Young Famillies & the Economy Mkt Research
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Young Famillies & the Economy Mkt Research

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Primary market research conducted in March 2009 on the impact of the economy on young families. Pertinent for health care professionals offering childbirth or pediatric services.

Primary market research conducted in March 2009 on the impact of the economy on young families. Pertinent for health care professionals offering childbirth or pediatric services.

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Young Famillies & the Economy Mkt Research Young Famillies & the Economy Mkt Research Presentation Transcript

  • Bon Secours Richmond Health System Market Research ● March 2009 Young Families and the Economy Mary Anne Graf Vice President Women’s and Children’s Services Bon Secours Richmond Health System mary_anne_graf@bshsi.org
  • Ownership and Credit • This presentation includes comparative data from relevant databases nationwide. Please credit these databases if you use this information. • The primary market research in this presentation, starting with slide 9, is the sole property of Bon Secours Richmond Health System. You may use this information under the following conditions: • The information used remains essentially unaltered. • Bon Secours Richmond Health System Women’s & Children’s Services is noted as the source. • Contact information (mary_anne_graf@bshsi.org) is included with the information. • The date of the market research is shown (March 2009). 2
  • Key to Taking Advantage of the Down Economy • Know the market • National, local • Within women’s services, most significant impact nationally so far is undoubtedly on young families 3
  • Review of National Trends See Reference section at end of presentation for more information.
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  • Healthcare and the Economy: U.S. Most Affected Least Affected • Black, Hispanic • Asian • Single, separated, divorced • Married • Age 18-39 • Age >60 • Income <$48,000/year • Income >$48,000/year, • Part-time employment particularly those making • Poor to fair health >$90,000 • Full-time employed 8
  • Young Families and the Economy Bon Secours Market Research Young Families and the Economy March 2009
  • The Impact of the Economy: OB 08Q1 Pediatrix reports 1st ever NICU volume downturn Many Snowmass May 08 Participants note OB volumes down ~5-10% Unstable economy already Dec 07: felt by young “Recession” All/majority of families official US hospitals feel OB decrease OB-Neo overlay source: Graf, Health Care Innovations, 2009 ● TeamHCI.com 10
  • Market Research Components • Comprehensive review of national data re: young families and the recession from CY07 forward • US, 2008: 57% of those unemployed were between the ages of 20 and 44 – prime childbearing age • In Virginia in Dec 08 alone, 36% of those laid off were between 30 and 44, and likely another 40% <30 • Bon Secours market research (Mar 09) • Random phone survey of young families, age 18-44 (N=275) • At 95% confidence level, the maximum statistical error for the N is +/- 5.9%. • Highly applicable sample to current childbearing age families: 76% (n=205) either were currently pregnant or had child age 5 or under to ensure target population • Focus groups: Two groups of young mothers who had delivered in the last six months • Mirrored national trends, but provided detail on young families 11
  • Bon Secours Research, Young Families and the Economy Survey Respondents • Phone survey, land lines only; random calls, purchased lists • N=275 • Age 18-44 • Male: 112 • Female: 163 • Pregnant or have child age 5 or under: 205 • 92% married • Insured • Insurance: 87% • Medicaid: :8% • No insurance: 4% (Half of these lost insurance when they were laid off) Bon Secours Richmond Health System market research, 2009. All rights reserved. 12
  • Bon Secours Research, Young Families and the Economy Survey Respondents • Average number of children in household: 2.1 • Ethnicity • Non-Hispanic Caucasian: 87% • African American: 10% 2.1 children • Asian or Hispanic: 1% each • Survey: Median family income: $55,000 to $75,000 (skewed slightly high; average family income nationally for childbearing demographic is about $50,000) • Likely due to use of land lines only • Focus group: Skewed low income Bon Secours Richmond Health System market research, 2009. All rights reserved. 13
  • Bon Secours Research, Young Families and the Economy Employment in the Recession • Laid off: 6% • Income frozen or reduced: 28% • No impact: 48%... • All • 76% personally know someone who was laid off since recession start • 50% personally know someone who has had their income frozen or reduced Bon Secours Richmond Health System market research, 2009. All rights reserved. 14
  • Bon Secours Research, Young Families and the Economy Overall Impact of the Economy • Specifically related to the economy • 87% have changed how their family spends money • 29% have had weight management problems (up or down) • 40% have trouble sleeping • 77% changed how they shop for groceries • 16% started or increased smoking • 40% acknowledge strained relationship with spouse/partner, and another 30% say economic concerns have hurt their sex life • Of the 27 women who were pregnant, 20% felt their pregnancy negatively interfered with finding a new job Bon Secours Richmond Health System market research, 2009. All rights reserved. 15
  • Bon Secours Research, Young Families and the Economy Handling Family Health Care • Limiting health care expenses for the family: 79% • Fewer visits to doctor: 16% • Delayed procedures or surgery: 7% • Difficulty paying for hospitalization: 7% • Cancelled or delayed annual exam: 6% or mammogram: 3% • Difficulty paying for medications: 6% • Delayed medical tests: 5% • Used free clinic: 3% Bon Secours Richmond Health System market research, 2009. All rights reserved. 16
  • Bon Secours Research, Young Families and the Economy Plans for Children • The impact of the economy on plans for children • Decided not to have any more children: 15% • Decided on few children than when economy was better: 7% • More careful about using birth control, started birth control or had sterilization: 8% • Delayed a pregnancy: 4% • Of the 10% who considered adoption or infertility treatments during the last two years, one out of four stopped because of the economy Bon Secours Richmond Health System market research, 2009. All rights reserved. 17
  • Bon Secours Research, Young Families and the Economy Impact on Pregnancy • Of 27 respondents expecting a baby • Had planned to move, cannot do now: 15% • Cannot afford the right foods for pregnancy: 15% • Had fewer prenatal/doctor visits: 11% or no visits: 7% (total, 18%) • Could not afford birth control: 7% • Did not take prenatal classes: 7% • Biggest concerns: • Cost of childbirth at the hospital: 22% • Cost of baby supplies, e.g., diapers, nursery: 22% • Rising household costs (mortgage, utilities): 22% • Cost of raising the child: 19% • Can marriage relationship take the stress? 19% • Worries about job (self or spouse): 19% • Cost of prenatal care: 11% Bon Secours Richmond Health System market research, 2009. All rights reserved. 18
  • Bon Secours Research, Young Families and the Economy Other Stressors • Supporting adult relatives • 13% started providing financial support to an adult relative in the last two year • 5% have a relative (not immediate family) living with them • Another 22% consider it likely that a relative will be living with them soon • 23% rate their health insurance coverage as worse than two years ago • Focus groups: Women don’t have money for the very basics (diapers, pads) for their first days at home…let alone later • For these women, breast-feeding is a luxury they cannot afford Bon Secours Richmond Health System market research, 2009. All rights reserved. 19
  • Redefining our picture of “Indigent” • Today’s ‘uninsured’ or ‘homeless’ could have been making $200,000+ per year for most of their recent career and today be unemployed, losing their home, and without insurance (Cobra doesn’t apply if company dissolves.) • They will return • What we do for them today may well earn their loyalty to us for life 20
  • References
  • References • USA Today March 09 research series on Americans, the economy and health care, March 09 (available online; terrific graphics); http://www.usatoday.com/money/economy/2009-03-10-well-being- index_N.htm • 1 in 5 American workers uninsured, USAToday.com, Mar 24, 09, http://www.usatoday.com/money/industries/insurance/2009-03-24-health- insurance_N.htm • IMS National Prescription Audit; Kaiser Family Foundation, 2009; searchable online • Outsourcing Parenthood, Parenting.com, http://www.parenting.com/article/Mom/Work--Family/Outsourcing- Parenthood • Patients skip medicine, doctor visits due to sick economy, http://www.usatoday.com/news/health/2008-10-22-medical- financial_N.htm 22
  • References • Recession affects family planning, with abortions and vasectomies up, http://www.tampabay.com/news/health/article988131.ece • Roan, Sheri, In an ailing economy, the doctor can wait, Los Angeles Times, Apr 09, http://www.latimes.com/features/health/la-sci-prevention8- 2009apr08,0,5420195.story • Shah, Gina, Down Economy Provides Opportunities to Improve Physician Relations, Healthcare Leaders Media, Apr 2009 • http://Erickson, Baby boomers flock to social networking sites, http://www.norwichbulletin.com/lifestyles/x1098998426/Baby-boomers- flock-to-social-networking-sites • Inside Facebook (Demographics) http://www.insidefacebook.com/2008/09/18/latest-data-on-us-facebook- age-and-gender-demographics/ 23
  • References • Twitter links businesses to customers, http://www.denverpost.com/business/ci_12258514 • Malone, Michael, The Twitter Revolution: The brains behind the Web's hottest networking tool, Wall Street Journal, http://online.wsj.com/article/SB124000817787330413.html • www.healthleadersmedia.com/content/230802/topic/WS_HLM2_MAR/Do wn-Economy-Provides-Opportunities-to-Improve-Physician- Relations.htmlWheeler and Hirsh, Channel Champions: How leading companies build new strategies to serve customers, 1999, Jossey-Bass • Tanner and Johnson, Patients skip medicine, doctor visits due to sick economy, USA Today, Oct 08, http://www.usatoday.com/news/health/2008-10-22-medical- financial_N.htm 24