how aurora health care engages thousands of members for insight

Aurora Health Care(Vision Critical

customer spotlight)

ANNE MARTINO

Vice President,

Consumer Insights & Innovation

Aurora Health Care

What is Aurora Health Share?

Health Share is a patient-based

online forum through which Aurora

Health Care can ask consumers

question and solicit their feedback.

It is a market research tool and it

offers opportunity to be a

relationship marketing tool.

Vision Critical provides the

software framework and platform

for the community.

Health Share Demographic Profile

Female

71%

Male

29%

18-24 yrs 2%

25-34 14%

35-44 17%

45-54 22%

92% White

20% Aurora Employees

94% Aurora Primary

Care Patients

55-64 25%

65-74 15%

75+ 4%

Age

GenderRace

Patient Status

Employees

5000 members

The Importance of Customer Understanding

Health Share helps Aurora Health

Care:

Strengthen its patient understanding

Create a community platform to

capture valuable insights and allow

patient concerns to be heard

Develop a tool to gather ongoing

community insights that drive

improvements in patient care

Shifting Consumer Expectations

Diverse Consumer Segments

Activity and Digital Engagement at a Glance

Not Active Highly ActiveModerately Active

Very Tech-savvyModerately Tech-savvy

Delivering Better Products and Enhanced Services

Insight from Health Share helps Aurora deliver more patient-centric offerings

Consumer Insight Drives Investment

Make smarter

media purchases.

Write content that

speaks her language.

Select appropriate channels

email, social media, etc.

Communicate directly and

build lasting relationships.

The insight community helps Aurora do the following:

Consumer Insight Drives Investment

TelevisionsTop Social Media Sites

Lifestyle Initiative Project: Primary Care Health Coaching

The community helped Aurora

develop a differentiated health

coaching program targeting

patients with Hypertension

and Type 2 Diabetes.

Patient insight helped the

organization understand

preferences for when, where

and how this program should

be delivered.

Concept Test

Personal Health Coach Virtual Health Coach Digital Health Manager

Insight from the community helped influence health coaching options.

Concept Test: Health Coaching Options

Hypertension (High Blood Pressure) Type 2 Diabetes

Digital Health Manager Digital Health ManagerPersonal Health Coach

Aurora Health Care discovered that consumers want an easy, convenient, on-

demand solution.

Motivating features:

Weight Management, Sleep and Stress Management

Communicating change

Inspiring people to think about the customer in a new way

Insight enables consumer-focused health care

Clinical Operations Medical Group Marketing

© Aurora Health Care | 17

Three takeawaysThe consumer point of view informs transformation.

Understanding consumer needs allows for more

effective use of resources.

Embracing consumer perspectives impacts the

organization cross-functionally.

© Aurora Health Care | 19

Learn how successful healthcare insurers and providers gather the best, most

reliable patient insight. Download the ebook Symptoms of Change.

© Aurora Health Care | 20

Watch a four-minute demo to learn how the Vision Critical customer

intelligence platform can help you connect and engage with your patients.