Canary in the corporation: Leveraging social media analytics for a companywide early alert system,...
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Transcript of Canary in the corporation: Leveraging social media analytics for a companywide early alert system,...
SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
Canary in the corporation:Leveraging social mediaanalytics for a companywide early alert systemRIDDHI TRIVEDI-ST. CLAIREXPRESS SCRIPTS
Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved.
1 Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved.
1
Canary in the Corporation: Leveraging social analytics for a companywide early alert system
Riddhi Trivedi-St. Clair
Senior Manager, Corporate Communications
Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved.
2 Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved.
1.4 Billion PRESCRIPTIONS PER YEAR
90 Million MEMBERS
3,500 CLIENTS
30,000 EMPLOYEES
National Leader in Pharmacy Benefits
$104 Billion 2013 REVENUE
NO. 20, FORTUNE 500
Who is Express Scripts?
Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved.
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SOCIAL MEDIA SUPER HEROES?
Where We Wanted To Be
• Have a strong, positive brand in social
• Play defense effectively
• Monitor, measure, analyze; benchmark performance
• Gain buy-in, resources
Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved.
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Where We Were
LAB.EXPRESS-SCRIPTS.COM
Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved.
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Where We Were: The Challenge
Primarily B2B
• End User has limited brand familiarity
Highly Regulated Industry
• Need to protect patient health information
In An Increasingly Social World
• Member has issue, takes to social, sees other complaints
Where is Express Scripts
• No active social presence to assist patients
Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved.
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Real Time Alert:
• Member was running low on medication
• Posted a negative tweet
Appalled @ExpressScripts HOW can you support #Accredo when they FAIL at delivering MUST HAVE meds to @livinlime #TeamMarie
Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved.
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Real Time Alert:
• Member was running low on medication
• Posted a negative tweet
• Her followers syndicated
3 HOURS, 433 POSTS, 7 MILLION USERS
Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved.
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Real Time Response:
MEET THE BUSINESS PURPOSE
• Mobilized key stakeholders across the company
• Quickly developed plan to locate and deliver the medications
• Whatever it took: charter plane on the ready
• Off-duty pharmacist hand-delivered medication to the patient’s door
Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved.
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The Role of the Canary • Identify potential issues
• Triage them quickly
• Prevent a crisis
An early alert system
Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved.
Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved.
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• Patients and prescriptions, not influencers and Klout scores
• Benchmark issues, resolutions
• Streamlined, customized reports
Measurement and Metrics
SPEAKING THEIR LANGUAGE
Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved.
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POSITIVE #% Proactive efforts by corporate communications drove positive coverage including:
Posts about Lorem ipsum dolor sit amet
Consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et
NEUTRAL ##%
• Posts about adipisicing elit, sed do eiusmod tempor incididunt ut labore et
• Duis aute irure dolor in reprehenderit in in voluptate velit esse
NEGATIVE ##%
• Customer issues included eiusmod tempor incididunt u
• Consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et
33%
27%
20%
13%
7%
SOCIAL MEDIA SCORECARD SHARE OF VOICE SENTIMENT
### POSTS
AUDIENCE FOR EXPRESS SCRIPTS
### ### Positive and Neutral Negative
Date
EXPRESS SCRIPTS COMPANY A COMPANY B COMPANY C COMPANY D
INDUSTRY COVERAGE
• Coverage was driven by posts about consectetur adipisicing elit
• sed do eiusmod tempor incididunt ut labore et Duis aute irure dolor in
Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved.
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Making Strategic Strides
Resources for real-time monitoring
Operational support for Social CRM program
Additional funding for industry mapping
Ad-hoc monitoring beyond member service
Root cause analysis
Leverage Proactive Efforts
Cross-functional center for social excellence
Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved.
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Our Goal
24/7 monitoring for patient
posts
Streamlined resolution
tracking and reporting
Helping all patients
across social channels
Build a stronger
brand presence
Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved.
14 Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved.
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Riddhi Trivedi-St. Clair
www.linkedin.com/in/trivedistclair
@ExpressScripts
Lab.Express-Scripts.com