2:06 — Riddhi explains that Express Scripts is a national leader in pharmacy benefits. They have 90 million members, 1.4 billion prescriptions a year, 3,500 clients, and 30,000 employees.
2:07 — Riddhi shares their social media team's objectives:
- Have a strong, positive brand in social media.
- Play defense effectively.
- Monitor, measure, analyze, and benchmark performance.
- Gain buy-in and resources.
2:08 — Riddhi explains how their social media team thinks of themselves as the superheroes at their company. In the beginning, they mostly focused on effectively playing defense online.
2:10 — Riddhi shares their challenges:
- Primarily BtoB company — their end user has very limited brand familiarity.
- Highly-regulated industry.
- In an increasingly social world: When a member has an issue, they take it to social media and see other complaints.
- Where is Express Scripts? We had no active social presence to assist patients.
2:12 — Riddhi talks about a recent crisis: A member was running low on medication and posted a negative tweet. Her followers syndicated her negative post, and the tweet reached 7 million users.
2:14 — Real time response: Express Scripts mobilized key stakeholders across the company. They quickly develoed a plan to locate and deliver the medications. They did whatever it took: a charter plane on the ready and an off-duty pharmacist hand-delivered medication to the patient's door. Thankfully the tweet was seen early on and taken care of.
2:16 — The role of the canary (aka social media monitoring):
- Identify potential issues.
- Triage them quickly.
- Prevent a crisis.
This crisis proved the need for an early alert system. The individual member issue helped convince Express Scripts scale it to a bigger system.
2:18 — Riddhi shares their measurement and metrics:
- Patients and prescriptions, no influencers and Klout scores.
- Benchmark issues, not resolutions
- Streamlined, customized reports
2:19 — Riddhi shares an example of their one-page social media scorecard. It helps when the data is condensed.
2:20 — Riddhi talks about making strategic strides in the company and what they plan to add to their program since the near-crisis they experienced (mentioned above):
- Resources for real-time monitoring.
- Operational suppport 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
2:22 — Riddhi: Our goals: 24/7 monitoring for patient posts, streamlined resolution tracking and reporting, helping all patients across social channels, and build a strong brand presence.
2:24 — Riddhi shares some final tips:
- Find out what your stakeholders' business goals are.
- Speak their language — find out what they want in metrics and give it to them.
- Show the real-time advantage you can have with social.
Q & A
Q: Are you monitoring your partners as well?
A: That was one of our challenges. THe answer is yes. We can't monitor for all of them, but we do look for our combined mentions and figure out the process for what each client wants as a result of the social media interaction.
Q: How does 24/7 monitoring work for your company?
A: We use a couple different tools and real-time dashboards. We regularly check-in at our other channels. It took us 6 months to design a process of checklists for what division is responsible for responding to certain inquiries.
Q: How do you connect this social monitoring back to CRM?
A: We haven't fully solved this issue either, but we're working on it. We started with a small group and when they incorporated a few of our alerts into their processes, they started seeing big changes. That small success is a great starting point to convince others of the potential of social media monitoring. Find the champion in your C-suite — it really makes a difference when you have someone advocating for you.
Q: Can you talk more about customizing your reports?
A: You have to figure out which story your reports need to tell. That's how you can decide which metrics to show and how to connect it back to the ultimate business objective. We broke out our reports into different subsets for different viewers so that the metrics were relevant to what they were focused on. Give them the data they want to see.
Q: How do you partner with the call center?
A: Find out what categories they measure and sync your efforts with that data. I hate to say this, but sometimes it does take a crisis to get their attention.