Increasing Awareness of Independence Blue Cross through Social Media Chris BeckfordAccenture Summer Analyst at Independence Blue Cross

KIPP Internship Program 2015

Executive Summary Introduction to IBC Company History (Timeline) Top Products Other Interesting Facts Types of Social Media Examples of Social Media Campaigns Strategic Recommendations Appendix

Table of Contents

Social media is one of the largest means of communication in our world today More than 1/5 of Americans us social sites multiple times per day The large presence of social media is redefining the way we live our lives Facebook, Twitter and LinkedIn are 3 of the top most used social media platforms,

making them a prime target for advertising sites In order to keep up with the changing economic and communication landscapes,

IBC needs to start adopting new social media initiatives all the time

Executive Summary

Executive Summary Introduction to IBC Company History (Timeline) Top Products Other Interesting Facts Types of Social Media Examples of Social Media Campaigns Strategic Recommendations Appendix

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Independence Blue Cross is a health insurance company located in Philadelphia, PA Top ten national health insurers IBC serves millions of people in many different states The main goal of IBC is to enhance health and wellness of the people it serves IBC’s vision is to be the best performing Blue by 2016 Values exceeding customer expectations

What is IBC?

Executive summary Introduction to IBC Company History (Timeline) Top Products Other Interesting Facts Types of Social Media Examples of Social Media Campaigns Strategic Recommendations Appendix

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In 1938, IBC was established as the Associated Hospital Service of Philadelphia

IBC’s first subscriber was the Philadelphia Mayor S. Davis Wilson

In 1939 after only 1 year, they had reached approximately 170,000 subscribers

By 1958, the plan employed 550 people, contracted with 94 hospitals, and handled 3,000 subscriber inquiries a day

In 1988, The plan later changed its name to Blue Cross of Greater Philadelphia to reflect its growing influence in the region. The company began doing business as Independence Blue Cross

In October 2011, IBC launched the Independence Blue Cross Foundation

In 2012, Independence Blue Cross was the region's largest health insurer over 2M in the Philadelphia region. Today IBC provides health insurance to about 9.5M people

Company History

Executive Summary Introduction to IBC Company History (Timeline) Top Products Other Interesting Facts Types of Social Media Examples of Social Media Campaigns Strategic Recommendations Appendix

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IBC offers a wide variety of healthcare products to fit the customer needs

Health Maintenance Organizations (HMOs) are groups of doctors and hospitals from which you can receive treatment

Preferred Provider Organizations (PPOs) plans give you the most flexibility

Accountable Care Organizations (ACOs) are group of doctors who are volunteering to treat people for low cost

PPO HMO ACO

IBC Offers a Range of Tiered Products

Executive Summary Introduction to IBC Company History (Timeline) Top Products Other Interesting Facts Types of Social Media Examples of Social Media Campaigns Strategic Recommendations Appendix

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Independence Blue Cross sponsors multiple different events Independence Blue Cross provides insurance to over 9.5 Million people The nation’s oldest and largest family of health benefits companies Independence Blue Cross is a non-profit company Independence Blue Cross has over 7,000 employees

Fun Facts

Executive Summary Introduction to IBC Company History (Timeline) Top Products Other Interesting Facts Types of Social Media Examples of Social Media Campaigns Strategic Recommendations Appendix

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LinkedIn is a business-oriented social networking service

Facebook is an online social networking service where people add friends and family

Twitter is an online social networking service that enables users to send and read short 140-character messages called "tweets".

Types of Social Media

Executive Summary Introduction to IBC Company History (Timeline) Top Products Other Interesting Facts Types of Social Media Examples of Social Media Campaigns Strategic Recommendations Appendix

Table of Contents

Promising $1.5 million to one person who tweeted #Esurancesave30

5.4 million uses of the #EsuranceSave30 hashtag

2.6 billion social impressions on Twitter 332,000 views of the Esurance commercial

on YouTube Nearly 3,000 % increase on the official

Esurance Twitter account A 12x spike in visits to the Esurance website

in the first hours of the sweepstakes

Case Study #1: Insurance

Case Study #2: Health Care

February 20th Sunnybrook Hospital in Toronto live-tweeted

Purpose to raise awareness about heart diseases

Shared videos, photos and information during the process

Sunnybrook gained 5,000 Twitter followers in just a few hours

Executive summary Introduction to IBC Company history (Timeline) Top products Other Interesting Facts Types of Social Media Examples of Social Media Campaigns Strategic Recommendations Appendix

Table of Contents

A New Strategy: “Live Fearlessly Famously”

Create a contest in which IBC consumers can create their own commercial depicting themselves “living fearlessly.” The marketing team will select one winner to have their commercial aired on television along with a $10,000 prize

IBC uses social media to advertise their brand, but there are more effective ways to get the public’s attention

Recommendation #1

$1,000,000 dollar budget for one year General public have 60% voting power, IBC

Social media team has 40% voting power Health, Arts & Culture, Food & Shelter, The

Planet, Neighborhoods, and Education $10,000 for up to 10 awardees. For

individuals and small groups $40,000 for up to 10 awardees. For

companies and organizations $100,000 for up to 2 awardees. This is for

large organizations

200000; 29%

400000; 57%

100000; 14%

Million Dollar Budget

$100,000 for up to 2 awardees$40,000 for up to 10 awardees$10,000 for up to 10 awardees

Recommendation #2

100,000

400,000

200,000

300,000

Million Dollar Budget

$10,000 for up to 10 awardees

$40,000 for up to 10 awardees

$100,000 for up to 2 awardees

Overhead

Executive Summary Introduction to IBC Company History (Timeline) Top Products Other Interesting Facts Types of Social Media Examples of Social Media Campaigns Strategic Recommendations Appendix

Table of Contents

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