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
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
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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
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Thank you!