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My Blue Community Drives Engagement

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.

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My Blue Community Drives Engagement

  1. 1. My Blue Community:Insights into a National Healthand Wellness Social NetworkTorben NielsenVP eBusiness Strategies and ServicesRegenceTwitter: @TorbenSNielsenEmail: torben.nielsen@regence.com © 2012 Regence. Private and Confidential.
  2. 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 TMY BLUE COMMUNITY 2
  3. 3. Our Philosophy Optimal DecisionInformation + 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 journeyMY BLUE COMMUNITY 3
  4. 4. Consumer Engagement Framework ProsumerValue 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 Time2005 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2011/2012. . . . . . . . . . . . . . . . . . . . . 2016. . . . MY BLUE COMMUNITY 4
  5. 5. Industry Recognition MY BLUE COMMUNITY 5
  6. 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 monthMY BLUE COMMUNITY 6
  7. 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 7
  8. 8. So What Is My Blue Community? • My Blue Community YouTube Channel MY BLUE COMMUNITY 8
  9. 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 9
  10. 10. Community Message Boards MY BLUE COMMUNITY 10
  11. 11. ExpertsAsk the Expert message boards are popular with members accounting for 20% of My BlueCommunity 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 MY BLUE COMMUNITY 11
  12. 12. Health & Wellness BlogBloggers 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 MY BLUE COMMUNITY 12
  13. 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 MY BLUE COMMUNITY 13
  14. 14. Local plan contentMY BLUE COMMUNITY 14
  15. 15. Consistent Social ID Across Features Patient Reviews Community MY BLUE COMMUNITY 15
  16. 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 16
  17. 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: COMMUNITYMY BLUE COMMUNITY 17
  18. 18. Questions• Torben Nielsen@TorbenSNielsentorben.nielsen@regence.com MY BLUE COMMUNITY 18

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