P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

www.rightcare.com|Lana Rae Ellison

Effective Professional CommunicationMBA595_N1 Spring 2013Wednesday 8 PM to 10 PM

University of FindlayJosephine M. Kershaw, Ph.D.

March 6, 2013

WellPoint, Inc. Corporate Communication and Reputation Audit

P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

www.rightcare.com|

Table of ContentsSection Section Name Slide No.

1. Executive Summary 3

2. Mission, Promise and Values 4

3. What is Important to WellPoint 5

4. Company’s Personal Overview 5

5. Social Responsibility 6

6. Review of Reputation and Brand 8

7. Media Critique and National Ranking 9

8. Company Perception vs. Public Perception on Brand and Reputation 10

9. Change Recommendation for Policies, Behavior and Actions 10

10. Change Recommendation for Corporate Communication Practices 11

11. Actionable Advice to Build Reputation and Brand 12

12 Thank You and Questions 13

13 References 14

P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

www.rightcare.com|

Executive Summary

• Good Reputation• Personifies Company’s Mission and Values• Customers Most Important• Communities’ Health• Ways to Improve

• Track Reputation and Brand Rankings• Publicist• Social Media Consultant

P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

www.rightcare.com|

MISSION“To improve the lives of the people we service and the health of our community.”

PROMISE“We simplify the connection between health, care and value.”

VALUES“Customer First” “Integrity Personal” “Accountability for Excellence”

“One Company, One Team” “Continuous Improvement”

Year Focus to Support Mission

2011

Innovating for a healthier tomorrow.

2010

Taking the Lead – Making Health Care Work for Our Customers

2009

Delivering Solutions

2008

Health. Care. Value

2007

Customer First

P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

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What is Important to WellPoint

• Customers• Communities• Employees• Stockholders

Company’s Personal Overview

• High View• Letter from CEO• Annual Report

P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

www.rightcare.com|

Social Responsibility

• Corporate Responsibility Report• Community Involvement

State FoundationGrants

CommunityInvestments

Pledged AssociateGiving

Number of LocalOrganization Supported

California $1,971,921 $402,683 $1,212,000 17Colorado $514,174 $101,089 $275,547 10Georgia $766,807 $213,391 $539,695 11Indiana $1,244,744 $228,894 $1,160,268 12

Kentucky $570,971 $151,624 $228,859 15Maine $332,915 $131,325 $142,769 22

Missouri $627,268 $141,750 $289,893 12Nevada $478,483 $98,975 $39,174 4

New Hampshire $505,371 $98,540 $127,341 23New York $900,886 $308,130 $459,853 11

Ohio $484,971 $352,786 $644,889 17Virginia $512,581 $335,005 $633,594 11

Wisconsin $440,519 $96,335 $204,768 8

(Corporate Responsibility Report)

(Corporate Responsibility Report)

P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

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Social Responsibility Continued• Peer Comparison

• Carbon Footprint– Top 100 U.S. companies 2011 Newsweek Green Ranking

» Energy consumption -10%» Waste -5%» Recycle +52%

(Corporate Responsibility Report)

Aetna Cigna Humana WellPoint

United HealthCar

eSocial Responsibility 2 6 4 3 1

(Fortune)

(Fortune)

P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

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Review of Reputation and Brand

• No Discussion• The Fortune 500 Most Admired Ranking

2012 2011 2010Most

Admired

Contender

Most

AdmiredContende

r

Most

AdmiredContende

r

Aetna 6.25   6.2   6.79  Amerigroup   5.09 5.32   4.97  Cigna 5.15     5.2   4.92Coventry Health Care   4.47   4.52   4.35Health Net   4.51   4.55   3.26Humana 6.23   6.03   5.79  United HealthCare 7.15   7.1   6.77  Universal American   3.86   4.15   4.04WellCare Health Plans   3.87   3.74   3.6WellPoint 6.03   5.77   6.44  

(Fortune)

P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

www.rightcare.com|

Media Critique and National Ranking

• Media• Visible media coverage• Social media utilization

• National Ranking• Fortune 500• Difficult because of ranking• No mention in annual reporting

P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

www.rightcare.com|

Comparison of WellPoint and General Dynamics• Visible media coverage comparable• Social media utilization by WellPoint• Fortune 500 Ranking• Difficult because of ranking

– General Dynamics ranked higher – WellPoint only percentage

Company Perception vs. Public Perception• Similar• Mission and Values

P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

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Change Recommendation for• Policies, Behaviors & Actions

• Policy for getting information out electrically• Committee to monitor• Compliance

• Corporate Communication Practice• Internal electronic communications • Streamline communications• Media coverage• Branding

P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

www.rightcare.com|

Actionable Advice to Build Reputation and Brand• Create a committee to research and monitor the different ranking

programs to see how the company is currently ranked among its peers.• Research and hire a media company to work on getting their brand out

in the community more.• Research and hire a publicist company to help build the company’s

media coverage via newspaper, magazine and television.• Research and hire a social media guru that can train the employees how

to utilization the different social media programs to the best advantage of the company.

P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

www.rightcare.com|

Thank You!

? ? Questions ? ?

P: 555.123.4568 F: 555.123.4567123 West Main Street, New York, NY 10001

www.rightcare.com|

REFERENCES 

Anthem Blue Cross Blue Shield Website https://www.anthem.com/health-insurance/about-us/anthem-overview

Fortune 500 Top Fortune 500 Companies. Retrieved on February 13, 2013 from http://money.cnn.com/magazines/fortune/fortune500/2012/full_list/

 

Fortune 500 World’s Most Admired Company. Retrieved on February 13, 2013 from http://money.cnn.com/magazines/fortune/most-admired/2012/industries/23.html

 

WellPoint Inc. Retrieved from LexisNexis Academic

 

WellPoint Annual Reports Retrieved on 03/06/2013 from http://ir.wellpoint.com/phoenix.zhtml?c=130104&p=irol-reportsannual

WellPoint Corporate Responsibility Report Retrieved on 03/06/2013 from http://wellpointcorporateresponsibility.com/cr/