Personalize Marketing and Patient Engagement Like World Leading Retailers
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The document discusses using psychographic data and consumer marketing strategies to personalize patient engagement for hospitals. It outlines how psychographics can provide deeper insights than demographics alone to tailor the patient experience. Segmentation models are presented that identify different patient types based on attitudes, values, and behaviors. Consumer industries effectively use psychographics to differentiate products and experiences. The presentation recommends hospitals apply similar approaches to understand different "moments of truth" for patients - when choosing and using hospital services - to improve engagement and outcomes. Case studies show personalized engagement through the PatientBond platform reduced readmissions rates and saved money.
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Personalize Marketing and Patient Engagement Like World Leading Retailers
- 1. Personalize Marketing and Patient Engagement Like World Leading Retailers September 7, 2022
- 2. BRENT WALKER SVP Marketing J. CASEY ALBERTSON SVP Psychographics Presenters
- 3. Learning Objectives • Identify the drivers of hospital and health system choice among patient types • Apply consumer industry methods to drive breakthrough business results Upfront Healthcare Services, Inc. CONFIDENTIAL Agenda • News on PatientBond/Upfront • Psychographics • Consumer Industry approach to understanding consumers/patients • 2022 market research results on drivers of hospital choice • Q&A
- 4. +
- 5. PERSONALIZED NAVIGATION & CARE TRAFFIC CONTROL RETAINS EXISTING patients augmented by psychographics Upfront with PatientBond acquire & retain all patients through personalized engagement and navigation DIGITAL FRONT DOOR How the health system ACQUIRES NEW patients ● Urgent Care ● ED Conversion ● Psychographic Provider Recommendation CONFIDENTIAL INFOMATION
- 6. Upfront Healthcare Services, Inc. CONFIDENTIAL Psychographics & Behavioral Science Focus: Psychographic data and segmentation to tailor the patient experience and increase patient activation Design & Content Studio Focus: Compelling patient-facing content to drive behavior change Healthcare Transformation Focus: Healthcare and market context to inform best practices, partnerships, and thought leadership A cross-functional institute achieving best in class patient activation outcomes through data science, content and design, and healthcare transformation. Bartosch Patient Activation Institute Analytics & Data Science Focus: Data products to generate insights, drive optimization, and support thought leadership collateral
- 8. Upfront Healthcare Services, Inc. CONFIDENTIAL Psychographics Behaviors Demographics Superficial Insights Age • Race • Gender • Income • Health • Condition Intermediate Insights Habits & Practices • Product & Service Utilization • Claims Deep Insights Attitudes • Values • Beliefs • Personality • Motivations Healthcare Consumer Segmentation Demographics and behavioral data are important, but psychographics uncover the “WHY” Deeper Insights
- 9. Upfront Healthcare Services, Inc. CONFIDENTIAL Why Psychographics? Because Traditional Methods Like Demographic Segmentation are Not Enough
- 10. Upfront Healthcare Services, Inc. CONFIDENTIAL Psychographics Used Extensively in Consumer-Centric Industries • GEICO's share expanded by 0.9 percentage point as its written premiums surged by 16.1% • Porsche achieved 35% sales increase of 911 in first 2 months
- 11. Same Product, Differentiation Based on Psychographics $68,000 $79,000
- 12. Designing Multiple User Experiences…. …or Focusing on a Prime Prospect
- 13. Upfront Healthcare Services, Inc. CONFIDENTIAL Psychographics Get Beyond “One Size Fits All” Patient Activation Who is the patient/consumer? Demographics, socioeconomics, health condition What are their behaviors? Utilization, claims data Why are they doing what they do? Psychographics: Attitudes, Values, Motivations How do we influence their actions? Communication & Channel preferences
- 14. Upfront Psychographic Segmentation Model
- 15. Each Segment Has a Different Engagement Strategy
- 16. Perfected Over 20 Years of Research and Implementation Upfront Psychographic Segmentation Model
- 17. Primary Care Emergency Room Hospital Urgent Care • Whether have or not • Frequency of visits • Desired characteristics Specialists • Whether have or not • Frequency of visits across different types • Ever visited/Overnight • Factors driving choice of hospital • Social Media • Research • Feedback • Influences on perception of hospital • Satisfaction with aspects of hospital stay • Customer Service • How prefer to engage • How to improve • Use and perceptions of: • Portal • App • Website • Reasons visit • Frequency of communication • Preferred methods of communication • Willingness to have procedure at non-hospital facilities • Frequency of visits • Reason for visits • Maximum distance willing to travel • Reasons for choosing • Walk-in or appointment • Check-in preferences • Maximum time in waiting room • What makes for a good waiting room experience • Desired services • Use versus Primary Care Social Determinants of Health • Support • Access to care • Access to healthy factors • Barriers to care Telehealth/ Technologies • Virtual Care • Preferred interactions • Confidence with Tech • Types of apps used • Websites visited Insights across the Healthcare Ecosystem
- 18. Upfront Healthcare Services, Inc. CONFIDENTIAL Physically Healthy Physically Unhealthy Overall Health Rating
- 19. Upfront Healthcare Services, Inc. CONFIDENTIAL Overall Mental/Emotional Health Rating
- 20. Upfront Healthcare Services, Inc. CONFIDENTIAL Healthy Lifestyle: Short or Long Termed Focus?
- 21. Upfront Healthcare Services, Inc. CONFIDENTIAL Primary Care
- 22. Specialists
- 23. Annual Physical Upfront Healthcare Services, Inc. CONFIDENTIAL 50% 55% 60% 65% 70% 75% 80% 85% 90% Self Achievers Direction Takers Priority Jugglers Willful Endurers Balance Seekers
- 24. Emergency Room There is a significant opportunity to convert these patients to Primary Care and other Service Lines
- 25. “ Our goal is to delight consumers at two ‘Moments of Truth’: first, when they buy a product, and second, when they use it. To achieve that, we live with our consumers and try to see the world and opportunities through their eyes. At P&G the CEO is not the boss-the consumer is. A.G. Lafley, CEO of P&G Upfront Healthcare Services, Inc. CONFIDENTIAL
- 26. First Moment of Truth: Choosing a Product or Service
- 27. Upfront Healthcare Services, Inc. CONFIDENTIAL Sources/Factors Influencing Choice of Hospital for Overnight Stay
- 28. Upfront Healthcare Services, Inc. CONFIDENTIAL Top 3 Sources/Factors Influencing Choice of Hospital for Overnight Stay
- 29. Upfront Healthcare Services, Inc. CONFIDENTIAL Sources/Factors Influencing Choice of Hospital for Overnight Stay
- 30. Upfront Healthcare Services, Inc. CONFIDENTIAL Influences on Perception of Hospital “Prior experience with hospital” is #1 for all segments
- 31. Self Achievers and Willful Endurers are More Likely to Consider Other Factors on Reputation
- 32. Social Media Do you look at social media when choosing a hospital?
- 33. Upfront Healthcare Services, Inc. CONFIDENTIAL Active on Social Media
- 34. Facebook 78.3% 79.4% 81.8% 70.0% 57.1% 79.0% Twitter 55.2% 52.9% 18.2% 50.0% 28.6% 59.7% TikTok 35.7% 27.9% 18.2% 50.0% 14.3% 39.8% Yelp 15.9% 13.2% 27.3% 10.0% 14.3% 16.6% YouTube 63.2% 51.5% 45.5% 60.0% 28.6% 70.2% Used hospital social media prior to stay National Rep Sample Self Achievers Balance Seekers Priority Jugglers Direction Takers Willful Endurers Social Media Apps/Sites Used to Choose a Hospital (among respondents who used hospital social media prior to overnight stay)
- 35. Upfront Healthcare Services, Inc. CONFIDENTIAL 0% 10% 20% 30% 40% 50% 60% Willful Endurers Self Achievers Priority Jugglers Balance Seekers Direction Takers Visited Hospital's Website to Help Choose Hospital Prior to Overnight Stay
- 36. Upfront Healthcare Services, Inc. CONFIDENTIAL Hospital Website
- 37. Upfront Healthcare Services, Inc. CONFIDENTIAL Top Reasons for Visiting a Hospital Website “Find a doctor or other healthcare provider” is #1 for all segments
- 38. Self Achievers and Willful Endurers are More Likely to Visit a Hospital Website to:
- 39. Upfront Healthcare Services, Inc. CONFIDENTIAL Geo-Targeting Messages by Segment Best Cardiac Care Walk-In COVID Testing! No Appointment Needed Highest Ranked in US News & World Report Top Rated Doctors
- 40. Upfront has pre-segmented 250+ million adults across the U.S.
- 41. Second Moment of Truth: Using a Product or Service
- 42. Upfront Healthcare Services, Inc. CONFIDENTIAL How could interactions with Hospital Customer Service be improved? 1. Enable me to interact with a human Customer Service Representative more quickly without having to press a series of steps/buttons on my phone 2. Shorter wait times to interact with a Customer Service Representative 3. Customer Service Representative is knowledgeable about my plan/benefits
- 43. Upfront Healthcare Services, Inc. CONFIDENTIAL Segment-Specific Channel Preferences
- 44. Upfront Healthcare Services, Inc. CONFIDENTIAL Preferred Frequency of Communications
- 45. Hospital Readmission Reduction Congestive Heart Failure
- 46. Upfront Healthcare Services, Inc. CONFIDENTIAL
- 47. Significantly Reduced All-Cause Readmissions Pre-PatientBond Readmissions Rate Post-PatientBond Readmissions Rate Reduction in Rate First 3 Months’ Savings*
- 48. Patient/Provider Match Agree: I want to be matched with a physician who matches my personality style and has similar attitudes and approaches to healthcare
- 49. Thank You! Brent Walker SVP Marketing bwalker@upfronthealthcare.com J. Casey Albertson SVP Psychographics jalbertson@upfronthealthcare.com www.upfronthealthcare.com Q&A