medcity engage: advancing beyond patient engagement to behavior change

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MedCity ENGAGE presentation

Advancing Beyond Patient Engagement to Behavior Change

Brent Walker, EVP & CMO, c2b solutions

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 Healthcare95%Percentage of health leaders who identify patient engagement as very important in transforming healthcare

National eHealth Collaborative21%Increase in medical costs of patients with the lowest activation scores as compared to those with the highest scores

Robert Wood Johnson Foundation12.5%Reduction in hospital admissions among patients with enhanced decision-making support through technology and coaching

Robert Wood Johnson Foundation0.08%Response rate for email advocacy messages. Text/SMS advocacy messages had a 4.7% response rate

Harvard Family Research Project

How Healthcare Companies Generally Approach Consumers

So is Education the Answer?

the Johns Hopkins study (n=500; 2012) found that 53% of the physicians were overweight or obese, which tracks with the 64% of U.S. adults who fall in the same categories

Nurses = UCLA study 25% LPNs 5

What are Psychographics?

Healthcare Consumer SegmentationDemographic, Socioeconomic, Health Condition Segmentation: Grouping people by gender, age, ethnicity, income, education, geography and other physical or situational characteristicsBehavioral Segmentation: Grouping people by their behavior (e.g., healthcare utilization behaviors tracked by a medical claims database, shopping behaviors tracked by a retailers loyalty card database)Psychographic Segmentation: Grouping people by shared values, principles, beliefs, emotions, personality, interests and lifestyleAdvantages More effective in resonating with a consumers motivations and unarticulated needs


One of the secrets to P&Gs success

Grocery store aisle9

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 - 2010Pan Health2011 - 2012Predictability of each model improved in succession

c2b Research Summary United States, online sample of 4,878 and 4,039 individualsNational representative sample by age (18+), sex, region, and raceJan 2013 and Jan 2015

Health Insurance Provider - Satisfaction, Desired Benefits

Health Care AttitudesConditions Experience, Current Medications, OTC AttitudesHealth Care Reform AttitudesSources of Health Care Information & MediaDemographicsSocioeconomicsGeography

51 Health Conditionsincluding

AnxietyDiabetesHeart DiseaseDepressionCOPDObesityHypertension

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)

Ran pre-/post-Individual Mandate of ACA12

Self Achievers

Self 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 Jugglers

Priority 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 familys health and will make sure their loved ones receive the care they need.

Direction Takers

Direction 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 physicians advice not because they disagree with his/her recommendations, but because it is often difficult to work these recommendations into their routine.

Willful Endurers

Willful 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

SegmentDescriptionEngagement StrategyBalance Seekers18%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 madeWillful Endurers27%There are more important things in my life to focus on than improving my health. I live in the here and now. Living for todayPriority Jugglers18%I worry more about my familys 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 JugglersSelf Achievers24%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 goalDirection Takers13%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 KEYEach 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 wasnt always obvious how to make it actionable.

Making it Actionable:Identifying Consumers by Segment

12 Question Classifier

One-on-One Engagement

Ongoing Results

83% of participants progressed against their goalsDiabetes 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

138 patients in pilot; 4 health coaches


What We Needed

PatientBond Automating Psychographic Segment-Specific Communications


Your Healthcare Consumer AudiencePatientBond communicates and modifies behavior using a preference based outbound communications system for numerous applicationsWe Segment Your Consumers

Automated Engagement

6%ReadmissionsCambridge, Massachusetts

Posterior Spinal Lumbar Surgery25

We aligned them to the workflow for automated engagement with psychographic messaging


EmailTextsSegment Specific Messages

Automated Engagement

6%ReadmissionsAfter 8 Months:One Readmission>75% Reduction in Nurse FTE85% Patient Compliance to All 9 WavesCambridge, Massachusetts

Posterior Spinal Lumbar Surgery28

Demonstrated Behavior Change.with Proven Outcomes and ResultsDoubled Consumer Response Rate to Direct Mail Advertising for Insurance Companies

Significant Increase in Workplace Wellness Program Participation72% of at-risk blue collar workers


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