Health Plan Direct-To-Consumer Marketing

CRM Innovations for Managing Health Care Reform

@timgilchrist

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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

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Where the VC Dollars are Going

Company EMRs Patient Portal

On Site Clinics

Direct Primary Care

Price Transparency

Tele-Medicine

Decision Support

Insurance / 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

Consumer Intimacy In the Post Reform World

Strategies for Success Using CRM, Social Media and Listening Technology

@timgilchrist

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Dollar Shave Club Video

http://www.youtube.com/watch?v=ZUG9qYTJMsI

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A Step Back

Street Scene in India (about 1884–1888), Edwin Lord Weeks

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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

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Review: Current CRM Lifecycle

Sales “Leads”

ContactsForecasts Optimization

Outputs

Most Likely to Respond

Least Likely to Respond

Database

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Social CRM Ecosystem

CustomersConstituents

Insights

Marketing Sales

Service

NPD

HR

StaffColab

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Managing Abundance8 Individual

Healthy General Public

New Members

Unhealthy / Undiagnosed

Chronically IllVery Dissatisfied

Members with Questions

Struggling toward Wellness

• Insights• Wellness communities• User-generated content• Product innovation ideas

• Customer service preemption• 1 on 1 chat / telephone• Messaging

Historically businesses are built around managing scarcity (the very sick, the dissatisfied). Social media tools can help us manage abundance which is more rewarding

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Social Automation / Switchboard

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

Listening

Engaging

Owning

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RelationshipsOne to One

One to manyMany to Many

Great Storytelling

Brand Ambassadors

Your CompanyInside Out

Creative to Content

Sales

Insights NPD

New Hires

ServiceMarketing PR

Collab

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Listening For Dollars

What does the social conversation look like for people looking to buy health insurance?

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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?

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Listening for Dollars

• 421 people want to buy Aetna products - Unsolicited

• Are they listening?

• These leads should be put right into the prospect pipeline

Questions?

Appendix

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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

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Health & Wellness (Consumer View)

• 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

Positive Sentiments Towards Wellness Negative Sentiments Towards Wellness

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Drill Down on “Time” Theme

“Having a hard time balancing what's right, what's healthy, what's moral and what's economical”

•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?

Negative Sentiments Towards Wellness (topics related to time)

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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.”

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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 Sentiment

297.4 794.1 3270.8

Negative Sentiment

339.5 595.5 2817.5

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

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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)

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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 differentiator1. 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 / latency1. 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 site10. Consumers have access to a variety of areas of expertise beyond

customer service (Product, Marketing, Institute

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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)

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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-senior-vp-at-wellpoint-via-twitter/• http://www.marquearts.com/2009/08/how-it-went-down-getting-through-

to-a-senior-vp-at-wellpoint-via-twitter/

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@AnthemHealth Examples

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

• @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

Upset Member

•Straightforward reply•Took the time to look

up her real name

Be straight forward, find out how we can do better

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@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

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-senior-vp-at-wellpoint-via-twitter/

The hash tag “FAIL” is the ultimate insultThe retweet “RT”

indicates others are spreading this

messageWith a little more time

invested, success!

When customers blog about how great you are, the real

power of social media kicks in