How Communications and Community Are Evolving in a Changing Healthcare Environment - BDI 2/25/14 The Future of Healthcare Communications Summit

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Information about How Communications and Community Are Evolving in a Changing Healthcare...
Business & Mgmt

Published on March 4, 2014

Author: bdionline



Presentation: How Communications and Community Are Evolving in a Changing Healthcare Environment
Presented by: Carissa Caramanis O'Brien, Social Media Community & Content Director, Aetna & Matt Wiggin, Head of Business Communications and Public Affairs, Aetna
With the Affordable Care Act and a massive transformation in healthcare, consumers and businesses alike are learning to navigate a new system. With these changes comes a need for evolution in how communications, public affairs and community engagement meet the needs of our members, the media and the community at large. How do traditional and new media methods come together to meet those needs and show a brand’s commitment to helping lead the way?

How Communications and Community Are Evolving in a Changing Healthcare Environment Matt Wiggin Carissa Caramanis O’Brien (@CarissaO) Aetna #bdi1

Where We Were • Big business to Big business • Based on industry’s origins • Traditional audience, traditional approach Aetna Inc. 2 #bdi1

Emerging Trend • Rise of Consumerism • Increased focus on consumerdriven communications • Communicating to meet consumer expectations Aetna Inc. 3 #bdi1

Align Communications with Brand Values Aetna’s Values Wheel Aetna Inc. 4 #bdi1

Health Care Reform Tools and Resources Available tools and resources to help our customers understand the potential impacts of the ACA and identify the best course of action Aetna has invested significantly in freely available online resources to provide customers with the latest legislative updates, analysis and impacts of Health Care Reform. Broker, Consultant, & Customer Webinars Health Care Reform Videos Quick and easy-to-understand overview of exchanges and Health Care Reform Aetna continues to provide educational and training sessions for our customers to ensure they are armed with the most current information on Health Care Reform. Aetna Inc. 5

Current Environment • Healthcare Reform • Accelerates the consumer trend • Increases need for education • Requires we pause and ensure accuracy, credibility Aetna Inc. 6 #bdi1

What Does it Mean for Aetna to Become Social? Use of social technologies within the enterprise to create an environment focused on collaboration and engagement around business objectives (e.g., Lava) Use of public social channels to communicate and engage with social customers while retrofitting traditional processes for new media (e.g., Twitter, Facebook) Use of public/private online communities to engage and empower care providers, patients and consumers in their pursuit of health and wellbeing (e.g., OneHealth, CaféWell) Foundational Components Policy Process / Playbooks Training / Education Social Listening Center of Excellence Digital Assets Aetna Inc. 7

Align Values with Community Commitment Aetna Community Pact Aetna Inc. 8 #bdi1

Example: Social Health Programs • Pilot: Directing members to PatientsLikeMe so they can connect with others who have the same condition, and access real-world symptom, treatment and outcome reports. • Conversion rate to engagement is ~20% • Sustained engagement: 8% of Q1 registrants continued to engage in the site during Q2 • Members engage most frequently in PLM’s tracking tools such as symptom, treatment and quality of life trackers. Aetna Inc. 9 #bdi1

Carrying Us Forward • Traditional and Social Intersect • Social emerges at interesting time, dynamic state of change • Brings new segment of population and helps us carry conversation forward • Creates a real-time push/pull between communications tactics Aetna Inc. 10 #bdi1

Thank you Appreciate your time, #bdi1! Questions? Matt Wiggin Head of Business Communications and Public Affairs Carissa Caramanis O’Brien Social Media Community & Content Director @CarissaO Aetna Inc.

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