Post on 12-Apr-2017
Advancing Beyond Patient Engagement
to Behavior Change
Brent Walker, EVP & CMO, c2b solutions
www.c2bsolutions.com
Background:
Psychographic Segmentation and its Application in Healthcare
➶ c2b founded in 2012
➶ Long careers leading healthcare insights and consumer behavior change at P&G
➶ Helping healthcare organizations enhance patient engagement and drive behavior change
➶ Insights PLUS Application/Operationalizing
Significant Opportunities to Employ Valuable Consumer Understanding and Marketing Expertise in Healthcare
95%
Percentage of health leaders who identify patient engagement as very important in transforming healthcareNational eHealth Collaborative
21%Increase in medical costs of patients with the lowest activation scores as compared to those with the highest scoresRobert Wood Johnson Foundation
12.5%
Reduction in hospital admissions among patients with enhanced decision-making support through technology and coachingRobert Wood Johnson Foundation
0.08%
Response rate for email advocacy messages. Text/SMS advocacy messages had a 4.7% response rateHarvard Family Research Project
How Healthcare Companies Generally Approach Consumers
So is Education the Answer?
What are Psychographics?
Healthcare Consumer Segmentation
• Demographic, Socioeconomic, Health Condition Segmentation: Grouping people by gender, age, ethnicity, income, education, geography and other physical or situational characteristics
• Behavioral Segmentation: Grouping people by their behavior (e.g., healthcare
utilization behaviors tracked by a medical claims database, shopping behaviors tracked by a retailer’s loyalty card database)
• Psychographic Segmentation: Grouping people by shared values, principles,
beliefs, emotions, personality, interests and lifestyle– Advantages – More effective in resonating with a consumer’s
motivations and unarticulated needs
Surface
Deeper
INSIGHTS
One of the secrets to P&G’s success
Evolution of Psychographic Health & Wellness Models
Golden Pond 28% Apple Pie 27% Out of Sight 18%Health Searcher 18% Maverick 18%
65+/Medicare2004 - 2007
Independent Spirit 22%Guardian 25% Life Balancer 35% Purposeful Idealist 18%
Baby Boomers2008 - 2010
Pan Health2011 - 2012
Predictability of each model improved in succession
c2b Research Summary
United States, online sample of 4,878 and 4,039 individuals
National representative sample by age (18+), sex, region, and race
Jan 2013 and Jan 2015
Health Insurance Provider - Satisfacti
on, Desired Benefits
Health Care
Attitudes
Conditions Experience,
Current Medications,
OTC Attitudes
Health Care
Reform Attitudes
Sources of Health Care
Information
& Media
DemographicsSocioeconomics
Geography
51 Health Conditionsincluding…
• Anxiety• Diabetes• Heart
Disease• Depression• COPD• Obesity• Hypertension
More than 50 Million Data Points on Healthcare Consumer Attitudes and Behaviors
There are Five c2b solutions Psychographic Segments (Shown as a percent of the U.S. Population)
Self AchieversSelf Achievers are the most proactive when it comes to their wellness, investing what is necessary toward their health and appearance.
Self Achievers may actually have health issues, but they stay on top of them with regular medical check-ups, health screenings, and research.
Self Achievers are task oriented, and will tackle a challenge if they are given measurable goals.
Balance Seekers
Balance Seekers are generally proactive in their health and are wellness-oriented. Balance Seekers are open to many ideas, sources of information, and treatment options when it comes to their healthcare.
However, Balance Seekers themselves – not healthcare professionals -- define what success looks like in their health. Physicians and other healthcare professionals are useful resources, but not the only resources, for leading a healthy life.
Priority JugglersPriority Jugglers are very busy with many responsibilities. Because of all these responsibilities, Priority Jugglers may not take the time to invest in their own wellbeing and are reactive when it comes to health issues.
However, Priority Jugglers are very proactive when it comes to their family’s health and will make sure their loved ones receive the care they need.
Direction TakersDirection Takers believe their physician is the most credible resource for their healthcare needs. Direction Takers like to “cut to the chase” and look to their physician and other healthcare professionals for direction and guidance because of their expertise and credentials.
Direction Takers are more likely to go to the doctor at the first sign of health concerns.
However, Direction Takers may not always follow a physician’s advice – not because they disagree with his/her recommendations, but because it is often difficult to work these recommendations into their routine.
Willful EndurersWillful Endurers live in the “here and now” and believe there are more important things to focus on than improving their health for the future.
Willful Endurers are not necessarily unhealthy, but they do what they like, when they like, and are less likely to change their habits. They are self-reliant and can withstand anything life throws at them, going to the doctor only when they absolutely must.
The Psychographic Segments Appear Across all DemographicsThe Segments are in Every Population and Health Condition
Issues tied to 30 day readmission
Segment Description Engagement Strategy
Balance Seekers
18%
I am open to many ideas and options, as long as they make sense for me. I need context to understand ideas and recommendations.
Context, Candor and Choices to be made
Willful Endurers
27%
There are more important things in my life to focus on than improving my health. I live in the “here and now”. Living for today
Priority Jugglers
18%
I worry more about my family’s health than my own. I am constantly on the go, juggling many responsibilities, so getting sick is not an option.
How the family will benefit;Connect them with other Priority Jugglers
Self Achievers
24%
I take ownership of my health and I actively take steps to be healthy. I focus on achieving my goals and objectives. A disease is another challenge to be overcome.
Reach the long term goal
Direction Takers
13%
I look to my physician and other health care professionals for guidance and direction on what I need to do to address my disease.
Doing what I ask of you
THE KEY
Each psychographic segment is unique in its motivations and communications preferences
“The pilot program demonstrated that the consumer-segmentation strategy improved goal attainment, which is how health coaches measure success. It also improved satisfaction for both participants and coaches.”
Recognizing the Need for Consumer Understanding
“Psychographic segmentation represents an opportunity to take behavior influence ‘secrets’ of the consumer industry and apply them to population health.”
“We, as health care providers, are used to working with patients in ways that are comfortable for us… We all want to do the right thing, but to provide patient-centered care we need to make an effort to understand what motivates patients.”
“Psychographics Are Just as Important for Marketers as Demographics… Until recently, however, it was a lot harder to get psychographics than demographics, and even if you had psychographic data, it wasn’t always obvious how to make it actionable”.
Making it Actionable:Identifying Consumers by
Segment
12 Question Classifier
One-on-One EngagementOngoing Results• 83% of participants progressed against their goals• Diabetes population +90% change in mean goals
completed.• Qualitative feedback from the health coaches:
• "The team has found using the psychographic insights ‘energizing,’ and they have found themselves listening closer to what the patients say, looking for clues.”
• “They confirmed that the segment-specific key words from the segment ‘code book’ are popping up among the respective segments.”
• “The psychographic insights are significantly reducing time to form a bond with the patients and engage in meaningful coaching.”
Health Coaches
What We Needed
PatientBond – Automating Psychographic Segment-Specific Communications
Wellness
Your Healthcare Consumer Audience
PatientBond communicates and modifies behavior using a preference based outbound communications system for numerous applications
We Segment Your Consumers
Automated Engagement
6%Readmissions
Cambridge, Massachusetts
We aligned them to the workflow for automated engagement with psychographic messaging
Pre-surgery
Post-surgery
Email Texts
Segment Specific Messages
Automated Engagement
6%Readmissions
After 8 Months:One Readmission
>75% Reduction in Nurse FTE85% Patient Compliance to All 9 Waves
Cambridge, Massachusetts
Demonstrated Behavior Change….with Proven Outcomes and Results
• Doubled Consumer Response Rate to Direct Mail Advertising for Insurance Companies
• Significant Increase in Workplace Wellness Program Participation• 72% of at-risk blue collar workers in a pilot at Fortune 50 company
joined 12 week diabetes education series
• Influencing Patients to Join a Physician Practice• 292% average increase in consumer Website visits per month
• Reduced Care Gaps and Missed Appointments at Health System• Focus on Medicaid, Hispanic and rural communities• 22% reduction in missed appointments• +$70,000/month revenue recapture• 18% increased compliance in requisite screenings for closing care gaps at individual level
• Increased Payment Collections and Patient Loyalty for Chain of Urgent Care Clinics• 2X increase in monthly collections• >70% of all payments within 48 hours of communications• Achieved high Net Promoter Scores and “Likelihood to Recommend”
On the next slide is a URL to:1. Discover your psychographic segment2. Experience a PatientBond demonstration
• Text• Email• Phone Call/Interactive Voice Response
Experience a Demonstration
c2b.patientbond.com/engage
Wifi:Network: Marriott_CONFERENCECode: mcne2016
Experience a Demonstration
@c2b_solutionswww.c2bsolutions.com
Thank You!
@c2b_solutionswww.c2bsolutions.com
brent@c2bsolutions.com