SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

Canary in the corporation:Leveraging social mediaanalytics for a companywide early alert systemRIDDHI TRIVEDI-ST. CLAIREXPRESS SCRIPTS

Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved.

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Canary in the Corporation: Leveraging social analytics for a companywide early alert system

Riddhi Trivedi-St. Clair

Senior Manager, Corporate Communications

Confidential and Proprietary Information © 2014 Express Scripts Holding Company. All Rights Reserved.

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1.4 Billion PRESCRIPTIONS PER YEAR

90 Million MEMBERS

3,500 CLIENTS

30,000 EMPLOYEES

National Leader in Pharmacy Benefits

$104 Billion 2013 REVENUE

NO. 20, FORTUNE 500

Who is Express Scripts?

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SOCIAL MEDIA SUPER HEROES?

Where We Wanted To Be

• Have a strong, positive brand in social

• Play defense effectively

• Monitor, measure, analyze; benchmark performance

• Gain buy-in, resources

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Where We Were

LAB.EXPRESS-SCRIPTS.COM

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Where We Were: The Challenge

Primarily B2B

• End User has limited brand familiarity

Highly Regulated Industry

• Need to protect patient health information

In An Increasingly Social World

• Member has issue, takes to social, sees other complaints

Where is Express Scripts

• No active social presence to assist patients

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Real Time Alert:

• Member was running low on medication

• Posted a negative tweet

Appalled @ExpressScripts HOW can you support #Accredo when they FAIL at delivering MUST HAVE meds to @livinlime #TeamMarie

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Real Time Alert:

• Member was running low on medication

• Posted a negative tweet

• Her followers syndicated

3 HOURS, 433 POSTS, 7 MILLION USERS

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Real Time Response:

MEET THE BUSINESS PURPOSE

• Mobilized key stakeholders across the company

• Quickly developed plan to locate and deliver the medications

• Whatever it took: charter plane on the ready

• Off-duty pharmacist hand-delivered medication to the patient’s door

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The Role of the Canary • Identify potential issues

• Triage them quickly

• Prevent a crisis

An early alert system

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• Patients and prescriptions, not influencers and Klout scores

• Benchmark issues, resolutions

• Streamlined, customized reports

Measurement and Metrics

SPEAKING THEIR LANGUAGE

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POSITIVE #% Proactive efforts by corporate communications drove positive coverage including:

Posts about Lorem ipsum dolor sit amet

Consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et

NEUTRAL ##%

• Posts about adipisicing elit, sed do eiusmod tempor incididunt ut labore et

• Duis aute irure dolor in reprehenderit in in voluptate velit esse

NEGATIVE ##%

• Customer issues included eiusmod tempor incididunt u

• Consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et

33%

27%

20%

13%

7%

SOCIAL MEDIA SCORECARD SHARE OF VOICE SENTIMENT

### POSTS

AUDIENCE FOR EXPRESS SCRIPTS

### ### Positive and Neutral Negative

Date

EXPRESS SCRIPTS COMPANY A COMPANY B COMPANY C COMPANY D

INDUSTRY COVERAGE

• Coverage was driven by posts about consectetur adipisicing elit

• sed do eiusmod tempor incididunt ut labore et Duis aute irure dolor in

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Making Strategic Strides

Resources for real-time monitoring

Operational support for Social CRM program

Additional funding for industry mapping

Ad-hoc monitoring beyond member service

Root cause analysis

Leverage Proactive Efforts

Cross-functional center for social excellence

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Our Goal

24/7 monitoring for patient

posts

Streamlined resolution

tracking and reporting

Helping all patients

across social channels

Build a stronger

brand presence

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Riddhi Trivedi-St. Clair

www.linkedin.com/in/trivedistclair

@ExpressScripts

Lab.Express-Scripts.com

SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

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