Young Famillies & the Economy Mkt Research

Young Families Young Families and the Economyand the Economy

Bon Secours Richmond Health SystemMarket Research ● March 2009

Mary Anne GrafVice President

Women’s and Children’s ServicesBon Secours Richmond Health System

[email protected]

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Ownership and CreditOwnership and Credit

• This presentation includes comparative data from relevant databases nationwide. Please credit these databases if you use this information.

• The primary market research in this presentation, starting with slide 9, is the sole property of Bon Secours Richmond Health System. You may use this information under the following conditions:

• The information used remains essentially unaltered. • Bon Secours Richmond Health System Women’s & Children’s Services is

noted as the source. • Contact information ([email protected]) is included with the

information.• The date of the market research is shown (March 2009).

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Key to Taking Advantage Key to Taking Advantage of the Down Economyof the Down Economy

• Know the market• National, local

• Within women’s services, most significant impact nationally so far is undoubtedly on young families

Review of National TrendsReview of National Trends

See Reference section at end of presentation for more information.

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Healthcare and the Economy: U.S.Healthcare and the Economy: U.S.

Most Affected

• Black, Hispanic• Single, separated, divorced• Age 18-39• Income <$48,000/year• Part-time employment• Poor to fair health

Least Affected

• Asian• Married• Age >60• Income >$48,000/year,

particularly those making >$90,000

• Full-time employed

Young Families and the EconomyYoung Families and the Economy

Bon Secours Market Research

Young Families and the Economy

March 2009

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The Impact of the Economy: OBThe Impact of the Economy: OB

08Q1 Pediatrix reports 1st ever NICU volume

downturn

Dec 07: “Recession”

officialAll/majority of

US hospitals feel OB decrease

Many Snowmass May 08Participants note OB

volumes down ~5-10%

Unstable economy already

felt by young families

OB-Neo overlay source: Graf, Health Care Innovations, 2009 ● TeamHCI.com

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Market Research ComponentsMarket Research Components

• Comprehensive review of national data re: young families and therecession from CY07 forward• US, 2008: 57% of those unemployed were between the ages of 20 and 44 –

prime childbearing age• In Virginia in Dec 08 alone, 36% of those laid off were between 30 and 44,

and likely another 40% <30• Bon Secours market research (Mar 09)

• Random phone survey of young families, age 18-44 (N=275) • At 95% confidence level, the maximum statistical error for the N is +/-

5.9%.• Highly applicable sample to current childbearing age families: 76% (n=205)

either were currently pregnant or had child age 5 or under to ensure target population

• Focus groups: Two groups of young mothers who had delivered in the last six months

• Mirrored national trends, but provided detail on young families

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Bon Secours Research, Young Families and the EconomyBon Secours Research, Young Families and the Economy

Survey RespondentsSurvey Respondents

• Phone survey, land lines only; random calls, purchased lists• N=275• Age 18-44

• Male: 112• Female: 163• Pregnant or have child age 5 or under: 205

• 92% married• Insured

• Insurance: 87%• Medicaid: :8%• No insurance: 4% (Half of these lost insurance when they were laid

off)Bon Secours Richmond Health System market research, 2009. All rights reserved.

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Survey RespondentsSurvey Respondents

• Average number of children in household: 2.1

• Ethnicity• Non-Hispanic Caucasian: 87%• African American: 10%• Asian or Hispanic: 1% each

• Survey: Median family income: $55,000 to $75,000 (skewed slightly high; average family income nationally for childbearingdemographic is about $50,000)• Likely due to use of land lines only

• Focus group: Skewed low income

2.1 children

Bon Secours Richmond Health System market research, 2009. All rights reserved.

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Employment in the RecessionEmployment in the Recession

• Laid off: 6%• Income frozen or reduced: 28%• No impact: 48%...• All

• 76% personally know someone who was laid off since recession start

• 50% personally know someone who has had their income frozen or reduced


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Overall Impact of the EconomyOverall Impact of the Economy

• Specifically related to the economy• 87% have changed how their family spends money • 29% have had weight management problems (up or down)• 40% have trouble sleeping• 77% changed how they shop for groceries• 16% started or increased smoking• 40% acknowledge strained relationship with spouse/partner, and

another 30% say economic concerns have hurt their sex life• Of the 27 women who were pregnant, 20% felt their pregnancy

negatively interfered with finding a new job


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Handling Family Health CareHandling Family Health Care

• Limiting health care expenses for the family: 79%• Fewer visits to doctor: 16%• Delayed procedures or surgery: 7%• Difficulty paying for hospitalization: 7%• Cancelled or delayed annual exam: 6% or mammogram: 3%• Difficulty paying for medications: 6%• Delayed medical tests: 5%• Used free clinic: 3%


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Plans for ChildrenPlans for Children

• The impact of the economy on plans for children• Decided not to have any more children: 15%• Decided on few children than when economy

was better: 7%• More careful about using birth control, started

birth control or had sterilization: 8% • Delayed a pregnancy: 4%

• Of the 10% who considered adoption or infertility treatments during the last two years, one out of four stopped because of the economy


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Impact on PregnancyImpact on Pregnancy

• Of 27 respondents expecting a baby• Had planned to move, cannot do now: 15%• Cannot afford the right foods for pregnancy: 15% • Had fewer prenatal/doctor visits: 11% or no visits: 7% (total, 18%)• Could not afford birth control: 7%• Did not take prenatal classes: 7%• Biggest concerns:

• Cost of childbirth at the hospital: 22%• Cost of baby supplies, e.g., diapers, nursery: 22%• Rising household costs (mortgage, utilities): 22%• Cost of raising the child: 19%• Can marriage relationship take the stress? 19%• Worries about job (self or spouse): 19%• Cost of prenatal care: 11%


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Other StressorsOther Stressors

• Supporting adult relatives• 13% started providing financial support to an adult relative in the last

two year• 5% have a relative (not immediate family) living with them • Another 22% consider it likely that a relative will be living with them

soon

• 23% rate their health insurance coverage as worse than two years ago

• Focus groups: Women don’t have money for the very basics (diapers, pads) for their first days at home…let alone later• For these women, breast-feeding is a luxury they cannot afford


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Redefining our picture of Redefining our picture of ““IndigentIndigent””

• Today’s ‘uninsured’ or ‘homeless’ could have been making $200,000+ per year for most of their recent career and today be unemployed, losing their home, and without insurance (Cobra doesn’t apply if company dissolves.)• They will return• What we do for them

today may well earn their loyalty to usfor life

ReferencesReferences

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• USA Today March 09 research series on Americans, the economy andhealth care, March 09 (available online; terrific graphics); http://www.usatoday.com/money/economy/2009-03-10-well-being-index_N.htm

• 1 in 5 American workers uninsured, USAToday.com, Mar 24, 09, http://www.usatoday.com/money/industries/insurance/2009-03-24-health-insurance_N.htm

• IMS National Prescription Audit; Kaiser Family Foundation, 2009;searchable online

• Outsourcing Parenthood, Parenting.com, http://www.parenting.com/article/Mom/Work--Family/Outsourcing-Parenthood

• Patients skip medicine, doctor visits due to sick economy, http://www.usatoday.com/news/health/2008-10-22-medical-financial_N.htm

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• Recession affects family planning, with abortions and vasectomies up, http://www.tampabay.com/news/health/article988131.ece

• Roan, Sheri, In an ailing economy, the doctor can wait, Los Angeles Times, Apr 09, http://www.latimes.com/features/health/la-sci-prevention8-2009apr08,0,5420195.story

• Shah, Gina, Down Economy Provides Opportunities to Improve Physician Relations, Healthcare Leaders Media, Apr 2009

• http://Erickson, Baby boomers flock to social networking sites, http://www.norwichbulletin.com/lifestyles/x1098998426/Baby-boomers-flock-to-social-networking-sites

• Inside Facebook (Demographics) http://www.insidefacebook.com/2008/09/18/latest-data-on-us-facebook-age-and-gender-demographics/

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• Twitter links businesses to customers, http://www.denverpost.com/business/ci_12258514

• Malone, Michael, The Twitter Revolution: The brains behind the Web's hottest networking tool, Wall Street Journal, http://online.wsj.com/article/SB124000817787330413.html

• www.healthleadersmedia.com/content/230802/topic/WS_HLM2_MAR/Down-Economy-Provides-Opportunities-to-Improve-Physician-Relations.htmlWheeler and Hirsh, Channel Champions: How leading companies build new strategies to serve customers, 1999, Jossey-Bass

• Tanner and Johnson, Patients skip medicine, doctor visits due to sick economy, USA Today, Oct 08, http://www.usatoday.com/news/health/2008-10-22-medical-financial_N.htm

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Young Famillies & the Economy Mkt Research