A colleague once asked me why I attended corporate networking events rather than just stick with networking in the non-profit/social good field. From my perspective, "social good" is an all-encompassing idea, and I believe that any opportunity to engage the larger community can result in learning about something wonderful.
I was fortunate enough to volunteer at last week's MobiU2012 conference, which was organized by Heartland Mobile Council. One of the afternoon presentations I attended was by Corey Bieber of Blue Cross/Blue Shield of Illinois, who spoke openly about a mobile application they created for expectant mothers.
Arising from the realization that taking a preventative approach for their members' health can have a positive impact on their bottom line (and help build trust), Blue Cross/Blue Shield looked at a variety of information about who an app could help. Expectant, potential ask-risk mothers were chosen because they not only had a definite start and end point, but also had a finite period in which they were dealing with their health concerns. A smartphone app was developed in order to assist and connect mothers with specific information and guidance provided via Blue Cross/Blue Shield.
There were several insights presented, and the presentation will be posted at the Heartland Mobile site. What follows are a series of bullet points taken from the #MobiU2012 Twitter hashtag:
- Expectant fathers who take an active role in helping often bring a significant reduction in risk, and tend to use app features such as timing contractions.
- Twenty-four (24) percent of mothers involved in Blue Cross/Blue Shield's program used the mobile app, as opposed to one (1) percent accessing the same information via the member portal (or home page)
- This particular smartphone app streamlined processes, taking a 45 minute phone interview and converting it into a 22 point procedure.
- First-time mothers will acquire a large amount of information and cross-validate, building trust in a provider. This is a process that is necessary in order to properly outreach to them.
Now you're probably wondering....how does this impact the social good? Simply put: although it's easy to focus on non-profits and more community-based organizations as ideal audiences for promoting the social good, "community" includes everyone....and the private sector can provide some really good examples of how socially beneficial thinking can benefit both the greater community and the bottom line.
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