The Futures OF LIVING Well

8/9/2019 The Futures OF LIVING Well

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Tapping into Health Attitudesto Propel Lifestyle Changes

LIVING Well:

The Consumer Health Mindset: Turn Good Intentions into Great OutcomesAon Hewitt, National Business Group on Health, & The Futures Company

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Health is increasingly onconsumers radars. Americans

are demonstrating new levels ofpersonal accountability (83% ofconsumers agree that makingsmart choices in my everydaylifei.e, eating right, exercising,not smokingwill lead to goodhealth1). With employeescontributing 42% more forhealth plan coverage than they

did ve years ago, opportunitiesto effectively engage peoplein their health and wellness toimprove health outcomes areripe with possibility.

Tapping into Health Attitudesto Propel Lifestyle Changes

LIVING Well:

Employers, insurers, and providers are also displaying commitment to address the enormouschallenges facing our country and our collective future.

Attitudinal Segments

The Futures Company has been studying consumer attitudes andvalues toward health and wellness for nearly a decade throughour Health and Wellness MONITOR. While consumers have

generally been demonstrating greater awareness and desire fohealthier lifestyles, lack of time, willpower and money are citedas barriers to making healthy choicesand sticking to them2

These factors, along with competing priorities from social and

external environments (such as family and work), make healthmaintenance difcult despite the best of intentions.

However, amidst these universal trends, not all consumersshare the same attitudes and values towards health - and theydemonstrate very different health proles as a result. More

importantly, they differ in their levels of engagement, and needdifferent strategies to address their health effectively.

1. The Consumer Health Mindset: Turn Good Intentions into Great Outcomes, Aon Hewitt, NBGH and The Futures Company 2012, pp. 92. The Futures Company Health and Wellness MONITOR Research (2005-2011)

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What can thesestakeholders do to

manage costs?

How does one

effectively reachand engage people

to make lifestyle

changes that lead

to better health?


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LIVING Well, The Futures Companys health and wellnessattitudinal segmentation, differentiates six unique segments bytheir health status, perceived control over their health, attitudesand behaviors toward health prevention, and information-seekingpreferences3.

Created as a health engagement framework from our years ofconsumer research, LIVING Well has helped employers, healthinsurers, and providers understand critical differences betweenconsumers. Understanding these differences allows stakeholders

to develop effective ways to reach consumers, change behaviors,improve health outcomes, and drive down healthcare costsall bydifferentiating engagement strategies tailored to each segment.

Health

Engagement

Health

Challenge

Leading TheWay

In It For FunValue

IndependenceI Need A Plan Not Right Now

Get ThroughThe Day

PositiveAttitude

Desire toimprove health

Taking actionto improve

health

Competitive

Goal-oriented

Social

Skeptical

Self-reliant

Present-oriented

Risk-avoidant

Undisciplined

Seek advice

Stressed

Family-oriented

Younger

Discouraged

Poor health

Cash-strapped

GeneralAttitudes and

Behaviors

Six UniqueSegments thatcan bematched toyour database

LIVING WellSegment

Sizes310% 17% 20% 17%23% 13%

The LIVING Well Segments

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3. The Futures Company Health and Wellness MONITOR 2011


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Create a culture of health; nd ways to alleviate stress byhelping consumers better manage the healthcare process.

A third of workers stated that their stress levels have increasedover the past year. Over half (57%) of both I Need A Plan and NotRight Now feel highly stressed, and link stress to having a directimpact on their health.

Find ways to alleviate stress in the workplace by creating aculture of health and empowering workers to openly participate.Encourage workers to take earned vacation time, provideguidance for health plan choices, and provide ways to engageeasily in being healthy.

Use technology and mobile health tools to reach people.

While about one in ve employees uses apps, over 1/3 would usemobile apps for health and wellness activities. I Need A Plan (50%),

who seek multiple ways to gather information and keep themselveson track, and In It For Fun (46%), a highly social, tech-savvy segmentthat uses mobile apps for the cool factor, are two groups likely tobe receptive to mobile health tools.

Building on the Momentum

Increasing awareness, rising costs, poorer health and marketplaceshifts in the healthcare landscape are converging to push

consumers into higher levels of accountability and employers/insurers/providers into more concerted efforts to increasehealth engagement. By understanding how people differentiatein their accountability, their motivations and their barriers, youcan enable more effective engagement strategies that will prope

people to make lifestyle changes that can make a real differencein their lives

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For more information on LIVING Well orThe Consumer Mindset Report, please visit:

http://thefuturescompany.com/health-and-wellness/

For more information on The Futures Company, contact:[email protected], 919-932-8632

For more information on Aon Hewitt, please visit:www.aonhewitt.com.

The Futures OF LIVING Well

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