incentivizing behavior change: improving connected health … · 2018-10-09 · frequencyof using...
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Incentivizing Behavior Change: Improving
Connected Health Outcomes
August 71:00 PM CT
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Speakers
Jennifer KentResearch Quality & Product DevelopmentParks Associates
Kate BalboniDirector of Sales & MarketingGiftCard Partners
Matthew MillerVP, Behavior ScienceStayWell
Erica MorgensternVP, Marketing CommunicationsWelltok
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Consumers want help getting healthy
0% 10% 20% 30% 40% 50% 60%
None of the above
Reducing use of tobacco or alcohol
Discovering age and health appropriate exercise
Shopping for and eating healthier meals
Reducing stress and mood swings
Improving overall life quality
Improving sleep quality
Losing weight/getting into better shape
Perceived Health Management Needs (Q2/18)Among Consumers in U.S. BB HHs, n = 5,026, ±1.38%
"H4205. With which of the following would you like to help? Select all that apply." | Asked of a 5,026 Subgroup of U.S. BB HHs Source: Multiple Surveys: American Broadband Households and Their Technologies | © 2018 Parks Associates
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Address Differing Consumer Needs
0% 10% 20% 30% 40% 50% 60% 70% 80%
None of the above
Reducing use of tobacco or alcohol
Discovering age and health appropriate exercise
Shopping for and eating healthier meals
Reducing stress and mood swings
Improving overall life quality
Improving sleep quality
Losing weight/getting into better shape
Patients with chronicconditions(57% of BB HHs, n=2,841,±1.84%)
Patients without chronicconditions(43% of BB HHs, n=2,185,±2.1%)
Perceived Health Management Needs by Chronic Conditions (Q2/18)Among U.S. BB Respondents in Specified Groups
"H4205. With which of the following would you like to help?" | "H4200. Do you have any of the following conditions?" | Asked of a 5,026 Subgroup of U.S. BB HHs | Source: American Broadband Households and Their Technologies Q2 2018 | N=10,024, ±0.98% | © 2018 Parks Associates
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Consumers Accept Accountability
80% 60% 40% 20% 0% 20% 40% 60% 80% 100%
I can't afford to be healthy
I need others' help to improve my health
The people around me take better care of their health than I do
I only think about my health when I'm sick
Changing my health habits is too difficult
I don't have the time or energy to do what I have to do
The more I learn about my own habits and lifestyle, the better Ican improve my health
I am solely accountable for daily activities that affect my health
Disagree (Rating 1-3) Agree (Rating 5) Strongly agree (Rating 6-7)
Consumer Attitudes towards Managing Personal Health (Q2/17)Among U.S. BB HHs Surveyed, n = 5,012, ±1.38%
"H4315. Please rate your level of agreement with the following statements about your health and how you manage your health." | Asked of a 5,012 Subgroup of U.S. BB HHs | Source: American Broadband Households and Their Technologies Q2 2017 | N=10,018, ±0.98% | © 2017 Parks Associates
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Frequency drops off, then sustains
0%
20%
40%
60%
80%
100%
3 months or less(7% of Subset,n=41*, ±15.3%)
4-6 months(10% of Subset,n=63, ±12.4%)
7-12 months(20% of Subset,n=122, ±8.87%)
13-24 months(30% of Subset,n=182, ±7.26%)
More than 24 months(33% of Subset,n=197, ±6.98%)
Fitness tracker
Several times a day
Daily/Almost daily
1-3 times a week
1-3 times a month
No longer use/ occasionallyuse
Frequency of Using Fitness Trackers by Length of Ownership (Q2/17)Among the 12% of Respondents Owning Fitness Trackers
*Indicates small sample size, results provide DIRECTIONAL information only"H4110. During the last month, how often have you used the following devices? - A digital pedometer or fitness/activity tracker" | Asked of a 5,012 Subgroup of U.S. BB HHs | Source: American Broadband Households and
Their Technologies Q2 2017 | N=10,018, ±0.98% | © 2017 Parks Associates
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A Variety of Incentives for Engagement
0% 5% 10% 15% 20% 25%
Any type of penalty if you participate initially but drop out later
Any type of penalty if you participate but fail to achieve goals
Reduction in annual deductible if you manage to achieve goals
Rewards that you can earn and redeem for products and services
A discount on your health insurance premium if you manage to achieve goals
A discount on fitness/wellness devices
Cash incentive for you to sign up for this program
Free passes to fitness clubs
Free fitness/wellness device
A discount on the monthly fee for fitness clubs
Employer/Insurer Incentives Included in a Wellness Program (Q2/17)Among the 18% of Respondents in BB HHs Participating in a Wellness Program, n= 920, ±3.23%)
"Q4270. Does your employer/insurer offer the following as part of the wellness program?" | Asked of a 5,012 Subgroup of U.S. BB HHs Source: American Broadband Households and Their Technologies Q2 2017 | N=10,018, ±0.98% | © 2017 Parks Associates
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Speakers
Jennifer KentResearch Quality & Product DevelopmentParks Associates
Kate BalboniDirector of Sales & MarketingGiftCard Partners
Matthew MillerVP, Behavior ScienceStayWell
Erica MorgensternVP, Marketing CommunicationsWelltok
B2B Incentives & Rewards
Helping companies understand how incentives and rewards can help their business for 10+ years
Personalized approach to selecting the best gift cards for their programs:
CVS Pharmacy Corporate Gift Card Program in the wellness space
• Product development: Selectively-filtered card (CVS Select® Gift Card)
• Brand resonates with all age groups & demographics
Corporate health & wellness & Medicaid/Medicare Employee recognition
Motivation and sales incentives Workplace Safety
Customer loyalty rewards
Creating a Culture of Wellness Using the Right Rewards
Promoting Wellness with Incentives/Rewards
• Educate with content
• Collaborate with our customers to determine their challenges and goals
• Help select the right rewards for each wellness program
Content Consult Reward
Presented by Matthew Miller, Ph.D., Vice President of Behavioral Science, StayWell
Incentivizing Behavior Change: Improving Connected Health Outcomes
Illuminating the path to better health
At StayWell, we believe in the transformational power of health.
BehaviorChange Education Inspiration
©The StayWell Company, L.L.C. All rights reserved.
A scientifically proven approach
40 years of unparalleled expertise
Evidence-based approach with 100+ studies published
Walking the talk with insights from Bean,
our learning lab
40
Personalized Health Incentives
ERICA MORGENSTERN | VP, Market ing Communications
EMAIL: pr@Wel l tok.com
PAGE 16 l CONFIDENTIAL INFORMATION © WELLTOK 2018
Data-driven, enterprise SaaS
company offering a sponsor branded
consumer activation platform
WHO ARE WE?
INTRODUCING WELLTOK
WHO DO WE SERVE?
Health Plans
Providers
Employers
Health ServicesPharmacy
Public & Community
WHAT’S THE VALUE?
Enable customers (sponsors) to activate
consumers by targeting and connecting them
with personalized health resources
WHAT DO WE DO?
• Power growth and retention initiatives
• Improve healthcare value
• Streamline the consumer experience
PAGE 17 l CONFIDENTIAL INFORMATION © WELLTOK 2018
MA
CH
INE
LEA
RN
ING
WELLTOK’S CONSUMER ACTIVATION PLATFORMApplying Big Data and Machine Learning to Optimize Programming and Activate Consumers
• Who is most impactable?
• Who is most receptive?
• What are the best channels?
MASTER CONSUMER INDEX
CLAIMS CLINICALELIGIBILITY
CONSUMER DATA
DRIVE CONSUMER ACTIVITY COMPLETION AND REWARD ACTIONS
APPLY PROPRIETARY MACHINE LEARNINGTO CURATED CONSUMER DATA SETS
IDENTIFY ROI-DRIVENPROGRAM DESIGN & OUTREACH
SPONSOR LOGO
PERSONALHEALTH
ITINERARY
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How to keep consumers on track?
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Consumers lose interest, motivation
0% 5% 10% 15% 20% 25% 30% 35%
Other reason
The companion software is terrible
I lost the device
The device was an unwanted gift
Device is too difficult to use
I found a different type of device that works better for my needs
I no longer perform the activity that I used the device for on a regular basis
Device is broken or malfunctioning
I forget to use the device
I lost interest in using the device
Reasons for No Longer Using a Connected Health Device (Q2/17)Among the 4% of U.S. BB HHs Owning a Health Device But No Longer Using It, n = 220, ±6.61%
"H4120. Which of the following best describes why you no longer use the device?" | Asked of a 5,012 Subgroup of U.S. BB HHs Source: American Broadband Households and Their Technologies Q2 2017 | N=10,018, ±0.98% | © 2017 Parks Associates
% Selecting Reason
How to Use Wellness Incentives Effectively
The goal is to create habits that will last.
Engagement strategies that keep users on track:
Ask your members / employees
Focus on clear communication
Strive for frequency & consistency
Leverage technology to measure and deliver incentives
Incorporate non-cash rewards
"Non-cash incentive programs are 50-150% more likely to be linked to employee retention,
satisfaction, and performance than cash-only incentive structures.”
Incentive Research Foundation - Establishing the Intangible, Non-Financial Value of Awards Programs
PAGE 21 l CONFIDENTIAL INFORMATION © WELLTOK 2018
5 KEY CAPABILITIES OF A CONSUMER ACTIVATION PLATFORM
CE Leaders Tackle Wellness
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CE Leaders Tackle Wellness
Samsung Gear Fit2 Pro and Gear Sport offered to UnitedHealthcare Motion wellness program participants
Aetna offers free Apple Watch to 50,000 employers, and at a subsidized cost for customers and large employers.
As of October 2017, more than 6.8M Fitbit users have connected their data to employer, insurer and heath systems population health programs.
Designing an Effective Incentive Program
©The StayWell Company, L.L.C. All rights reserved.
25Reference: Anderson D, Grossmeier J, Seaverson ELD, Snyder D. The Role of Financial Incentives in Driving Employee Engagement in Health Management. ACSM’s Health & Fitness Journal, 2008;12(4):18-22.
Incentives drive compliance for simple tasksImpact on health assessment participation
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
$0 $100 $200 $300 $400 $500 $600
HA
Part
icip
atio
n
Incentive ValueN = 36 StayWell clients
©The StayWell Company, L.L.C. All rights reserved.
26Reference: Gingerich SB, Anderson DR, Koland H. Impact of financial incentives on behavior change program participation and risk improvement in worksite health promotion. American Journal of Health Promotion, 2012;27(2):119-122..
Incentives increase coaching participation
N = 24 StayWell clients; > 500,000 employees
26%30%
76%83%
20%25%
0%
25%
50%
75%
100%
No Incentive Incentive
Part
icip
atio
n R
ates
Registration Completion Throughput
PAGE 27 l CONFIDENTIAL INFORMATION © WELLTOK 2018
INTEGRATED INCENTIVE & REWARD MANAGEMENTSophisticated Ability to Tie Any Consumer Actions to Any Rewards
TARGETED BEHAVIORS
INCENTIVES
ACTIONS
REWARDS
DOLLAR AMOUNT
# POINTS/ENTRIESVA
LUE
INTRINSIC REWARDS
EXTRINSIC REWARDS
TYP
E
OUTCOMES BASED
PARTICIPATION
AC
TIO
N
PAGE 28 l CONFIDENTIAL INFORMATION © WELLTOK 2016
PERSONALIZE
TARGETEDBEHAVIORS
REWARDS
ACTIONS
INCENTIVES
BENEFITS
CLINICAL DATA
CLAIMS DATA
CONSUMER INSIGHTS
CONSUMERACTIONS
CONSUMERINPUTS
PERSONALIZED INCENTIVE MODEL DRIVES & REWARDS ACTION
PAGE 29 l CONFIDENTIAL INFORMATION © WELLTOK 2018
INCENTIVE DESIGN: DEFINING EFFORT LEVEL
The Benefits of Gift Cards in Wellness
Versatility
• Create initial participation / engage employees in new initiatives
• Encourage ongoing participation until a habit is formed
• Acquire new members
Flexibility
• Fits with smaller budgets: discounts on bulk purchases
• Easy to incorporate into current programs
Choice
• Health-centric brands align with a ‘Culture of Wellness’ message
• Various brands available for different members of your population
Gift Cards Growing in Popularity
as Reward
“Over 50% of companies predict
they will increase spending on gift
cards, and roughly 1 in 5
companies will be increasing their
budgets by over 10% in the
coming year.”
A Closer Look at Gift Cards, IRF 2018 Study
Q&A
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Jennifer KentDirector, Research Quality & Product
Development
Thank You