Ad Club Vital Signs - Patient Power: A Changing Environment

Patient Power: A Changing Environment

Brent Walker, EVP & CMO, c2b solutions

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“Consumers recognize differences in provider cost and quality and are seeing an average increase in out-of-pocket spending that far outpaces inflation.”

Retail Approach to Healthcare

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The Growth of Consumerism

1.  Demographic & Socioeconomic

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2. Legislative

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3. Technological

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Significant Opportunities to Employ Valuable Consumer Understanding and Marketing Expertise in Healthcare

95% Percentage of health leaders who identify patient engagement as very important in transforming healthcare

National eHealth Collaborative

21%

Increase in medical costs of patients with the lowest activation scores as compared to those with the highest scores

Robert Wood Johnson Foundation

12.5%

Reduction in hospital admissions among patients with enhanced decision-making support through technology and coaching

Robert Wood Johnson Foundation

0.08% Response rate for email advocacy messages. Text/SMS advocacy messages had a 4.7% response rate

Harvard Family Research Project

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So is Education the Answer?

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What are Psychographics?

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HealthcareConsumerSegmentation

•  Demographic,Socioeconomic,HealthCondi5onSegmenta5on:Groupingpeoplebygender,age,ethnicity,income,educa5on,geographyandotherphysicalorsitua5onalcharacteris5cs

•  BehavioralSegmenta5on:Groupingpeoplebytheirbehavior(e.g.,

healthcareu5liza5onbehaviorstrackedbyamedicalclaimsdatabase,shoppingbehaviorstrackedbyaretailer’sloyaltycarddatabase)

•  PsychographicSegmenta5on:Groupingpeoplebysharedvalues,principles,

beliefs,emo5ons,personality,interestsandlifestyle–  Advantages–Moreeffec5veinresona5ngwithaconsumer’s

mo5va5onsandunar%culatedneeds

Surface

Deeper

INSIGHTS

One of the secrets to P&G’s success

There are Five c2b solutions Psychographic Segments (Shown as a percent of the U.S. Population)

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Self Achievers

Self Achievers are the most proactive when it comes to their wellness, investing what is necessary toward their health and appearance. Self Achievers may actually have health issues, but they stay on top of them with regular medical check-ups, health screenings, and research. Self Achievers are task oriented, and will tackle a challenge if they are given measurable goals.

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Balance Seekers

Balance Seekers are generally proactive in their health and wellness-oriented. Balance Seekers are open to many ideas, sources of information, and treatment options when it comes to their healthcare. However, Balance Seekers themselves – not healthcare professionals -- define what success looks like in their health. Physicians and other healthcare professionals are useful resources, but not the only resources, for leading a healthy life.

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Priority Jugglers

Priority Jugglers are very busy with many responsibilities. Because of all these responsibilities, Priority Jugglers may not take the time to invest in their own wellbeing and are reactive when it comes to health issues. However, Priority Jugglers are very proactive when it comes to their family’s health and will make sure their loved ones receive the care they need.

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Direction Takers Direction Takers believe their physician is the most credible resource for their healthcare needs. Direction Takers like to “cut to the chase” and look to their physician and other healthcare professionals for direction and guidance because of their expertise and credentials. Direction Takers are more likely to go to the doctor at the first sign of health concerns. However, Direction Takers may not always follow a physician’s advice – not because they disagree with his/her recommendations, but because it is often difficult to work these recommendations into their routine.

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Willful Endurers

Willful Endurers live in the “here and now” and believe there are more important things to focus on than improving their health for the future. Willful Endurers are not necessarily unhealthy, but they do what they like, when they like, and do not change their habits. They are self-reliant and can withstand anything life throws at them, going to the doctor only when they absolutely must.

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The Psychographic Segments Appear Across all Demographics The Segments are in Every Population and Health Condition

0%

5%

10%

15%

20%

25%

30%

35%

40%

Gen Pop 18-24 Hispanic Medicaid Uninsured HMO Health

Balance Seekers

Willful Endurers

Priority Jugglers

Self Achievers

Direction Takers

0

10

20

30

40

50

60

70

Total Rep Pneumonia* Chronic Obstructive Pulmonary

Disease (COPD)

Heart Attack/Failure*

Had A Hip Replacement

Had A Knee Replacement

Balance Seekers

Willful Endurers

Priority Jugglers

Self Achievers

Direction Takers

30 day readmission diseases

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Segment Description Engagement Strategy

Balance Seekers

18%

I am open to many ideas and options, as long as they make sense for me. I need context to understand ideas and recommendations.

Context, Candor and Choices to be made

Willful

Endurers 27%

There are more important things in my life to focus on than improving my health. I live in the “here and now”. Living for today

Priority Jugglers

18%

I worry more about my family’s health than my own. I am constantly on the go, juggling many responsibilities, so getting sick is not an option.

How the family will benefit; Connect them with other Priority Jugglers

Self Achievers

24%

I take ownership of my health and I actively take steps to be healthy. I focus on achieving my goals and objectives. A disease is another challenge to be overcome.

Reach the long term goal

Direction Takers

13%

I look to my physician and other health care professionals for guidance and direction on what I need to do to address my disease.

Doing what I ask of you

Each psychographic segment is unique in its motivations and communications preferences

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“The pilot program demonstrated that the consumer-segmentation strategy improved goal attainment, which is how health coaches measure success. It also improved satisfaction for both participants and coaches.”

Recognizing the Need for Consumer Understanding

“Psychographic segmentation represents an opportunity to take behavior influence ‘secrets’ of the consumer industry and apply them to population health.”

“We, as health care providers, are used to working with patients in ways that are comfortable for us… We all want to do the right thing, but to provide patient-centered care we need to make an effort to understand what motivates patients.”

“Psychographics Are Just as Important for Marketers as Demographics… Until recently, however, it was a lot harder to get psychographics than demographics, and even if you had psychographic data, it wasn’t always obvious how to make it actionable”.

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Making it Actionable: Identifying Consumers by Segment

12QuestionClassifier

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One-on-One Engagement

Ongoing Results�

•  83% of participants progressed against their goals

•  Diabetes population +90% change in mean goals completed.

•  Qualitative feedback from the health coaches:

•  "The team has found using the psychographic insights ‘energizing,’ and they have found

themselves listening closer to what the patients say, looking for clues.”

•  “They confirmed that the segment-specific key words from the segment ‘code book’ are popping up among the respective segments.”

•  “The psychographic insights are significantly reducing time to form a bond with the patients

and engage in meaningful coaching.”

Health Coaches

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Automated Engagement

Readmissions

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Email Texts

Segment Specific Messages

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Readmissions

Want to know your psychographic segment?

www.c2bsolutions.com

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Thank You!