1. Howard R Moskowitz**
Kenneth Rotondo
Bert Krieger
Mary Becker
Mind Genomics Advisors, LLC
White Plains, New York
**Presenter
Putting the ‘mind’ or the ‘me’ into
personalized medicine

2. Topics
 People differ – what does that mean
 People want pleasing experiences – even in
illness
 What better things can do you say and do when
you knew what people want to experience
 Examples of such knowledge
 Does it really work
 Outcome metrics – congestive heart failure
 Scaling up for the future

3. People differ in how they respond
emotionally in a medical experience

4. Person to person differences
 You don’t have to be a scientist or any type of
expert to know that there are differences
 Just look around at the stores .. Not at the
products .. At the stores
 People want different experiences
 Some want simple in and out
 Others want entertainment
 Others don’t even want to be there … use web
 The same thing happens with the medical
experience

5. People differ in what they want
 How do you get inside a person’s head?
 And even if you could, what would you do?
 Can science help?

6. People want ‘pleasant, positive’
experiences – even in medical
situations

7. Today it’s all about the customer
experience
 Fred Reicheld developed the NPS .. Net promoter
score .. Would you recommend….
 The NPS value is a placeholder for customer-
empowerment
 Technology gives the customer the vote
 Look at all the instant polls of experience
 And in the medical world … the Press Gainey value
… just one
 So when we talk personalized medicine…we
ought to remember the person, his/her MIND

8. A poor experience is a bad thing
financially

9. How do you create a pleasing
experience

10. Typical approach - questionnaire
 Ask the respondent (e.g., patient) to describe the
experience
 And then use that as a report card
 Objective …. Improve the experience for the
patient using feedback
 This isn’t personalization … it’s merely general
quality control

11. HCAHPS – Hospital Survey
(32 questions)
Hospital level results are publicly reported on the Hospital Compare website 4 times a
year. HCAHPS results are based on 4 quarters of data on a rolling basis.
Composite topics
Nurse communication (questions 1, 2, 3)
Doctor communication (questions 5, 6, 7)
Responsiveness of hospital staff (questions 4, 11)
Pain management (questions 13, 14)
Communication about medicines (questions 16, 17)
Discharge information (questions 19, 20)
Care transition (questions 23, 24, 25)
Individual topics
Cleanliness of hospital environment (question 8)
Quietness of hospital environment (question 9)
Global topics
Overall rating of hospital (question 21)
Willingness to recommend hospital (question 22)

12. Examples from the Questionnaire
5. During this hospital stay, how often did doctors treat you with courtesy and respect?
1 Never
2 Sometimes
3 Usually
4 Always
12. During this hospital stay, did you need medicine for pain?
1 Yes
2 No If No, Go to Question 15
13. During this hospital stay, how often was your pain well controlled?
1 Never
2 Sometimes
3 Usually
4 Always
14. During this hospital stay, how often did the hospital staff do everything they could to help you
with your pain?
1 Never
2 Sometimes
3 Usually
4 Always

13. Point of view
 The questionnaire is an evaluation of the
experience (bad to good)
 There are NO SPECIFICS listed as being
desirable
 There is NO WAY TO USE for an individual to
drive change..other than by guessing
 There is NO TEACHING HERE, just a report card

14. Mind Genomics ----- Understanding
the patient’s ‘mind’ without years of
analysis on the couch

15. The reality of today pushes for
measureable experiences
 The strive to measure makes ‘measurement’ the
end all and be all
 ITRS (it’s the rating, stupid)
 We behave according to the laws of reinforcement
 Reinforcement scores..and whatever gets a high
score is important
 And thinking…think about what will raise the score
 Reminds us … of school…study for the exams, like
the SAT … rather than learning

16. An alternative idea
 Let’s understand what the patient feels about
different touch points, experiences in a hospital
 But without massive expenditures
 Without masses of fairly expensive in-depth
interviews ..which are valuable but can’t cover the
full range
 So I’ll talk about our approach
 In the formative stages, with data

17. How we do it: S-R (stimulus
response)
 Present vignettes of the experience .. Different
aspects
 Get responses
 Adherence – can you comply
 Experience – do you find this pleasant
 Use statistics to deconstruct vignettes into what
components ‘drive’ the response
 Result – understanding the experience

18. We illustrate with data
1. Understanding: Teens facing the hospital
2. Understanding: Talking to adolescents about weight
3. Understanding: What Afro Americans want for
health care
4. Convincing: Woman to select hospital in which to
give birth
5. Convincing: Communicating to the poorer Afro
American, for colo-rectal screening
6. Convincing: Congestive heart failure patients to
adhere to a healthier life style (and 70% DROP in
within-30-day-readmit)

19. The Process Flow
Strongest Messages Identified
Viewpoint Groups Segmented
Viewpoint Identifier Assigns
Consumers To Identified Groups
Mind Genomics
Analyzes Survey
Results
Target Clients
Distribute Online Survey
Conduct Online
Survey
Develop 6x6
Survey/Statistics
Matrix
Identify Target
Population

20. Case history #1– Understanding
The teen facing the hospital

21. Permanent
Bond/Mentorship
38%
Messaging one group doesn’t appeal to the other…
Personal Attention
27%
Honest/Open
communication
35%
Teens and doctors in hospital

22. The test stimulus: A vignette
Cannot be ‘gamed’ . No PC here
22

23. Structure of data – What you will see
What each messages delivers (estimated by regression)
Is it a relevant message, and to whom
Total Sample
Analytical
Subgroup #1
Analytical
Subgroup #2
Analytical
Subgroup #3
Base 522 219 149 154
% of Base 100% 42% 29% 30%
Propensity to be interested in the product 36 36 39 34
Positive Messages Among Total Sample
F1 Category 2 Message #31 7 7 11 2
A2 Category 1 Message #2 6 8 -1 9
E2 Category 5 Message #26 6 -3 12 14
A4 Category 1 Message #4 5 4 -2 12
D3 Category 6 Message #21 5 5 -6 14
Neutral Messages Among Total Sample
B5 Category 4 Message #11 2 4 1 0
C4 Category 3 Message #16 2 8 7 -11
D2 Category 6 Message #20 1 2 -11 10
C3 Category 3 Message #15 0 5 6 -11
F3 Category 2 Message #33 -2 1 -3 -5
D1 Category 6 Message #19 -3 1 -16 4
Negative Messages Among Total Sample
F4 Category 2 Message #34 -6 -3 -8 -8
Data Example
<-- Not at all interested Very interested- ->
Sorted by Total Sample : Highlighted >+5 & <-5
“Propensity” score is the unexplained variance in the regression model. Represents motivation which cannot be attributed
to any single message but must be taken into account when assessing overall motivation of an analytical group.
Even scores
which appear
neutral for Total
Sample may
mask strong
differing opinions
among other
groups
Messages may
not have similar
impact across
analytical groups
Some messages
hold no appeal
regardless of target
Driver
Detractor

24. What these numbers mean
• Constant represents people’s initial propensity to say
yes (rating 7-9) on the 9-point scale
• A baseline.. In the absence of elements
• Each element generates an estimated driving power
• We are looking for standout messages which break
through the clutter
• These stand out messages are the ones to use

25. Mind Genomics revealed three mind-set
segments for teens facing hospital
25
Seg1 Seg2 Seg3
Base Size 43 55 59
Constant 42 56 71
Seg 1
Medical staff always have a smile on their face 18 -8 -3
Medical staff constantly checks up on teenage patients and
insure their comfort 18 8 -4
Medical staff genuinely tries to help patients which makes
teenage patients feel special 16 -1 -7
Seg2
Medical staff always speaks the truth to the teenage patient no
matter how traumatizing as it will help in the long run 5 15 -5
Wittiness helps medical staff seem more human 2 15 -4
Medical staff communicates and gives advice to teenage
patients for their present and future lives 3 15 -4
Seg 3
Medical staff develop a teacher-student bond and help teenage
patients who want to be medical staff themselves 3 -8 25
Medical staff develops bond with teenage patient to make it
easy for them to vent 7 0 14
Medical staff develop a permanent friendship with teenage
patient that carries on even after their release -3 -7 14

26. Case history #2: Understanding
Teen girls with eating problems

27. Three Unique Segments Emerged
27
The Control
Seekers
The Low Self-
esteem Team
The
‘Aware, But Don’t
Care’
27

28. 28
The Survey begins with an orientation screen

29. 29
Each respondent evaluates unique combinations of elements

30. 30
The Control Seekers- These are girls who are not necessarily overweight, but feel
as though they have little control over their lives, and therefore seem to seek this
control by limiting how much they eat.
How well does this screen describe you?
<-- Does not describe me at all... Describes me exactly-->
1 2 3 4 5 6 7 8 9
Sorted by Seg 1 : Highlighted >+9 winners & <-9 losers
Total
Sample
Seg1 of 3-
The Control
Seekers
Seg 2 of 3-
The 'Aware,
But Don’t
Care'
Seg 3 of 3-
The Low Self-
esteem Team
BASE SIZE: 102 32 46 24
CONSTANT: 16 24 22 -3
You don’t get along with your family because you think they are too controlling -3 11 -9 -11
You are a perfectionist, and do not tolerate failure 0 10 -7 0
Going on the scale depresses you 0 9 -9 3
You get extremely frustrated when things don’t go your way 1 9 -3 0
If you feel like you ate a lot one day, you will starve yourself the next day to compensate for it 4 8 1 3
You wish that you could look more like the actresses you see in movies 0 -7 6 -2
Many of your immediate and extended family members are overweight -1 -7 -4 14
You think if you were thinner, people would like you better, and you would be more popular 0 -8 3 3
Your mother or caregiver would cook, or does cook healthy, balanced meals for your family 3 -10 3 20
As a child your parent(s) or caregiver(s) encouraged you to be physically active 2 -11 4 15
You think that society places a great importance on being thin 1 -11 10 -1
Your immediate family members make an effort to keep in shape 1 -11 5 7
You were born with big bones or a big frame 1 -13 2 17
When you go shopping, you buy clothes a size smaller than you really are, hoping you will soon lose
weight and they will fit you
-7 -14 -15 19
© 2011

31. 31
The 'Aware, But Don't Care’-These girls are average in body weight and self-
esteem. They are aware of how much they eat, and know that it might not be the
healthiest way, but aren't motivated to change their habits out of stubbornness and/or
laziness.
How well does this screen describe you?
<-- Does not describe me at all... Describes me exactly-->
1 2 3 4 5 6 7 8 9
Sorted by Seg 2 : Highlighted >+9 winners & <-9 losers
Total
Sample
Seg1 of 3-
The Control
Seekers
Seg 2 of 3-
The 'Aware,
But Don’t
Care'
Seg 3 of 3-
The Low
Self-esteem
Team
BASE SIZE: 102 32 46 24
CONSTANT: 16 24 22 -3
If you were thinner you would be happier 6 -7 17 2
You have erratic eating habits 8 -2 12 12
You think that society places a great importance on being thin 1 -11 10 -1
You eat till you are full and don’t pay attention to portion sizes 9 7 8 12
You live to eat rather than eat to live 4 2 8 -1
You are very organized and hate surprises or spontaneity 5 7 7 0
You wish that you could look more like the actresses you see in movies 0 -7 6 -2
You get extremely frustrated when things don’t go your way 1 9 -3 0
You feel incompetent when compared to a lot of your friends -1 3 -4 -2
Many of your immediate and extended family members are overweight -1 -7 -4 14
You are a perfectionist, and do not tolerate failure 0 10 -7 0
Going on the scale depresses you 0 9 -9 3
You don’t get along with your family because you think they are too controlling -3 11 -9 -11
You feel ugly in comparison to your friends 1 1 -9 22
You weigh yourself every morning and get upset at yourself if you gain weight -4 -7 -11 15
When you go shopping, you buy clothes a size smaller than you really are, hoping you will soon lose
weight and they will fit you
-7 -14 -15 19
© 2011

32. 32
The Low Self-esteem Team- These girls have very low self-esteem, criticize
themselves frequently, and feel inferior to their peers due to their weight. Additionally,
many have some sort of family history of health related problems due to poor eating
habits.
How well does this screen describe you?
<-- Does not describe me at all... Describes me exactly-->
1 2 3 4 5 6 7 8 9
Sorted by Seg 3 : Highlighted >+9 winners & <-9 losers
Total
Sample
Seg1 of 3-
The Control
Seekers
Seg 2 of 3-
The 'Aware,
But Don’t
Care'
Seg 3 of 3-
The Low
Self-esteem
Team
BASE SIZE: 102 32 46 24
CONSTANT: 16 24 22 -3
You feel self-conscious about your appearance 4 -6 0 25
You feel ugly in comparison to your friends 1 1 -9 22
Your mother or caregiver would cook, or does cook healthy, balanced meals for your family 3 -10 3 20
When you go shopping, you buy clothes a size smaller than you really are, hoping you will soon lose
weight and they will fit you
-7 -14 -15 19
You were born with big bones or a big frame 1 -13 2 17
Your family has a history of health-related problems as the result of unhealthy eating lifestyles 3 -6 3 17
You weigh yourself every morning and get upset at yourself if you gain weight -4 -7 -11 15
As a child your parent(s) or caregiver(s) encouraged you to be physically active 2 -11 4 15
Many of your immediate and extended family members are overweight -1 -7 -4 14
You think people judge you based on how you look 2 -3 -1 12
You eat till you are full and don’t pay attention to portion sizes 9 7 8 12
You have erratic eating habits 8 -2 12 12
You skip breakfast in the mornings 6 7 3 10
You don’t get along with your family because you think they are too controlling -3 11 -9 -11
You only eat when you are hungry -2 -1 5 -14
© 2011

33. Case history #3: Understanding
What Afro Americans want for health care from
the US government (election year platform)

34. The approach
 Identify elements from key websites and
government information
 Put them into the Mind Genomics format
 Afro-American respondents
 20 elements, combined into 25 different
combinations … standard Mind Genomics ‘torture
test’
 Look at total panel, and identify interpretable
segments
 Four segments emerge …different desires

35. 35
Total – all Afro Americans –
No clear pattern of elements

36. Afro-Americans on Health Policy
Mind set segments 1 and 2

37. Afro-Americans on Health Policy
Mind set segments 3 and 4

38. Case history #4: Convincing
“Selling” a hospital for birthing

39. I’m expecting a baby…
What hospital do I choose for delivery?
39

40. What appeals to the majority of surveyed
women? What turns them off?
40
Sorted by
Total Sample
Base Size 304
Constant 66
Our Neonatal Intensive Care Unit, adjacent to our LDR Unit, is included every year in the national list of
"NICU's that achieve the best outcomes"
9
Our highly trained staff of experts includes Board Certified Maternal-Fetal Medicine Specialists, Perinatal
Nurses and Imaging Technologists specializing in obstetrics and gynecology, plus we have the only fetal
surgery unit in the region
8
We encourage mom and partner to room together in the hospital after childbirth in order to adjust as quickly as
possible to the new family experience and encourage bonding
6
We treat all patients and their families with compassion and consideration, and provide a physical environment
that is conducive to patient care and comfort
6
Experienced physicians and nurses qualified to handle both high and low risk pregnancies 5
An anesthesiologist is present (and not just on call) at each delivery, from the very beginning to the very end
5
We were the first hospital on Long Island to have certified midwives and today we continue to be bearers of
excellence in maternal/child care
5
Nurse to patient ratio that guarantees someone is always aware of your needs 1
Immediate access on-site to the most advanced technology and skilled professionals in case of an emergency
0
Free 24-hour TV channel available in English and Spanish on breastfeeding, parenting, postpartum, child
safety and sibling rivalry during your hospital stay
-1
Have your favorite foods and drinks…a refrigerator is in your room! -2

41. Different women – different preferences
41
Seg 1: Professional
Staff (33%)
Seg 3: Realistically Prepared
(18%)
Seg 2: Family Utopia
(33%)
Seg 4: Pamper Me!
(16%)

42. Let’s look at the 4 different segments or
mind sets
42
Sorted by
Total
Sample
Seg1 of 4 Seg2 of 4 Seg3 of 4 Seg4 of 4
Base Size % 100% 33% 33% 18% 16%
Base Size 304 101 99 56 48
Constant 66 69 75 51 62
Our Neonatal Intensive Care Unit, adjacent to our LDR Unit, is included every year in the
national list of "NICU's that achieve the best outcomes"
9 13 9 -1 13
Our highly trained staff of experts includes Board Certified Maternal-Fetal Medicine Specialists,
Perinatal Nurses and Imaging Technologists specializing in obstetrics and gynecology, plus we
have the only fetal surgery unit in the region
8 16 7 1 2
We encourage mom and partner to room together in the hospital after childbirth in order to
adjust as quickly as possible to the new family experience and encourage bonding
6 -2 6 13 14
We treat all patients and their families with compassion and consideration, and provide a
physical environment that is conducive to patient care and comfort
6 1 5 12 10
Experienced physicians and nurses qualified to handle both high and low risk pregnancies 5 13 2 -4 6
An anesthesiologist is present (and not just on call) at each delivery, from the very beginning to
the very end
5 4 6 6 3
We were the first hospital on Long Island to have certified midwives and today we continue to be
bearers of excellence in maternal/child care
5 6 6 -6 10
Nurse to patient ratio that guarantees someone is always aware of your needs 1 2 5 -1 -10
Immediate access on-site to the most advanced technology and skilled professionals in case of
an emergency
0 1 -9 14 1
Free 24-hour TV channel available in English and Spanish on breastfeeding, parenting,
postpartum, child safety and sibling rivalry during your hospital stay
-1 -7 3 1 1
Have your favorite foods and drinks…a refrigerator is in your room! -2 4 -8 -4 -1

43. Segment 1 (33% of population) – interested primarily in
professionalism of staff. Not concerned with atmosphere.
43
Sorted by
Seg1 of 4
Professional
staff
Base Size 101
Constant 69
Our highly trained staff of experts includes Board Certified Maternal-Fetal Medicine Specialists, Perinatal Nurses and
Imaging Technologists specializing in obstetrics and gynecology, plus we have the only fetal surgery unit in the region
16
Experienced physicians and nurses qualified to handle both high and low risk pregnancies 13
Our Neonatal Intensive Care Unit, adjacent to our LDR Unit, is included every year in the national list of "NICU's that
achieve the best outcomes"
13
Private spacious room with extra bed and your own bathroom 11
All of our postpartum nurses are certified lactation specialists 10
Board certified obstetricians are polite, supportive and do not rush from one patient to another 9
Nearby waiting rooms for your family and loved ones to welcome your new baby 8
We were the first hospital on Long Island to have certified midwives and today we continue to be bearers of excellence
in maternal/child care
6
We appreciate that women need and deserve special care and special treatment in a family centered environment
-4
We'll help you ease your way into the responsibilities of a growing family with our parenting workshops and classes
such as childbirth preparation, breastfeeding and sibling big brother/big sister day camp
-4
During your labor and delivery, your family may wait in a spacious waiting area, which has comfortable furnishings for
adults and children
-6
Quiet and peaceful atmosphere to help maintain your ideal relaxation state -6
Free 24-hour TV channel available in English and Spanish on breastfeeding, parenting, postpartum, child safety and
sibling rivalry during your hospital stay
-7

44. Segment 2 (33% of population) – looking for family-friendly
atmosphere. Not concerned with private rooms or emergency
care.
44
1) Would you deliver your baby at this hospital?
<-- Definitely NO Definitely YES -->
1 2 3 4 5 6 7 8 9
Sorted by Total Sample : Highlighted >+5 winners & <-5 losers
Sorted by
Seg2 of 4
Family
utopia
Base Size 99
Constant 75
We'll help you ease your way into the responsibilities of a growing family with our parenting workshops and
classes such as childbirth preparation, breastfeeding and sibling big brother/big sister day camp
9
Our Neonatal Intensive Care Unit, adjacent to our LDR Unit, is included every year in the national list of
"NICU's that achieve the best outcomes"
9
Our family centered care is designed to help the entire family adjust to a whole new life when a new baby
arrives
7
Our highly trained staff of experts includes Board Certified Maternal-Fetal Medicine Specialists, Perinatal
Nurses and Imaging Technologists specializing in obstetrics and gynecology, plus we have the only fetal
surgery unit in the region
7
To enhance your parenting skills, several classes, including "Baby Care" and "Breastfeeding", are offered
by a "Baby Friendly" designated hospital
7
Friendly, helpful and caring nurses provide a supportive atmosphere for you and your family 7
Friendly, supportive and understanding environment that makes you feel at home 6
We encourage mom and partner to room together in the hospital after childbirth in order to adjust as quickly
as possible to the new family experience and encourage bonding
6
Immediate access on-site to the most advanced technology and skilled professionals in case of an
emergency
-9
Our hospital is equipped with specialists to treat premature and sick newborn babies -9
Private spacious room with extra bed and your own bathroom -9

45. Segment 3 (18% of population) – wants to be prepared for any
outcome. Not too concerned with luxury care for moms.
© 201345
1) Would you deliver your baby at this hospital?
<-- Definitely NO Definitely YES -->
1 2 3 4 5 6 7 8 9
Sorted by Total Sample : Highlighted >+5 winners & <-5 losers
Sorted by
Seg3 of 4
Realistically
prepared
Base Size 56
Constant 51
Our care extends to women anticipating both normal and high-risk pregnancies and delivery 19
Our hospital is equipped with specialists to treat premature and sick newborn babies 17
We encourage mothers to have skin-to-skin contact with their baby and those who wish to breastfeed to
begin immediately after delivery - it will benefit your baby and help you relax
14
Immediate access on-site to the most advanced technology and skilled professionals in case of an
emergency
14
We encourage mom and partner to room together in the hospital after childbirth in order to adjust as
quickly as possible to the new family experience and encourage bonding
13
We treat all patients and their families with compassion and consideration, and provide a physical
environment that is conducive to patient care and comfort
12
All of our labor and delivery nurses are certified in advanced life support and trained in electronic fetal
monitoring
12
You’re greatly involved in any decision-making regarding the hospital where you are going to have your
baby
12
Have your favorite foods and drinks…a refrigerator is in your room! -4
Moms can make an appointment with a licensed massage therapist during their stay -5
We were the first hospital on Long Island to have certified midwives and today we continue to be bearers
of excellence in maternal/child care
-6
Board certified obstetricians are polite, supportive and do not rush from one patient to another -8
All of our postpartum nurses are certified lactation specialists -9

46. Segment 4 (16% of population) – wants to be pampered.
Looking for Mommy-centered experience.
© 201346
Seg4 of 4
Pamper me!
48
Constant 62
Moms can make an appointment with a licensed massage therapist during their stay 17
Private spacious room with extra bed and your own bathroom 15
We encourage mom and partner to room together in the hospital after childbirth in order to adjust as quickly
as possible to the new family experience and encourage bonding
14
Meals are served to you in a room-service fashion, giving you a variety of wonderful meal selections as well
as the flexibility to dine at your leisure
13
Our Neonatal Intensive Care Unit, adjacent to our LDR Unit, is included every year in the national list of
"NICU's that achieve the best outcomes"
13
State of the art “rooming in” facilities for mother and baby to enhance your new family experience 12
Private rooms (birthing suites) to have your labor, delivery, and recovery in one place 10
We treat all patients and their families with compassion and consideration, and provide a physical
environment that is conducive to patient care and comfort
10
To enhance your parenting skills, several classes, including "Baby Care" and "Breastfeeding", are offered by
a "Baby Friendly" designated hospital
-8
You’re greatly involved in any decision-making regarding the hospital where you are going to have your
baby
-8
Nurse to patient ratio that guarantees someone is always aware of your needs -10
Guided tours through the facility to help future parents feel familiar and comfortable -12
Nearby waiting rooms for your family and loved ones to welcome your new baby -12

47. Four segments for ‘giving birth’
Different women – different preferences
4
Seg 1: Professional
Staff (33%)
Seg 3: Realistically Prepared
(18%)
Seg 2: Family Utopia
(33%)
Seg 4: Pamper Me!
(16%)

48. Case History #5: Convincing
Communicating to poor Afro Americans
need for colo-rectal screening

49. Short background
 Goal – how to motivate poor Afro-Americans to
get regular colo-rectal screening
 Early detections saves hundreds of thousands of
dollars
 Results – Four mind-sets
 Create viewpoint identifier – four questions to
identifier which mind-set, to give correct
messages

50. 50
Colo-rectal screening
The four mind-sets or viewpoints (segments)
Viewpoint 2
Screening and Prevention
15% of sample
This viewpoint is motivated when the messages relate to a
personal perspective and early detection to stop cancer.
Viewpoint 3
Personal Appeal and Early Detection
For A Cure
14% of sample
Viewpoint 1
I Am Convinced
57% of sample
Talk about the benefits of screening…early detection prevents
death from colorectal cancer and why without screening
symptoms appear to late to cure. Also encourage the client
with concerns about the procedure to speak to someone they
trust.
This viewpoint is motivated to get a screening test to prevent
colon cancer. There is no discrimination across the test
messages because all of the messages are motivating.
Viewpoint 4
I Am Convinced…Don’t Talk About
Risks and Consequences
14% of sample
This group is highly motivated to get a screening test. Avoid
discussing risk factors, death and concerns related to colon
screening because these messages are behavioral barriers.

51. 51
The 30 second Viewpoint Identifier identifies segment
affiliation when administered to a client
Click to See Live
Demo of Typing Test.
Click Here

52. 52
Questions asked in the Viewpoint Identifier for colon cancer
screening among poverty level African-Americans

53. Case History #6: Convincing
Communicating to discharge patients with
congestive heart failure to ‘adhere’

54. What do you say to drive adherence?
 The statistics suggest that at least 1/3 of
prescriptions are just not filled
 And of those that are filled, many are not taken
long enough
 Not to mentioned when the doctor tells you to
stay off certain substances

55. Let’s focus on understanding the
experience and personalizing
• Go through the drill
• Present vignettes about the experience
• Ask whether you could live with the regimen
• Develop individual models
• Identify segments
• Create the viewpoint identifier
• Implement it in an A/B study

56. To Review … the process flow
Strongest Messages Identified
Viewpoint Groups Segmented
Viewpoint Identifier Assigns
Consumers To Identified Groups
Mind Genomics
Analyzes Survey
Results
Target Clients
Distribute Online Survey
Conduct Online
Survey
Develop 6x6
Survey/Statistics
Matrix
Identify Target
Population

57. Knowing the mind of the patient can reduce readmissions
dramatically …presumably through adherence

58. Compliance Messages – ‘raw material’ (1 of 2)

59. Compliance Messages – ‘raw material’ (2 of 2)

60. Overall:
Positive numbers indicate that message encourages the user to comply;
Negative numbers indicate that message discourages people from taking the medications

61. 63
Three Unique Mind Set Segments For Compliance
Segment 1:
It’s My Decision
Segment 2:
It Takes a
Support Group
Segment 3:
Faith in the
Medical Field
31%
27%
42%
Different cohort groups require different,
segment-appropriate messaging

62. Three distinct Mind Sets or Viewpoints
Light – drives compliance Dark – detracts from compliance
Out of 36 elements, more than half show that compliance may occur for some
segments, not others

63. 65
It’s My Decision (Segment One – 31%)
Messages which encourage medication compliance
•Your doctor has fully informed you of the benefits and side effects of taking
your medication
•You believe that your medication is helping your condition
•You understand the benefits of taking your medication
•You believe that not taking your medication can be harmful in the long run
•You believe that taking your medication helps you to live longer

64. 66
It Takes a Support Group (Segment Two – 27%)
Messages which encourage medication compliance:
•Your healthcare plan makes your medication affordable
•You can feel or see the benefits of taking your medication as prescribed
•You have been taught why taking your medication is important
•You believe that your medication is helping your condition
•You believe that taking your medication helps you to live longer
•You have a support group that encourages you to take your medication

65. 67
Faith in the Medical Field (Segment Three – 42%)
Messages which encourage medication compliance:
•You believe your condition warrants taking your medication
•You believe that taking your medication helps your condition
•You understand the benefits of taking your medication
•You trust your physician to prescribe the correct medication
•You trust your choice of physician, pharmacist and healthcare provider

66. 6
8
Identifying the mind-set of this NEW person

67. Feedback & Action Page
When a person’s pattern suggests Seg 1

68. Feedback & Action Page
When a person’s pattern suggests Seg 2

69. Feedback & Action Page
When a person’s pattern suggests Seg 3

70. 7
2
So..what happened
• Step 1 – Apply viewpoint identifier
upon discharge … instructions to
read the discharge instructions
each day
• Step 2 - Measure re-admission
rates in an A/B test
• Step 3 – Look for commonalities of
those readmitted (most Segment
or Viewpoint #2 …It takes a
support group)
• Step 4 – Pay careful attention for
Segment 2 discharges

71. Knowing the mind of the patient can reduce readmissions
dramatically …presumably through adherence

72. Moving our patient understanding
to ‘industrial strength’

73. Up to now and forward
 We presented different studies, done for different
groups, at different times
 We have good data, and when applied, meaningful
outcomes
 There are many touchpoints in in the health/wellness
continuum?
 What about creating a series of these studies (20+),
to provide us foundational data
 Then create the corresponding 20+ viewpoint
identifiers
 And type people all over the country, putting the
information in their medical record!

74. In other words
 Can we know the person, the way we know the
person in our CHF?
 And then create a knowledge base of the
health/wellness/illness EXPERIENCE
 Then…mind-type millions of people
 Ensuring local, nation-wide, and then world-wide
optimal health messaging, and optimal
experience with the health-care systems?

75. Here is an example for the business
A retrospective from 2018
 Identified 20 ‘health touch-points’
 For each touch-point, did Mind Genomics for the US
population ….Identified the mind-set segments
 Created a ‘typing wizard’ of 3-4 simple questions which
assigns a person to the segment
 Created a set of 20 such 4-6 question viewpoint
identifiers
 Used that to sequence the health-mind of the US customer
 Now that sequenced health-mind is part of a patient’s
electronic health record
 Any doctor or hospital know show to make the experience
exceptionally positive for that individual

76. For more information
Howard R Moskowitz, PhD
Founding Partner & Chief Scientist, Mind Genomics Advisors, LLC
President, Mind Genomics Associates, Inc.
11 Sherman Ave
White Plains, NY 10605
Email: Mjihrm1@outlook.com
Skype: hmoskowitz62
Mob: 914 572 1673
Web: www.MindGenomics.com
Mind Genomics DropBox & Mentoring:
https://www.dropbox.com/sh/vlyiqp6p5eom0m1/AAC1WRPuHOGpax6T
Lq-md824a?dl=0