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www.horizonNJhealth.com
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Horizon NJ Health
Social Media at a Medicaid Managed Care Plan
Len Kudgis Director, Marketing & Communications
www.horizonNJhealth.com
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Horizon NJ Health
Who We Are
Wholly owned subsidiary of Horizon Blue Cross Blue Shield of New Jersey
Included in HBCBSNJ’s Government Programs division • Medicaid, Managed Long-Term Services & Supports (MLTSS),
Medicare, Medigap and Medicare Special Needs Plan (DSNP)
Operating in NJ Medicaid Managed Care since 1993
Market leader with close to 760,000 members • 50% market share • 170k growth in 2014
www.horizonNJhealth.com
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Horizon NJ Health
It’s All About the #Hashtag
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Horizon NJ Health
Our Presence Today – Facebook, Twitter & LinkedIn
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Horizon NJ Health
Our Social Media Story – The Why
Heard from members (Member Advisory meetings; Focus Groups) that they were engaging more with Facebook and other Social Media channels
Heard from Community Partners (Community Advisory meetings; Events) that they were becoming active in Social Media
Monitoring Social Media chatter (Google Alerts & other services) and the need to respond (service and brand)
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Horizon NJ Health
Our Social Media Story – The How
We Level-Set Expectations
Created a Social Media Plan Revised Plan Revised Plan again
Built a Rapid Response Workflow
Obtained Necessary Buy-Ins & Approvals
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Horizon NJ Health
Buy-In & Approvals
BUSINESS
BRAND
LEGAL
STATE
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Horizon NJ Health
10 Key Points in Our Social Media Plan
1. Build and continue to grow our Social Media infrastructure • Need to be creative when you have limited resources.
2. Focus efforts on channels that align with our goals and are utilized by our partners • Don’t need to have a presence on every platform.
3. Engage community partners through Facebook & Twitter • More opportunities to interact and support each other (build
relationships and trust). 4. Monitor all conversations/posts about company on all social
media. React appropriately • Don’t ignore the haters. Engage.
5. Provide service and support to followers/customers • Another touch point for members & providers to reach us. Need to
be able to respond right away.
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Horizon NJ Health
10 Key Points in Our Social Media Plan
6. Create a content team and develop killer content • Know your audience. What would make them like a post or retweet
one of your tweets? Get content from all over company. Have fun! 7. Engage our employees. Get them to help us tell our story
• Encourage staff to like/follow us (become social media ambassadors for our company). First, make sure they know policy.
8. Grow our likes and followers • If you build it, it doesn’t mean they will come. Go to your partners’
pages. Like their content. Retweet their tweets. 9. Integrate Social Media into all external communications 10. When in doubt, don’t post or tweet it out
• Know the rules. Stay compliant.
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Horizon NJ Health
Examples Posts/Tweets
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Horizon NJ Health
HBCBSNJ/Horizon NJ Health Social Media Policy
A few key points about the social media policy…
Health Insurance Portability and Accountability Act (HIPAA) applies to social media, too.
Do not post about Horizon BCBSNJ/Horizon NJ Health(s) confidential or non-public information.
Do not respond to an offensive or negative post by a customer. Leave it up to the Communications team.
There’s really no such thing as “delete” on the Internet. Treat comments online the same way you would at a meeting or public forum.
All the rules that apply to your conduct as a Horizon BCBSNJ employee apply to social media.
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Horizon NJ Health
Horizon NJ Health Social Media Policy
Horizon NJ Health has an aggressive social media policy that outlines and defines proper use and etiquette for social media use in and outside the office.
Disclaimer
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Horizon NJ Health
Social Media Tools We Use
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Horizon NJ Health
Thank You!
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