Health Plan Leaders on Social Media

At their best, social media channels like Twitter, LinkedIn, and Facebook can open you up to new business opportunities, and help you build your own knowledge and network of colleagues.

There are also, of course, some challenges to using social media in a highly regulated industry such as ours. Whether you’re thinking of publishing on your own account, or assisting one of your leaders, here are some things to think about:

• If you write about your company, be clear about your relationship and that any opinions are your own, unless you are authorized to speak on the company’s behalf.
• If you’re posting for work, make sure you’re permitted to do so and that you understand your company’s relevant policies and any review or approval processes.
• Know who to contact at work if you have any questions, get in over your head, or if you feel your account or any company data have been compromised.
• Be careful to only post very public information. Don’t compromise the confidentiality of customers, members or colleagues. You may wish to stay away from financial information entirely, unless sharing this information is a function of your job.
• Know this: Even ostensibly “private” messages can become public.
• Keep in mind that anyone can see what you choose to share. The people writing the regulations you operate under, as well as plan members and employers – both current and potential.

As far as tone goes, office party rules apply:

• Plan to post regularly. An unattended account doesn’t help anyone. Easy wins include company and industry news, resharing posts from colleagues or people you admire.
• Listen more than you talk. It’s “social” media, not broadcast. Don’t forget to learn from others.
• Keep it positive. If you don’t have anything nice to say, maybe don’t go there. But everyone wants to hear that you enjoyed their speech, learned from their article, or agreed with their thoughts on a topic.
• Avoid discussing politics and religion. If this is a professional account, it’s just not the place.

Here are some of the health care leaders we follow who stand out on social media:

LinkedIn editor Beth Kutscher cites Dr. David Feinberg, President and CEO of Geisinger Health System, as one of the Top Voices in Healthcare for 2017. Feinberg writes about innovation in health care delivery, social determinants of health, and how health plans contribute to the fight against opioid addiction.

Kaiser Permanente President and CEO Bernard J. Tyson is active both on Twitter (@BernardJTyson) and LinkedIn. His posts focus on mentorship, the future of health care, and mental health issues.

Mark Ganz, CEO of Cambia Health Solutions shares news and his thoughts on entrepreneurship and innovation in the health care space on both Twitter (@GanzMark)  and LinkedIn.

Donna Lencki, CMO of Capital Blue Cross Blue Shield, is very active on Twitter (@DonnaKLencki), posting about developments in health care technology and customer experience.

We’re all building these digital communities together. With some good planning and a little care, you can both give and receive useful insight into our industry and the environment in which we work.

Speaking of useful insight, we’re sure there are other health care leaders doing great things on social media platforms. Who would you add to the list? Tell us on LinkedIn.