Social Media "Likes" Healthcare: From Marketing To Social Business - Health Research Institute, April 2012 Page 27
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40Case study 3
Insurer extends customer experience capability through social media
Understanding that customers prefer to communicate
Lessons learned:
and connect in different ways, Health Care Service
1. Consider the implications of a real-time communication
Corporation (HCSC), a four-state Blue Cross Blue Shield
channel. Responding thoughtfully and timely to
insurer, has used Facebook and Twitter to expand its
negative comments is just as important as offering
relationship with members. Its philosophy of offering
new services.
members their “channel of choice” prompted HCSC to
extend its one-to-one phone and web customer service
2. Educate departments so they’re prepared to
to a broader public forum.
resolve issues.
3. Start small and ramp up strategically. As companies
Since HCSC began using social media for customer
learn more about their audience and demand increases,
service in 2008, its approach has evolved into a broader
they need to be prepared to scale up services quickly.
strategy that provides information to raise health
literacy and improve disease prevention. “Health insur-
4. Build excitement within the organization about the
ance is something people don’t think about or don’t
strategy, but make sure there’s an appreciation for
want to think about until something goes wrong,” said
the amount of work that goes into managing a social
Lynde O’Brien, director of electronic media strategy.
media channel.
“Connecting to members via social media before they
5. Look for opportunities to educate your customer
need care is a way to change that perception. We see
community about health benefits, processes, and
social media as a way to change the conversation and
programs while being vigilant about protecting
establish a relationship with members in a way that’s
their privacy.
timely, relevant, and maybe even fun.”
6. Finally, O’Brien said the communications must be
For example, O’Brien tells of a young adult member who,
“responsible and consistent. Members who decide to
after paying his first bill, tweeted negatively, saying on
reach out via social media should get an experience
Jan. 26 at 7:27pm: “Just got my BCBSTX insurance card.
consistent with other channels, such as a call center,
It’s confusing and I can’t afford it.” HCSC’s social media
which offer an immediate response.”
community manager immediately contacted the customer
service team to coordinate a response. They invited the
unhappy customer to call so they could provide additional
information and support. The next day, the member
re-tweeted the entire exchange and the help HCSC had
provided to him. His final tweet a day later at 5:54pm
ended with “Great talking to you too! All my questions
were answered and my worries relieved.”
TWEET FROM: UPSET_MEMBER
TWEET FROM: UPSET_MEMBER
Posted on: Jan 06, 2011 07:27 PM
Posted on: Jan 07, 2011 05:54 PM
Just got my BCBSTX insurance card. It’s confusing and I can’t
@BCBSTX Great talking to you, too! All my questions were
afford it. #mistake #swindled #PPO
answered and my worries relieved.
Following: 38 | Followers: 66 | Updates: 1776 | Sentiment: Negative
Following: 39 | Followers: 66 | Updates: 1798 | Sentiment: Positive
Source: Health Care Service Corporation
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