Ahip webinar 12 5 (3)

Strategies to Build
Loyalty and Promote
Wellness in a ConsumerDriven Marketplace

Today’s Agenda
 Today’s Health Care Consumer
 Understanding Consumer Types and Preferences
 Driving Engagement Across the Member Experience
 Engaging Members & Creating Value: What Does it Look Like?

 Data driven engagement strategies to drive clinical improvement and behavior
change
 Q&A

2 / AHIP Fall Forum/ December 3, 2012

Effective Communications Strategy:
Today’s Shifting Consumer Market


A Shift is Underway
Significant Change Resulting from Reform
 Individuals will represent a much larger percentage of the
market
+ Consumers will be presented with more choice
+ Shopping for coverage based on a variety of criteria –
price paramount,
+ Opportunities for health pans to create new value
 Traditional actuarial and underwriting models will likely be
replaced
+ Risk adjustment – the transfer of funds from insurers
who have lower risk populations to those who have
higher risk populations – will create a new type of
competitive dynamic among competing plans
 Medical Loss Ratio (MLR) provisions mean marketers will
need to do more with less
 Quality and cost containment becoming increasingly
important


Individual Market Growth

14 million
people
purchase individual
coverage today

5


Where Will New Individual Members Come From?

Current individual members
Competitor‘s individual members

Current group members
Competitor‘s group members

Uninsured


Health Care: The Age of the Consumer
Driven By Convergence of Multiple Trends

Retailization of
Health Care

Rising Health
Care Costs

Health Care
Reform

Information
Age

Unhealthy
Lifestyles

Empowered
Consumers

Today’s Consumer
Rise of Empowerment and Consumer Experience
1990s
Beginnings of
consumer
empowerment and
experience

Early 2000s
Consumer
empowerment on
the rise
Information
transparency
Greater focus on
experience
Time becoming
increasingly
limited
Growing emphasis
on balance,
spirituality family,
community

Mid 2000s
Focus on
consumer
experience
mainstream

Late 2000s

Today

Credibility,
integrity critical
factors

Empowered with
more knowledge
and control
Individualistic

Emerging focus
on credibility and
integrity

Online feedback
increasing
creating greater
empowerment

Increasing
customization

Distraction =
entertainment

Engagement on
their own terms

Social networking
becomes
mainstream
creating new
market dynamics

Shorter attention
spans

Increasingly
intolerant, hostile
about poor service

Craves meaningful
experience

Message overload

Desire to simplify
Time is a real
scarcity

Organizational
Control

Individual
Control/Influence

Consumer Decision Journey
Experience Critical for Ongoing Loyalty

The Consumer Decision Journey, McKinsey Quarterly, June 2009


Shifting to a Consumer-Driven Business Model
Aligning marketing activities with priorities

 Prioritize by consumer decision stages
+ Align spending with most critical stages
+ i.e. – spend less on closure stage, more on improved ‗experience‘
 Align messaging
• Initial consideration with greatest opportunity
+ Facts, testimonials consumer is seeking
 Invest in consumer-driven communication vehicles
+ Web sites, guides, publications, mobile applications, etc.
 Win at final decision decision-making stage
+ Branding, ‗packaging‘
+ Appealing and informative
 Create a seamless brand experience
+ Align all consumer marketing activities


Consumer Experience
Today’s Consumer Expects More


Understanding Consumer Types and Preferences


Let‘s take a look at one market segmentation technique…

PATTERNS OF ADAPTING TO
HEALTH (PATH TYPE®)

Page 13

PATH type® psychographic segmentation for healthcare
Ninety percent of adults in the U.S. display one of nine archetypes. They
occur among men and women equally, as well as across all demographic
factors.
PATH Type® Nationally
17%
13%
9%
5%

8%

Copyright © Neubehaviors Corporation

8%

10%

11%

8%

Page 14

11%

The PATH type® model
Each PATH type® profile reflects an individual‘s pattern of values and
priorities across key dimensions known to influence the way adults shop
for, select, use and evaluate health care services, providers and payors.

Eleven Dimensions Measured by PATH type
1.

Level of Involvement in Family
Health

7.

Level of Involvement in Healthcare
Decision-making

2.

Trust in Medical Professionals

8.

Level of Proactive Health Behavior

3.

Propensity to Avoid Healthcare

9.

4.

Concern for Price

Level of Receptivity to Healthcare
Advertising

5.

Level of Healthcare Information
Seeking

6.

Propensity to Experiment with
Healthcare Alternatives


10. Level of Health Emphasis and
Involvement
11. Concern for Quality

Page 15

What is PATH Type®?
Issues behind
PATH Type:
• Distrust
• Apathy

• Costs
• Avoiding Care

PATH Type 1:
Critically
Discerning
• generally distrustful
of medical
professionals
• medical professionals
not competent
• suspicious of health
care ads and their
promises
• uninvolved in
wellness
• reactive to health
problems
• poor adherence to
treatments
• Some family health
involvement


PATH Type 2:
Health Contented
• refrains from using
healthcare services
• high health apathy
• disinterest in
healthcare matters
• medical claims rates
low
• high prevalence of
health risks
• little participation in
active exercise
• poor attention to
nutrition
• minimal family health
involvement
• not seeking healthcare
information
• some receptivity to
healthcare advertising

PATH Type 3:
Wisely Frugal
• save healthcare
dollars by shopping
• experiment with
alternative healthcare
• affordable health care
in a “plain white box”
• active information
seekers
• open to health care
advertising
• avoid health care
because of the
expense
• adherence adversely
affected by cost
• high disenrollment
rates and tend to
switch health plans
• low medical claims

Page 16

Issues behind
PATH Type:
• Passivity
• Family health
• Quality concern

PATH Type 1:
Traditionalist

PATH Type 2:
Family Centered

PATH Type 3:
Family Driven

• pay more for quality
healthcare
• preconceived ideas
about providers
• brand driven
• use the same
providers
• don't "shop around"
• easiest to satisfy
• high rates of chronic
disease and comorbidities
• under-utilize
prescription
medications
• low receptivity to
health advertising
• little healthcare
information seeking

• family’s health above
all other health
matters
• constantly seek to
enhance family health
• moderate information
seeking
• attention to healthcare
advertising
• willing to compare
providers or health
plans
• most sensitive to the
age and life stage of
the population

• moderation in all
healthcare opinions
and behaviors
• average interest in
health information
nutrition and
physical fitness
• healthcare costs not
a major concern
• somewhat interested
in trying to save
money by shopping
• will often pay more
for better quality
care
• tend to remain loyal
to a provider and a
health plan


Page 17

Issues behind
PATH Type:
• Prevention with
medical
• Health and
performance
• Health through
alternative care

PATH Type 7:
Health Care Driven
• least likely to avoid
healthcare
• not deterred by expense
• frequent use of
healthcare care
products
• heavy prescription
medications
• low family health
involvement
• involved in good
nutrition/healthy dieting
• rare heavy physical
exercise
• attentive to healthcare
advertising
• somewhat skeptical
• active seekers of
healthcare information
• very proactive


PATH Type 9:
Naturalist
PATH Type 8:
Independently
Healthy
• exercise, competitive
sports
• good nutrition
• will try different
providers
• experiment alternative
care
• Long-term benefits
• fairly involved in
seeking healthcare
information
• the healthiest, most
active
• Well-off group
• lower rates of all
diseases
• lower medical claims

• use of alternative
healthcare
• good nutrition
• involved with staying
moderately active
• skeptical of health
care advertising
• difficult adults to
satisfy in a healthcare
setting
• contrary opinions/high
expectations
• lack of trust in medical
professionals
• poor adherence
• health information
seeking

Page 18

Driving Engagement Across the Member Experience


Creating a Positive Member Experience

 Regular ongoing communication
 Create value, relevance and loyalty
+ Understanding the environment
+ Leveraging market research/insights
+ Demonstrate value to members and
prospects
• Products and pricing
• Benefits and incentives
• Regular and relevant communication
 Market segmentation
+ Use data to provide a holistic view of the
member driving more relevant and
effective communications


Leverage and Integrate Multiple Media Channels
 Members are drawn in not only by
topic, but also by format—some
respond best to print, others to email,
others to text, etc.
 Integrating multiple media also helps
break through the noise
+ Communications experts estimate it
takes three to nine times of
exposure to a message before it
registers for people1
 Savvy communicators are smart about
using the right media with consumers
to achieve specific results
 Make sure to actually integrate the
media with each other:
+ Print-to-web calls-to-action with
URLs, QR codes
+ Embedded links in text messages
To reach members at least three times with desired messaging, plan to communicate via
multiple media. Shown here, clockwise, are members using a laptop, a tablet, a smart
phone, a printed magazine, word-of-mouth, and a point-of-care brochure.
1

See notes pages for sources.


Create Action Oriented Communications
Promote behavior change

 Include specific calls-to-action in all
communications
+ For example in online applications, each
page of a website can include a link to an
app to find a provider and an app to set an
appointment
 Research shows that people develop healthy
habits in stages: awareness, skill building,
and motivation
+ Include one or more of the stages in each
communication

 Behavior change communication drives
improved CMS star ratings and HEDIS scores

1

See notes pages for source.


Reach Members on Their Own Terms
• 25% of American adults own tablet
computers. And nearly half of those
living in households earning $75,000 or
more (47 percent) now own tablets.4

• About 2/3 of adults age 21+ prefer
to obtain health information from a
printed publication.1

Publication

• Of KSW health plan
readership, 39% want to receive
health information from their health
plans via email.1

• The number of U.S. adults using tablets
for health information and tools doubled
from 15 million in 2011 to 29 million in
2012.5

Tablet

Online

Mobile
• 85% of U.S. adults own a cell phone. Of
those, 53% own smartphones.3

• More than ½ the U.S. adult population
now visits at least one health plan
website each year.2

• 31% of cell phone owners have used their
phone to look for health information.3

• Their most frequent activities: learning
about a specific medical condition or
researching symptoms.2

• 64% said they would appreciate receiving
info about a specific health condition via text
message.2


1 – 5 See

notes pages for sources.

Use Specific Media For Distinct Objectives
Point -of -care communications
Patient education and condition management brochures, booklets and workbooks delivered by care
managers, physicians and nurses.
What they do best: Offer in-depth resources for those with long-term conditions to manage.

Member publications
Member magazines, guides and toolkits are ideal to showcase member success stories, healthful recipes, and
plan information, such as physician referrals.
What they do best: Build brand identity and value; support clinical goals; steer members online for further
information.

Website content
Website content offers deep resources, including audio and video communication. Web content incorporates
interactive tools, such as assessments, quizzes and calculators.
What they do best: Support clinical goals; deliver personal and relevant tools to the member via an interactive
experience.

Direct marketing
Direct and targeted touch points with members, such as postcards.
What they do best: Perfect to deliver short, high-impact messages and timely reminders for screenings and
vaccinations, annual physician visit, etc.

Branded premiums
Printed ―keepers‖ with beautiful images, such as calendars and cookbooks, as well as helpful keepsakes like
magnets.
What they do best: Build brand identity; provide year-round reminders of health and wellness resources.
Mobile applications, social media and text programs
Interactive tools, like symptom checkers, blogs and chats, and reminder texts with helpful tips and links for weight
management, diabetes care, and maternity.
What they do best: Provide convenient and frequent reminders and attention-getting calls-to-action.
E-newsletter
These are opt-in, ―push‖ communications to reach members as often as monthly.
What they do best: E-newsletters provide links back to the plan website for further resources, developing a more
in-depth relationship with the health plan and supporting integration.


Design Communication Strategy Across the Member Experience


Effective Communication Strategy:
Engaging Members and Creating Value

What Does it Look Like?


Meet John
Current Member











58-year old male
Works in banking
At risk for Type II diabetes
Family history of heart disease
Concerned about his health
Married with two children – one in high
school, one college
Wants more from his health plan
including how to minimize financial risk
when it comes to his health
How YOUR HEALTH PLAN reaches him
today


Valuable Information Delivered to His Door Gets His Attention
He recognizes YOUR HEALTH PLAN as a credible source of health information.


It’s No Wonder He’s Engaged
John receives information and content that is relevant and he wants to read
 Editorial content based on latest medical
research and consumer hot topics
 An editorial mix and tone based on
consumer research and insights into what it
takes to ―make the mail sort‖
 Eye-catching design and photography that
matches the standard set by today‘s
consumer magazines
 A strategic approach that incorporates key
messages, calls to action, website links and
actionable health tips all geared to help
John take action on his health


John receives a calendar from YOUR HEALTH PLAN
 Calendar includes healthy recipes, health tips and reminders for preventive screenings
 Constant reminder about living a healthy lifestyle and YOUR HEALTH PLAN‘s commitment to
his health


His Employer Promotes Wellness
With YOUR HEALTH PLAN‘s Help


He’s Prompted to Visit YOUR HEALTH PLAN Website
Interactive health information further engages his interest.


John Gets a Call from His Health Coach
 She reviews his health history and recommends taking
the Health Assessment
 She instructs him to watch videos on YOUR HEALTH
PLAN‘s website at home
 She pulls information on pre-diabetes and signs him up
for an ongoing communications program with tips on
healthy nutrition and physical activity


A Health Assessment (HA) Helps Capture John’s Health Status
When he logs into YOUR HEALTH PLAN, he‘s Encouraged to Complete a HA

 Assesses readiness, willingness,
confidence and barriers to change
 Generates Lifestyle Score with
Prioritized Behaviors
 Integrated Biometric Data
 Alternative formats: Print and IVR


John Receives Personalized Recruitment e-Mails Encouraging Him
to Enroll in Digital Coaching
Messaging at the right time to recruit John into the right behavior change
program.
Mike

Eric

Dear John,

Dear John,
Dear Eric,

Barrier


Nutrition
Habits

Barrier to
Weight Loss

Employment

Health and Wellness Challenges Offered in the Program Keep John
Motivated & Engaged

John


John Receives Tips and Reminders About How to Manage His
Weight
 Frequent reminders keep nutrition and physical
activity top of mind.
+ Tips to help John stay healthy.
+ Reminder about YOUR HEALTH PLAN programs
and preventive screenings.


John Checks His Symptoms on YOUR HEALTH PLAN’s App
 When John doesn‘t feel well, he can visit YOUR HEALTH PLAN‘s App to check his symptoms.
 Internet- and mobile-based application care guides to find the right level of care and
appropriate action to take


Communication Best Practice:
Tips & Tactics


Tactical Recommendation:
Think outside of healthcare
 Get inspiration from dynamic consumer
magazine cover designs and websites
 Novel and fresh angles, headlines and
approaches engage members in
potentially tiresome topics
 Member testimonials and case studies
feel relevant to members
 When online, simple and intuitive
interfaces work best
+ Search functionality is key
+ Audio and video makes site ―sticky‖
+ Refresh portal content frequently and
use content ―sliders‖


Give members something to look forward to
 Employ regular, ongoing features
+ Organize departments dedicated to
nutrition, fitness, mental health; they
can be columns and blogs
 Serve up what members value most:
+ Recipes!
+ New health news and updates
+ Self-care to-do lists
+ Occasional give-aways, such as
cookbooks and calendars
+ Action guides


Look for interactive opportunities
 Interactive content encourages readers to get
involved with the health plan, which builds
relationship and loyalty
 Portals and mobile apps are a natural for interactive
content:
+ Assessments and quizzes
+ Calculators
+ Symptom checkers
 Interactive content can be done well in print also:
+ Stickers with the calendar for appointment
reminders
+ Menu planners
+ Logs and diaries, such as how far you walked
 Link to social media, so members can follow the
plan on Twitter or ―like‖ the plan on Facebook

Tactical Recommendation
Engage Members in a Social and Meaningful Way
 Leverage principles and concepts from
social networking to introduce members to
your plan and engage them in health and
wellness
 Incorporate well-designed incentive
programs to motivate behavior change and
increase value of your products/brand
 Apply game design principles to health
management programs to foster teamwork,
increase fun, reduce barriers and drive
engagement



 The right photography is critical
 Look for opportunities to create infographics
 Keep it easy to understand


Data-Driven Engagement: Improve Clinical
Outcomes, Behavior Change and ROI


“Patient engagement is the
blockbuster drug of the
century.”
- National

Coordinator for Health IT, Dr. Farzad Mostashari


The Healthcare ENGAGEMENT Opportunity
 The gap between the needs of hospitals/providers and health plans is narrowing and
beginning to blend.
 Health care reform has created expanded business opportunities for health plans, providers
and hospitals.
 Identifying and recruiting high value, healthy members will mitigate financial risk associated
with the individual market (2014)
 Engaging and measuring improved clinical outcomes for wellness, disease management and
targeted health campaigns will meet Medical Loss Ratio (MLR) compliance.
 As the ACO model evolves, the integration of data across the health care eco-system will be
come a necessity.
 Quality measurement and proactive member engagement are keys to success for both
providers and payors.


Patient Engagement Framework – Patient Specific Education

 Care Instructions

 Tests

 Reminders

 Procedure/
Treatment

Aligned: Emerging
Meaningful Use

 Medication
Inform and Attract

 Prescribed
Medication

 Prevention
 Follow-up
Appts.

Aligned: Meaningful
Use 1


 Materials in
Spanish
 Guides to
understanding
accountable
care

Aligned: Meaningful
Use 2

Support My ECommunity

Partner With Me

 Materials in
Spanish and
top 5 national
languages
Partner Efficiently

 Care Plan

Empower Me

 Conditionspecific selfmanagement
tools

Aligned: Meaningful
Use 3

Create Synergy and Extend Reach

Engage Me

Retain and Interact

Inform Me

 Care Planning
 Chronic care
selfmanagement
 Reminders for
daily care

Aligned:
Meaningful Use 4+

Why Data-Driven Communications?
Increase Impact and ROI Across the Healthcare Ecosystem
Marketing
& Sales

Cost-efficient member retention & new member acquisition: Profile, identify
and engage high-value current and potential new and existing patients

Care
Management/
Health
Management

Engage costly, at-risk and hard-to-reach patients: Drive appropriate utilization
of healthcare services, benefits, quality management and behavior-change
programs

Quality

Create a culture of performance improvement : Implement a customized
member centric approach to superior patient experience.
Improve Medication Adherence
HEDIS targets
Medicare STAR ratings
Meaningful Use

Network
Management

Proactive Provider Management: Drive provider referrals, provider profiling,
targeted provider contracting and improvement in quality measures

Engage and build loyalty to retain high value patients and help keep them
healthy


Design Communication Strategy Across the Member Experience

Who?

What?
Why?
Where/How?

When?


Data, Rules, Messaging = Engagement
Data Management
Formulary Data • Benefit Design • Lab Results • Rx Claims
Med Claims • Biometric • HRA • DM Coach • Demographic • Consumer Data
Financial Data • EMR Data • Member Feedback • Member Segmentation Data

Analytics Engine
Clinical Insight
Member Profile
Predictive Modeling
Rule Authoring

Member Compliance History
Activity & Engagement
Quality Measures
Rule Triggering and Management

Health Communications Platform
Content Selection (UCR)

Program Matching

Intervention Matching

Phone Coach

Digital Coaching
Web Based On Demand

Mode & Interval Selection

Member Marketing

Health Portal

…to identify
the right
person at the
right time
…deliver the
right message
through the
appropriate
intervention
and delivery
method

Email & Text Content Postcard/Newsletter

Integrated Reporting
Engagement • Risk Reduction • Clinical Outcomes • Utilization Trends
Member Acquisition and Retention • Productivity Improvement • Incentives • ROI
Outcomes • Financial


Intelligently
compile all
available
data…

… maximizing
outcomes and
measuring
behavior change

Campaign Deliverables
Delivering messages based on personal preferences and insights


Ahip webinar 12 5 (3)

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (15)

Similar to Ahip webinar 12 5 (3)

Similar to Ahip webinar 12 5 (3) (20)

Recently uploaded

Recently uploaded (20)

Ahip webinar 12 5 (3)

Editor's Notes