Understanding Empowered Consumers · AHC.org Redesign - Find a Doctor Wireframes Study EXECUTIVE SUMMARY: KEY LEARNINGS Source: AHC.org Redesign - Find a Doctor Wireframes Study -

Understanding Empowered ConsumersMaximizing Consumer Understanding

1. Introductions

2. The Value of Consumer Understanding

3. Maximizing Consumer Intelligence• Four Examples

4. A Vision for the Future

5. Q&A

© Aurora Health Care | 2

Today’s Agenda


A Brief Introduction

Anne MartinoVice President

Consumer Insights & Innovation

Cindy Moon-MogushSenior Vice President

Brand & Consumer Engagement


• Customers exert more influence onbusiness strategy than all but C-Suite itself


High Performing CompaniesListen to Their Customers

C-suiteCustomersBoard ofDirectors

ParentCompany

ExternalPartners

Non-ExecLeadership

Corp StrategyDept.

78%

55%53%

44%

26%25%23%

Source: 2014 IBM Global C-Suite Study


Insight as a Competitive Advantage

Email 1x1marketing

(CRM)

Aurorawebsites/myAurora

Digitalmarketingcampaigns

Democratizing customer intelligence

Mindset

SkillsData

Tools


OUR CONSUMER INSIGHTS STRATEGYThree opportunities to develop understanding

Three ways to engage consumers

PatientCommunity

• Aurora Health Share -5,000 Aurora patients

• Regular online surveys• Discussion forum

PrimaryResearch

• Study design alignedwith business andmarketing strategies

• Online studies andfocus groups

SecondaryResearch

• Industry sources• Mainstream media• Competitive evaluation

?


The Value of a Patient CommunityVision Critical

Engaged Communityof Customers1. Ongoing Engagement

Driving Insight2. Reporting& Analytics3.

How Can We BetterTarget OurConsumers?1

Our steps


Consumer Segmentation Methodology

Respondents answered 18psychographic questions to

determine their attitudesand approaches to their

own health care.

Developed segments usingthe 18 attitudinal questions,

as well as lifestyle andbehavioral information, todetermine commonalitiesand distinctions based onhealth care engagement,interests, activities, etc.

Inspired by our patientcommunity –

surveyed 2,024 health careconsumers, 18+, in Aurora

Health Care’s servicemarket.

Source: Aurora Consumer Segmentation Study, 2014


24%

14%

22%3%

23%

14%


Marketplace at a glance

Trusting &Engaged

Healthy &Casual

Young &Invincible

Proactive &Cost-Conscious

Inactive &Resistant

Uninvolved &Disassociated



Activity and digital engagement at a glance

Notactive

HighlyactiveModerately

active

Nottech savvy

Verytech savvyModerately tech savvy


The segments are distinctly differentin terms of health care issues experienced

© Aurora Health Care | 14Source: Aurora Consumer Segmentation Study, 2014

The segments are also quite different in terms ofissues they are interested in learning more about

© Aurora Health Care | 15Source: Aurora Consumer Segmentation Study, 2014

Trusting & EngagedMy doctor calls the shots.


24%


Follow their doctor’s advice, take meds as directed, have a well visit/physical and get a flu shot every year.


24%:Trusting & Engaged

Attributes

Slightlyhigher male

representation

Primarily55+

$50-150KHH income

Educatedwith minimumof Bachelor’s

Activity level

Digital engagementNotable interests

Notactive

Highlyactive

Dieting/Weight loss

Dining out Gardening/Landscaping

Nottech savvy

Verytech savvy

Moderatelytech savvy

55+Moderately

active

Golf

Issues experienced: Want to learn more:High Blood Pressure, High CholesterolHigh Blood Pressure, Diabetes, High Cholesterol,Arthritis



Each age group has representation from every segment.Proportionally, a shift in age indicates relationships develop with PCPs and people becomemore proactive in their health care.

Trusting & Engaged andHealthy & Casual segments grow in size.

Inactive & Resistant andUninvolved & Disassociated decrease.

14%

16%

19%

29%

38%

13%

14%

12%

14%

17%

21%

22%

21%

21%

23%

4%

4%

3%

2%

1%

29%

24%

30%

21%

15%

20%

20%

15%

13%

6%

<35

35-44

45-54

55-64

65+

Trusting & Engaged Healthy & Casual Proactive & Cost-Conscious

Young & Invincible Inactive & Resistant Uninvolved & Disassociated


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Turning Insightsinto Action2

• Information architecture and namingconventions

• Design testing and find a doctor wireframes

• Ongoing functionality testing and design reviews


New Website Usability Testing


Find a Doctor Methodology:2 Variations; Click Test

• Consumers give a task/scenario andasked where they would click on thepage to complete the task

• Clicks recorded on a map• Output is an aggregate map only

Source: AHC.org Redesign - Find a Doctor Wireframes Study - January 2015


Search Field

Variation #1 Variation #2



Location of “View Profile”




Profile Page




AHC.org Redesign - Find a Doctor Wireframes StudyEXECUTIVE SUMMARY: KEY LEARNINGS


Consumers accurately recognized the purpose of allthree Find a Doctor pages tested in this study

Landing Page

• A search field designedwith a “search” button waseasily recognized, noticed,and prompted someconsumers to click on thebutton to execute theirsearch

• Popular search quick linksat the bottom of the pagewere recognized yet werenot used exclusively toexecute searches byspecialty

Find a Doctor Results Page Doctor Profile Page

• Consumers recognized andused the page’s filteringfunctionality

• They recognized theeditable search field

• They recognized the “ViewProfile” links in both designs

• The “locations” section of thepage was easily recognized

• The “schedule an appointment”link at the top of the page wasalso easily recognized andused by consumers

• The data range arrows in the“schedule an appointment”section were used minimally

• Date range detail shown rightnext to the arrows did notencourage consumers to usethe arrows more so than thedesign without this detail


New Website Designs

Data That DrivesInnovation3

• Patients want personalized care from their primary caredoctors, including a follow-up phone call after their firstvisit and an email with welcome information


New Patient Engagement Study

Source: Aurora Health Share; New Patient Study, August, 2014

Includes links for additional information• Aurora.org for locations & learn more about AHC• myAurora• Provider Profiles

29

E-Mail WelcomeSent the Day an Appointment is Made

30

New Patient Welcome E-mail Volume

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

Jan - Sept 2014 14-Oct 14-Nov 14-Dec

0

7,180

5,551

8,129

Number of Welcome Ltrs Delivered via E-mail

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Data That DrivesVisibility4

Quarterly Health Report of Wisconsin

• Reinforcing Aurora’s health care thought leadership –locally and nationally

• Impacting patient and care giver understanding of healthcare issues

• Providing insights on timely, relevant and interestinghealth care topics

Insights about issues, attitudes and trends

• News release• Info graphics• Website landing page• Blog post• Social channel promotion

33

Info graphicWebsite Landing Page

Results• 26 total stories (4 TV mentions)• 2.4 million media impressions

34


Our Vision for theFuture

EngageContinuously

Develop DeepCustomer

Understanding

Make BetterBusinessDecisions

A Customer Intelligence Platform

The New Way

Connectingcustomer insight

with all functionalareas of the enterprise

Insights-Driven Decision-MakingA central role for customer Intelligence

Thank You!

Contact us:

[email protected]

[email protected]


Documents

Understanding Empowered Consumers · AHC.org Redesign - Find a Doctor Wireframes Study EXECUTIVE SUMMARY: KEY LEARNINGS Source: AHC.org Redesign - Find a Doctor Wireframes Study -