MBA595_N1 WellPoint Final Presentation-Lana Ellison

1. WellPoint, Inc.
Corporate Communication and Reputation Audit
Effective Professional Communication
MBA595_N1 Spring 2013
Wednesday 8 PM to 10 PM
University of Findlay
Josephine M. Kershaw, Ph.D.
P: 555.123.4568 F: 555.123.4567
March 6, 2013 NY 10001
|
123 West Main Street, New York, www.rightcare.com
Lana Rae Ellison

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. 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. 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. What is Important to WellPoint
• Customers
• Communities
• Employees
• Stockholders
Company’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. 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. 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. 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. 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. 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 percentage
Company 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. 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. 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. Thank You!
? ? Questions ? ?
P: 555.123.4568 F: 555.123.4567
123 West Main Street, New York,
NY 10001
| www.rightcare.com

14. REFERENCES
Anthem Blue Cross Blue Shield Website https://www.anthem.com/health-insurance/about-us/anthem-overview
Fortune 500 Top Fortune 500 Companies. Retrieved on February 13, 2013 from
http://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.html
WellPoint Inc. Retrieved from LexisNexis Academic
WellPoint Annual Reports Retrieved on 03/06/2013 from http://ir.wellpoint.com/phoenix.zhtml?c=130104&p=irol-reportsannual
WellPoint 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