1. Increasing Awareness of
Independence Blue Cross
through Social Media
Chris Beckford
Accenture Summer Analyst at Independence Blue Cross
KIPP Internship Program 2015
2. Executive Summary
Introduction to IBC
Company History (Timeline)
Top Products
Other Interesting Facts
Types of Social Media
Examples of Social Media Campaigns
Strategic Recommendations
Appendix
Table of Contents
3. Social media is one of the largest means of communication in our world today
More than 1/5 of Americans us social sites multiple times per day
The large presence of social media is redefining the way we live our lives
Facebook, Twitter and LinkedIn are 3 of the top most used social media
platforms, making them a prime target for advertising sites
In order to keep up with the changing economic and communication landscapes,
IBC needs to start adopting new social media initiatives all the time
Executive Summary
4. Executive Summary
Introduction to IBC
Company History (Timeline)
Top Products
Other Interesting Facts
Types of Social Media
Examples of Social Media Campaigns
Strategic Recommendations
Appendix
Table of Contents
5. Independence Blue Cross is a health insurance company located in Philadelphia, PA
Top ten national health insurers
IBC serves millions of people in many different states
The main goal of IBC is to enhance health and wellness of the people it serves
IBC’s vision is to be the best performing Blue by 2016
Values exceeding customer expectations
What is IBC?
6. Executive summary
Introduction to IBC
Company History (Timeline)
Top Products
Other Interesting Facts
Types of Social Media
Examples of Social Media Campaigns
Strategic Recommendations
Appendix
Table of Contents
7. In 1938, IBC was
established as the
Associated Hospital
Service of Philadelphia
IBC’s first subscriber
was the Philadelphia
Mayor S. Davis
Wilson
In 1939 after only 1
year, they had
reached
approximately
170,000 subscribers
By 1958, the plan
employed 550 people,
contracted with 94
hospitals, and handled
3,000 subscriber
inquiries a day
In 1988, The plan later changed its
name to Blue Cross of Greater
Philadelphia to reflect its growing
influence in the region. The
company began doing business as
Independence Blue Cross
In October 2011, IBC
launched the
Independence Blue
Cross Foundation
In 2012, Independence Blue Cross
was the region's largest health
insurer over 2M in the
Philadelphia region. Today IBC
provides health insurance to
about 9.5M people
Company History
8. Executive Summary
Introduction to IBC
Company History (Timeline)
Top Products
Other Interesting Facts
Types of Social Media
Examples of Social Media Campaigns
Strategic Recommendations
Appendix
Table of Contents
9. IBC offers a wide variety of healthcare products to fit the customer needs
Health Maintenance Organizations
(HMOs) are groups of doctors and
hospitals from which you can
receive treatment
Preferred Provider Organizations
(PPOs) plans give you the most
flexibility
Accountable Care Organizations
(ACOs) are group of doctors who
are volunteering to treat people for
low cost
PPO HMO ACO
IBC Offers a Range of Tiered Products
10. Executive Summary
Introduction to IBC
Company History (Timeline)
Top Products
Other Interesting Facts
Types of Social Media
Examples of Social Media Campaigns
Strategic Recommendations
Appendix
Table of Contents
11. Independence Blue Cross sponsors multiple different events
Independence Blue Cross provides insurance to over 9.5 Million people
The nation’s oldest and largest family of health benefits companies
Independence Blue Cross is a non-profit company
Independence Blue Cross has over 7,000 employees
Fun Facts
12. Executive Summary
Introduction to IBC
Company History (Timeline)
Top Products
Other Interesting Facts
Types of Social Media
Examples of Social Media Campaigns
Strategic Recommendations
Appendix
Table of Contents
13. LinkedIn is a
business-
oriented social
networking
service
Facebook is an
online social
networking service
where people add
friends and family
Twitter is an online
social networking
service that
enables users to
send and read
short 140-
character
messages called
"tweets".
Types of Social Media
14. Executive Summary
Introduction to IBC
Company History (Timeline)
Top Products
Other Interesting Facts
Types of Social Media
Examples of Social Media Campaigns
Strategic Recommendations
Appendix
Table of Contents
15. Promising $1.5 million to one person who
tweeted #Esurancesave30
5.4 million uses of the #EsuranceSave30
hashtag
2.6 billion social impressions on Twitter
332,000 views of the Esurance commercial
on YouTube
Nearly 3,000 % increase on the official
Esurance Twitter account
A 12x spike in visits to the Esurance website
in the first hours of the sweepstakes
Case Study #1: Insurance
16. Case Study #2: Health Care
February 20th Sunnybrook Hospital in
Toronto live-tweeted
Purpose to raise awareness about heart
diseases
Shared videos, photos and information
during the process
Sunnybrook gained 5,000 Twitter followers
in just a few hours
17. Executive summary
Introduction to IBC
Company history (Timeline)
Top products
Other Interesting Facts
Types of Social Media
Examples of Social Media Campaigns
Strategic Recommendations
Appendix
Table of Contents
18. A New Strategy: “Live Fearlessly
Famously”
Create a contest in which IBC consumers
can create their own commercial depicting
themselves “living fearlessly.” The
marketing team will select one winner to
have their commercial aired on television
along with a $10,000 prize
IBC uses social media to advertise their brand, but there are more effective ways to
get the public’s attention
Recommendation #1
19. $1,000,000 dollar budget for one year
General public have 60% voting power, IBC
Social media team has 40% voting power
Health, Arts & Culture, Food & Shelter, The
Planet, Neighborhoods, and Education
$10,000 for up to 10 awardees. For
individuals and small groups
$40,000 for up to 10 awardees. For
companies and organizations
$100,000 for up to 2 awardees. This is for
large organizations
200,000,
29%
400,000,
57%
100,000,
14%
Million Dollar Budget
$100,000 for up to
2 awardees
$40,000 for up to
10 awardees
$10,000 for up to
10 awardees
Recommendation #2
100,000
400,000
200,000
300,000
Million Dollar Budget
$10,000 for up to 10
awardees
$40,000 for up to 10
awardees
$100,000 for up to 2
awardees
Overhead
20. Executive Summary
Introduction to IBC
Company History (Timeline)
Top Products
Other Interesting Facts
Types of Social Media
Examples of Social Media Campaigns
Strategic Recommendations
Appendix
Table of Contents
-Social media is a new way to communication and sharing information amongst others.
-Social media is redefining the way we live our lives on the daily bases
-are the top advertising sites to use
-Due to 22% of Americans using social networking sites several times per day, Businesses are using these sites to advertise
-
-a non-profit health insurance company and being the largest insurer in Philadelphia area, serve more than 2 million people in the Philadelphia region
-#8 ….. For best health insurance in America
-IBC Serves over 9.5 million people in 24 different states. (With associates)
-Explain what I main by that.. How many Blue crosses is there..
-
Make shorter, check spelling
-Founded in 1938
-First subscriber was the mayor of Philadelphia at that time (1938)
-After one year.. They had just about 200,000 subscribers (1939)
-Nearly 20 years later, They created 550 jobs and continually expand it’s subscribers (1958
-30years after they started doing business under the name of Independence blue cross (1988)
-HELP BUILD the community by we award grants to nonprofit, private community health centers that provide access to quality, affordable health care in medically underserved areas. (2011)
2012 EX: Amerihealth, Amerihealth Insurance Company of New jersey, Amerihealth administrators, and New seasons. IBC is sometimes referred to as IBC Family of companies (FOC) because it has lot of subsidiaries
-
PPO- You don’t need a primary care physician. You can go to any health care professional you want without a referral—inside or outside of your network. Better for families who look for more flexibility in terms of provider network and specialist choice
HMO- unless you visit someone else which will be of pocket expenses except in the case of an emergency. As such, patients enrolled in HMO plans generally have fewer options when it comes to choosing doctors and hospitals… STAY WITHIN YA NETWORK..
ACO- Is an up and rising company which are groups of doctors, hospitals, and other health care providers, who come together voluntarily to give coordinated high quality care to their Medicare patients especially chronically ill….
-Sponsor companies that support help others stay healthy such as Indego — Philly’s Bike Share, Blue Cross River Rink, Blue Cross® Broad Street Run etc
-one-third of all Americans in all 50 states, the District of Columbia and Puerto Rico. Blue Cross and Blue Shield companies represent the full spectrum of healthcare coverage
-Thirty-six independent and locally operated Blue Cross and Blue Shield companies and the Blue Cross and Blue Shield Association (BCBSA) comprise(Point 3 change)
-HOW TO SHARE THIS WITH THE AVERAGE CONSUMER.. And my research shows the new and most EFFECT OF WAY WILL BE SOCIAL MEDIA.. NOW I’M ABOUT TO SHOQ YOU THE BEST SOCIAL MEDIA SITES FOR …
Facebook- a social media site where companies could create a page and keep track of consumers by their likes or followers. For advertising purposes Facebook is more like a Place Of Deeper Engagement
Twitter- a social media site which is very much like Facebook but for advertising purposes twitter is more like An Elevator Pitch
LinkedIn- the network to join if you are a professional, not really a huge social site. However, it is the best if you want to reach out to professionals
Esurance stole the super Bowel in 2014
Promising $1.5 million to one person who tweeted
5.4 million uses of the #EsuranceSave30 hashtag
2.6 billion social impressions on Twitter
332,000 views of the Esurance commercial on YouTube
261,000 new followers on the official Esurance Twitter account—an increase of nearly 3,000 percent
A 12x spike in visits to the Esurance website in the first hours of the sweepstakes
-Best motivator is money
-
Sunnybrook Hospital Live Tweets a Heart Surgery
February 20th Sunnybrook Hospital in Toronto live-tweeted
Purpose to raise awareness about heart diseases
Communications team shared videos, photos and information from inside the operating room
Sunnybrook gained 5, 000 Twitter followers in just a few hours
received international media coverage
EX: “Given the findings from the mentioned case studies, Accenture recommends... (List what actions IBC should take in the future to be successful with social media)
1.) list which social media platform you think is best
IBC WILL USE A MILLION DOLLARS FOR A PLOIT PLAN TO SEE IF THIS WORK…..
Sunnybrook Hospital Live Tweets a Heart Surgery
February 20th Sunnybrook Hospital in Toronto live-tweeted
Purpose to raise awareness about heart diseases
Communications team shared videos, photos and information from inside the operating room
Sunnybrook gained 5, 000 Twitter followers in just a few hours
received international media coverage
-Forcast by doing what pepsi did…
