how health plans are using social media to engage their members in healthy activities

Rajiv Kumar, M.D.

Founder & Chief Medical Officer

Today’s Presenters

Katie Jaye Shelby

Customer Experience Strategist

Paul Coppola

Head of Wellness Strategy & Development

Steve Sorenson Director of Marketing & Product Innovation

Christine Burger

Social Media Strategist

ShapeUp’s Mission Statement

Creating a healthier world by

leveraging social influence to

engage people in healthy activities

1. Hear live from 4 health plans about how they are using

social media to engage their members in healthy

activities

2. What are some other health plans doing?

3. Key drivers for this approach to engagement

4. Summary of best practices

5. Questions & answers

Today’s Agenda

Katie Jaye Shelby

Customer Experience Strategist

kshelby@pacificsource.com

Where You’ll Find Us

• Mission: To improve the health of the people in the communities we serve

• PacificSource committed $4 million towards wellness and prevention research and healthy campus initiatives at the University of Oregon and Oregon State University

• Focuses on these modifiable risk factors:

Physical Activity

Healthy Eating

Stress Management

Tobacco Cessation

Our Healthy Life Challenge

Healthy Life Challenge

Healthy Life Challenge website

changes to focus on the challenge

that is happening right now. Groups

who are doing the challenge can use

our website, their own website/blog,

whatever they prefer.

Healthy Life Challenge

“Civil War” happened

mostly on the Facebook

page; allowing the

competitors to taunt

each other good

naturedly.

• Results of Civil War Healthy Life challenge

Over 2,500 students/others signed pledges to either stop

smoking, add more fruits and vegetables, add 20 minutes

of activity each day, or focus on stress management.

University of Oregon committed to become a tobacco-

free campus in 2012.

600 staff from the competing school districts in the latest

challenge ate almost 10,000 fruits and vegetables in the

first week, replacing 3,000 unhealthy snacks.

Almost 40% of the teachers and staff are participating.

Our Healthy Life Challenge

Paul Coppola

Head of Wellness Program

Strategy and Development

Engaging Through Innovation

It starts with keeping it relevant

Population Health

Management

Holistic risk

reduction

Multi-channel outreach

and delivery

Reaching people where they want to be

• Condition-based texting

Texting

• Get Active!

• Lifestyle communities

Social Engagement • Mindbloom

Gamification

Driving action through motivation, ability and triggers

Reaching the unexpected and difficult to reach

High engagement yields exceptional value

• Average participation rate: 27.8% of eligibles

• Average weight loss: 5.54 lbs. per participant

• Average BMI reduction: 0.78 point per participant

From engagement to outcomes

Data from 2010/2011 Aetna Informatics and ShapeUp evaluation

Aetna is the brand name used for products and services provided by Aetna Health Inc., Aetna Health

Insurance Company of New York, Aetna Health Insurance Company and/or Aetna Life Insurance

Company (Aetna). In Maryland, by Aetna Health Inc., 151 Farmington Avenue, Hartford, CT

06156. Each insurer has sole Financial Responsibility for its own products.

This material is for information only. Health information programs provide general health information and

are not a substitute for diagnosis or treatment by a physician or other health care professional. Health

benefits and health insurance plans contain exclusions and limitations. Discount programs provide

access to discounted prices and are NOT insured benefits. The member is responsible for the full cost of

the discounted services. Any incentive reward may be taxable to you. You may wish to consult with a

tax advisor as to the proper tax treatment of this incentive reward. Information is believed to be accurate

as of the production date; however, it is subject to change. For more information about Aetna plans,

refer to www.aetna.com.

Policy forms issued in OK include: HMO/OK COC-5 09/07, HMO/OK GA-3 11/01, HMO OK POS RIDER

(08/07), GR-23 and/or GR-29/GR-29N.

Using Multiple Media to Engage

People in Conversations on

Health and Wellness

Steve Sorenson

Director of Marketing & Product

Innovation

Going Social

Facebook

YouTube

Case Study – MobileNurse

Significant growth in Facebook Likes and YouTube Views

More than 3,500 downloads of the App

When combined with other media helped to reduce ER

use by more than 20% in targeted locations

Results

Christine Burger

Social Media Strategist

christine.burger@blueshieldca.com

Why Social Media

Balance the share of voice

−Healthcare is often portrayed negatively in the press.

−Social media can surface and magnify the positive.

Improve member experience

− Consumers know what they want and are talking about it.

− Social media helps Blue Shield listen in real time, turn feedback into

meaningful changes, and report back to the community.

Build transparency

− People are already talking about health on social media.

− Social media allows Blue Shield to enable conversation, and

demonstrate transparency by sharing the good & bad.

What We’re Doing

Moms on a Mission Promotion

Goal: To raise awareness of Blue Shield’s commitment to healthy lifestyles by

engaging mom influencers to participate in health-related events

Moms on a Mission Promotion

Advocacy: 78% of members said they were

likely to tell others about Blue’s Shield’s support

of their community!

Perception: 51% of members said their

opinion of Blue Shield changed because of

this sponsorship

Engagement: 72% of user-generated content

on Facebook was from Meet-up moms during

the campaign.

• 26,151 participants met face to face at

• 3,750+ Blue Shield sponsored Meet-up

events

• 29 group contest entries, 1,146 votes

Thank you Blue Shield for

supporting our group.

OC Mommies took our kids to the

local fire station to learn about fire

safety and emergency planning!

What Are Other Health

Plans Doing?

Harvard Pilgrim: Wellness Idea Sharing

Humana: Map & Share Runs With Friends

UnitedHealth: Mobile App for Challenges

Why Health Plans Are

Taking This Approach

• Health plans want members to know they actually care

about keeping them healthy

• Members are increasingly using social media to access

information and engage with programs, services, and

brands

• Health plans want to influence their broader communities

• A social approach promotes the viral spread of information

and engagement

• Social media is participatory, allowing members to feel a

strong sense of involvement and ownership

What’s Driving This Social Approach?

Summary of

Best Practices

• Leverage existing, consumer-facing social networking

platforms (Facebook, Twitter, YouTube, Pinterest)

• Use custom-branded sites for greater control, functionality

• Host challenges and competitions to drive high member

engagement and outcomes

• Help members feel like they’re part of a larger movement

• Take advantage of the power of mobile (SMS, apps)

• Measure results to learn what works and what doesn’t

Best Practices for Leveraging Social Media

• Branded social network

How ShapeUp Can Help Your Health Plan

• Challenges & competitions

• Mobile & SMS

• Wireless devices

how health plans are using social media to engage their members in healthy activities

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