CIOZone.com - Professional Network for CIOs and IT Professionals

Got a question about how to get rid of that roll of fat, or what foods are best to maintain a sharp mind? Why not fire off a tweet to your healthcare provider.

Lately we’ve been hearing a lot about how corporations are experimenting with various forms of social media to reach out to consumers. Some have been nothing more than marketing campaigns or blatant attempts to protect or spin a company’s image. But one sector which may offer a window into how the technology can be leveraged to open up a positive conversation with the consumer is the healthcare field.

Anthem Blue Cross and Blue Shield of Milwaukee announced this week that it is piloting a program in which it uses Twitter to interact with members who may have questions or concerns about their health or benefits. Using the service, Anthem hopes to be able to engage in real-time conversations with members and respond to tweets about Anthem. In addition, Anthem is creating a Facebook community where members will be encouraged to learn more about their health and lifestyles and discuss health issues in a community format.

“We understand that more teens, adults and even seniors are logging online to tweet, network, or blog about their daily activities, likes, dislikes, among other things,” said Anthem President Larry Schreiber in a statement announcing the initiative. “Tools such as Twitter and Facebook provide an additional means of communicating with our members and all consumers in the communities we serve in a way that’s convenient and of interest for them.”

As part of the Twitter initiative, Anthem is collaborating with Bob Harper, a personal trainer seen on the television show “The Biggest Loser”, to provide information and tools on how to live a healthier life (www.twitter.com/BobHarperAnthem). It is also launching a brand channel on YouTube, with videos from Harper on health and wellness.

Of course, Anthem isn’t the only healthcare provider experimenting with social media. Mayo Clinic (http://twitter.com/mayoclinic), in particular, has been an innovator on this front. But it does seem that this is one area where consumers of the service – that is the healthcare organization’s members – would want to be engaged in a community conversation with the corporation.
 

Comments (3)

	1. 09-10-2009 16:46
	Interesting use of the technology, although I\'m wondering if the microblogging format is really the best for such an use case. I\'m thinking that a bit more space & privacy might be called for... still, gets a person thinking. Registered

Lauren E. Bielski

	2. 09-11-2009 10:58
	Social media could prove useful for support groups organized around specific illnesses. But I agree with Lauren that Twitter might not offer enough space for the type of communication that health requires. It might be good for alerts and reminders, but less useful for information exchange. Registered

Ellen Pearlman

	3. 09-11-2009 22:11
	It's definitely smart for Anthem to try to leverage the power of celebrity on Twitter as the celebs have the big followings, but I don't see how the current implementation is intended to foster interaction with their customers. Virtually all of Bob Harper's tweets are one way broadcasts about the Biggest Loser...it seems that Anthem has simply co-branded his Twitter page. Registered

Fred Kauber

Only registered users can write comments.
Please login or register.