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Context-Based
Strategies for Engaging
Consumers in Using
Public ReportsDale Shaller Shaller Consulting GroupSeptember 20, 2011
Overview The nature of engagement Why context matters Examples of choice contexts that can
help engage consumers Implications for public reporting:
meeting consumers halfway
2
The nature of engagementWhy don’t people pay more attention to the
public reports out there today? Our capacity to make informed choices is
limited Faced with complex choices, people take
short cuts to minimize cognitive effort Most short cuts are driven by emotions, not
reason Emotion-driven decisions often lead people
to ignore or overlook important information
3
A new approach: context-based strategies for engaging consumersWhy does context matter? Context affects our motivation to pay
attention and learn Context evokes past experiences that
influence what we pay attention to Context contributes to our emotional
states
4
Short-term treatment episodes External disruptions prompting the
need to choose a new provider Serious chronic conditions Problematic medical experiences
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4 contexts for promoting engagement
Elective use of services such as joint replacements, cosmetic surgery, and
maternity care Highly “shoppable” services: people
can often plan in advance, choose providers
May also face cost-sharing incentives Targeted promotion of public reports
has proven effective in some cases Example:
http://www.calhospitalcompare.org maternity campaign
6
Short-term treatment episodes
CalHospitalCompare Maternity Site:Online Marketing Campaign Key strategies:
Ad content and placement
Search words Branded e-mails Promotional event
Results: Substantial increase in
web traffic Key lessons:
Match medium/message to audience
Target diverse segments
Strategic placement Continuous monitoring
Moving to a new area, changing jobs, changing to a health plan with a different
network, etc. Strong motivation to learn: you have to
choose a new provider Potential for unsettled emotions and anxiety May have limited time to make a decision Need for timely, easy-to-use information
from a trusted source Example: State of MN public insurance program
http://www.mmb.state.mn.us/insdir/provider_directory.aspx8
External disruptions
A large and growing segment of the U.S. population: half of all adults have at least
one chronic illness Chronic disease creates a continuing need
for monitoring and management Strong motivation to learn, especially after
initial diagnosis Need to match content of public reports to
nature of disease, and combine measures with management information:
MN Community Measurement’s http://www.theD5.org
Wisconsin Health Reports: http://www.wisconsinhealthreports.org
Example: State of MN public insurance program
10
Serious chronic conditions
Almost 8% of Americans report switching doctors each year in response to some
problem High motivation to learn since stakes are
high Emotions run toward fear or anger
Anger may induce information seeking to minimize future risk
Intense fear may lead to information avoidance
Effective engagement may require metrics highlighting negative scores, and help from patient advocates
14
Problematic medical experiences
Implications for reporting strategies Focus on transitional states Use emotional cues to engage people Provide content that is relevant to the
choice situation Go beyond ratings to present other useful
information Do the hard work for your audience
Bring all the metrics and care management information together in one place…and simplify!
Target promotion and delivery Provide help and assistance in using
reports!15
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