The document discusses using social media and customer relationship management (CRM) strategies to better engage health plan members in the post-healthcare reform environment. It provides examples of how listening to members' conversations on social media can provide insights into their needs and experiences. Health plans that adopt a social CRM approach may be able to improve customer intimacy, gain marketing insights, and better manage customer service issues.
Discussion around how to improve the way you engage with your customers to increase wallet share and reduce churn. The twist is to take advantage of the window of opportunity that 2 seconds when the customer is on your website, on a call, chatting with a teller.
A precognitive marketing overview presented by Kathy Miller and Ric Lipman at the June 12, 2012 KCDMA luncheon. The discussion focused on the power of precognitive marketing and how it can be used to uncover unique audience insights that generate game-changing business results.
While change has always been a constant, the pace of change seems to have increased exponentially. This change permeates through all aspects of business as well; competition, marketing, social media, health care, even your employees. As a business owner or leader, you are challenged with keeping up with that change - perhaps even embracing it. The 2013 7x7x7 panel examines where change is happening, what it's impact will be on you and how you might take full advantage of that.
Your brand has advocates that can help increase sales, improve customer service and elevate how the marketplace perceives your products and services. In our latest white paper, we highlight the most effective ways to motivate and enable your advocates to become influencers.
Discussion around how to improve the way you engage with your customers to increase wallet share and reduce churn. The twist is to take advantage of the window of opportunity that 2 seconds when the customer is on your website, on a call, chatting with a teller.
A precognitive marketing overview presented by Kathy Miller and Ric Lipman at the June 12, 2012 KCDMA luncheon. The discussion focused on the power of precognitive marketing and how it can be used to uncover unique audience insights that generate game-changing business results.
While change has always been a constant, the pace of change seems to have increased exponentially. This change permeates through all aspects of business as well; competition, marketing, social media, health care, even your employees. As a business owner or leader, you are challenged with keeping up with that change - perhaps even embracing it. The 2013 7x7x7 panel examines where change is happening, what it's impact will be on you and how you might take full advantage of that.
Your brand has advocates that can help increase sales, improve customer service and elevate how the marketplace perceives your products and services. In our latest white paper, we highlight the most effective ways to motivate and enable your advocates to become influencers.
This mini workshop looks at the latest research on gaming for health, examples of how health and wellness leaders are engaging people with games, strategies for healthcare brands who want to try gaming, and a first-look at a gaming experiment from our innovation lab
Ne laissez pas mourir vos prometteuses innovations de rupture !Ipsos France
Les innovations “Breakthrough” sont cruciales dans le succès et la survie d’une entreprise. Pourquoi ? Parce qu’elles vont doubler le retour sur investissement d’une innovation classique, non rupturiste.
D’un point de vue étude, il y a plusieurs questions qu’un marketeur doit se poser pour lancer avec succès des innovations de ruptures.
Is your organization ready to embrace the social customer by providing an experience that meets them where they are to deliver what they want? Telvista and Verint offer this content to help you think through how you can use social media to build deeper, more meaningful customer relationships that last.
Health UX - Amy Cueva - Design for Change: empathy and purposeMonkeyshot
Empathy elevates our consciousness, inspires our purpose, and helps us imagine the possibilities. This presentation explores how empathy inspired and purpose driven design can help us find our direction as individuals, fuel business innovation, and even guide us to make a positive impact at the societal level.
Cannes Lions is the world's biggest celebration of creativity in communications. For 60 years it’s been home to the biggest ideas changing how brands interact with customers. This year, it turned its attention to health. 800 people from 50 countries gathered to share, judge and celebrate the life-changing creativity of the world’s best healthcare agencies. Inside, you’ll find a quick-scan summary of the conference’s content, including short stories, memorable quotes, great creative, and even a few share-worthy tweets.
Loyalty Marketing is at a crossroads while the 80 Million + segment of Generation Y (Millennials) is growing in importance to companies across North America. This presentation provides a beginning insight into how we can shape Loyalty programs to engage and retain the interest of Millennials.
R U Ready for Social Media Customer Care ? Greg Sherry
Many companies are planning to allocate staff and technology to support social customer care, but struggling with how to operationalize it. Learn how a leading contact center outsourcer is using the voice of the customer in its social media centers to enhance loyalty and brand reputation, drive better decisions, and reduce costs.
Meaningful Communications Strategies in the Digital Age - Lars VoedischLars Voedisch
Social Media Today,
The Big Cultural Shift,
Role of New Media Engagements,
Overcoming Challenges,
Integrating Communications with Your Business Strategy
Top Tips for Tech Balance & Digital Wellness with Leigh-Chantelle for Humane ...Leigh-Chantelle
Leigh-Chantelle's presentation on tips to help with technology balance was presented on 17 November 2021 to Humane Technology Australia.
In this session, Leigh-Chantelle gave tips and tricks to help with understanding technology consumption, balancing technology needs, and practices for conscious and mindful lifelong healthy habits and digital boundaries to thrive online in our always-on digital culture.
The tips are available in poster form: https://digital-equilibrium.com/resources
Video on Youtube: https://www.youtube.com/watch?v=LNlTRPnFDYk
NEW website: https://digital-equilibrium.com
See more on Humane Technology Australia: https://humanetechnology.com.au
Sales in the new enterprise
(10 reasons sales people need to care about social media)
Many sales people will totally ignore social media – except keeping connections in their social networks. For some it is a
frightening development, for others it is the greatest opportunity for more success.
Rules of engagement in Health - What can we learn from conversations taking…InSites Consulting
Rules of engagement in Life Sciences & Health by InSites Consulting. What can we learn from conversations taking place on Facebook, YouTube & Twitter? Engaging consumers is key, brands try to win the hearts of consumers through social media. What can we learn from those experiences across brands?
Over the last few years, terms like patient-centric marketing and adding value beyond the pill have become immensely popular in the board rooms of leading pharma innovators. These concepts aren't just about the tools we provide; they're about a fundamental shift pharmaceutical marketers are trying to effect. One that moves us from primarily pre-Rx marketing (education, awareness, relationship building) to largely post-Rx engagement (support, adherence, clinical management). That means completely rethinking what a marketing solution looks like – from what we can say to what we can do; from what people can read to what they can use.
This portfolio reflects my student teaching and entry level skills. It outlines my personal information, and professional teaching skills as mandated in the state of Michigan, and my personal beliefs about teaching.
This presentation focuses on:
-Shift of International Focus
-The Outcomes of Education: Focus of Accreditation
-Program Objectives (P.O)
-Student Learning Outcomes (S.L.O)
-Curriculum Mapping
-Determining the Attainment of S.L.O through Outcomes-Based Assessment
This mini workshop looks at the latest research on gaming for health, examples of how health and wellness leaders are engaging people with games, strategies for healthcare brands who want to try gaming, and a first-look at a gaming experiment from our innovation lab
Ne laissez pas mourir vos prometteuses innovations de rupture !Ipsos France
Les innovations “Breakthrough” sont cruciales dans le succès et la survie d’une entreprise. Pourquoi ? Parce qu’elles vont doubler le retour sur investissement d’une innovation classique, non rupturiste.
D’un point de vue étude, il y a plusieurs questions qu’un marketeur doit se poser pour lancer avec succès des innovations de ruptures.
Is your organization ready to embrace the social customer by providing an experience that meets them where they are to deliver what they want? Telvista and Verint offer this content to help you think through how you can use social media to build deeper, more meaningful customer relationships that last.
Health UX - Amy Cueva - Design for Change: empathy and purposeMonkeyshot
Empathy elevates our consciousness, inspires our purpose, and helps us imagine the possibilities. This presentation explores how empathy inspired and purpose driven design can help us find our direction as individuals, fuel business innovation, and even guide us to make a positive impact at the societal level.
Cannes Lions is the world's biggest celebration of creativity in communications. For 60 years it’s been home to the biggest ideas changing how brands interact with customers. This year, it turned its attention to health. 800 people from 50 countries gathered to share, judge and celebrate the life-changing creativity of the world’s best healthcare agencies. Inside, you’ll find a quick-scan summary of the conference’s content, including short stories, memorable quotes, great creative, and even a few share-worthy tweets.
Loyalty Marketing is at a crossroads while the 80 Million + segment of Generation Y (Millennials) is growing in importance to companies across North America. This presentation provides a beginning insight into how we can shape Loyalty programs to engage and retain the interest of Millennials.
R U Ready for Social Media Customer Care ? Greg Sherry
Many companies are planning to allocate staff and technology to support social customer care, but struggling with how to operationalize it. Learn how a leading contact center outsourcer is using the voice of the customer in its social media centers to enhance loyalty and brand reputation, drive better decisions, and reduce costs.
Meaningful Communications Strategies in the Digital Age - Lars VoedischLars Voedisch
Social Media Today,
The Big Cultural Shift,
Role of New Media Engagements,
Overcoming Challenges,
Integrating Communications with Your Business Strategy
Top Tips for Tech Balance & Digital Wellness with Leigh-Chantelle for Humane ...Leigh-Chantelle
Leigh-Chantelle's presentation on tips to help with technology balance was presented on 17 November 2021 to Humane Technology Australia.
In this session, Leigh-Chantelle gave tips and tricks to help with understanding technology consumption, balancing technology needs, and practices for conscious and mindful lifelong healthy habits and digital boundaries to thrive online in our always-on digital culture.
The tips are available in poster form: https://digital-equilibrium.com/resources
Video on Youtube: https://www.youtube.com/watch?v=LNlTRPnFDYk
NEW website: https://digital-equilibrium.com
See more on Humane Technology Australia: https://humanetechnology.com.au
Sales in the new enterprise
(10 reasons sales people need to care about social media)
Many sales people will totally ignore social media – except keeping connections in their social networks. For some it is a
frightening development, for others it is the greatest opportunity for more success.
Rules of engagement in Health - What can we learn from conversations taking…InSites Consulting
Rules of engagement in Life Sciences & Health by InSites Consulting. What can we learn from conversations taking place on Facebook, YouTube & Twitter? Engaging consumers is key, brands try to win the hearts of consumers through social media. What can we learn from those experiences across brands?
Over the last few years, terms like patient-centric marketing and adding value beyond the pill have become immensely popular in the board rooms of leading pharma innovators. These concepts aren't just about the tools we provide; they're about a fundamental shift pharmaceutical marketers are trying to effect. One that moves us from primarily pre-Rx marketing (education, awareness, relationship building) to largely post-Rx engagement (support, adherence, clinical management). That means completely rethinking what a marketing solution looks like – from what we can say to what we can do; from what people can read to what they can use.
This portfolio reflects my student teaching and entry level skills. It outlines my personal information, and professional teaching skills as mandated in the state of Michigan, and my personal beliefs about teaching.
This presentation focuses on:
-Shift of International Focus
-The Outcomes of Education: Focus of Accreditation
-Program Objectives (P.O)
-Student Learning Outcomes (S.L.O)
-Curriculum Mapping
-Determining the Attainment of S.L.O through Outcomes-Based Assessment
How can we work together to deliver meaningful change and improve the experience of health? Design is an invitation to change. It helps us get from where we are to where we want to be. Although empathy has achieved buzzword status, it is a philosophy, not a trend. Amy will explore how empathy can inspire our direction as individuals, fuel purpose driven business innovation, and even guide us to make change at the societal level.
Nonprofits have the potential to tap into the $1.6 Billion spent on Cause Marketing. This presentation was from a Care2 webinar for nonprofits and socially responsible businesses doing Cause Marketing, with a focus on how to message Conscious Consumers. Donors = Consumers, and nonprofits could benefit from this paradigm shift.
Using #HCSM to Improve #PX and Make a Better #ACOJigsaw LLC
Discussion of the state of #HCSM, barriers to adoption and the potential of social media to be strategically integrated into the healthcare business to support the improvement of patient experience and development of accountable care organizations. With current case examples from Swedish Medical Center, University of Maryland Medical Center and Inova Health System.
Joe Tye Presentation for Georgia Hospital Association Trustee Conference, Feb...Joe Tye
Slides used by Values Coach CEO Joe Tye in his presentation for the annual Trustee Conference of the Georgia Hospital Association, including questions trustees should ask about the values and culture of their hospitals.
It's about attitude, amplitude will follow - Ondernemersacademie DrontenTenfore Associates BV
Too much emphasis is on social media networks and techniques. But what are the drivers of social media and social business? What caused the social revolution since 2004. Why now? And what should you share? What are others looking for? Questions .. and hopefully answers you can use.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
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The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
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It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
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"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
2. Disruption
“Contradictions, Inversions, Oddities, and Coincidences”
Paul Saffo, Stanford Univ.
• Contradictions
• 2007 stock prices and gold prices were both soaring
• 90’s Newspaper consolidation and growth of new media
• Inversions
• Google share prices and facebook IPO
• Apple and Microsoft share prices
• Oddities
• HIT, ACOs and Reform
• Health Plans, Reform and Silicon Valley
2
4. Where the VC Dollars are Going
Company EMRs Patient On Site Direct Price Tele- Decision Insurance /
Portal Clinics Primary Care Transparency Medicine Support Finance
Avado
Care Here, ArriveMD
MedLion, Qliance, White Glove
Employer Direct Healthcare,
WhereToFindCare.com, Health
in Reach, Castlight
2nd.md, Revation, Teledoc,
cellscope
Glide Health
Health Dialog, HealthTap. big
evidence, Pipette, Quantum
Health
ZocDoc, Cake Health
4
5. Consumer Intimacy In the Post
Reform World
Strategies for Success Using CRM,
Social Media and Listening Technology
@timgilchrist
7. A Step Back
Street Scene in India (about 1884–1888), Edwin Lord Weeks
7
8. Yikes! Facebook Knows More About My
Customers Than I Do!
Three Concepts:
• Consumers are regaining their control of
brands
• Companies that listen – will learn
everything they need to be successful
• Companies can scale towards customer
intimacy by turning themselves inside out
8
9. Review: Current CRM Lifecycle
Most Likely to
Respond
Database
Sales
“Leads”
Least Likely to
Respond
Outputs
Forecast
Contacts Optimization
s
9
10. Social CRM Ecosystem
Marketing Sales
Insights Service
Customers
Constituents
Staff
Colab NPD
HR
10
11. Managing Abundance
Historically businesses are built around managing scarcity (the very
sick, the dissatisfied). Social media tools can help us manage
abundance which is more rewarding
• Insights
• Wellness communities
• User-generated content
• Product innovation ideas
• Customer service preemption
• 1 on 1 chat / telephone
Unhealthy / Undiagnosed • Messaging
Healthy General Public Members with Questions Chronically Ill
Very Dissatisfied
New Members
Struggling toward Wellness
Individual
8
11
12. Hierarchy of Social Data
“@thejessicadrake: Hey guys? Do you have health insurance that you're
happy with? Who's your provider? I may be switching...”- anthem
Owning
Social
Engaging Automation /
Switchboard
Listening
12
13. Creative to Content
Relationships
Great One to One
Storytelling One to many
Many to Many
Marketing PR Service
Brand
Ambassadors Insights NPD
New Hires Collab
Your Company
Inside Out Sales
13
14. Listening For Dollars
What does the social conversation look like for people looking
to buy health insurance?
14
15. Listening for Dollars
Do you think there is a relationship between “Individual
Insurance” and people expressing purchasing intent? Would
this be of value to a health plan?
15
16. Listening for Dollars
• 421 people want to
buy Aetna products
- Unsolicited
• Are they listening?
• These leads should
be put right into the
prospect pipeline
16
19. Listening Key Points
We know there is a significant conversation taking place
regarding heath care & wellness in social media
We can listen to this conversation and learn what the
public is saying from a very unique viewpoint:
• Over 1 million conversations on health & wellness captured in
the last 30 days (U.S. only)
• Conversations are unsolicited, we hear exactly what’s on
people’s minds
• When speaking to friends, the conversation is honest and candid
• People often relate the truth about what they did and intend to do
19
20. Health & Wellness (Consumer View)
Positive Sentiments Towards Wellness Negative Sentiments Towards Wellness
• Over 1 million conversations about health & wellness in the last 30 days.
(data scrubbed for spam)
• Only 69% of the conversations viewed health and wellness positively
• What’s missing? Very little in the way of healthy eating, it’s all about the
workout
• Positive characterized by dominance of the word “healthy”
and usual suspects.
• Negative is much more interesting
• Great variety of terms near the top (signifying confusion?)
• Increased emphasis on “time” & “feel”
• These are two totally different conversations
20
21. Drill Down on “Time” Theme
“Having a hard time
balancing what's right,
what's healthy, what's
moral and what's
economical”
Negative Sentiments Towards Wellness (topics related to time)
• Not surprisingly, people who displayed a negative sentiment
towards wellness found time was an issue towards attaining a
healthy lifestyle
• What can we do with this information?
• Create products that somehow address the concept of
available time to be healthy?
• Unlike a survey, we can talk to these people! How cool is that!
(Footprint?)
• Are these people where the majority of our medical costs are
coming from?
21
22. Comparing Negative and Positive View Points
Positive:
• “@MyTrainerBob just finished bootcamp. My legs are on fire! Thanks for
a great workout.”
• “Great chest, triceps and cardio workout today. Barely had time to fit it in
between clients but I got er done!”
• Just did some pilates, I feel awesome after I workout. :)
Negative:
• “Man I was tryin 2 eat somewhat healthy but that grill chesse burger
from carls was callin my name.....and that s*@t was bomb AF”
• “If I ever say I am a healthy eater, slap me.”
• “@troyredington It's easier for me to be frugal than healthy. Being
healthy requires preparation but it's easy to do quick unhealthy food.”
22
23. Value of a Good Network
• People who discuss health & wellness on Twitter are far more active
than typical tweeters (avg = 694 followers vs. 123 for all Twitter)
• People expressing positive sentiment towards health & wellness had
25% more followers than those expressing negative sentiment
• Supports social theory that people with larger / active social
networks are made healthier by the support they receive
FOLLOWING FOLLOWERS UPDATES
Positive 297.4 794.1 3270.8
Sentiment
Negative 339.5 595.5 2817.5
Sentiment
13% 25% 14%
*Source - 100 hand-screened Tweets relating to health & wellness during Jan-Feb
2010. A quick analysis of over 2,000 tweets from the same period produced similar
results 23
24. Discussion
How is this different than other forms of data collection:
• Accuracy (look into people’s private lives)
• Latency (data can be discovered as fast as searches are
created). Is there value in speed?
Is the possibility of two-way communication appealing?
• @AnthemHealth experience
Seems like we can learn more from those with negative
sentiment
Is there a link between social interaction and health? Is this
the incentive? (Maslow)
24
25. Top Ten Reasons Your Plan Belongs in Social
Media
1. Efficiency: increase productivity by moving from traditional one-on-one
interactions to one-to-many
2. Marketing cost model shifts from paid impressions to viral distribution
3. Ability to reach members in a medium of their choice, when and where
they want (social media is preferred by many)
4. Sales differentiator
1. WLP is the only major to take Social Media this far, it’s where the employees/customers are
5. Positive brand experience
1. Consumer relationship with the health plan is redefined “My health plan never did this before”
6. Switch from a defensive / passive posture – “defending managed care” to
active stance “We are making people better and can prove it!”
7. Wisdom of the crowds (members help each other and WLP)
8. Data richness / latency
1. Why wonder if our customers are interested in purchasing a policy when we can just ask or listen
9. Casts site as a destination rather than task oriented site
10. Consumers have access to a variety of areas of expertise beyond
customer service (Product, Marketing, Institute
25
26. Goals - Why are we doing this?
Twitter and social media provide us with an excellent feedback
mechanism, direct from the membership. Not just listening to tech-
savvy 23 year-olds, we receive tweets for doctor's offices, moms
inquiring about their children and every imaginable demographic.
Transparency is key, there are no secrets on the web, if a member is
dissatisfied, social media and twitter gives them the voice to tell
thousands about their experience. It's a different ball game now, we
need to meet this challenge head on.
Social media programs are measured by their outcomes. When we
help a member on Twitter, there is a record left for all to see, it
doesn't all disappear when the phone is hung up. Our passion for
customer service is contagious in this medium and we are not afraid
to work without a net.
Traditional ROI rules don’t apply because you can’t divide by zero (it
doesn’t cost anything for Anthem to join Twitter)
26
27. Twitter in Action
• marquearts
• Spent another hour w/ Blue Cross dealing with the issue we'd resolved
Aug14. I'll be sending them my bill for training their staff.
• AnthemHealth (tim gilchrist)
• @marquearts Kelley, r u enrolled w/ B Shield or B Cross of CA? If B Cross
I'd like 2 undrstnd what we did wrong. customerservice@anthem.com
• marquearts
• I will be sending you a bill for 5 hours of my billable time. Due upon receipt,
of course. RT @AnthemHealth #FAIL
• marquearts
• #FollowFriday Love going out to @AnthemHealth @ideasurge
@marketingveep @wendyme2u @LAtweetah @yenra @RabbiBaum
@yogaheals @LuisdoAmaral
• http://www.marquearts.com/2009/08/how-it-went-down-getting-through-to-a-se
• http://www.marquearts.com/2009/08/how-it-went-down-getting-through-
to-a-senior-vp-at-wellpoint-via-twitter/
27
28. @AnthemHealth Examples
Upset
Member
marquearts
• Spent another hour w/ Blue Cross dealing with the issue we'd resolved
Aug14. I'll be sending them my bill for training their staff.
•Straightforward reply
•Took the time to look
up her real name
AnthemHealth
• @marquearts Kelley, r u enrolled w/ B Shield or B Cross of CA? If B Cross
I'd like 2 undrstnd what we did wrong. customerservice@anthem.com
Be straight forward, find out
how we can do better
28
29. @AnthemHealth Examples
marquearts
• I will be sending you a bill for 5 hours of my billable time. Due upon
receipt, of course. RT @AnthemHealth #FAIL
The hash tag “FAIL”
The retweet “RT” is the ultimate insult
indicates others
are spreading this
message
With a little more time
invested, success!
marquearts
• #FollowFriday Love going out to @AnthemHealth @ideasurge
@marketingveep @wendyme2u @LAtweetah @yenra
@RabbiBaum @yogaheals @LuisdoAmaral
When customers blog about
how great you are, the real
power of social media kicks in
• http://www.marquearts.com/2009/08/how-it-went-down-getting-through-to-a-senior-vp-at-wellpoint-via-twitter/
29
Editor's Notes
These are some interesting times, everything the health plan industry has been striving for over the last 3 years since reform is now in question with the supreme court ruling Paul Saffo at Stanford has in interesting theory. Change is accompanied by “Contradictions, Inversions, Oddities, and Coincidences”
The health care business is on a very similar trajectory to the newspaper business of the 90’s Hospital chains are consolidating just like the multi-city papers Providers are gobbled up like small town newspapers And health plans are buying providers and HIT Both industries run on old-inflexible IT infrastructures Now here is the contradiction
Silicon Valley has woken up to health care Go over chart I happen to work with many of these startups – when I ask them why there is not finance or insurance component to the business models that all say the same thing Mainframe Healthcare” term coined by Andy Grove of HP to describe current state of health care Centered around “facilities” not people These people are really smart – this isn't Pets.com all over again At the heart of all of these ideas is one simple truth: Insurance it not really insurance anymore, it’s prepayment of a service When you take out the admin overhead, you get back 40% of your investment So as we think about what health looks like in the future, I think we would be remiss not to keep in mind these basic facts. The way we will succeed is to understand there are far too many Contradictions, Inversions, Oddities, and Coincidences in the market for a continuation of business as usual
Question to the audience: “Who has seen this video?” How is it that a bootstrap start up with $1,200 can shake up a $12.8 B market? This is the question we will attempt to answer today How do we retool our marketing, PR and business apparatus to matter in a world where: Startups have the same or better media leverage than incumbents Customers freely engage in conversations about brands with or without the brand ’s participation (They are CONNECTED) Traditional media channel influence is rapidly declining. (newspaper mention is worth fractions of what it used to be) If brands don ’t choose to lead the conversation someone else will! Dollar Shave Club understands the above and now owns the “Social High Ground” over Gillette and Bic In terms of ROI, do you think DSC ’s mastery of social will translate into revenue? So what does this have to do with healthcare? DSC arbitraged a gap between the over inflated razor manufacture and distribution ($20+ per razor) and what it actually costs to make an distribute a razor ($1). Gillette alone controls 68% of the market Are there parallels with Healthcare? Gillette and Bic have built “cathedrals” to shaving, expensive cathedrals. DSC created a “Turkish Bazaar” where prices are low and they actually listen to their customers. Can you name any health plans that are unapproachable cathedrals – who play the role of Gillette and Bic in the healthcare world?
Questions to the audience: Does the merchant in this picture know more about his customers than facebook? He is “customer intimate” When was the last time you bought something from the person who actually made it? (This used to be the norm). Does the person selling you the $20 blades at the big box store care if you buy them or not? We are slowly emerging from the era of the cathedral to a place where consumers matter, they talk to each other, and they can take brands down if they want to Social media is a disruptive force that makes possible again the success of companies that are customer intimate – as in the bazaar (We will use Cathedral & the Bazaar as descriptors throughout this presentation) Cathedral: Think GM before the buyout (or health care now “mainframe healthcare”) Bazaar: Think Dollar Shave Club or Zappos The Cathedral & the Bazaar By Eric S. Raymond We have spent the last 100 years building cathedrals to commerce that are essentially inaccessible. Great companies act like bazaars in that they are open and use their customers to help develop product (This is Social CRM) Note* The hamburger and the ice cream cone were invented “on the spot” by store owners as customers waited ($XX Billion industries). This can not be done in the cathedral
Social CRM is not a philosophy, it is simply a set of business functions that make use of the social web It ’s way too early for a definitive definition Organizations that poses some of all of the following behaviors / philosophies will tend to be more successful with social and social CRM You truly value your customers Your product / service brings significant value – you are proud of it (if not true social media will expose the lie) You value and trust your employees – they are great brand ambassadors If you can ’t say yes to all three, avoid social CRM and social media “ Turning the company “inside out” refers to the process of converting from cathedral to bazaar… Scaling up to meet consumer demand for intimacy by training employees in social and developing routing and workflow methodologies
Typical CRM lifecycle Sales collects data on consumers and/or data are purchased Marketing deciles data Marketing / Advertising produces ads / direct mail Consumers flow thru the “pipeline” Consumers purchase product Outputs: Forecasts – Predicting consumer behavior as viewed from the brand ’s viewpoint Contacts – Potential future customers that fit the brand ’s definition Optimize future campaigns – How can we sell more by driving more consumers to our way of thinking Critical flaws: Relies on passive data collection (purchased lists, chance encounters, web forms) Fixed process for a variable market. Will people purchase health the same way in 2014? Assumes consumers buy the way brands sell, doesn't ’t work that way Focused purely on making sales – adds no value to the customer (how does it feel to be “targeted”)
Social CRM takes a radical departure from traditional CRM: Its not just about sales, it ’s the whole customer experience Properly implemented social CRM takes into account that customers do not want to be yelled at (as with advertising) they see the purchasing process as a relationship that might start in a number of different ways (wellness, NPD, Service, etc.) Customers and Constituents: Notice these are at the center of the chart, they are not part of the process they ARE the process. Given that SM carries with it the ability to reach far more people than traditional media “Constituents” become a valuable demographic. The path to sales is often viral and constituents are a great way to help spread your company’s message. With SM, it becomes possible to determine which customers and constituents are more valuable than others in spreading your message “connectors” (This is hard to do in the physical Bazaar) Listening: The first step is listening. Pick any product and there is a conversation going on about that product – only some of the companies that produce a product or service are actually involved in the conversation. Tools include Radian6 and Wise Window, BuzzMetrics (Nielsen), Cymfony Sales: The conversation includes people who are seeking the recommendations of their friends towards the purchase of products & services. It is possible to join the conversation and influence purchase decisions. (more on this in the rest of the deck) Service: If you do not answer your customer ’s questions, their friends will – or worse your competition! CoTweet, HootSuite, Radian6 New Product Development (NPD): With time to market increasing in importance, organizations can no longer afford to design products and services in a vacuum. Organizations must capitalize on innovation trends that can range from product fixes and enhancement requests to feature and solution suggestions. The goal is to capture, organize, and prioritize ideas. Many crowdsourcing approaches work here too. Jive, Salesforce, UserVoice HR: The resume is dead. Many savvy HR departments build relationships with potential employees thru their social channels (LinkedIn) and ultimately hire people they already know. Since a good employee is more likely to know other good fits for the company finding and the viral nature of social are multipliers here Staff Collaboration: Someone who volunteers for a task is far more likely to be successful at that task (true in open source) As NPD, HR and sales become more open processes collaboration becomes both a valuable tool to accelerate internal project management but also to help manage the scaling challenges of being customer intimate (e.g., someone in formulary development interacting with a member in case management). Jive, SharePoint, Socialtext Insights – Byproduct of listening. If you believe that people interacting with their friends on social networks are more likely to be honest than in a focus group with complete strangers and an artificial environment than social insights are for you. WiseWindow, Radian6 Cymfony Marketing – Creating the environment for sales via social platforms: FB, Twitter, portals. These are not just brand extensions they are the foundation for all other Social CRM and the source of the most valuable data in your CRM database All the above serve to take down the barriers between “Consumer” and “Health Plan”. If consumers are made to feel part of the team and their opinions are valued, they are far more likely to buy Social CRM is much more expansive than traditional CRM… Now we will discuss how companies can scale to meet the needs of social (turn themselves inside out)
Everything about traditional CRM (and business) is centered around managing scarcity We tend to talk about the ideal customer who is least likely to respond The most chronically ill Members who complain the most The most expensive way to reach these rare customers (TV & Print) The 2 or 3 people in your organization who are allowed to talk to the WSJ Social media offers the ability to manage abundance You can now reach millions of people inexpensively People will even band together and do work for you Employees who never dealt with customers before will do so an enjoy it Allowing members to talk to each other makes healthier members The trick is how do you scale to manage abundance? Social media must become everyone ’s job. Turn your company inside out The Marketing and PR people can ’t do it alone. You need to: Train staff to be Social Media Ambassadors (WLP Program) Develop systems to route and handle the volume of conversations
You can ’t gather quality data if you don’t own a social platform, facebook does not give up much valuable data Listening: Anyone can do this, essentially using the web as a database of opinions Engaging: If your brand has a FB page, etc. FB will share a tiny percentage of the data they collect on your fans and allow you to perform targeted marketing The ability to test messages for response and virality is a valuable tool available to page owners This is the first stage of turning the company “inside out”, you have to scale up on the employee side to meet the needs of consumers on the outside (Radian6, SharePoint and Jive help do this) Workflow is key Owning: Developing a brand ’s own social network provides by far the most valuable data. For example, starting a case management community delivers unprecedented knowledge, even over traditional CM activities A far more economical way to engage CM members (10x telephonic) Perfect opportunity to integrate PBM resources for treatment compliance Nurse community moderation provides feedback in terms of program compliance, provider interaction, use of alternative medicines, devices, etc Allowing peer to peer interaction opens the floodgates of user generated content – your customers will start redesigning and improving CM protocols, and you will have exclusive use of the data Managing abundance makes it possible to include non-members, thus creating the sales opportunity Tools such as Salesforce “Social Hub” can tack individuals and route them to company representatives intelligently and/or to tradition CRM customer contact modes: Outbound sales, direct mail, etc. The tweet asking for insurance recommendations is the holy grail. It ’s anybody’s customer at this point
There is no one single model for Social CRM it’s different for every company and must be consistent with the brand promise (communities respond to authenticity) Creative to Content We’ve all watched Man Men – Great AD minds chain smoking their way thru the next creative epiphany Until recently, companies controlled most of the content surrounding their brand. If you paid $1M to be the “Champagne of Beers” Well then, you were the Champagne of beers and nobody else had the voice to argue the point Creatives matter a lot less in the connected, dynamic world we live in: They are fixed in time and can not keep up with dynamic content They lack the interactive qualities It’s expensive to create iterations of TV and print creatives A brand could never keep up with the consumer rate of content creation – “If you can’t beat ‘em join ‘em” Great Storytelling Tell stories about your brand that are contagious Link your media together and make your stories immersive, engaging and viral Relationships Be the catalyst to: Introduce your customers to each other Your employees to your customers Your vendors to each other The ecosystem you create will be more valuable than the silos were Brand Ambassadors Don’t show up to the battle without your army (The Art of War) They might not all be “on message” but they are on your side Give them access to the storytelling tools Outputs The sales funnel includes some value adds along the way (Insights, NPD) Sales is not a linear or static process, the pipeline could start at any point and take days or years
WiseWindow is an excellent tool for crosstab analysis
Another example of improving customer impressions of us