Identifying Health Values To Engage Consumers Across Generations Colleen Welsh-Allen

We are Catalysts making the world a healthier place.

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We do this by being

powerfully connected

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Connected to the changing

healthcare landscape

The number of health stakeholders is increasing.

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Patients are more empowered and focused on their wellness.

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An aging population wants more from healthcare

companies and their doctors. 7

PARTNERING

The healthcare industry is rapidly shifting toward partnering and engaging with consumers to help them make the best health and wellness decisions for themselves and their families.

CONSUMERS HEALTH

ENGAGING

WELLNESS

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2,040 2,095 2,097 2,089 897

Design & Method

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Custom follow-up online survey to the National Health and Wellness Survey [ NHWS ] 9,218

Respondents | Number of Patients

Fielding

4,546 4,672

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Data was weighted on gender and age within geographies

TOTAL =

[ AGED 18 + ]

USA UK Germany Japan Brazil July 2014 – September 2014

The NHWS is the largest healthcare database

of projectable, self-reported real world patient

level information. Prior inclusion in NHWS was

required to link results across the two studies.

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Acknowledgement

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This presentation is a continuation of the great work

spearheaded by the Center for Talent Innovation, as part of

their Power of the Purse report [ 2014 ].

Both men & women are Health Activators [ Not all caregivers are female ]

Health Activators cross-generations

[ Including many Millennials ]

Health Activators make decisions for more than immediate family [ Not just their spouse and children ]

Health Activators

Health Activators challenge some common stereotypes

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Caregivers are not always spouses and

children; sometimes they are friends

(who may be closer than family). I

found little support available for non-

immediate-family-member caregivers.

~Baby Boomer

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Globally Health Activators make decisions for their spouses, children, parents, other family and loved ones

Projections according to National Health and Wellness Survey data 2013 for all geographies except Brazil (2012) 12

Who Health Activators Cares For

59% 36% 21% 35% 30%

SPOUSE | PARTNER CHILDREN <18 CHILDREN 18+ PARENTS | OWN/IN-LAWS FAMILY | LOVED ONES

US 58% 42% 17% 27% 28% UK 61% 40% 19% 20% 23%

Germany 61% 29% 20% 22% 29% Japan 71% 18% 30% 36% 31% Brazil 56% 42% 23% 48% 32%

Note: Brazil has a higher % of Health Activators taking care of their parents than other countries

Globally

In fact, Millennials are making more decisions for their parents and other loved ones than any other generation

SPOUSE / PARTNER CHILDREN <18 CHILDREN 18+ PARENTS | OWN/IN-LAWS FAMILY / LOVED ONES n=1351

Millennials Generation X Baby Boomers Silent Generation

n=1504 n=1084 n=1665 n=3000

23% 35%

45% 45%

32%

54%

33%

32% 26%

36%

11%

58%

23% 26% 9% 8% 3%

Who Health Activator Cares For

Industry needs to recognize that Health Activators don’t differentiate between ‘Health’ and ‘Wellness’

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Physically Fit Happy Well Rested

Free of Illness Free of Stress

Health is more than just being free of illness…

I view health as overall wellness including

general/medical health, emotional health,

physical health, mental health. I consider

it whole-health. A weak mental health and

strong bodily health can be as life-threatening

as a disease. I am convinced that a person

with weak bodily health and strong emotional

health can extend their life by attitude alone.

~Gen X

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Health Activators make an average of 11 decisions for those in their care

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Vaccinations

Lifestyle Choices [ e.g. smoking, dieting ]

Nutritional Choices

Vitamin | Supplement

Choices

Making Appointments

Seeking Medical Attention

Selecting Treatments | Medications

Scheduling [ e.g.. doctor’s visits ]

Types of HCP | Medical Specialist Seen

Adherence to medications

Most common

Wellness related decisions

Most common

Illness related decisions

72%

15%

5%

8%

56%

21%

10%

13%

46%

30%

10%

14%

41%

19%

21%

19%

And Millennials are more likely to be involved in decisions for larger numbers of people

* Individual / group of people includes spouse/partner, children 18+, children <18, parents, in-laws, other family, and loved ones 16

SILENT GENERATION

BABY BOOMERS GENERATION X MILLENNIALS

Health Activators Individual | group of people*

or more

Number of People Health Activators make decisions for

Despite making these many decisions, Health Activators are often not fully knowledgeable on how to keep themselves and their loved ones healthy

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say one can influence own health and well being

61%

say its important to be knowledgeable on how to keep healthy

72%

say they are knowledgeable about how to keep healthy

42% only

Knowledge of Keeping Loved Ones Healthy

Not super knowledgeable but I think I know where I can look up information to get to the answers or someone with the answers.

~Millennial “ ”

This need for greater knowledge exists across all generations

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Can influence [ a lot/completely ] own health and well-being Very | extremely important to be

knowledgeable on how to keep healthy Very | extremely knowledgeable about how to keep healthy

61% 62% 61% 60%

72% 72% 73% 72%

44% 38%

41% 47%

SILENT GENERATION BABY BOOMERS GENERATION X MILLENNIALS

Knowledge of Keeping Loved Ones Healthy

And because of the need for knowledge, Health Activators are not always confident in the decisions they make for themselves and their loved ones

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I have sufficient knowledge to make healthcare decisions

41%

I am making good health and wellness decisions

43%

I am making good health and wellness decisions for my loved ones

42%

I feel pressure to make the right choice. Sometimes I’m

confused and anxious I am making the right healthcare choice.

~Gen X

I would like to have more information. Electronic health records

and the health system portals are a great beginning but they do

not give me enough detail to do more research on my own.

~Millennial

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Being a Health Activator is both challenging and rewarding

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Being a decision maker is a big

responsibility, but also one that is

rewarding when you can see that you have

helped someone get good care. But I won’t

say that it is not somewhat of a burden in

the moment when you aren’t sure of what

needs to be done to help a loved one.

~Millennial

Like any caregiver, I felt

overwhelmed, exhausted to the

bone, terrified and very alone.

~Baby Boomer

Frustrated. Rarely able to fix problems with

a single call. Shouldn’t be so complicated or

taxing for caregivers.

~Gen X

I foresee this feeling stressful in the

future as an only child trying to make the

right decisions for my parents and not

having someone else in my family help

with the decision making process.

~Millennial

Being the decision maker can make

me feel impatient, at times, due to the

challenge of obtaining information.

~Gen X

Where do I find the time?!! Yet, I wouldn’t

trust this to anyone else.

~Gen X

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Each younger generation of Health Activators are distancing themselves a little more from having a trusted HCP and pharmacist

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Silent Generation

Baby Boomers

Generation X

Millennials And there is less trust

Health Care Provider

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How Can Industry Communicate With The Important Millennial Health Activator?

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Health Activators are a core consumer

segment for the healthcare industry

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They set the health and wellness

agenda for themselves and others,

choose treatments, and hire and

fire physicians, pharmacists and

insurance providers

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By communicating health and wellness information to all

generations…especially Millennials… industry can bring trusted information and

confidence to the complex and aging patient population

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This communication needs to be crafted with the unique needs of Millennials in mind

Source: http://www.ibtimes.com/healthcare-2015-why-millennials-avoid-seeing-doctors-what-means-rising-healthcare-2065473

Source: http://thehealthcareblog.com/blog/2014/03/18/what-do-millennials-want-from-the-healthcare-system/

According to a Pew Research Report | 2014

Millennials are:

Independent and skeptical Want a health care system that’s holistic and widely accepted

Worry about money, the future and think economic stability should come before marriage and family life

Lack knowledge about the healthcare system or believe it to be flawed

Dependent on technology and social media

Want a health care system that’s simple, sensible, accessible

See a ‘sick care’ system rather than a ‘health care system

Compared to other generations, millennials prefer retail and urgent care clinics, and they visit primary care physicians less.

The Peculiar Health Care Habits Of Millennials

Percentage of each generation who preferred retail and acute care clinics and who visited their primary care

Millennials Baby Boomers Seniors

Primary Care Physician

Acute Care Clinics

Retail Clinics

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Give others their opinions on health & wellness matters

Need more credible, self-directed information

Trust and use non-traditional resources

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Summary

1 Reaching beyond the patient to Health Activators who are influencing decisions that span genders and generations

3 Providing more knowledge via non-traditional channels to help Health Activators make confident and well informed decisions

2 Addressing both Health and Wellness in the many decisions that are made for themselves and others

Communicating with today’s complex aging population means we have to consider:

4 Making sure that any Patient Experience mapping takes a 360° degree look to make sure we are not missing the influence of Health Activators on the Journey

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Contact Information

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