This session is for anyone who needs to understand the people who will become insured through the Affordable Care Act (health care reform), and anyone who needs to communicate data in compelling ways. Data presented will include demographics, use of mobile and web, and qualitative data. ■Tim will demonstrate 10 compelling ways to communicate about the newly eligible, including methods you have never used before ■As you experience these 10 techniques, you'll encounter some surprising and important insights about the newly eligible ■You will walk away with 1 compelling communication technique that will dramatically improve the impact of your presentations If you need insight into the people who will become insured through the Affordable Care Act, or if you need powerful new ways to communicate data, this session is for you.

1. Data are People Too
Visualizing the new Health Care Reform consumer
Tim Kieschnick
Kaiser Permanente
tim.kieschnick@kp.org

3. Data are
People
Too
3

6. Data are people too
1. BRING THEM INTO THE ROOM
|© 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
6

7. REALLY
Bring Them
Into the Room

8. are they
already in
the room?

9. Data are people too
2. ETHNO-GALLERY
|© 2011 Kaiser Foundation Health Plan, Inc. For internal use only.
9

10. What are they thinking?
What are they saying?
Comments from uninsured and
underinsured people, from 3
research studies
Most quotations are verbatim
Photos are from KP Brand Library

11. With being single, no kids, like myself, the hell that I go through basically
any time I want to go anywhere to get help, it's got to be an emergency

12. I can’t afford insurance. What makes you think I can afford this fine
you’re going to give me? [referring to the individual mandate]

13. For me, health is all about my friends and my community, more than
the doctors

14. The thing is what are they actually going to cover? You see, I had health
coverage before. Just because you have health insurance, it doesn't
mean they're going to pay for stuff

15. I use the ED because I can’t get off work except nights and weekends

16. You say 2014? That seems like a long way away. But not when you don’t
have insurance. 2014 can’t come soon enough.

17. Analogies

18. Analogies
3. HUMAN CHARTS

19. Are we mostly…
 gender?
 hair color?
 right-handed/left-handed?
 glasses?
 east cost?
 attended HxD last year?

20. Too Many Denominators(most of the most of the most)
California*
 Almost 1 ½ times as likely to be < 30
 Majority are male
 Majority are in excellent or very good health
Young Healthy Males 10%
 2/3*2/3= 40%
 2/3*2/3*2/3 = 30%
*CHIS 2009…
34% of uninsured CA adults <400% FPL are < 30
25% of insured CA adults <400% FPL are < 30
58% of uninsured CA adults <400% FPL are male
52% of uninsured CA adult males <400%FPL self-report health = excellent or very good

21. Analogies
4. VISUAL ANALOGIES

22. The Berry Pie Fallacy
Ingredients
Pies

23. The Berry Pie Fallacy
Yes, And,
compared to commercially insured: as a group:
More likely to be unemployed Likely to be employed
Less likely to own a car Most own cars

24. The Corollary Berry Pie Fallacy

25. Analogies
5. STORIES
25

26. Tears in the Ocean

27. Favorite Color
60%
40%
20%
Current Membership Incoming Members Future Membership

28. Favorite Color
6 Mil
4 Mil
2 Mil
Current Membership Incoming Members Future Membership

29. Dig Deeper

30. http://tinyurl.com/mobilereach
Dig Deeper
6. DISTRIBUTE PLACEMATS

31. Dig Deeper
7. EAT THE WHOLE PIE

32. Do you ever use the Internet?
No, 26%
Yes, 74%
All data is for US Adults, based on September
2010 Health Tracking data set, Pew Internet &
American Life Project
(http://pewinternet.org/Shared-
Content/Data-Sets/2010/September-2010--
Health.aspx).
Independent analysis by Kaiser Permanente.
Contact: Robert Nguyen, Internet Services
Group, Kaiser Permanente:
robert.nguyen@kp.org, or Tim
Kieschnick, Marketing & Internet
Services, Kaiser Permanente:
tim.kieschnick@kp.org.
32

33. Do you ever use the Internet on your phone?
African Americans and Latinos…have
high rates of usage, compared with
white cell owners, across a wide range
of mobile applications.1
Yes, 33%
African Americans are the most active
users of the mobile internet – and their
use of it is also growing the fastest. This
No, 67%
means the digital divide between African
Americans and white Americans
diminishes when mobile use is taken
into account.2
All data is for US Adults, based on September 2010 Health Tracking data set, Pew
Internet & American Life Project (http://pewinternet.org/Shared-Content/Data-
Sets/2010/September-2010--Health.aspx).
Independent analysis by Kaiser Permanente.
Contact: Robert Nguyen, Internet Services Group, Kaiser Permanente:
1. Americans and their smartphones http://pewinternet.org/Reports/2011/Cell-Phones.aspx robert.nguyen@kp.org, or Tim Kieschnick, Marketing & Internet Services, Kaiser
2. http://www.pewinternet.org/~/media//Files/Reports/2009/Wireless-Internet-Use-With-Topline.pdf July 2009 Permanente: tim.kieschnick@kp.org.
33

34. Do you ever send or receive text messages?
Those who text & don’t use
Internet:
No, 37% 3/5 Male
1/3 Hispanic
 Age (median=44)
 Inc. (median=$24K)
Yes, 63%  Education
 Health
All data is for US Adults, based on September
2010 Health Tracking data set, Pew Internet &
American Life Project
(http://pewinternet.org/Shared-
Content/Data-Sets/2010/September-2010--
Health.aspx).
Independent analysis by Kaiser Permanente.
Contact: Robert Nguyen, Internet Services
Group, Kaiser Permanente:
robert.nguyen@kp.org, or Tim
Kieschnick, Marketing & Internet
Services, Kaiser Permanente:
tim.kieschnick@kp.org.
34

35. mMission Accomplished!
“Unlike every other technology, mobile
phones reverse the digital divide…More
low income patients are using phones for
text messaging and internet than other
groups.” 1
Mobile was the final front in the access
revolution. It has erased the digital
divide. A mobile device is the internet for
many people.2
1.Shantanu Nundy, clinical instructor of medicine at the University of Chicago Medical Center.
http://sciencelife.uchospitals.edu/2011/11/21/texting-a-doctor-in-your-pocket/
2.Susannah Fox. http://www.kevinmd.com/blog/2010/12/internet-online-health-information-trends.html
35 April 2, 2012 | © 2011 Kaiser Foundation Health Plan, Inc.

36. Mobile Reach (Sept 2010)
1% .1%
19% 17%
No
Internet
or texting
TXT
7%
3%
US74% Use
adults
TXT
Internet 29% All data is for US Adults, based on September
2010 Health Tracking data set, Pew Internet &
American Life Project
TXT
63% Text (http://pewinternet.org/Shared-
Content/Data-Sets/2010/September-2010--
Health.aspx).
Independent analysis by Kaiser Permanente.
24% Contact: Robert Nguyen, Internet Services
Group, Kaiser Permanente:
robert.nguyen@kp.org, or Tim
Kieschnick, Marketing & Internet
TXT Services, Kaiser Permanente:
tim.kieschnick@kp.org.
36 April 2, 2012 | © 2011 Kaiser Foundation Health Plan, Inc.

37. Dig Deeper
8. CHANGE THE CATEGORIES

38. Technology Usage by Poverty Level
100%
90%
80%
70%
60% cell phone
text or internet
50%
internet
40%
text
30% smart phone
20%
10%
0%
75% or less 76-133% 134-200% 201-400% >400%
Medicaid Exchange Subsidies
September 2010 - Health Tracking Data Set. Pew Internet & American Life Project . http://pewinternet.org/Shared-Content/Data-
Sets/2010/September-2010--Health.aspx. Independent analysis by Robert Nguyen, Kaiser Permanente
38 April 2, 2012 | © 2011 Kaiser Foundation Health Plan, Inc.

39. Dig Deeper
9. MOTION CHARTS!

40. 40 April 2, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.

41. GoogleDocs Motion Chart Example
41 April 2, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.

42. Dig Deeper
10. MAKE ‘EM WORK FOR IT
42 April 2, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.

43. >$150K
Household Income
Annual
<$10K
18-25 Age 65+
43 April 2, 2012 | © 2011 Kaiser Foundation Health Plan, Inc.

44. SO
WHAT?
April44
| ©2, 2012
2011 Kaiser Foundation Health Plan, Inc. For internal use only.

45. Humanize
data
April45
| ©2, 2012
2011 Kaiser Foundation Health Plan, Inc. For internal use only.

46. Tell a story

47. Dig Deeper

48. Which One Will You Try?
Data are People Too
1. Bring Them Into the Room

49. Which One Will You Try?
Data are People Too
1. Bring Them Into the Room
2. Ethno-Gallery
You say 2014? That seems like a long way away. But
not when you don’t have insurance. 2014 can’t come
soon enough.

50. Which One Will You Try?
Data are People Too
1. Bring Them Into the Room
2. Ethno-Gallery
Analogies
3. Human Charts
4. Visual Analogies

51. Which One Will You Try?
Data are People Too
1. Bring Them Into the Room
2. Ethno-Gallery
Analogies
3. Human Charts
4. Visual Analogies
5. Stories

52. Which One Will You Try?
Data are People Too
1. Bring Them Into the Room
2. Ethno-Gallery
Analogies
3. Human Charts
4. Visual Analogies
5. Stories
Dig Deeper
6. Distribute Placemats

53. Which One Will You Try?
Data are People Too
1. Bring Them Into the Room
2. Ethno-Gallery
Analogies
3. Human Charts
4. Visual Analogies
5. Stories
Dig Deeper
6. Distribute Placemats
7. Eat the Whole Pie

54. 100%
Which One Will You Try?
Data are People Too
90%
1. Bring Them Into the Room 80%
2. Ethno-Gallery
Analogies
70%
3. Human Charts 60%
4. Visual Analogies
5. Stories
50%
Dig Deeper 40%
6. Distribute Placemats
7. Eat the Whole Pie 30%
8. Change the Categories 20%
10%
0%
75% or 76-133% 134-200%201-400% >400%
less

55. Which One Will You Try?
Data are People Too
1. Bring Them Into the Room
2. Ethno-Gallery
Analogies
3. Human Charts
4. Visual Analogies
5. Stories
Dig Deeper
6. Distribute Placemats
7. Eat the Whole Pie
8. Change the Categories
9. Motion Charts

56. Which One Will You Try?
Data are People Too
1. Bring Them Into the Room
2. Ethno-Gallery
Analogies
3. Human Charts
4. Visual Analogies
5. Stories
Dig Deeper
6. Distribute Placemats
7. Eat the Whole Pie
8. Change the Categories
9. Motion Charts
10. Make „em Work For It

57. Which One Will You Try?
Data are People Too Dig Deeper
1. Bring Them Into the Room 6. Distribute Placemats
2. Ethno-Gallery 7. Eat the Whole Pie
Analogies 8. Change the Categories
3. Human Charts 9. Motion Charts
4. Visual Analogies 10.Make „em Work For It
5. Stories

58. Question for Alumni
58 April 2, 2012 | © 2011 Kaiser Foundation Health Plan, Inc. For internal use only.

59. Data are People Too
Visualizing the new Health Care Reform consumer
Tim Kieschnick
Kaiser Permanente
tim.kieschnick@kp.org