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1. Social Media
Most payers tend to lag in social media with limited meaningful dialogue on the channels, including Facebook and Twitter, the report says. Yet, their followers continue to grow with Cigna, WellPoint, and others launching social media campaigns.
2. Less Mobile Apps
Year-over-year, payers have pulled back and are focusing their efforts into a few areas, Chilmark says. The rush to create mobile apps has slowed down. Instead, payers are focusing on launches of biometric tracking initiatives and a few more careful social media investments.