Canary in the corporation: Leveraging social media analytics for a companywide early alert system, presented by Riddhi Trivedi-St. Clair

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In her Brands-Only Summit Pre-Conference presentation, Express Scripts' Riddhi Trivedi-St. Clair explains how their corporate communications team drove organizational change by effectively packaging social analytics for senior executives. She talks about she helped benchmark the company performance, define the parameters of a social CRM program, and secure resources for a dedicated operational team.

Social Media

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

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

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

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

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

• 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

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

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

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

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

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

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

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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?

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

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Canary in the corporation: Leveraging social media analytics for a companywide early alert system, presented by Riddhi Trivedi-St. Clair