Back to TopCommentsE-mailPrintBookmark and Share

Muhammad Yasin began heading up social media marketing at Indianapolis-based HCC Medical Insurance Services LLC in early 2011. The company, which sells travel insurance and short-term medical insurance online, credits his work with tripling overall revenue in 2011 to more than $60 million and growing even more this year. Yasin, along with a steady stream of interns, manages nearly 50 different social media accounts on Facebook, Twitter, Pinterest and YouTube, and has about 400,000 total followers. Collectively, HCC’s social media team produces 2,000 pieces of “content” every month—even though it operates in a highly regulated industry.

IBJ: How do you do social media in a regulated environment?

A: We’re in a more regulated industry. So when we create a piece of content, it may get reviewed by four or five people before it gets sent out. We can’t just make it up as we go along. I work very closely alongside our compliance team, our product teams, making sure what they want to see, what they do not want to see. We use a social media content management system. You have the ability to set up workflows for your content. If we put up a tweet, it will go on its own to all those different people that need to approve it. They will review it and approve it, and then it will go on to the next person. Different things require different levels of approval. We spent quite a few years developing those different approval paths. Working really close with our compliance team was really critical to that.

IBJ: How do you measure social media success?

A: One is just your general brand awareness. Are they the right people? And how many people are you in front of? And the second is, how are your social media efforts actually impacting your bottom line? We have about 400,000 people that are following us online, and in early 2011 we had about 3,000 to 4,000 followers. It was super, super, super hard. One of the key things was that we really created super, super great content that people wanted to read. The tipping point came last summer. We hit 25,000 followers. I was ecstatic that weekend. And it kind of really took off from there.

IBJ: How do you make short-term and travelers’ medical insurance interesting enough to capture so many followers?

A: People are not interested in insurance. It’s not an interesting topic. You’re going to run out of topics pretty quickly. To reach some of the market here, it was the question, If they’re not searching for things like travel medical insurance, what are they searching for? They’re searching for tips on how to get there or tips on what to do when they get there. So we thought we would provide content about that. We research and keep abreast of vacation ideas in between those trips. That’s something I want to make sure we’re continuing to be involved with.



Post a comment to this story

We reserve the right to remove any post that we feel is obscene, profane, vulgar, racist, sexually explicit, abusive, or hateful.
You are legally responsible for what you post and your anonymity is not guaranteed.
Posts that insult, defame, threaten, harass or abuse other readers or people mentioned in IBJ editorial content are also subject to removal. Please respect the privacy of individuals and refrain from posting personal information.
No solicitations, spamming or advertisements are allowed. Readers may post links to other informational websites that are relevant to the topic at hand, but please do not link to objectionable material.
We may remove messages that are unrelated to the topic, encourage illegal activity, use all capital letters or are unreadable.

Messages that are flagged by readers as objectionable will be reviewed and may or may not be removed. Please do not flag a post simply because you disagree with it.

Sponsored by

facebook - twitter on Facebook & Twitter

Follow on TwitterFollow IBJ on Facebook:
Follow on TwitterFollow IBJ's Tweets on these topics:
Subscribe to IBJ
  1. I had read earlier this spring that Noodles & Co was going to open in the Fishers Marketplace (which is SR 37 and 131st St, not 141st St, just FYI). Any word on that? Also, do you happen to know what is being built in Carmel at Pennsylvania and Old Meridian? May just be an office building but I'm not sure.

  2. I'm sorry, but you are flat out wrong. There are few tracks in the world with the history of IMS and probably NO OTHER as widely known and recognized. I don't care what you think about the stat of Indy Car racing, these are pretty hard things to dispute.

  3. Also wondering if there is an update on the Brockway Pub-Danny Boy restaurant/taproom that was planned for the village as well?

  4. Why does the majority get to trample on the rights of the minority? You do realize that banning gay marriage does not rid the world of gay people, right? They are still going to be around and they are still going to continue to exist. The best way to get it all out of the spotlight? LEGALIZE IT! If gay marriage is legal, they will get to stop trying to push for it and you will get to stop seeing it all over the news. Why do Christians get to decide what is moral?? Why do you get to push your religion on others? How would legalizing gay marriage expose their lifestyle to your children? By the way, their lifestyle is going to continue whether gay marriage is legalized or not. It's been legal in Canada for quite a while now and they seem to be doing just fine. What about actual rules handed down by God? What about not working on Sundays? What about obeying your parents? What about adultery? These are in the 10 Commandments, the most important of God's rules. Yet they are all perfectly legal. What about divorce? Only God is allowed to dissolve a marriage so why don't you work hard to get divorce banned? Why do you get to pick and choose the parts of the Bible you care about?

  5. Look at the bright side. With the new Lowe's call center, that means 1000 jobs at $10 bucks an hour. IMS has to be drooling over all that disposable income. If those employees can save all their extra money after bills, in five years they can go to the race LIVE. Can you say attendance boost?