Social Media "Likes" Healthcare: From Marketing To Social Business (Report) - Pwc Health Research Institute Page 35

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interactions to help maintain
• Determine approach to
professionalism and protect patient
data aggregation:
information. Consider enforcing
Evaluate current member data
a standard communication policy
and determine what informa-
outlining which requests and inter-
tion will fill the gap to fully
actions are appropriate.
understanding member needs
and experiences. Think outside
of current databases to lifestyle
Health insurers
data (e.g., what members like to
Health insurers understand that
eat, what activities they like to
focusing on the individual popula-
do). Consider the aggregation of
tion will be key as more partnerships
self reported data on health status
in population health are formed and
from communities suffering from
insurance exchanges bring in 12
a specific illness and how that
million newly-insured individuals in
will feed into health management
2014 and up to 28 million by 2019.
11
programs for employer clients or
new populations.
• Cast your company as a
patient advocate:
• Understand direct and indirect
The individual health insurance
benefits of social media:
exchange market will have orga-
Increase in membership can be a
nizations vying for the attention
direct benefit of using social media
of new customers. Start now by
to engage, educate, and advocate
understanding the needs of poten-
for individuals looking for the right
tial members and then determining
coverage. Metrics such as increased
which needs can be fulfilled by
customer satisfaction, loyalty,
incorporating social media into
and brand value may not be easily
your member strategy. Insurers
tied to increases in revenue but
have started working with vendors
are indirect benefits that should
in the gaming industry and compa-
be recognized.
nies who provide social support
in between clinical visits.
11 Congressional Budget Office March
2011 baseline health insurance
exchange estimates, cbo.gov/
budget/factsheets/2011b/
HealthInsuranceExchanges.pdf
What this means for your business
33

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