Health insurance companies increasingly are using social media outlets such as Facebook, Twitter and YouTube to interact with patients, but they generally are not using such channels to engage with physicians, American Medical News reports.
Engaging With Patients
Health plans are trying out different strategies for establishing a presence on social media platforms, which are relatively new outlets for insurers. For example, some insurers are using social media tools to:
In addition, many insurers monitor comments about them that appear on social media sites. In some cases, the health plans respond directly to people who appear to need assistance.
Less Outreach to Physicians
Insurers generally are not using social networking websites to communicate with physicians.
Ingrid Lindberg, customer experience officer for Cigna, said reaching out to doctors is difficult because social media-based correspondence typically is not integrated with physicians’ workflow and is not a preferred communications outlet.
A WellPoint representative said the company is exploring ways to engage with physicians through social media, as well as through mobile devices.
Limitations to Social Media Strategies
Despite the growing popularity of social media, insurers are restricted in their use of such online tools because HIPAA privacy and security rules limit the sharing of personal health data.
To avoid violating privacy regulations, insurers that communicate on social media sites often redirect their interactions with consumers to telephone conversations (Berry, American Medical News, 1/24).
Source: iHealthBeat
