ISHMPR Webinar, March 15, 2012


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"Today’s Health Care Consumer: How to Connect" presented by Emily Cittadine from Krames StayWell

The Illinois Society for Healthcare Marketing and Public Relations (ISHMPR) is proud to bring you our second webinar of 2012′s Sandwich Smarts Series. In this one hour session, you’ll see the latest research on consumer opinion in the age of health care reform, learn what consumers expect from reform to the sources they turn to when making health care decisions – from print to Web to email, Facebook, blogs and QR codes, and find out how their clients are taking advantage of these new communications tactics.

So grab some lunch and a few coworkers and gather around your computer for this fascinating and informative session.

You must register, as login credentials and instructions will only be emailed to those who register.

So simply click this link to register for the ISHMPR webinar, then expect to receive your login information in the days before the event.

Published in: Health & Medicine, Education
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ISHMPR Webinar, March 15, 2012

  1. 1. The 3600 Engagement Strategyfor Connecting with HealthConsumersMarch 15, 2012
  2. 2. Agenda  (Very) brief overview of Krames StayWell  Discuss best practices across the continuum of care: o Reaching consumers before they become patients o Communicating at the point-of-care o Engaging during post-care/in the home  Answer your questions
  3. 3. Who we are…A best-in-class partnership created by the merger of industry leaders.Exceptional patient education Engaging health informationmaterials with a focus on patient designed to help clients attractengagement at the point of care. consumers and maintain loyalty.
  4. 4. A 360⁰ Approach to EngagementKrames StayWell strengthens your connection to consumers at every point oftheir experience along the continuum of care.
  5. 5. What we do…  Offer the largest product line of interactive and print patient education and consumer health information solutions available.  Help clients achieve better outcomes, while achieving desired business results.  Understand the health care consumer - and how to integrate quality content and technology - to motivate positive behavior change.
  6. 6. Who we reach…  Over 80 million patients and consumers each year  More than 17,000 active clients, including: • More than 85% of US Hospitals and Health Systems • Over 93% of Magnet Hospitals • Tens of thousands of healthcare professionals
  7. 7. Objectives  Effectively reach & engage your audience  Provide relevant, sought after information & services  Drive desired consumer/patient behavior  Stand out in a competitive marketplace
  8. 8. Why we spend time on researchThe health care landscape is rapidly evolving…
  9. 9. Consumers are drawn to information on wellness and prevention Which healthcare topics have you recently read something about?
  10. 10. A snapshot of consumer opinion & behaviors Top 10 most credible sources for choosing a hospital2010 consumer study conducted with Klein & Partners, available at:
  11. 11. Format preferences for hospital promotional messages How useful are each of the following advertising mediums? Very Somewhat Hospital website 30% 50% Hospital newsletter/magazine 23% 53% Direct mail 19% 53% TV commercial 13% 59% Newspaper ad 13% 54% Online ad 9% 50% Magazine 8% 57% Billboards 8% 43% Radio 8% 49% Facebook page for hospital 5% 34% Klein & Partners online survey, 11/2011
  12. 12. Going digitalWhile it still seems to take a specific medical question or concern to getpeople to go online, there is growing use of online health informationresources and tools.% of consumers who went online to…Learn about a specific medical condition 46%Research symptoms 43%Research procedure 23%Get information to select a new doctor 22%Get directions to a hospital 21%Refill a prescription 19%Get disease wellness information 15%Research/compare treatment options 14% In the past year 1 in 3 consumers visited a hospital website.
  13. 13. Mobile messaging Interest in mobile messaging is growing % of consumers interested in getting text messages about health from… • Doctor 37% • Retail pharmacy 33% • Hospital 27% • Insurer 25% • Employer 20% Nearly 1 in 4 consumers are aware of the new “Tag” or “QR Codes”2010 consumer study conducted with Klein & Partners, available at:
  14. 14. Mobile messaging on the rise Type of health care information consumers would like to receive via mobile messaging:  Appointment reminder 88%  Prescription refill reminder 86%  Information to manage chronic condition 45%  Information on specific condition 44%  Reminder of a health class 39%  Health and wellness class schedule 28%2010 consumer study conducted with Klein & Partners, available at:
  15. 15. Strategies for effective engagement
  16. 16. Use internal resources Consider your physicians as ambassadors.
  17. 17. What does this mean for you?Consumers are hungry forgeneral health and wellnessinformation. Feed this appetitewith empowering informationthat positions you as theirpartner in health.
  18. 18. Integrate print and interactive solutions Implement cross-media strategies to effectively reach everyone
  19. 19. A 360 degree communication strategy And give them access to that information anywhere, anytime
  20. 20. Get social Leverage social media outlets for maximum exposure 65% of online adults use social networking
  21. 21. Leverage holidays Use seasonal events to attract attention
  22. 22. Make sure consumers are engaged Offer something of value
  23. 23. Leverage the power of design
  24. 24. Meet the unique needs of diverse populations Boomers • Every 7 seconds, another consumer turns 50 • They’re going to have health issues: o 1 in 4 will have diabetes o 1 in 2 will have arthritis – boomers will boost the number of knee replacements threefold • They have specific health interests o Women and aging (menopause) o Alternative medicine o Prevention – natural approaches to ward off Alzheimer’s o Hospital costs o How to advocate for ill family members • They prefer print formats, but will go online for more information. • They like to think and feel younger than their real age. Be there with information that supports and celebrates this life stage.
  25. 25. Meet the unique needs of diverse populations Millennials • Born between 1982-2002 • First generation to grow up surrounded by digital media. • 40% have no landlines • 75% have a profile on a social networking site • For health advice, rely more on trusted adults than on media. • Think they’re healthy, but … o 1/3 watch 3+ hours of TV a day o Don’t meet recommended amount of physical activity o 1 in 4 spend 3+ hours playing video or computer games Speak to teens about the issues they care about – and offer answers.
  26. 26. Meet the unique needs of diverse populations Parents -- especially moms • Mom is the chief health officer – spends 2 out of 3 health care dollars. • Moms spend an average of 86 minutes a day reading/sending emails. • Moms read 4 magazines a month, with a least 2 delivered to their homes. • Where they go for advice: o 1. Other moms o 2. Pediatrician o 3. Information/sample received in mail o 4. Magazines o 5. Internet
  27. 27. Meet the unique needs of diverse populations Hispanics • Population is on the rise – expected to triple in next 50 years. • 22% are children under 5 • Primary language spoken in home –63% Spanish; 23% Bilingual; 14% English • 1 in 4 lacks a regular physician, many go to ER for basic health care needs. • Are among those at greatest risk for diabetes, but most lack awareness of the disease, how prevent and treat it. Look beyond translation – be culturally attuned and seek to build relationships.
  28. 28. Supporting the case for investment
  29. 29. And the survey says! A report card on your print communications program  Review your print publication on an annual basis: • Gauge its performance by conducting a readership survey in which the key ingredient asks: “Have you utilized a service at X organization as a result of receiving this publication or visiting this section of the website?”  Responses from a readership survey can produce a conservative estimate of ROI based on readers’ reported use of hospital services as a result of the publication.
  30. 30. Focus on ROIOther ways to demonstrate effectiveness for a custom print solutioninclude:  Responses to offers  Web traffic  Class enrollment  Physician directory
  31. 31. Supporting the case for investment  Launching a community health portal with a cross media strategy Hardin Memorial Health • Introduced a new health content portal to the community on a limited budget and small staff. • A community publication promoted the website with prominent calls-to-action • Hardins social media pages featured the sites content to drive traffic, and notices about the new online health resource were pushed to e-newsletter subscribers. 750 facebook “likes” and counting! • The campaign worked: traffic to the new health content portal jumped 21% within the first 30 days after launch.
  32. 32. Best practices: At the point-of-care
  33. 33. Point-of-Care Interactions
  34. 34. Objectives  Understanding low health literacy & low patient activation Reduce readmissions  Identifying diverse and individual learning styles Improve patient compliance  Alleviating competing information resources Increase patient satisfaction  Working on staff adoption / efficient workflow integration Save time and money
  35. 35. Low health literacy & patient activation Low health literacy is a major source of economic inefficiency in the U.S. healthcare system. An initial approximation places the order of magnitude of the cost of low health literacy to the U.S. economy in the range of $106 billion to $238 billion annually. This represents between 7 percent and 17 percent of all personal healthcare expenditures.21. Vernon JA, Trujillo A, Rosenbaum S, DeBuono B. Low Health Literacy: Implications for National Health Policy.
  36. 36. Low health literacy & patient activation Basic Literacy  20% of the American public cannot read above Grade 5.1  Most adults read between the 8th and 9th grade level.  Most healthcare materials have been written at or above the 10th- grade level.2  Visual presentations have been shown to be 43% more persuasive than unaided presentations3  Average literacy skills of working adults are expected to decline significantly by 20301. Horner SD & Surratt D (2000). Improving readability of patient education materials. Journal of Community Health Nursing. 17; 1.17.2. Safeer RS & Keenan J (2005). Health Literacy: the gap between physicians and patients. American Family Physician. August 1; 72,3:464.3. Persuasion and the Role of Visual Presentation Support:The UM/3M Study. D. R. Vogel, 0. W. Dickson, and J. A. Lehman. Management Information SystemsResearch Center. Working Paper Series, June 1986
  37. 37. Low health literacy & patient activation The Effects of Health Literacy  Poor health literacy results in $69 billion in health care costs annually.1  Health care costs for individuals with low literacy skills are 4 times higher than those with higher literacy skills3  Patients may not be able to register for insurance, complete forms, follow directions to the doctor’s office.  Patients might sign a form or agree to a procedure they do not understand.  Patients might complain the provider did not explain their condition, test, or treatment in words they understood.  Patients might not be unable to follow prescription directions.1. Safeer RS & Keenan J (2005). Health Literacy: the gap between physicians and patients. American Family Physician. August 1; 72,3:464.2. 3. Weiss, BD, ed. 20 Common Problems in Primary Care. New York: McGraw Hill. 1999: 468-481.
  38. 38. Diverse and individual learning styles
  39. 39. Strategies for effective engagement
  40. 40. Strategies for effective engagement
  41. 41. Strategies for effective engagement Evaluate Your Patient Education Materials  Answers should be in plain language: • Put the most important points first • Simple language; define medical terms • 6th grade or below • Information in manageable chunks • Use the active voice • Use visuals to supplement text • White space; large text
  42. 42. Strategies for effective engagement Incorporate Plain Language
  43. 43. Strategies for effective engagement Build Comprehension with Artwork  Artwork in patient education serves a purpose  Convey key messages  Reinforce content  Connect with patients  Improve comprehension  Provide comfort  Ease fears
  44. 44. Strategies for effective engagement Utilize Video and Other Media Video learning conventions can increase retention by up to 16 times that of text alone11Anesth & Analog 87(3):531-536
  45. 45. Best practices: Post-care/In the home
  46. 46. Objectives  Improve patient compliance  Provide tools to support engagement in self-management  Increase satisfaction with your organization and services  Build consumer loyalty
  47. 47. The importance of a patient portal Only 21% of hospital-based systems have a patient portal* So many benefits….  Connecting with patients online completes the continuum of care experience  A patient portal can help alleviate re- admittance rates  It provides a connection between patients and doctors  Offers patients a support community at their fingertips *January, 2011 HealthLeaders Media Intelligence Report
  48. 48. More reasons to adopt a patient portalAdvantages for hospitals: Increased accuracy of patient records Reduced admin issues Lowers workload for hospitalsAdvantages for patients: Shorter in-office visits Less paperwork to fill out Secure, 24/7 access to information Better understanding of treatments and regimens
  49. 49. Reach patients via text programsKeep patients informed and engaged with text message programsfor conditions like weight management and maternity.
  50. 50. Remember the power of print Mail-based communications support:  Your patients  Your brand  Your multi-media investments  Your goals in maximizing ROI
  51. 51. Summary Three critical points in communicating to consumers to direct them to your organization: • Reaching consumers before they enter your hospital or health system in the right format and with the right messages. • Providing accurate information at the point-of-care • Ensuring patients are reached post-care
  52. 52. Thank You!Emily CittadinePrint Marketing SolutionsEvanston, ILecittadine@kramesstaywell.com847-733-4557