1.
MEM
BER MEETIN
G
40
SOC
IALMEDIA.
ORG
Cambia Health Solutions
Jeremy Solly
HIPPA is not a reason to ignore people:
How we launched social customer care
in a regulated industryLearn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 40
Los Angeles
7-26-2016

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HIPPA IS NOT A REASON
TO IGNORE PEOPLE
© 2016 Cambia Health Solutions, Inc.
AKA How We Launched Social
Customer Care in a Regulated Industry

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2 © 2016 Cambia Health Solutions, Inc.
Social Media is not for ostriches.

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3 © 2016 Cambia Health Solutions, Inc.
Our Process was:
Inefficient
Undefined
Reactionary
Unhelpful

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4 © 2016 Cambia Health Solutions, Inc.
HIPPA
(or fear)

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5 © 2016 Cambia Health Solutions, Inc.
“HIPPA is not…
… a reason to not share
authentic stories.”
- Christoph Trappe
Nor is it a reason to
deny customers the
help that they seek.

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How to Develop
the…
• People
• Process
• Platform
• Tools
© 2016 Cambia Health Solutions, Inc.
$$$
To Create..
A Social Customer
Care group that
answers anyone
speaking to our
brands on social
media within 1 hour.
Meet consumers
where they are.

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7 © 2016 Cambia Health Solutions, Inc.
Hub:
Social Media
Center of
Excellence
Human Resources
Marketing
Operations
Member
Services
SalesHealth Care
Services
Employees
Strategic
Communications
Executive

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• Unflappable
• Problem Solver
• With follow through
• Curiosity
• Adaptable
• Desire to Learn
• Communication Skills
• Timeliness
• Interest (we asked)
Qualities of a Super Social Care Rep
© 2016 Cambia Health Solutions, Inc.

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Training
• New Rep Onboarding
• Tool Training
• Process Training
• On Demand Coaching
• Updates: on Process, Tools,
Platforms & Best Practices
• Quarterly Tabletop Exercises
• Annual Review
© 2016 Cambia Health Solutions, Inc.

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10 © 2016 Cambia Health Solutions, Inc.
Choose Wisely…

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11 © 2016 Cambia Health Solutions, Inc.

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Reputation Management
+ Customer Service
CS Lead looks up user in FACETS
CS Lead Tags as Rep Mgmt
CS Lead posts a response to the user notifying
them that we are looking into the case
CS lead exhaust resources to
resolve; If not resolved create
incident brief with information from
FACETS and hand off to Stakeholder
Comm Lead
Not resolved by CS – Stakeholder
Comms reviews incident & engages
internal SME to resolve issue
Stakeholder Comms shares incident
brief with SMEs and formulate reply
Review with StratComm Mgr in
appropriate market
Customer Service
CS Lead looks up member in
FACETS
CS Lead posts response w/in 1 hour
during biz hours (at least acknowledge
that we heard & are working on it)
CS Lead:
If able (PHI) answer question
publically
If question requires research or
involves PHI schedule a follow up
call w/ member
CS Lead - close case
SOCIAL MEDIA – RESPONSE PROCESS
Best Practices
for Customer
Service
Response:
1. Check Facets
2. If member is
identified, post
response
stating that we
are working on
the issue
3. If not found –
DM request
for contact info
When to use
this:
When a customer
post appears in
Social Studio and
is evaluated and
tagged –
Customer Service
or Reputation
Management &
Customer Service

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13 © 2016 Cambia Health Solutions, Inc.

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Lessons Learned
• Collaboration
• Do’s & Don’ts (Framework)
• Clearly defined roles
• Industry Resources
© 2016 Cambia Health Solutions, Inc.

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15 © 2016 Cambia Health Solutions, Inc.
Regulators mission is to protect consumers.
One of your companies core values should be as well.

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16 © 2016 Cambia Health Solutions, Inc.
Consumer demand evolves faster than regulators
ability to adapt.

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Results?
© 2016 Cambia Health Solutions, Inc.

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18 © 2016 Cambia Health Solutions, Inc.
Next Steps
CSAT Scores
24/7 Service
Facets Integration

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19 © 2016 Cambia Health Solutions, Inc.
Thank You!
Jeremy.solly@cambiahealth.com
Twitter: @jsolly
LinkedIn: /in/jeremysolly
Insta: @jdsolly
Snapchat: jeremysolly

21.
Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
MEM
BER MEETIN
G
40
SOC
IALMEDIA.
ORG
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 40
Los Angeles
7-26-2016