What’s the biggest complaint I hear about insurance companies? Cost. Premiums are too high, and not enough is covered. And, it’s always the insurance company’s fault. Well, we hear you. Blue Cross and Blue Shield of North Carolina (BCBSNC) is taking a new approach to the rising costs of medical services. Instead of hiding from the public, hoping we don’t get a call, we’re making ourselves vulnerable. We’re asking North Carolinians to tell us their thoughts, frustrations and ideas on all things related to health care costs, and we’re addressing them head on. How are we doing this? Social media. Yes, you read that correctly. An insurance company is using social networks to reach the people who are passionate about health care and out-of-control costs.
In April, we launched www.LetsTalkCost.com, a website dedicated to sharing ideas on how to rein in medical costs. The site is split into six categories, each featuring an industry contributing to the cost of health care: insurers, attorneys, doctors, hospitals, individuals and pharmaceuticals. In each category, you can start a conversation by posting a thought or question, sharing an idea on an existing post or providing a follow-up comment to thoughts shared by other community members, including BCBSNC. Company leaders are monitoring the site themselves and responding to the community because they know social media is an important link to better understand our customers’ needs, concerns and sentiments around the skyrocketing health care costs. We have had over 1300 comments on conversations ranging from communicating electronically with doctors to health insurer profits.
Social media probably isn’t the first thing that pops into your mind when you think of an insurance company; but we know our customers are there sharing ideas already. So, why not reach them on their own turf? Even the “hard-to-reach,” “never-responsive” insurance companies know social media is changing the way we interact and make decisions. Our hope is to connect with our customers through open and honest conversations on www.LetsTalkCost.com, to better understand what is on our customers’ minds, respond directly to their concerns and share ideas for solutions. After all, that’s what we’re all seeking, right?
So, what do you think of the Let’s Talk Cost website?
It doesn’t look like many people are using it. It seems like this would have been a lot more cost effective as a distributed social media campaign. Or, just a Facebook page. The site architecture and design is quite good, but overkill for a relatively nichey topic. IMO.