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T O P 10 TRANSF ORMAT IONS F O R E NGAGE M ENT: INSIGHT S INT O A C T IO N

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Use existing customer data to jump-start engagement and build deeper member profile data with each interaction.

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Get social! Regulated industries can and must be social to address customers’ needs.

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Create exceptional customer moments by integrating marketing, sales, and service to show members that you truly know them and understand their needs.

Start building relationships for life: attracting members from “age-in to age-out.�

Build personal connections between customers and brokers using social engagement.

Listen to your audiences through social channels to develop content that will be meaningful to them and strengthen trust with your brand.

Personalize your marketing efforts by combining member attributes (gender, age, location, preferences, activities) to drive deeper, more intelligent engagement. Pair social and business data to execute dynamic omni-channel marketing. Be mobile. Your members are mobile, so tailor your content to reach them where they are.

Enable self-service. Members, customers, prospects, employees, and partners can create, share, and access valuable information through communities.


As the healthcare industry transitions from B2B to B2C, the traditional marketing model has been broken. Winning customers and members begins with trust, which is gained through relevant content, personalization, and consistency. In this environment, social and integrated channels are key to competitive advantage. Studies show that 90% [i] of

consumers look to their social networks for direction on health care decisions. “Forty-one percent of people said social media would affect their choice of healthcare provider.� [ii] Content that is shared within these networks is valued, so organizations must proactively have a voice in social conversations surrounding their industry and brand.

[i] http://searchenginewatch.com/article/2169462/33of-U.S.-Consumers-Use-Social-Media-for-HealthCare-Info-Survey [ii] http://thesparkreport.com/branding/infographicsocial-mobile-healthcare


“With the healthcare industry evolving to a heavily consumer centric model, we have explored ways to better understand customers’ wants and needs to more effectively connect with them. Magnet 360 has been an excellent partner in helping WellPoint understand what is possible via Social Media, when it comes to better identifying prospects and

finding ways to engage them with our brand. While it will be a long journey, the Magnet 360 team helped open a number of doors where marketing can make a bigger impact for the enterprise.� - Dennis Hickey Staff Vice President, Customer Analytics and Database Marketing


WellPoint has achieved nearly 30% social matchup against their member segment, giving them greater visibility to opportunities for social engagement with existing members to create personalized relationships and influence in the purchase cycle. Social listening has been effective in giving WellPoint visibility to relevant conversations and buying decisions within and beyond its member base. The Salesforce platform is providing lead capture and management, and enabling member communication.

This initial Proof of Concept project has opened the door to many potential opportunities across WellPoint’s business to expand and optimize its use of Salesforce for marketing, sales, service, human resources, and beyond. Brought together Wellpoint social, business intelligence, email, and sales teams in an eight week agile marketing pilot.


Now is the time to combine marketing with sales to strengthen customer interaction and collaboration. The Affordable Care Act has opened up large opportunities to move complex businesses from B2B to B2B2C. Even highly-regulated organizations can build awareness and competitive

advantage through personalized marketing content to each of their core audiences. Sales teams can leverage content designed for specific customer groups to drive social engagement and lead generation that is highly qualified and personalized.


“Getting the field scheduling component right was the first step to getting adoption and buy-in from our field reps. Magnet 360 and salesforce.com helped us do that.� - Aaron Rome, Sr Program Manager, CVG Field Technology


The successful 125-person CRM pilot project led to a Salesforce CRM roll-out to more than 2,000 internal and field users. Today, Medtronic CRDM seeks to continue building value, driving adoption and increasing the use of best practices for its organization’s CRM program.

Medtronic CRDM engaged Magnet 360 to build a strategic CRM roadmap The CRM roadmap enables transformation through enhancements three times a year.


Service teams need visibility to sales and marketing activities. Interactions with new and existing members must be predictive to build confidence and trust. When members ask questions through social channels or respond to a marketing campaign, this information should

flow seamlessly to customer services and support. This level of integration increases efficiency and accuracy, while providing an optimal customer experience. Predictive responses demonstrate that an organization truly knows and understands a member’s needs.


“The Magnet 360 team that we worked with was responsive to our requests and actively listened to our business needs to ensure they delivered the right solution.� -Wendy Masloski, Project Manager


Service Cloud platform allows direct communication between health advisors and consumers.

Source of truth for interactions between consumers and RedBrick Health.

RedBrick Health now has effective and efficient tracking of information over time via a central service console.

Planning, implementation, and training completed in eight weeks.


ENGAGING THE UNKNOWN CUSTOMER: MANAGING HEALTHCARE OPPORTUNITIES WITH SALESFORCE COMMUNITIES JONATHAN DISTAD, MAGNET 360, SOLUTIONS ARCHITECTURE DIRECTOR

The new healthcare laws will flood the market with potential new customers, and many healthcare providers are almost anonymous to average consumers. Companies trying to thrive through


healthcare fluctuations will be at a disadvantage if they are not actively participating in industry conversations and communities. The healthcare industry is no stranger to hosting multi-faceted community conversations. For example, there are 24-times more conversations on health care forums than social media conversations and consumers trust the advice they get from these communities.[i] With this much active dialogue, customers trust in a brand is crucial, so managing these conversations should be the top priority. But how do you drive new and existing customers to a brand; to a communities? “Healthcare providers will need to create reasons for customers to pick a brand, and to stick with it” [ii], and to do that companies need to reach customers through their preferred methods and tools of

communication. To make a service more competitive, it is imperative for a company, its employees, and partners to understand the needs and wants of its audience. By using social media as an asset and leveraging social listening to understand customers’ needs, brands can address audiences directly and effectively. Now with Salesforce. com’s Communities there is a pathway for healthcare providers that allows for: General and discrete communities Q&A forums Knowledgebases for members and prospects Social engagement hubs Real-time social integration and responses


GAINING NEW CUSTOMERS WITH HEALTHCARE COMMUNITIES: There are tons of conversations happening in the healthcare pre-purchase process. Currently, information from Angie’s List or Yelp.com dominate healthcare conversations, and it is perceived difficult for healthcare providers to track and participate with those potential customers. Implementing a provider maintained healthcare community creates a place for customers to get information about offerings, but also provides an all encompassing hub for interaction with a brand. Whether it’s answering questions around health insurance purchases, health coverage, health self-service and more; it all should happen in the same place. Customers are accustomed to reviews and recommendations similar to

what they find on Amazon.com or other leading commerce sites, and healthcare communities have to function the same way. To gain the trust of new customers an extended conversation between the provider and payer must happen during pre-purchase. These conversations will change rapidly, and through a Healthcare Community, a company can quickly implement new groups surrounding relevant topics. This provides timely and valuable information that your customers need, delivered by a trusted brand. The conversations happening in a Healthcare community are customer driven, so they need to remain authentic. A company can do this by curating sourced content from social media, influential external blogs and other domains to validate sentiments that drive value towards managed content marketing. The


best part about all of these conversations is that they happen on owned property and all of the conversations are attributed to the hosting brand. As healthcare providers move from B2B to B2C companies, new opportunities will arise to obtain, secure, and promote customers.

[i] Kaiser Family Foundation, www.kff.org [ii] http://www.npr.org/blogs/money/2013/07/12/200906903/will-a-health-insurer-sponsor-the-next-jackass-movie


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*MAGNET 360 INTERNAL RESEARCH USING SALESFORCE.COM’S RADIAN6


WE DELIVER ENGAGEMENT SOLUTIONS Magnet 360 is a leading provider of marketing strategy and technology for B2B and B2C organizations. With deep expertise on the Salesforce platform, our focus is delivering meaningful and measurable outcomes for your business.


Magnet 360 does three things really well. Together, these three differentiators make us singularly unique among our competitors, and allow us to deliver on our mantra: ENGAGEMENT FOR OUTCOMES


Aligning Marketing, Sales, and Services to work collaboratively provides a complete view of the Customer Lifecycle. With all of these teams communicating and managing the customer experience together, organizations can ensure that they are engaging with the right audience, with the right information, and at the right time.


S ERVICES WE OF F ER M A R K E TI N G

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Strategy + Planning Marketing Automation Multi-Channel Communities Integration Governance User Experience Social, Mobile, Websites, Email

SERVICE

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Strategy + Planning Integration Governance Agent Counsel Portal and Communities Reporting and Analytics Multi-Channel (Social, Web, Email, Phone) Collaboration, Self-Service, Knowledge Base Case Management and Resolution

SAL E S

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Strategy + Planning Mobile Accessibility Contract & Content Reports and Dashboards Leads, Contacts, Accounts, Opportunities Forecasting & Pipeline Management Collaboration: Employees, Partners & Customers


MAGNET 360’S SAL ESF ORCE EXP E RT IS E

10+ Years Experience Implementing Salesforce Solutions Across Marketing, Sales, and Service 90+ Certifications 8.9 Customer Satisfaction Score


MAGNET360.COM MINNEAPOLIS | NEW YORK | CHICAGO | SAN FRANCISCO

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