The document provides 10 strategies for building a successful social media strategy in highly regulated industries. The key challenges are regulatory compliance, government mandates, and consumer advocacy. The strategies include collaborating with legal teams, understanding regulations, educating internal stakeholders, identifying advocates, focusing on relevant customer content, listening to customer feedback, emphasizing brands, showing compassion, owning social media channels, and acknowledging risks of both participating and not participating in social media. The document advocates for addressing industry, business, and customer challenges to build trust and inform stakeholders of the growing relevance of social media in regulated fields like healthcare.

1. 10 Strategies for
Building a Successful
Social Media Strategy
in Highly Regulated Industries

2. 2
Where are the challenges originating?
The CustomerThe BusinessThe Industry

3. Key Industry Challenges
Regulatory Compliance, Government Mandates,
Consumer Advocacy
HIPAA
SEC
PHI
ACA
FINRA

4. Solving for Industry Challenges
1. Make friends with Legal: Ethics & Compliance,
Privacy team. Define “red flag” criteria.
2. Know the rules & evaluate the risks: ask for
guidelines. Identify who, when & how to engage
3. Prove Commitment: Develop & document
workflows & processes. (PHI, escalations, etc.)
4. Build trust: Alert stakeholders to issues/concerns
quickly. Act as a partner and early warning system
for red flags.
5. Inform & Develop internal social media policies.

5. Business Challenges
Misconceptions & Misinformation
It’s just for kids
It has limited use in business
It’s not relevant to our industry

6. #ShieldShare
How do you change business
misperceptions?
1. Educate & Inform

7. blueshieldca.com7
7
Social Media & Health Care:
Key Facts
1. 41% of people said social media
would affect their choice of doctor,
hospital, or medical facility
2. 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.
3. 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.)
4. 60% of doctors say social media
improves the quality of care
delivered to patients
5. 40% of people polled said
information found on social media
affects how someone coped with a
chronic condition, their view of diet
and exercise and their selection of
a physician.
Educate & Inform:
growing relevance to healthcare

8. Educate & Inform:
it’s not just for kids
8
Baby Boomers are the
largest growing
population on key
social media
channels

9. #ShieldShare
2. Evangelize & Convert

10. 2. Evangelize & Convert
10
Identify key stakeholders AND nay-sayers
Understand their business needs & KPIs
Align your KPIs with their initiatives
Show quick wins (take the show on the road)
END GOAL: Advocates to help propel your social media strategy.

11. Customer Challenges:
Ambivalence, Mistrust, Dislike
11
Your company sucks!
What’s in it for me?
I don’t care about
your business.
Hello? Can I just get
some help?

12. #ShieldShare
How do you get customers to
care?

13. Customers think it’s all about them…
Remember this is your
house. Own it!
Give me content I
care about.
Give me a reason to
believe/trust you.
Listen, learn from, and
respond to me.
…and it SHOULD be.

14. Content is king….
14
Kaiser:
“We stand for total health”
Anthem:
“Our health connects us”
Cigna:
“Health matters”
brand
brand
brand
campaign
campaign
…Make it engaging, unique, and relevant
CSR CSR
CSR
Give me content I
care about.

15. Test & learn
Wellness #wednesdaywisdom Seasonal
Data Pulled December 8, 2014
Fun fact Inspiration
Listen, learn from, and
respond to me.

16. Compassion & authenticity rule
16
Give me a reason to
believe/trust you.
“ “People won’t care what you
know, until they know that
you care

17. #ShieldShare
Silence is NOT golden
Remember this is your
house. Own it!

18. #ShieldShare
Top 10 take-aways

19. #ShieldShare
1. Make friends with Legal
2. Know the rules
3. Educate & inform the business
4. Evangelize & convert advocates
5. It’s all about the customer
6. Listen, test & learn
7. Content is king
8. Compassion & authenticity rule
9. Own your voice (Silence is NOT golden)
10. Recognize the risk but be BOLD

20. Risks if you do
20
• Vulnerability • Missed insights
• Loss of voice
• Negative brand impact
• Lost opportunity to enhance
customer experience and
grow business
Risks if you don’t
10. Acknowledge the Risks

21. Dr. Leana Wen
TEDMED Conference
September 11, 2014
“ “Being totally transparent
is scary. But that humility and
vulnerability can benefit the
practice of medicine

22. #ShieldShare
Discussion
and Q&A

23. #ShieldShare
savvyclickchick
linkedin.com/in/yvetteirvin
lillian yvette irvin