Engaging Consumers In HealthAcross Generations

RESEARCH BY

Jennifer Hauser

EVP & Director, Consumer Health and Wellness

Edelman

Let’s Start By Defining the Generations

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HEALTH IS A UNIVERSAL PRIORITY

But health today is broader and

more dimensionalized than

ever

Well-being is the high order life

benefit we aspire to

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WE SET OUT TO UNDERSTAND…

How do people define well-

being today?

What barriers do people face

in their well-being pursuits?

Does well-being differ

across generations?

THE EDELMAN AMERICAN WELL-BEING STUDY

ONLINE SURVEY IN THE

UNITED STATES

REPRESENTATIVE OF THE

GENERAL POPULATION

The survey is representative of the general population in the US, along

the census lines, based on the following demographics:

Gender

1,053Respondents

18 – 80Ages

Margin of Error

+/- 3.02%

Region

Age Ethnicity

ONLINE COMMUNITY

IN THE UNITED STATES

107 Respondents

18 – 80Ages

Health State

Q1. In your opinion, what does well-being mean to you

personally? How would you define the term well-being?

Q4. I consider well-being to be more about my…

Q5. Well-being is about…

“I look at it as the big picture —the holistic balance of my health,

job, financial, social well-being.

How positively or negatively

those aspects of life are going

affects your well-being.”

– Millennial Female JOB SECURITY

FINANCIAL

SECURITY

MENTAL &

EMOTIONAL

HEALTH

SPIRITUALITY

SOCIAL

HEALTH

PHYSICAL

HEALTH

SAFETY

Well-Being is the higher order

benefit of what we aspire to

Q16. In thinking about your personal health and well-being, how important are

each of the following dimensions when it comes to achieving your ideal state of

health and well-being?

Importance of Components of Well-Being

Showing Top 2 Box (Extremely + very important)

TODAY’S WELL-BEING DOESN’T JUST INCLUDE THE NON-PHYSICAL…

IT ACTUALLY PRIORITIZES IT

Feeling Safe &

Secure

77%

Having High Self-

Esteem

76%

Having a Greater Life

Purpose

68%

Physiological

Needs

64%

Forming

Relationships

63%

• “Feeling safe and

secure in my home

environment”

• “Feeling comfortable in

my surroundings”

• “Feeling happy and

satisfied with my life”

• “Feeling that I'm

accomplishing my goals”

• “Being intellectually

stimulated and continuing

to learn”

• “Having purpose in my

everyday life”

• “Getting a full night

of sleep”

• “Devoting time to

relaxation”

• “Feeling loved and

supported by others”

• “Having strong

relationships with others”

Most Important

AND YET, WE LACK CLARITY

ON HOW TO MEET OUR NEEDS

“Understanding what I need to do” is a bigger barrier for mental and emotional well-being than

for physical well-being

Q11. The bigger challenge in achieving physical well-being is…

Q12. The bigger challenge in achieving mental and emotional

well-being is…

49%

63%

51%

37%

Understanding what I

need to do

The bigger challenge in

achieving mental and

emotional well-being is…

Having the resources

(i.e. time, money, support) to do it

The bigger challenge

in achieving physical

well-being is…

Q1. In your opinion, what does well-being mean to you personally?

How would you define the term well-being?

Q4. I consider well-being to be more about my…

Q5. Well-being is about…

PEOPLE SAY THEY LACK DIRECTION & MOTIVATION…

& HAVE FEW RELIABLE EXTERNAL SOURCES FOR BOTH

“I need more motivation”

“I need a roadmap”

“I have no one making me

accountable to change”

“I don’t have the right

support system”

“My work place doesn’t lend

itself to well-being”

“I am surrounded by unhealthy

family and friends”

“My communityisn’t supporting

me”

“My biggest barrier to well-being is me”

“I am my own barrier, by this I mean that I could achieve more in life like get a better job, but my insecurities, my

fears and sometimes my lack of confidence stop me

from achieving success.”

“Having the

motivation to

strive to be the

best and achieve

a better state of

well-being.”

“Physically, I don't

have the time,

energy, or the

support group to

do the things I

need to do.”

“Lack of time to

devote to myself and

feeling overwhelmed

with what is expected

and needed from me

on a daily basis.”

PEOPLE OVERWHELMINGLY FEEL

say they don’t turn to others for support in their pursuit of

health and well-being

feel they are personally

responsible for their own

health and well-being

89%

WE PUT ALL THE PRESSURE ON

OURSELVES TO DO IT BY

OURSELVES

48%

BUT WAIT A MINUTE…

In today’s hyper-social world, we don’t go about anything on our own

WHY ARE WE GOING AT IT ALONE WHEN IT COMES TO OUR WELL-BEING?

AND IS DOING SO HOLDING US BACK?

36% 27% 36%

YES, THE PROOF IS IN HOW WE FEEL

Just “okay”

15

How satisfied are you with your current state of well-being

Millennials Gen X Boomers

Very Satisfied

Q20. Below are a list of challenges or barriers you may face when it comes to

achieving your ideal state of well-being. For each of the following challenges,

please indicate how much you agree it is a challenge that you face personally.

“I feel stressed”

“I do not have enough motivation”

“I need a

roadmap or direction to guide me”

“I have

no one making me

accountable”

“I have low self-esteem”

“Working too many hours on the job, which makes me

feel too stressed to do some of the

things needed to help me stay

healthy.”

“It is hard to have the self motivation when there is a lot of good

tasting food that is not healthy, not wanting to

exercise and facing challenges in

balancing my budget.”

“I feel overwhelmed with

my inability to choose the best

path for me. I

need to be accepting of help when it comes to

my health.”

“My lack of self control. Well-being

does require motivation and

action and having someone to help

you is good,”

“I have social anxiety, which

prevents me from conquering some of the obstacles I face

in improving my health and well-

being.”

Challenges of Achieving Well-Being

Showing Top 2 Box (Strongly + somewhat agree)

MANY BARRIERS COULD BE RESOLVED

WITH SOCIAL SUPPORT

Every other aspect of our lives is social and

connected… and yet, we’re approaching

well-being in isolation.

TIME TO EXCERCISE

HEALTHY WORK

ENVIRONMENT

MOTIVATION

LESS STRESS

MORE SLEEP

HEALTHIER FRIENDS &

FAMILY

SUPPORT SYSTEM

ACCOUNTABILITY

ACCESS TO MORE HEALTHY

FOODS

SELF-ESTEEM &

CONFIDENCE

GUIDANCE

The dilemma is that the well-being

measures we most care about simply can’t be achieved when we go at it

alone.

WELCOME TO THE

MODERN WELL-BEING DILEMMA

THE DILEMMA INTENSIFIES BY GENERATION

While all generations largely

approach well-being in isolation,

the perceived responsibility to

go it alone increases with age

78% 91% 99%

Millennials Gen X Boomers

Say they are responsible

for their own well-being

Say their community

is responsible for their

well-being

30% 20% 15%

Boomer Dilemma: Their #1 Well-Being Partner Can’t

Address Their #1 Well-Being Concern

Boomers are clear on how to achieve physical well-being and look to their HCP for support more than Millennials or Xers

Boomers struggle most with financial stress, affecting their mental and emotional well-being -- an area where their HCP can’t help

Opportunity: Don’t assume the Boomer well-being dilemma is physical; fill the gap in addressing financial concerns to support Boomers’ mental and emotional health

Gen X Dilemma:They Apply the Power of Social Support

for Others’ Well-Being, But Not Their Own

Sandwiched between the well-being needs of older parents and younger kids, Gen X is the group most distracted when it comes to improving their ownhealth and wellness

Xers are well-being DIYers, attaching less importance on connecting to others who relate to their situation; stress and sleep are especially challenging

Opportunity: Enhance Xers’ self-care approach by

acknowledging and supporting their well-being concerns for others

Millennial Dilemma: Most Connected Generation and

Yet, Still Most Well-Being Challenged

Perceived as young and healthy, but Millennialsface the greatest challenges overall when it comes to improving their health and well-being: physically, mentally and emotionally

Although the most social and motivated generation when it comes to well-being, their connections aren’t delivering what they need most: specific direction

Opportunity: Channel Millennials’ social mastery to deliver discoverable and sharable roadmaps for achieving well-being

Take an active interest in your employee’s well-being

– physically and emotionally

Facilitate your employees to connect with others

Personalize the experience

Impact the well-being of others outside the company

THE WHITE SPACE: Care about your employees today

and tomorrow…and show it!

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THE MODERN WELL-BEING DILEMMA EMPLOYERS CAN HELP SOLVE IT BY:

The Horton GroupEmployee Health And Well Being Programs - Engaging Generations

Horton Overview

• Horton provides insurance, risk advisory and employee benefits to mid-sized employers with complex needs and limited resources.

• Horton has 350 employees

• 10 offices in 5 Midwest states

• Headquartered in Orland Park, IL

Horton Demographic Overview Continued

• G.I. Generation (1901–1924)

• Silent Generation (1925–1942)

• Baby Boom Generation (1943–1960)

• Horton: 27% of Employees

• Generation X (1961–1981)

• Horton: 43% of Employees

• Millennial Generation (1982–2004)

• Horton: 30% of Employees

• Homeland Generation (2005–present)

• Horton Average Age of an Employee: 44.7 years

Brief History of our Wellness Program

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• Started a formal program and committee in 2006

• Grown in scope and engagement every year since 2006

• Committee consists of representatives from every location and

most departments

• Members serve a two year commitment to the group

• Clearly established mission, vision, goals, member roles and

work expectations

Brief History of our Wellness Program Continued

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• A diverse committee in every way possible

• Two members lead a topic area every month

• Topic area includes Mind, Body and Spirit events

and activities, as well as Financial, Community

etc. at different months throughout the year.

Sample Of Some Horton Programs- Committee Driven

Annual events we have:

• Horton Bike Ride with family-4

• Flu Shots, Bio-metric Screenings, On Site Physician Visits-3

• “Movember” fund raiser and men's health education-4

• Cross Country Skiing event-3

• Annual Gardening lunch seminar with plants for sale-3

• Annual Walk at Work Day with American Heart Assoc.-3

• 5k with the CEO or 1 mile walk-4

• Family Fishing Derby-4

• What do these numbers mean???

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Sample Of Some Horton Programs- Committee Driven Continued

• March Madness walking tournament -3

• Annual Health Fair with service providers like Massage, Body

Composition, Derma scan, Osteo scan, Stroke screening etc. -4?

• Monthly Lunch and learn seminars on various topics - 3

• Horton Olympics once every four years -3

• What do these numbers mean???

AOHCWP- Part Of The Committee, Part Of Culture

• Activity-only health contingent wellness program

• Horton developed an AOHCWP in 2013 with our employees, this was before AOCHCP term existed under ACA

• We called it “Middle Ground”

• Less intrusive than a blood based results program

• A step beyond participation based program

• Huge success 94% and 96% hit their goal first 2 years!

• Claims analysis shows Horton well below benchmarks in preventive areas and a 2:1 ROI

Generational Challenges

• First time in US history have up to 4 generations in

the workforce at the same time

• Silent Generation, Baby Boomers, Generation X,

Millennials

• All have shared experiences as they grew up

leading to some similar traits that differ from other

generations

• First step is awareness and recognition this exists

•G.I. Generation (1901–1924)

•Silent Generation (1925–1942)

•Baby Boom Generation (1943–1960)

•Generation X (1961–1981)

•Millennial Generation (1982–2004)

•Homeland Generation (2005–present)

Different Generations- How We Addressed This Directly

• Horton leadership went through

generational education and training from

Neil Howe

• Change was noticeable between

generations, awareness lead to

understanding and greater acceptance

(and teasing) of age based differences

• How have we incorporated this into

business practice and our wellness

programs?

• Our tough-to-engage groups participation

is improving!

How Are We Engaging And Integrating Generations?

• Let millennials take the lead where they want

• Employee based team sports- Softball, Volleyball, Bowling, Championship Ice Hockey Team, etc.

• Our on-site workouts are multi generational; Body Shock got all ages and more males than usual

• Walking is a great equalizer! Contests based on steps makes it fair for more people

Different Locations, Different Stages Of Life, Different Needs

• Site One has many older

millennial and Gen X age

employees, most have

younger kids.

• Events on the weekends and

after work are very well

attended when they include

family and are family focused.

Different Locations, Different Stages Of Life, Different Needs

• Site Two has mostly Baby

Boomers and older Gen

X’ers with no kids at

home.

• Lots of walking based

events work well. Lunch

time walking. Walking

right after work and other

events get the best

engagement

Engaging All Generations Advice

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• Include events at all times of the day

• Include families, all the way to grandchildren, when appropriate

• Have realistic expectations; you will never engage everyone

• Encourage failing by trying new events and ideas

• Have an evolving “Buffet of Options” that employees can choose

• Senior level leadership is not enough, how do you motivate and

engage middle managers to support wellness?

Questions

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Thank You…

Wishing You and Your Employees

Good Health!

Kevin Herman MS, CADC

Vice President- Wellness Advisory Solutions

kevin.herman@thehortongroup.com

708-845-3179

© 2015 The Horton Group, Inc. Orland Park, IL All rights reserved.

Engaging a multi-generational workforce

1) Introduction.

2) Transformation over the years.

3) How did we change behavior at Humana?

4) How did we create our culture in IL?

What We Will Cover Today

Bill SnyderVice President, IL

Humana Confidential and Proprietary

Bill Snyder

Bill Snyder – Market VP of Illinois. I am in my ninth year at Humana. I am passionate about developing others to be their very best and inspiring change.

Transformation over the years

42

Insert form number via Header and Footer option or delete, if not needed

Nursing Homes

Hospital Systems

Today

Our passion about health and well-being has been key

to our success.

70’s

Health Plans

90’s

80’s

12.3 MillionMEDICAL MEMBERSHIP

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Changing behavior at Humana

GCHHMLPEN

Every community we serve will be 20 percent healthier by 2020 because we make it easy for people to achieve their best health

Changing behavior at Humana

The HumanaVitality assessment is simple and members can access from ANYWHERE.

Changing behavior at Humana

Changing behavior at Humana

ii Unengaged members with lifestyle-related chronic conditions had 101 percent higher claims costs than the total population, while engaged members with these chronic conditions had 41 percent higher claims costs than the total population. iii Unscheduled Paid Time Off (PTO) hours was used to define absenteeism.

Unengaged members averaged $53 more per month spent vs engaged members in HumanaVitality.

Engaged members with lifestyle-related chronic conditions had 60 percent lower health claims costs than unengaged members with these conditions.ii

Unscheduled absences were 56.3 percent higher among unengaged members in both years than engaged members.iii

Creating a culture in IL

Humana Confidential and Proprietary

Creating a culture in IL

49

Thank you!