Is it Behaviors or Motivations that Matter? Hint: We can change behaviors
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The presentation starts with an overview of behavioral science but then focuses on a specific category of consumer science known as psychographic segmentation. The presentation describes psychographic segmentation and provides case studies of how this consumer science has achieved significant results in healthcare for both clinical and business applications.
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Is it Behaviors or Motivations that Matter? Hint: We can change behaviors
- 1. 1 Is it Behaviors or Motivations that Matter? Hint: We can change behaviors M a r c h 2 4 , 2 0 2 2
- 2. 2 Presenters Brent Walker SVP Marketing & Analytics PatientBond Mark Spranca, PhD Chief Strategy Officer PatientBond
- 3. 3 Context • Our presentation • Broad in application • Focused in approach • My professional journey • Academic behavioral scientist (until 1995) • Applied behavioral scientist (since 1995) • PatientBond’s mission and approach • We leverage our deep understanding of healthcare consumers to help healthcare organizations interact with them effectively for mutually beneficial outcomes • Our proven approach is grounded in behavioral science and informed by many years of experience and trial and error learning 3
- 4. 4 A consumer-centric view of health ecosystem Consumers Providers Employers Friends and Family Payers 4
- 5. 5 Health-related behaviors are complex, each with many causes CAUSES Personality Emotions/Moods Motivation Beliefs/Values/Attitudes Knowledge/Skills Income/Wealth Experiences Social forces 5 BEHAVIORS Choosing a health plan Choosing a doctor Preventative behaviors (diet, exercise, safe sex, stress management, washing hands, annual exams, etc) Response to symptoms Medication adherence Chronic disease management Causes Behaviors
- 6. 6 Understanding causes of behavior is necessary but not sufficient to influence behavior Many causes themselves are fixed or difficult to change --personality --genetics Other causes can be changed but with considerable effort, time and money --knowledge --skills Often the best approach is to adjust the situation to the preferences of the consumer 6
- 7. 7
- 8. 8 Look Through the Eyes of Consumers Think Like a Healthcare Consumer “We need to look at healthcare choices through the eyes of the healthcare consumer, NOT how the system THINKS the consumer sees healthcare choices!”
- 10. 10 Why Psychographics? Because Traditional Methods Like Demographic Segmentation is Not Enough • Male • Born in 1948 • Raised in the UK • Married twice • Lives in a castle • Wealthy and Famous • Male • Born in 1948 • Raised in the UK • Married twice • Lives in a castle • Wealthy and Famous Prince Charles Ozzie Osbourne
- 11. 11 Different People Respond to Different Ways of Saying the Same Message
- 12. 12 GEICO's shares expanded by 0.9 percentage points as its written premiums surged by 16.1%. (Feb 26, 2019)
- 13. 13 One of the secrets to P&G’s success
- 14. 14 SELF ACHIEVERS 19% Motivated by goals, measures, progress. Likes to have a plan. Respects the physician. PRIORITY JUGGLERS 18% Puts personal wellbeing behind their obligations to family and work. WILLFUL ENDURERS 31% Lives in the “here and now” and wants immediate gratification. Convenience, ease and simplicity is key. DIRECTION TAKERS 15% Needs clear and concise guidance from a credentialed source. BALANCE SEEKERS 17% Wants options and choices in their health journey. Likes to discover new and interesting solutions. The PatientBond Psychographic Segmentation Model Proactive & Engaged Reactive or Disengaged
- 15. 15 patientbond.com/classify Discover Your Own Segment
- 16. 16 Willful Endurers account for 2/3 of all people who visit an Emergency Room at least once per year Self Achievers are 3X – 7X more likely than the other segments to visit an ER at least twice per year There is a significant opportunity to convert these patients to Primary Care and other Service Lines Frequency of Emergency Room Visits
- 17. 17 Segment-Specific Drivers of Switching Hospitals Balance Seekers Priority Jugglers Poor customer service Poor communication skills on the part of the physician and staff Wait time to see a physician once in the facility
- 18. 18 Social Media Self Achievers and Willful Endurers account for 69% of positive feedback on social media for Primary Care Physicians, but 77% of negative feedback on PCPs.
- 20. 20 20 Each Segment Has a Different Engagement Strategy Self Achiever: Achieve the goal; Improvement Balance Seeker: Choices, Options, Knowledge, Context Priority Juggler: How family/others benefit; Commitment Direction Taker: Expert, credentialed physician says so Willful Endurer: Here & Now, Live for today, First step, Easy
- 21. 21 Channel Mix & Frequency Vary by Segment and Topic HEALTH FINANCIAL MARKETING Balance Seeker Every 2 months Every 2 weeks Every month Willful Endurer Every 3 weeks Every 2 weeks Every 2 weeks Priority Juggler Every 2 months Every month Every 3 weeks Self Achiever Every month Every 2 weeks Every 3 weeks Direction Taker Every month Every 2 weeks Every month
- 22. 22 PatientBond “Where We Play” Hospitals & Health Systems Health Insurance/ Payers Urgent Care Clinical/ Health Outcomes Marketing (Acquisition & Retention) Patient Payments
- 23. 23 R² = 0.3331 0 5 10 15 20 25 30 35 40 20 25 30 35 40 45 50 55 60 65 70 FY17 Visits Thousands Total Willful Endurers Thousands Market Population of Willful Endurers vs. Urgent Care Site Volume (r = 0.58, r2 = 0.33) Site Success & Selection
- 24. 24 Readmission Reduction Opt-In Consent Patient Agrees to Participate in Program Motivational Messaging 8-10 segment-specific messages over 30-day period via combination of text, IVR or email Customized Dashboard Dashboard enables staff to monitor progress Embedded Actions Patient responds to questions Segmentation Survey Patient Segmented via 12-Question Survey
- 25. 25 Spine CHF CHF COPD CHF Pre-PatientBond Readmission Rate 7% 18% 18% 22% 21% Post-PatientBond Readmissions Rate 1.45% (n=87) 2.4% (n=315) 9% (n=108) 4% (n=100) 9.7% (n=320) 3 Month Savings $120,000 $520,000 $90,000 $180,000 $517, 864 Readmissions Program Results Hospital D 16 Month Results • $2.4 million saved • 20 to 1 ROI Hospital D Hospital C Hospital B Hospital A
- 26. 26 Medically Underserved Populations Six Week Nutrition Education Series • 2/3 of participants who missed a class returned for subsequent classes • 100% of participants rated psychographic communications as Extremely or Very Helpful 70% Attended at Least Half the Sessions
- 27. 27 One Message, Five Segment Versions Priority Juggler Balance Seeker You made the smart choice with Priority Care! You know your body best, but you should be feeling better by now. We ask that you please pay the balance due on your account, and you can choose the payment option that is best for you. Willful Endurer We are proud of you for completing your procedure at Priority Care so that we can help make each day the best it can be. So that we can continue to serve you and eliminate the need to future notices, we ask you to please take next step and pay the balance due on your account. We’ve made it simple for you! Because many people are counting on you, Priority Care is committed to getting you back to good health. For the services we provided, we ask you please pay the balance due on your account. Self Achiever From Priority Care: Congratulations on a successful procedure! To complete the service provided to you, please pay the balance due on your account. Direction Taker From Priority Care: It was important to your physician that you completed your procedure. In return for our service, now we ask that you please pay the balance due on your account. Payment Reminder
- 28. 28 Patient Financial Responsibility Payments Patient Financial Responsibility Payments Using automated, psychographically enhanced payment reminders, digital statements and online payment options: 4X increase in patient payments within 10 days 61% increase in patients making payments 14% - 24% increase in 120 days+ balances collected >50% reduction in statement and postage costs
- 29. 29 • Validated the psychographic model in the UK • Wales wants to pilot • Work with NHS • Next three national studies about to be fielded • Data available in May • Hospital insights • Health Insurance Shopper’s Journey • Urgent Care insights • Price Transparency • Clinical Research Latest Updates
- 30. 30 BRENT WALKER SVP Marketing & Analytics brent@patientbond.com 513 314 5981 www.patientbond.com MARK SPRANCA, PHD Chief Strategy Officer mark.spranca@patientbond.com 781 724 2180 Thank You!