetna 6.25 6.2 6.79 Amerigroup 5.09 5.32 4.97 Cigna 5.15 5.2 4.92 Coventry Health Care 4.47 4.52 4.35 Health Net 4.51 4.55 3.26 Humana 6.23 6.03 5.79 United HealthCare 7.15 7.1 6.77 Universal American 3.86 4.15 4.04 WellCare Health Plans 3.87 3.74 3.6 WellPoint 6.03 5.77 6.44 (Fortune) P: 555.123.4568 F: 555.123.4567 123 West Main Street, New York, NY 10001 | www.rightcare.com
  9. 9. Media Critique and National Ranking • Media • Visible media coverage • Social media utilization • National Ranking • Fortune 500 • Difficult because of ranking • No mention in annual reporting P: 555.123.4568 F: 555.123.4567 123 West Main Street, New York, NY 10001 | www.rightcare.com
  10. 10. Comparison of WellPoint and General Dynamics • Visible media coverage comparable • Social media utilization by WellPoint • Fortune 500 Ranking • Difficult because of ranking – General Dynamics ranked higher – WellPoint only percentageCompany Perception vs. Public Perception • Similar • Mission and Values P: 555.123.4568 F: 555.123.4567 123 West Main Street, New York, NY 10001 | www.rightcare.com
  11. 11. Change Recommendation for • Policies, Behaviors & Actions • Policy for getting information out electrically • Committee to monitor • Compliance • Corporate Communication Practice • Internal electronic communications • Streamline communications • Media coverage • Branding P: 555.123.4568 F: 555.123.4567 123 West Main Street, New York, NY 10001 | www.rightcare.com
  12. 12. Actionable Advice to Build Reputation and Brand • Create a committee to research and monitor the different ranking programs to see how the company is currently ranked among its peers. • Research and hire a media company to work on getting their brand out in the community more. • Research and hire a publicist company to help build the company’s media coverage via newspaper, magazine and television. • Research and hire a social media guru that can train the employees how to utilization the different social media programs to the best advantage of the company. P: 555.123.4568 F: 555.123.4567 123 West Main Street, New York, NY 10001 | www.rightcare.com
  13. 13. Thank You!? ? Questions ? ? P: 555.123.4568 F: 555.123.4567 123 West Main Street, New York, NY 10001 | www.rightcare.com
  14. 14. REFERENCESAnthem Blue Cross Blue Shield Website https://www.anthem.com/health-insurance/about-us/anthem-overviewFortune 500 Top Fortune 500 Companies. Retrieved on February 13, 2013 fromhttp://money.cnn.com/magazines/fortune/fortune500/2012/full_list/Fortune 500 World’s Most Admired Company. Retrieved on February 13, 2013 from http://money.cnn.com/magazines/fortune/most-admired/2012/industries/23.htmlWellPoint Inc. Retrieved from LexisNexis AcademicWellPoint Annual Reports Retrieved on 03/06/2013 from http://ir.wellpoint.com/phoenix.zhtml?c=130104&p=irol-reportsannualWellPoint Corporate Responsibility Report Retrieved on 03/06/2013 from http://wellpointcorporateresponsibility.com/cr/ P: 555.123.4568 F: 555.123.4567 123 West Main Street, New York, NY 10001 | www.rightcare.com

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