Big Health Goes Social

Big Health “Goes Social”Big Health “Goes Social”Lessons from WellPoint’s four year social journey

Tim Gilchrist, WellPoint, Director eBusiness

@timgilchrist

linkedin.com/in/timgilchrist

Tim GilchristTim Gilchrist

Director eBusiness

@timgilchrist

Director eBusiness

@timgilchrist

All about WellPoint

•WellPoint is one of the nation’s largest health benefits

companies, with nearly 34 million members in its affiliated

health plans and approximately 65 million individuals

served through its subsidiaries.

• Radian6 customer since 2010

~29K ~150K In Pilot~4M

Problem

There is a conversation going on about our brand we can not control

•Wellness is a social activity

•Healthcare increasingly retail

•Crisis happens

RelationshipsOne to One

One to manyMany to Many

Great Storytelling

Brand Ambassadors

Solution

USE CasesUSE Cases

Launched 5 Day Boost in Spring 2012

Asked our audience to submit videos of themselves performing their favorite exercises, participate in our community’s conversations, and provide encouragement to others.

•Call to action

•Dani asks people to send in videos of themselves performing their favorite exercises

Phase 1

•Content!

•FB page released a new video every day of the week for 3 weeks

Phase 2• Engaged our community

• Showcased the membership benefit of Anthem Blue Cross Blue Shield Health Coaches

• 2M+ impressions

• 2K fan comments

• 500 video submissions

Success

7

Avoiding Crisis / Building Relationships

“Mind you, we paid $800 up front, pharmacy had no prob taking, but #Anthem, it seems put their foot down & demanded full payment. rationing?”

“But back to WellPoint for a moment. The woman who called was incredibly kind. She said that she was following-up to make sure the Synagis was shipped..

She went on to say …she and her colleagues at WellPoint, along with her colleagues at Anthem were cheering Luna on.

I was touched. Really. I almost burst out into tears.”

http://lunaandwe.blogspot.com/search?q=But+back+to+WellPoint+for+a+moment

New Product Development

Negative Sentiments Towards Wellness (topics related to time)

New Product Development

FOLLOWING FOLLOWERS UPDATES

Positive Sentiment

297.4 794.1 3270.8

Negative Sentiment

339.5 595.5 2817.5

13% 25% 14%

*Source – 2,000 hand-screened Tweets relating to health & wellness during Jan-Feb 2010

Listening For Dollars

“@thejessicadrake: Hey guys? Do you have

health insurance that you're happy with?

Who's your provider? I may be switching...”-

anthem

River of News

Summary

•Our total commitment pays dividends

•We can learn more about our customers by

listening / Radian6

•Next challenge is to master content and

empower employee / ambassadors (Social Hub)

•Open consumer sales channel to social

#RealHealth