My Blue Community is a national health and wellness community for Blue Cross Blue Shield members - healthcare meets Facebook type social networking site. This presentation was for the 9th World Health Care Congress in Washington DC, April 16 -18, 2012.

1. My Blue Community:
Insights into a National Health
and Wellness Social Network
Torben Nielsen
VP eBusiness Strategies and Services
Regence
Twitter: @TorbenSNielsen
Email: torben.nielsen@regence.com
© 2012 Regence. Private and Confidential.

2. About Regence
W  Largest health insurer in
A Northwest
 2.6 million lives covered
O I  Manage $8.9 billion member
R D premiums annually
 More than 850,000 registered
users on myRegence.com
U
T
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3. Our Philosophy
Optimal Decision
Information
+ Options
+ Rewards
= Related to
Care
• ADVISE members on their healthcare decision
• Help members NAVIGATE the healthcare system
• REWARD them for taking an active role in their health journey
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4. Consumer Engagement Framework
Prosumer
Value
Producer
Consumer
Cardholder Partner w/Me
Connect Me
Push & pull
Engage Me many:many
Know Me 1:1
Push
Organic 1:many Regence On the Go
Educated to find basic Regence in Your Mall
Regence Online
info
Community / Mobile
Transparency / Alerts
Content / Programs
Rewards / eMails
Claims / Benefits
Account / HRA
Time
2005 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2011/2012. . . . . . . . . . . . . . . . . . . . . 2016. . . .
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5. Industry Recognition
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6. Are We There Yet?
35% registration rate
12:58 minutes per visit
5.9 visits per year
13+ page views per visits
63,000+ community postings
67,000+ patient reviews
88,000 doctor searches per month
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7. My Blue Community Consumer Engagement
• 2x as many visits to myRegence.com
• 3x as many Rewards incentive points
• 2x as likely to complete the General Health Assessment
• More likely to . . .
• Subscribe to our eNewsletter,
• Utilize the Treatment Cost Estimator and
• Start a Personal Health Record
• More frequent visits to . . .
• Rewards incentive program
• Online health and wellness programs
• Medical encyclopedia
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8. So What Is My Blue Community?
• My Blue Community YouTube Channel
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9. My Blue Community – A Blue National Social Network
19 million member reach
• BCBS of Louisiana
• BCBS of Massachusetts
• BCBS of Rhode Island
• The Regence Group
– Idaho
– Oregon
– Utah
– Washington
• HCSC
– Illinois
– Texas
– New Mexico
– Oklahoma!
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10. Community Message Boards
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11. Experts
Ask the Expert message boards are popular with members accounting for 20% of My Blue
Community traffic
• Ask the Nutritionist
• Ask the Chef
• Ask the Trainer
• Ask the Pharmacist
• Ask the HSA Expert
• Ask the Health Coach
• Ask the Nutritionist message board skyrocketed to #1 in views and posts in first 3 weeks
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12. Health & Wellness Blog
Bloggers cover fitness, parenting and nutrition, three popular topics with Community members
• Most visited section of My Blue Community since it was introduced on May 8th, 2011
• Encourages conversation through commenting, rating and liking, and motivates users to come back to
the site to check for updates
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13. Moderation
• Clear moderation policy instills trust
• Member posts published in real-time
instilling trust & immediate feedback
• Community is self-correcting
• Moderator reviews all postings within
1 business day
• Edited only if violates Conditions of
Use
• System activated profanity checker
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14. Local plan content
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15. Consistent Social ID Across Features
Patient Reviews
Community
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16. Optimization and evolution
Feedback channels include:
• Plan advisory meetings
• My Blue Community feedback topic
• Member satisfaction survey
• 400+ member User Group
• Ambassadors
• Community Managers
• Usability testing
• Polls
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17. Experience My Blue Community today!
• My Blue Community dedicated YouTube channel:
– Community tour
– Testimonials
– Expert profiles
• Explore My Blue Community with a guest pass:
– Go to myRegence.com and use guest pass code: COMMUNITY
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18. Questions
• Torben Nielsen
@TorbenSNielsen
torben.nielsen@regence.com
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