Ahip webinar 12 5 (3)

Strategies to Build Loyalty and Promote Wellness in a Consumer-Driven Marketplace

2 / AHIP Fall Forum/ December 3, 2012

Today’s Agenda

Today’s Health Care Consumer

Understanding Consumer Types and Preferences

Driving Engagement Across the Member Experience

Engaging Members & Creating Value: What Does it Look Like?

Data driven engagement strategies to drive clinical improvement and behavior change

Q&A


Effective Communications Strategy: Today’s Shifting Consumer Market


A Shift is UnderwaySignificant Change Resulting from Reform

Individuals will represent a much larger percentage of the market+ Consumers will be presented with more choice+ Shopping for coverage based on a variety of criteria –

price paramount, + Opportunities for health pans to create new value

Traditional actuarial and underwriting models will likely be replaced+ Risk adjustment – the transfer of funds from insurers

who have lower risk populations to those who have higher risk populations – will create a new type of competitive dynamic among competing plans

Medical Loss Ratio (MLR) provisions mean marketers will need to do more with less

Quality and cost containment becoming increasingly important


Individual Market Growth

14 million peoplepurchase individual coverage today

5


Where Will New Individual Members Come From?

Current individual members

Competitor’s individual members

Current group members

Competitor’s group members

Uninsured


Health Care: The Age of the ConsumerDriven By Convergence of Multiple Trends

Retailization of Health Care

Rising Health Care Costs

Health Care Reform

Unhealthy Lifestyles

Information Age

Empowered Consumers


Today’s ConsumerRise of Empowerment and Consumer Experience

1990s Early 2000s Mid 2000s Late 2000s Today

Beginnings of consumer empowerment and experience

Consumer empowerment on the rise

Information transparency

Greater focus on experience

Time becoming increasingly limited

Growing emphasis on balance, spirituality family, community

Focus on consumer experience mainstream

Emerging focus on credibility and integrity

Increasing customization

Social networking becomes mainstream creating new market dynamics

Credibility, integrity critical factors

Online feedback increasing creating greater empowerment

Distraction = entertainment

Shorter attention spans

Message overload

Empowered with more knowledge and control

Individualistic

Craves meaningful experience

Engagement on their own terms

Increasingly intolerant, hostile about poor service

Desire to simplify

Time is a real scarcity

Individual Control/Influence

Organizational Control


Consumer Decision JourneyExperience Critical for Ongoing Loyalty

The Consumer Decision Journey, McKinsey Quarterly, June 2009


Aligning marketing activities with priorities

Prioritize by consumer decision stages+ Align spending with most critical stages + i.e. – spend less on closure stage, more on improved ‘experience’

Align messaging• Initial consideration with greatest opportunity

+ Facts, testimonials consumer is seeking Invest in consumer-driven communication vehicles

+ Web sites, guides, publications, mobile applications, etc. Win at final decision decision-making stage

+ Branding, ‘packaging’+ Appealing and informative

Create a seamless brand experience+ Align all consumer marketing activities

Shifting to a Consumer-Driven Business Model


Consumer Experience Today’s Consumer Expects More

http://www.garyasanchez.com/wp-content/uploads/2011/01/consumer-insights.jpg


Effective Communications Strategy: Understanding Consumer Types and Preferences


PATTERNS OF ADAPTING TO HEALTH (PATH TYPE®)

Let’s take a look at one market segmentation technique…

Page 13


Ninety percent of adults in the U.S. display one of nine archetypes. They occur among men and women equally, as well as across all demographic

factors.

PATH type® psychographic segmentation for healthcare

Page 14Copyright © Neubehaviors Corporation

Critica

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PATH Type® Nationally


The PATH type® model

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Each PATH type® profile reflects an individual’s pattern of values and priorities across key dimensions known to influence the way adults shop for,

select, use and evaluate health care services, providers and payors.

1. Level of Involvement in Family Health

2. Trust in Medical Professionals

3. Propensity to Avoid Healthcare

4. Concern for Price

5. Level of Healthcare Information Seeking

6. Propensity to Experiment with Healthcare Alternatives

7. Level of Involvement in Healthcare Decision-making

8. Level of Proactive Health Behavior

9. Level of Receptivity to Healthcare Advertising

10. Level of Health Emphasis and Involvement

11. Concern for Quality

Eleven Dimensions Measured by PATH type

Copyright © Neubehaviors Corporation


What is PATH Type®?

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PATH Type 3:Wisely Frugal

• save healthcare dollars by shopping

• experiment with alternative healthcare

• affordable health care in a “plain white box”

• active information seekers

• open to health care advertising

• avoid health care because of the expense

• adherence adversely affected by cost

• high disenrollment rates and tend to switch health plans

• low medical claims

PATH Type 1: CriticallyDiscerning

• generally distrustful of medical professionals

• medical professionals not competent

• suspicious of health care ads and their promises

• uninvolved in wellness

• reactive to health problems

• poor adherence to treatments

• Some family health involvement

PATH Type 2:Health Contented

• refrains from using healthcare services

• high health apathy • disinterest in

healthcare matters• medical claims rates

low• high prevalence of

health risks• little participation in

active exercise• poor attention to

nutrition• minimal family health

involvement• not seeking healthcare

information• some receptivity to

healthcare advertising

Issues behind

PATH Type:

• Distrust• Apathy• Costs• Avoiding Care




Page 17Copyright © Neubehaviors Corporation

PATH Type 1:Traditionalist • pay more for quality

healthcare• preconceived ideas

about providers• brand driven• use the same providers• don't "shop around" • easiest to satisfy• high rates of chronic

disease and co-morbidities

• under-utilize prescription medications

• low receptivity to health advertising

• little healthcare information seeking

PATH Type 2:Family Centered • family’s health above

all other health matters

• constantly seek to enhance family health

• moderate information seeking

• attention to healthcare advertising

• willing to compare providers or health plans

• most sensitive to the age and life stage of the population

PATH Type 3:Family Driven

• moderation in all healthcare opinions and behaviors

• average interest in health information nutrition and physical fitness

• healthcare costs not a major concern

• somewhat interested in trying to save money by shopping

• will often pay more for better quality care

• tend to remain loyal to a provider and a health plan

Issues behind PATH Type:

• Passivity • Family health• Quality concern



Page 18

PATH Type 7:Health Care Driven

• least likely to avoid healthcare

• not deterred by expense• frequent use of

healthcare care products

• heavy prescription medications

• low family health involvement

• involved in good nutrition/healthy dieting

• rare heavy physical exercise

• attentive to healthcare advertising

• somewhat skeptical• active seekers of

healthcare information • very proactive

PATH Type 8:IndependentlyHealthy

• exercise, competitive sports

• good nutrition • will try different

providers• experiment alternative

care• Long-term benefits• fairly involved in

seeking healthcare information

• the healthiest, most active

• Well-off group• lower rates of all

diseases• lower medical claims

PATH Type 9:Naturalist

• use of alternative healthcare

• good nutrition• involved with staying

moderately active• skeptical of health

care advertising• difficult adults to

satisfy in a healthcare setting

• contrary opinions/high expectations

• lack of trust in medical professionals

• poor adherence• health information

seeking

Issues behind PATH Type:

• Prevention with medical

• Health and performance

• Health through alternative care



Effective Communications Strategy: Driving Engagement Across the Member Experience


Creating a Positive Member Experience

Regular ongoing communication Create value, relevance and loyalty

+ Understanding the environment+ Leveraging market research/insights+ Demonstrate value to members and

prospects• Products and pricing• Benefits and incentives• Regular and relevant communication

Market segmentation+ Use data to provide a holistic view of the

member driving more relevant and effective communications


Leverage and Integrate Multiple Media Channels

Members are drawn in not only by topic, but also by format—some respond best to print, others to email, others to text, etc.

Integrating multiple media also helps break through the noise+ Communications experts estimate it

takes three to nine times of exposure to a message before it registers for people1

Savvy communicators are smart about using the right media with consumers to achieve specific results

Make sure to actually integrate the media with each other:+ Print-to-web calls-to-action with

URLs, QR codes+ Embedded links in text messages

1 See notes pages for sources.

To reach members at least three times with desired messaging, plan to communicate via multiple media. Shown here, clockwise, are members using a laptop, a tablet, a smart phone, a printed magazine, word-of-mouth, and a point-of-care brochure.


Include specific calls-to-action in all communications+ For example in online applications, each

page of a website can include a link to an app to find a provider and an app to set an appointment

Research shows that people develop healthy habits in stages: awareness, skill building, and motivation + Include one or more of the stages in each

communication

Behavior change communication drives improved CMS star ratings and HEDIS scores

Create Action Oriented CommunicationsPromote behavior change

1 See notes pages for source.


Tablet

Publication

Online

Mobile• More than ½ the U.S. adult population

now visits at least one health plan website each year.2

• Their most frequent activities: learning about a specific medical condition or researching symptoms.2

• 85% of U.S. adults own a cell phone. Of those, 53% own smartphones.3

• 31% of cell phone owners have used their phone to look for health information.3

• 64% said they would appreciate receiving info about a specific health condition via text message.2

• 25% of American adults own tablet computers. And nearly half of those living in households earning $75,000 or more (47 percent) now own tablets.4

• The number of U.S. adults using tablets for health information and tools doubled from 15 million in 2011 to 29 million in 2012.5

1 – 5 See notes pages for sources.

• About 2/3 of adults age 21+ prefer to obtain health information from a printed publication.1

• Of KSW health plan readership, 39% want to receive health information from their health plans via email.1

Reach Members on Their Own Terms


Use Specific Media For Distinct Objectives

Point -of -care communications Patient education and condition management brochures, booklets and workbooks delivered by care managers, physicians and nurses.What they do best: Offer in-depth resources for those with long-term conditions to manage.

Member publicationsMember magazines, guides and toolkits are ideal to showcase member success stories, healthful recipes, and plan information, such as physician referrals. What they do best: Build brand identity and value; support clinical goals; steer members online for further information.

Website contentWebsite content offers deep resources, including audio and video communication. Web content incorporates interactive tools, such as assessments, quizzes and calculators.What they do best: Support clinical goals; deliver personal and relevant tools to the member via an interactive experience.

Direct marketingDirect and targeted touch points with members, such as postcards.What they do best: Perfect to deliver short, high-impact messages and timely reminders for screenings and vaccinations, annual physician visit, etc.

Branded premiumsPrinted “keepers” with beautiful images, such as calendars and cookbooks, as well as helpful keepsakes like magnets.What they do best: Build brand identity; provide year-round reminders of health and wellness resources. Mobile applications, social media and text programsInteractive tools, like symptom checkers, blogs and chats, and reminder texts with helpful tips and links for weight management, diabetes care, and maternity.What they do best: Provide convenient and frequent reminders and attention-getting calls-to-action. E-newsletterThese are opt-in, “push” communications to reach members as often as monthly.What they do best: E-newsletters provide links back to the plan website for further resources, developing a more in-depth relationship with the health plan and supporting integration.


Design Communication Strategy Across the Member Experience


Effective Communication Strategy: Engaging Members and Creating Value

What Does it Look Like?


Meet John Current Member

58-year old male Works in banking At risk for Type II diabetes Family history of heart disease Concerned about his health Married with two children – one in high

school, one college Wants more from his health plan

including how to minimize financial risk when it comes to his health

How YOUR HEALTH PLAN reaches him today


Valuable Information Delivered to His Door Gets His AttentionHe recognizes YOUR HEALTH PLAN as a credible source of health information.


It’s No Wonder He’s EngagedJohn receives information and content that is relevant and he wants to read

Editorial content based on latest medical research and consumer hot topics

An editorial mix and tone based on consumer research and insights into what it takes to “make the mail sort”

Eye-catching design and photography that matches the standard set by today’s consumer magazines

A strategic approach that incorporates key messages, calls to action, website links and actionable health tips all geared to help John take action on his health


John receives a calendar from YOUR HEALTH PLAN

Calendar includes healthy recipes, health tips and reminders for preventive screenings Constant reminder about living a healthy lifestyle and YOUR HEALTH PLAN’s commitment to

his health


His Employer Promotes Wellness With YOUR HEALTH PLAN’s Help


He’s Prompted to Visit YOUR HEALTH PLAN WebsiteInteractive health information further engages his interest.


John Gets a Call from His Health Coach

She reviews his health history and recommends taking the Health Assessment

She instructs him to watch videos on YOUR HEALTH PLAN’s website at home

She pulls information on pre-diabetes and signs him up for an ongoing communications program with tips on healthy nutrition and physical activity


Assesses readiness, willingness, confidence and barriers to change

Generates Lifestyle Score with Prioritized Behaviors

Integrated Biometric Data Alternative formats: Print and IVR

A Health Assessment (HA) Helps Capture John’s Health StatusWhen he logs into YOUR HEALTH PLAN, he’s Encouraged to Complete a HA


Messaging at the right time to recruit John into the right behavior change program.

Mike Eric

Barrier Nutrition Habits

Barrier to Weight Loss

Employment

Dear Eric,

John Receives Personalized Recruitment e-Mails Encouraging Him to Enroll in Digital Coaching

Dear John, Dear John,


Health and Wellness Challenges Offered in the Program Keep John Motivated & EngagedBy a Co-Worker to …..

John


John Receives Tips and Reminders About How to Manage His Weight

Frequent reminders keep nutrition and physical activity top of mind.+ Tips to help John stay healthy.+ Reminder about YOUR HEALTH PLAN programs

and preventive screenings.


John Checks His Symptoms on YOUR HEALTH PLAN’s App

When John doesn’t feel well, he can visit YOUR HEALTH PLAN’s App to check his symptoms. Internet- and mobile-based application care guides to find the right level of care and

appropriate action to take


Communication Best Practice: Tips & Tactics


Think outside of healthcare

Get inspiration from dynamic consumer magazine cover designs and websites

Novel and fresh angles, headlines and approaches engage members in potentially tiresome topics

Member testimonials and case studies feel relevant to members

When online, simple and intuitive interfaces work best Search functionality is key Audio and video makes site “sticky” Refresh portal content frequently and

use content “sliders”

Tactical Recommendation:


Employ regular, ongoing features+ Organize departments dedicated to

nutrition, fitness, mental health; they can be columns and blogs

Serve up what members value most:+ Recipes!+ New health news and updates+ Self-care to-do lists+ Occasional give-aways, such as

cookbooks and calendars+ Action guides

Give members something to look forward to



Interactive content encourages readers to get involved with the health plan, which builds relationship and loyalty

Portals and mobile apps are a natural for interactive content:+ Assessments and quizzes+ Calculators+ Symptom checkers

Interactive content can be done well in print also:+ Stickers with the calendar for appointment

reminders+ Menu planners+ Logs and diaries, such as how far you walked

Link to social media, so members can follow the plan on Twitter or “like” the plan on Facebook

Look for interactive opportunities



Tactical RecommendationEngage Members in a Social and Meaningful Way

Leverage principles and concepts from social networking to introduce members to your plan and engage them in health and wellness

Incorporate well-designed incentive programs to motivate behavior change and increase value of your products/brand

Apply game design principles to health management programs to foster teamwork, increase fun, reduce barriers and drive engagement


The right photography is critical Look for opportunities to create infographics Keep it easy to understand



Data-Driven Engagement: Improve Clinical Outcomes, Behavior Change and ROI


“Patient engagement is the blockbuster drug of the

century.” - National Coordinator for Health IT, Dr. Farzad Mostashari


The gap between the needs of hospitals/providers and health plans is narrowing and beginning to blend.

Health care reform has created expanded business opportunities for health plans, providers and hospitals.

Identifying and recruiting high value, healthy members will mitigate financial risk associated with the individual market (2014)

Engaging and measuring improved clinical outcomes for wellness, disease management and targeted health campaigns will meet Medical Loss Ratio (MLR) compliance.

As the ACO model evolves, the integration of data across the health care eco-system will be come a necessity.

Quality measurement and proactive member engagement are keys to success for both providers and payors.

The Healthcare ENGAGEMENT Opportunity


Patient Engagement Framework – Patient Specific Education

Inform Me Engage Me Empower MePartner With

MeSupport My

E-Community

Care Instructions

Reminders

Medication

Prevention

Follow-up Appts.

Care Plan

Tests

Prescribed Medication

Procedure/ Treatment

Materials in Spanish

Guides to understanding accountable care

Materials in Spanish and top 5 national languages

Condition-specific self-management tools

Care Planning

Chronic care self-management

Reminders for daily care

Info

rm a

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Att

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Ret

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Aligned: Emerging Meaningful Use

Aligned: Meaningful Use 1



Aligned: Meaningful Use 4+


Why Data-Driven Communications?Increase Impact and ROI Across the Healthcare Ecosystem

Marketing & Sales

Cost-efficient member retention & new member acquisition: Profile, identify and engage high-value current and potential new and existing patients

Care Management/Health Management

Engage costly, at-risk and hard-to-reach patients: Drive appropriate utilization of healthcare services, benefits, quality management and behavior-change programs

Engage and build loyalty to retain high value patients and help keep them healthy

Quality Create a culture of performance improvement : Implement a customized member centric approach to superior patient experience. Improve Medication Adherence HEDIS targetsMedicare STAR ratingsMeaningful Use

Network Management

Proactive Provider Management: Drive provider referrals, provider profiling, targeted provider contracting and improvement in quality measures


Design Communication Strategy Across the Member Experience

Who?

What?

Why?

Where/How?

When?


Data, Rules, Messaging = Engagement

Phone Coach Digital CoachingWeb Based On Demand

Health Portal Email & Text Content Postcard/Newsletter

Engagement • Risk Reduction • Clinical Outcomes • Utilization TrendsMember Acquisition and Retention • Productivity Improvement • Incentives •

ROI Outcomes • Financial

Integrated Reporting

Member MarketingIntervention Matching

Health Communications PlatformContent Selection (UCR) Mode & Interval SelectionProgram Matching

Analytics EngineClinical InsightMember Profile

Predictive ModelingRule Authoring

Member Compliance HistoryActivity & Engagement

Quality MeasuresRule Triggering and Management

Data Management

Formulary Data • Benefit Design • Lab Results • Rx Claims

Med Claims • Biometric • HRA • DM Coach • Demographic • Consumer Data

Financial Data • EMR Data • Member Feedback • Member Segmentation Data

…to identify the right

person at the right time

Intelligently compile all available data…

…deliver the right message

through the appropriate intervention and delivery

method

… maximizing outcomes and

measuring behavior change


Campaign DeliverablesDelivering messages based on personal preferences and insights

Thank You!

Health & Medicine

Ahip webinar 12 5 (3)