my blue community drives engagement
DESCRIPTION
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.TRANSCRIPT
My Blue Community:Insights into a National Health and Wellness Social Network
Torben NielsenVP eBusiness Strategies and ServicesRegence
Twitter: @TorbenSNielsenEmail: [email protected]
© 2012 Regence. Private and Confidential.
MY BLUE COMMUNITY 2
About Regence
Largest health insurer in Northwest
2.6 million lives covered
Manage $8.9 billion member premiums annually
More than 850,000 registered users on myRegence.com
WA
OR
ID
UT
MY BLUE COMMUNITY 3
Our Philosophy
Information Options RewardsOptimal Decision
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
+ + =+ + =
MY BLUE COMMUNITY
Consumer Engagement Framework
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Value
2005 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2011/2012. . . . . . . . . . . . . . . . . . . . . 2016. . . .
Know MeOrganicEducated to find basic info
Engage MePush1:many
Connect MePush & pullmany:many1:1
Partner w/Me
Claims / Benefits
Account / HRA
Content / ProgramsRewards / eMails
Community / MobileTransparency / Alerts
Regence On the GoRegence in Your Mall
Regence Online
Time
Cardholder
Consumer
Producer
Prosumer
MY BLUE COMMUNITY
Industry Recognition
5
MY BLUE COMMUNITY 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
MY BLUE COMMUNITY 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
MY BLUE COMMUNITY 8
So What Is My Blue Community?
• My Blue Community YouTube Channel
MY BLUE COMMUNITY 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!
MY BLUE COMMUNITY
Community Message Boards
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MY BLUE COMMUNITY 11
• Ask the Nutritionist message board skyrocketed to #1 in views and posts in first 3 weeks
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
Experts
MY BLUE COMMUNITY 12
Health & Wellness Blog
• Most visited section of My Blue Community since it was introduced on May 8 th, 2011
• Encourages conversation through commenting, rating and liking, and motivates users to come back to the site to check for updates
Bloggers cover fitness, parenting and nutrition, three popular topics with Community members
MY BLUE COMMUNITY
Moderation
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• Clear moderation policy instills trust
• Member posts published in real-time instilling trust & immediate feedback
• Community is self-correcting
• Moderator reviews all postings within1 business day
• Edited only if violates Conditions of Use
• System activated profanity checker
MY BLUE COMMUNITY 14
Local plan content
MY BLUE COMMUNITY 15
Consistent Social ID Across Features
CommunityPatient Reviews
MY BLUE COMMUNITY 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
MY BLUE COMMUNITY
Experience My Blue Community today!
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• 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
