For decades, health care providers have organized groups for patients and caregivers to talk about their experiences, share ideas and advice, and just connect with one another. Peer support has been shown to improve health outcomes, and ‘virtual’ groups on the Web have done well, too.
Now Blue Cross & Blue Shield of Rhode Island is offering its members a new way to make those connections: a nationwide online social forum, My Blue Community, that combines expert advice and information on health topics with forums for peer-to-peer interaction.
Jim Gallagher, Blue Cross assistant vice president of strategic marketing and product innovation, answered questions about the new service.
PBN: Tell us more about My Blue Community.
GALLAGHER: My Blue Community is a safe and secure online social forum for members to interact with other Blue Cross & Blue Shield members from around the country on health and wellness-related topics such as allergies and asthma, cold and flu, diabetes, addiction, cancer and dental. Members not only get guidance from experts such as chefs, trainers and health coaches, they can also anonymously interact with one another, exchange information, share experiences, and offer advice to individuals who can relate to a similar situation or challenge. This forum was established by the Blue Cross and Blue Shield Association and builds upon a platform created about three years ago by Regence BlueCross BlueShield. Our moderation policies are consistent with other social networks.
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PBN: Why did you join this program?
GALLAGHER: BCBSRI is constantly looking for ways to provide our members with tools that deliver high quality service and allow members to improve their overall health. We saw My Blue Community as a great tool that was well aligned with this philosophy.
PBN: Have you done similar things before in other settings?
GALLAGHER: My Blue Community is our first venture into member-to-member social networking and is designed to be an extension of the support one may receive from providers or family members, which can have a positive effect on health outcomes. Based on a study done by Pew Research and California HealthCare Foundation, 61 percent of American adults look online for health information. With more than 50,000 health-related discussions and more than 25,000 active users, My Blue Community provides a large support network on a wide array of topics.
PBN: How will you be promoting this, and what role do you see these forums playing in your broader approach to member support, education and communication?
GALLAGHER: BCBSRI will promote this resource through a variety of channels, including online banners, print advertising, direct mail, telephone messaging, and in our materials. Promoting tools such as My Blue Community will become a part of our day-to-day interactions with our members by care coordinators, customer service representatives and even providers. We are constantly listening to member feedback as to how we can better meet their needs. My Blue Community will provide our members another avenue to help shape our communications, programs and tools.
PBN: Do you expect Blue Cross to venture farther into social networking, just as local hospitals have gone on Twitter and Facebook?
GALLAGHER: The foundation of our culture is exceptional customer service and, as part of this, we want to ensure that we are supporting members’ communication needs. With all of our communication channels, we are actively listening to our members’ interests and identifying ways to enhance products and the overall customer experience. We are using My Blue Community as an entry point into the social media channel and will continue to expand our presence in this important channel moving forward.
