How Health Plans Are Using Social Media to Engage Their Members In Healthy Activities

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

Rajiv Kumar, M.D.
Founder & Chief Medical Officer


ShapeUp’s Mission Statement

Creating a healthier world by
leveraging social influence to
engage people in healthy activities


Today’s Agenda
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


Katie Jaye Shelby
Customer Experience Strategist
kshelby@pacificsource.com


Where You’ll Find Us


Our Healthy Life Challenge
• 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


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.


Our Healthy Life Challenge
• 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.


Engaging Through Innovation

Paul Coppola
Head of Wellness Program
Strategy and Development


It starts with keeping it relevant

Multi-
channel
outreach
and
delivery

Holistic
risk
reduction

Population
Health
Management


Reaching people where they want to be
Driving action through motivation, ability and triggers

Social
• Condition- Engagement • Mindbloom
based • Get Active!
texting • Lifestyle
communities
Texting Gamification


From engagement to outcomes
 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

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


Results
 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


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.

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.

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.


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 Thank you Blue Shield for
likely to tell others about Blue’s Shield’s support supporting our group.
of their community!
OC Mommies took our kids to the
Perception: 51% of members said their local fire station to learn about fire
opinion of Blue Shield changed because of safety and emergency planning!
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


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


What’s Driving This Social 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


Summary of
Best Practices


Best Practices for Leveraging Social Media

•
1 Leverage existing, consumer-facing social networking
platforms (Facebook, Twitter, YouTube, Pinterest)

•
2 Use custom-branded sites for greater control, functionality

•
3 Host challenges and competitions to drive high member
engagement and outcomes

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

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

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


How ShapeUp Can Help Your Health Plan
• Branded social network • Mobile & SMS

• Challenges & competitions • Wireless devices


How Health Plans Are Using Social Media to Engage Their Members In Healthy Activities

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