The document discusses Express Scripts' strategy to enhance its social media presence as a means to improve brand perception and address customer concerns in real-time. It highlights the importance of a company-wide early alert system to proactively manage patient issues and ensure effective responses, using a specific example of a negative tweet that prompted immediate action. The goal is to achieve continuous monitoring of patient posts and streamline resolution processes to bolster the company's reputation.

1. Canary in the corporation:
Leveraging social media
analytics for a companywide
early alert system
RIDDHI TRIVEDIST. CLAIR
EXPRESS SCRIPTS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014

2. Confidential and Proprietary Information
© 2014 Express Scripts Holding Company. All Rights Reserved.
1
Canary in the Corporation:
Leveraging social analytics for a
companywide early alert system
Riddhi Trivedi-St. Clair
Senior Manager, Corporate Communications

3. Who is Express Scripts?
Confidential and Proprietary Information
© 2014 Express Scripts Holding Company. All Rights Reserved.
$104 Billion
2013 REVENUE
NO. 20, FORTUNE 500
and Proprietary Information 2
Express Scripts Holding Company. All Rights Reserved.
1.4 Billion
PRESCRIPTIONS PER YEAR
90 Million
MEMBERS
3,500
CLIENTS
30,000
EMPLOYEES
National Leader in Pharmacy Benefits

4. Where We Wanted To Be
• Have a strong, positive brand in social
• Play defense effectively
• Monitor, measure, analyze;
benchmark performance
• Gain buy-in, resources
Confidential and Proprietary Information
© 2014 Express Scripts Holding Company. All Rights Reserved.
3
SOCIAL MEDIA SUPER HEROES?

5. Confidential and Proprietary Information
© 2014 Express Scripts Holding Company. All Rights Reserved.
4
Where We Were
LAB.EXPRESS-SCRIPTS.COM

6. Confidential and Proprietary Information
© 2014 Express Scripts Holding Company. All Rights Reserved.
5
Where We Were: The Challenge
Primarily B2B
• End User has limited brand familiarity
Highly Regulated Industry
• Need to protect patient health information
In An Increasingly Social World
• Member has issue, takes to social, sees other complaints
Where is Express Scripts
• No active social presence to assist patients

7. Confidential and Proprietary Information
© 2014 Express Scripts Holding Company. All Rights Reserved.
6
Real Time Alert:
• Member was running low
on medication
• Posted a negative tweet
Appalled @ExpressScripts HOW can you support
#Accredo when they FAIL at delivering MUST HAVE meds
to @livinlime #TeamMarie

8. Confidential and Proprietary Information
© 2014 Express Scripts Holding Company. All Rights Reserved.
7
Real Time Alert:
• Member was running low
on medication
• Posted a negative tweet
• Her followers syndicated
3 HOURS, 433 POSTS, 7 MILLION USERS

9. • Mobilized key stakeholders across
the company
• Quickly developed plan to locate
and deliver the medications
• Whatever it took: charter plane on
the ready
• Off-duty pharmacist hand-delivered
medication to the patient’s door
Confidential and Proprietary Information
© 2014 Express Scripts Holding Company. All Rights Reserved.
8
Real Time Response:
MEET THE BUSINESS PURPOSE

10. Confidential and Proprietary Information
© 2014 Express Scripts Holding Company. All Rights Reserved.
9
The Role of the Canary
• Identify potential issues
• Triage them quickly
• Prevent a crisis
An early alert system

11. Measurement and Metrics
Confidential and Proprietary Information
© 2014 Express Scripts Holding Company. All Rights Reserved.
10
• Patients and prescriptions, not influencers and Klout scores
• Benchmark issues, resolutions
• Streamlined, customized reports
SPEAKING THEIR LANGUAGE

12. SOCIAL MEDIA SCORECARD
SHARE OF VOICE SENTIMENT
13%
Positive and Neutral Negative
Confidential and Proprietary Information
© 2014 Express Scripts Holding Company. All Rights Reserved.
11
POSITIVE #%
Proactive efforts by corporate communications drove positive coverage including:
Posts about Lorem ipsum dolor sit amet
Consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et
NEUTRAL ##%
• Posts about adipisicing elit, sed do eiusmod tempor incididunt ut labore et
• Duis aute irure dolor in reprehenderit in in voluptate velit esse
NEGATIVE ##%
• Customer issues included eiusmod tempor incididunt u
• Consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et
33%
27%
20%
7%
###
POSTS
AUDIENCE FOR EXPRESS SCRIPTS
### ###
Date
EXPRESS SCRIPTS
COMPANY A
COMPANY B
COMPANY C
COMPANY D
INDUSTRY COVERAGE
• Coverage was driven by posts about consectetur adipisicing elit
• sed do eiusmod tempor incididunt ut labore et Duis aute irure dolor in

13. Root cause analysis
Cross-functional center
for social excellence
Ad-hoc monitoring beyond member service
Additional funding for industry mapping
Operational support for Social CRM program
Confidential and Proprietary Information
© 2014 Express Scripts Holding Company. All Rights Reserved.
12
Making Strategic Strides
Resources for real-time monitoring
Leverage Proactive Efforts

14. Confidential and Proprietary Information
© 2014 Express Scripts Holding Company. All Rights Reserved.
13
Our Goal
24/7
monitoring
for patient
posts
Streamlined
resolution
tracking and
reporting
Helping all
patients
across social
channels
Build a
stronger
brand
presence

15. Confidential and Proprietary Information
© 2014 Express Scripts Holding Company. All Rights Reserved.
14
Riddhi Trivedi-St. Clair
www.linkedin.com/in/trivedistclair
@ExpressScripts
Lab.Express-Scripts.com

16. Learn more about past and
upcoming events
SOCIALMEDIA.ORG/EVENTS
OCTOBER 2729, 2014 ORLANDO SOCIALMEDIA.ORG/SUMMIT2014