安泰保险公司(Aetna Inc.)首席执行长马克?贝托里尼(Mark Bertolini)于三年前开通推特账户,开始使用这一网络平台分享个人资讯──比如他儿子在今年6月进行的肾移植手术。在他开通推特前,他的女儿曾试图劝阻他。他女儿曾是一位社交媒体总监。
Though Mr. Bertolini started tweeting to communicate with friends, he became a lightning rod for critics of the big insurer, one of whom tweeted that they wished he would die of a stroke, or that his family would perish in a car crash. But he also has used the platform to show a different side of the insurer.
尽管贝托里尼使用推特是为了与朋友交流,但他还是成为这家保险业大鳄的批评者的众矢之的。一位批评者甚至在推特上说,希望贝托里尼死于中风,或者他一家死于车祸。不过,贝托里尼也使用推特展现了这家保险公司的另一面。
Last summer, when a colon-cancer patient tweeted about hitting the cost ceiling on his Aetna health plan, hundreds of Twitter users directed angry posts at Mr. Bertolini, who then reached out to the patient, also via Twitter. The result: Aetna agreed to cover the man's medical bills through the end of his latest plan year.
今年夏天,一位结肠癌病人在推特上发布相关消息,称其医疗开销已触及他的安泰医疗保险计划的上限,这引起数百名推特用户将愤怒的矛头直指贝托里尼。随后,贝托里尼同样通过推特找到了这位患者。最终的结果是,安泰同意继续为其医疗开销买单,直至最近的保险年度到期。
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