Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior autho...
Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior autho...
Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior autho...
Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior autho...
Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior autho...
Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior autho...
Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior autho...
Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior autho...
Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior autho...
Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior autho...
Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior autho...
Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior autho...
Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior autho...
Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior autho...
Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior autho...
Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior autho...
Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior autho...
Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior autho...
Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior autho...
Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior autho...
Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior autho...
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Understanding Consumer Attitudes, Barriers, and Motivations around Advanced Care

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Leigh Calabrese-Eck, Director of Marketing, Eliza Corporation and Engage With Grace

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  • Overview: Web-based survey conducted in January 2013 to a panel of 250 adult Americans that is representative of the US population in terms of age and gender.
  • Overview:Email survey (January 2012) of 100 adults representing a random population based on US Census. Quantitative and Qualitative . Survey developed specifically to support research of the Serious Illness Communication Checklist – a project spearheaded by the Dana Farber Cancer Institute under DrAtulGawande and team.
  • “Caregiver”: Experienced caregivers more likely to say YES“Power of Attorney for healthcare”:More older (56-90) vs younger (20-55) respondents know what this term meansExperienced caregivers more likely to say YESThose self reporting poor health more likely to say YES“Surrogate decision maker for healthcare”: More in the North vs South know what this term means
  • Potential word strings to focus on
  • 79% of people say they want their families involved in early conversations about advanced care planning Note that 87% of people say they consider themselves religious or spiritual in some way, and 69% of them say there is someone in their life that consider their spiritual leader or advisor.Offer planning tools and checklists to help patients (and their families and/or spiritual leaders) early, so there is less pressure from the medical community (and more consistency) toward the end of life“If you’ve ever been in a situation in which you had to make tough decisions about a loved one’s care, you know how important it is to feel that you’re all on the same page when it comes to end of life preferences.”
  • Overview: Web-based survey conducted in February 2013 of 600 respondents, using a quota sampling technique that ensured representation based on 2011 US Census Data. The Office of the National Coordinator served as a subject matter expert for the survey development and has presented key findings from the report all the way up to the White House.
  • Understanding Consumer Attitudes, Barriers, and Motivations around Advanced Care

    1. 1. Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior authorization from Eliza Corporation Understanding consumer attitudes, barriers, and word-strings around advanced care Eliza Corporation June 2013
    2. 2. Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior authorization from Eliza Corporation 2 OPPORTUNITIES AND CHALLENGES Who’s having advanced care conversations? How can we further engage them?
    3. 3. Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior authorization from Eliza Corporation 3 The good news 68.3% 29.3% 2.3% Have you ever had conversations about end-of-life wishes – either yours or someone’s you care about?
    4. 4. Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior authorization from Eliza Corporation 4 The not-so-great news … 28.2% 55.6% 16.2% If yes, did you complete any documentation about this conversation?
    5. 5. Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior authorization from Eliza Corporation 5 Now if we could only find it 34.7% 65.2% If you did document your preferences, is it stored somewhere that would be easy for a loved one or medical staff to quickly find?
    6. 6. Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior authorization from Eliza Corporation 6 Opportunity knocks 43.6% 32% 24.3% Do you wish there were a tool, like a conversation starter, that would make/would’ve made that conversation easier?
    7. 7. Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior authorization from Eliza Corporation 7 People will engage with their health plan on this topic 24.3% 18.9% 13.9% 11.6% 18.5% 5.8% 7.9% If your health insurer offered resources to help you think through and document your wishes, how likely would you be to use these kinds of resources?
    8. 8. Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior authorization from Eliza Corporation 8 And it’s the government’s responsibility 6.1% 1.5% 2.7% 8.1% 15.4% 10.8% 55.2% How important do you think it is for the government to make sure all active duty military members have their end-of-life wishes documented so that in the case of a medical emergency or serious illness they get the care they want?
    9. 9. Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior authorization from Eliza Corporation 9 Key considerations  Targeting o Health plan members o Active duty military  Messaging o Record your preferences now – not when you’re sick o Make sure others can find and honor your preferences
    10. 10. Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior authorization from Eliza Corporation 10 WORD-STRINGS AND TERMINOLOGY What words do people use to describe advanced care planning?
    11. 11. Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior authorization from Eliza Corporation 11  We asked for terms to describe roles: o “Loved ones who care for them at the end of their lives” – we expected CAREGIVER and heard… o “Person they designate to make healthcare decisions on their behalf” – we expected PROXY and heard… Confusing, inconsistent terminology Don't know Family Caregiver Caretaker Power of Attorney %Responses Family Don't Know Power of AttorneyBeneficiary/ Executor Caregiver Guardian %Responses 48% 24% 21% 4% 3% 32% 30% 15% 11% 10% 2%
    12. 12. Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior authorization from Eliza Corporation 12  “Do you know what these terms mean?” Depending on who you talk to
    13. 13. Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior authorization from Eliza Corporation 13 “I’m concerned about final expenses” “the way that the doctors worded it gave my father a lot of false hope” “different departments need to make sure that they are all giving us the same message” “have a regular conversation – not just for the patient but for the patient’s family as well” “the doctor listened and wrote down all her wishes”
    14. 14. Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior authorization from Eliza Corporation 14 Key considerations  Targeting o The caregiving experience o Families and spiritual advisors  Messaging o Start simple, and define terms as you go along o Acknowledge the tradeoffs — Being at peace ranks high for many key segments — Independence is a key theme for men, while comfort wins among women
    15. 15. Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior authorization from Eliza Corporation 15 CAREGIVERS AND HEALTH DATA Connecting caregivers with the information they need
    16. 16. Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior authorization from Eliza Corporation 16 Caregivers are eager to access online health data 60% of caregivers say it is important to their choice of health insurance to be offered easy access to PHI Nearly 70% of caregivers say the ability to access their own PHI without asking their doctor is important
    17. 17. Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior authorization from Eliza Corporation 17 Caregivers are eager to use online health data Fewer than half of caregivers (48%) are concerned about the safety and privacy of the information in their online personal health record; nearly one-quarter say they are not concerned Caregivers are more apt to take action on health information found online without speaking with a doctor
    18. 18. Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior authorization from Eliza Corporation 18 Caregivers are more apt to be early adopters of technology
    19. 19. Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior authorization from Eliza Corporation 19 Caregivers are more apt to access online and offline health records
    20. 20. Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior authorization from Eliza Corporation 20 Key considerations  Targeting o Caregivers o Early adopters  Messaging o Empower yourself to understand and honor loved ones’ values o Empower your family to understand and honor your values
    21. 21. Proprietary and Confidential to Eliza Corporation. Copying or distribution by any method is prohibited without prior authorization from Eliza Corporation 21 QUESTIONS? LET ME ASK THE EXPERTS BACK HOME.
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