Ahip webinar 12 5 (3)


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A discussion of today's health care consumer - and how to use a deeper understanding of types and preferences to drive engagement across the member experience.

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  • Today, there are 14 million people who have individual coverage. By 2014, the number is expected to grow to 20 million, although there are many models that vary widely in estimating the growth. By 2020, an estimated 30 – 70 million will be covered by individual plans.
  • Plans will acquire and retain members to grow individual coverage products. Here, you can see that current and the uninsured are two key drivers for growth in this space. The transition from employer-sponsored insurance to individual subsidies on the exchange will also fuel growth over time.
  • Today’s consumer is bold, empowered, knowledgeable and more savvy than ever before…They have access to more information and are bombarded with messages. Often, they are time bankrupt and have a desire to simplify their lives.Over time, it is becoming more and more important for brands to be able to “break through” with engaging and relevant communications. Furthermore, the consumer EXPERIENCE is more important than ever --- today’s consumer is comfortable making a change if they are not satisfied with their experience.
  •  For many decades, the paradigm for marketing has been the sales funnel, where prospective buyers have been “pushed” through the sales cycle. For example for health plans, the universe of potential employer groups poured into the top of the funnel, and they would then be pushed through the cycle--from awareness, to interest, to desire, to action--through the process of selling employer group contracts. With the new prominence of the individual member as decision-maker, and the availability of online media and tools, the paradigm is shifting. Increasingly, prospective individual buyers will now “pull” themselves through the sales cycle on their own initiative.  In the health plan example, the trend is that plans will cultivate relationships with individuals as they initiate awareness, interest, and desire for health coverage by researching possibilities on online exchanges and at health plans’ websites. Individuals will also use social media sites to find word-of-mouth recommendations and objective, third-party rating sites for additional input. Furthermore, member experience will be important beyond the initial decision, as members will continuously evaluate their experience to assess when given the opportunity to make the same decision again. Furthermore, through social media, etc., these members have more opportunity than ever before to impact the decisions of other consumers.  The member “experience” is critical.
  • Questions remain, but it is clear that the industry is shifting to a more consumer-centric model
  • Questions remain, but it is clear that the industry is shifting to a more consumer-centric model
  • 1 In advertising, the number of times a person must be exposed to a message before a response is made (and before it is considered wasteful to advertise further) is called the effective frequency. Many advertising experts have researched the topic, and one article that is frequently cited is “What Does Effective Frequency Mean in 1997?,” John Philip Jones, Journal of Advertising Research, July 1997.In addition, researchers have investigated how the frequency of communication impacts perceived trust and have found that higher levels result in people attributing more trustworthiness to the company they are communicating with. One article on this topic that is frequently cited is “Perceived Trustworthiness Within the Organization: The Moderating Impact of Communication Frequency on Trustor and Trustee Effects,” Manuel Becerra and Anil Gupta, Organization Science, January/February 2003.Some other thoughts on integrating multiple media:Across our book-of-business, KSW health plan readership surveys report that they have visited their health plan’s website in response to receiving the publication.Recognize the importance of promoting online tools as calls-to-action. Note that it takes considerable time and consistent effort to build online click rates. Information in print publications - shortened URLs, distinct boxes highlighting URLs, URLs that connect to specific pages rather than a home page - can reinforce connection.Flipbook version of a hard copy publication can be emailed to readers who express an interest in receiving via email. In addition, all versions of the publications can be made available in an online digital edition (including active links), and a mobile web reader compatible with mobile phone and tablet devices.Create a section in the print magazine that lets readers know all the great stuff they can find on the plan Facebook page, social media sites and other online outlets. A standing element treatment that highlights the plan’s social networks. This gives your members one place in the publication to look for locating you on Facebook, Twitter, YouTube, and other social networks.
  • 1 This example includes four of the six stages in the Prochaska Transtheoretical Model of stages of change. The six stages are: 1) not ready, 2) getting ready, 3) ready, 4) action, 5) maintenance, and 6) termination. Prochaska and his colleagues first developed the model in 1977.Next to acquiring new, healthy members, what health plans most want to achieve with their communications is behavior change.That is, influencing members to change their behavior to be more healthy through quitting smoking, losing weight, becoming more fit, obtaining preventive care, complying with prescribed medication, etc.Healthy behavior change leads to fewer medical problems, saving money and improving health plan profitability. Agencies that track and measure quality, such as CMS, emphasize communications that foster behavior change. Proven tactics to encourage behavior change include: integrating specific calls-to-action in all communications and acknowledging and addressing the various stages of behavior change : awareness, skill building, and motivation.
  • 1 Krames StayWell 2011 book-of-business survey results.2Health Care 2012: a Snapshot of Consumer Opinion, Krames StayWell, April 2012. Based on interviews with more than 400 health care consumers.3Mobile Health 2012, Pew Research Center, Nov. 8, 2012.425% of American Adults Own Tablet Computers, Pew Research Center, October 4, 2012.5 Manhattan Research’s Cybercitizen Health U.S. 2012 study explores the latest trends in consumer digital health behaviors, Manhattan Research, October 2, 2012.More than ever before, marketers are going to have to know how to reach customers where they “are” with the modes of communication those members prefer. In the new world of consumer-centric marketing, such individualized relationship-building will require major new skill at leveraging multiple modalities, along with using state-of-the-art computer technology and maximizing Web presence with such content-rich tools as online video and podcasting, in addition to mobile platforms, tablets, and more.
  • Use the right medium for the right message nuance. When it comes to communication media, each has its unique strengths and contributions in the overall marketing mix. As media options expand from traditional print publications—to e-newsletters, videos, podcasts, websites, mobile sites, online tools, text messaging—it’s increasingly important to be able to “tell your story” with compelling power across a wide variety of endlessly evolving platforms. Using the right medium to make the right impression helps ensure that customers experience the relevance of the message, an important component of loyalty. For example, print publications are ideal for creating health plan brand awareness. Brand logos, colors, fonts, and images are in ink to reinforce a mental image with readers. They are best for presenting beautiful imagery that encourages readers to keep the publications on the kitchen desk or pinned to the refrigerator, where readers will continue to reference them. (Think wellness calendars with a different tantalizing healthy meal featured each month.) Where other media are more short and sweet, print publications can slow down readers by featuring longer pieces and stories that inform them in depth (e.g. healthy recipes) and inspire them to take action (e.g. set an appointment for a screening). Print publications also excel at driving readers online where they can take more specific actions, such as watching a wellness video or “liking” a plan on Facebook.  By contrast, videos and podcasts prompt the audience to retain a high percentage of what they see and hear, and text messaging reaches consumers in a way that is almost guaranteed to get their attention. All media have a role to play in developing rich relationships with consumers, by reinforcing key messages in different ways and fostering the plan’s reputation for delivering solid value and important, relevant services. And the online medium has made interactive tools truly personal and relevant. Take the body mass index (BMI) calculator. This simple tool lets users determine immediately, privately and conveniently whether they are in a healthy or dangerous zone with their weight and fitness. Symptom checkers, too, have added enormous value to families, helping them know right away whether to hail a taxi to the emergency room or take two aspirin and go to bed. Only the interactivity of online and mobile media make these benefits possible.
  • Recognize that members’ experience with the health plan follows along a continuum, from initial membership, to engagement, to re-enrollment. Plan communications for each point on the continuum, integrating multiple media, leveraging what each does best. Then from year to year, there is the opportunity to continuously tweak and improve the communication strategy as it’s re-mapped to the evolving member experience.Also, consider an audit of existing communications – along the continuum of the member experience – to find gaps and unnecessary overlap.The content of communications is a mix of education on plan benefits, brand building, and health and wellness support. Thoughtful communications throughout the member experience cultivate engagement and loyalty.An elementary calculation based on the long-established marketing fact that replacing a lost customer today is anywhere from 300 to 500 percent higher than the cost of hanging onto that same customer’s loyalty over the long term.
  • So, let’s meet John. Married with children - has delayed health treatments but looking to get more engaged, looking for guidance and advice. John is one of the hardest to reach targets.
  • John receives a newsletter full of engaging consumer health information with:CTA to launch a videoRecipesarticle on heart healthexplore his numbersHot topics, consumer-oriented health information, design trends, infographics
  • It’s not accident that John has been engaged by these pieces – a lot of thoughtful strategy has going in to them …
  • The resources and tools available to John are promoted at work and offer consistent messaging to other communications he’s receiving. Adult learning model – hear consistent messaging, time over time through multiple channels.
  • At work or in the publication, John reads an article about some new tools. Two days later, he’s home watching TV and not feeling well. He sees his doctor who tells him to focus on losing weight and adding moderate intensity exercise to his regimen. He goes to his health plan’s health management program and starts the Balance program and begins tracking his steps with Step by Step on his phone or on his computer…whatever is most convenient for him.
  • John’s coach reviews his health history, sees that he hasn’t taken the HA and advises him to complete it before their next call. She refers to a checklist in the most recent Lifestyles for Heart Disease publication, assigns him a video to view and sends him a HealthSheet on heart health.
  • John continues to visit his patient portal – and while there he sees a message promoting a health assessment (which his health coach recommended)One of the great things--and distinctive features—about our health assessment is the attention that is paid to the behavioral science aspect of what is going to get people to make a change and help them choose where to start. It takes into consideration:ReadinessWillingnessConfidenceBarrier to changes, andIncentives (innate incentives vs. carrot)Once you finish the HA, you get a lifestyle score and a personalized plan AND we prioritize the behaviors for the user. So if they have 3-4 areas they need to work on, based on what they have confidence in changing, we’ll make recommendations where they should get started. Built on the principle that you start where you are most likely to have success. And, success breeds long-term success. That is how the solution is structured. We know in the long term we can help affect the other areas as well using this approach.We also measure productivity and the impact of various issues on the productivity levels within their employee population.We can integrate biometric data from any vendor, and can bring a partner to the table that fully handles all biometric services. The full form Succeed HA takes on average 15-20 minutes to complete; there is a shorter Snapshot version that takes 5 minutes and it is about 87% as accurate view of the person as the full form. We can do Snapshot through the phone using IVR. There is a print form as well.
  • In this example, John has been prioritized to the Weight Mgmt program but the recruitment message looks very different, down to the images selected, the title, the details that are being suggested all differ down to the individual—this is a great example of how tailoring the message and making them more meaningful to drive usage and get members into health management/coaching programs.
  • Customizablemobile campaigns on a variety of conditions can help you reach members on the go.
  • We’ve talked about the “big ideas” – the strategies for communicating with members as consumers.Now let’s talk about best practices to actually make it happen.
  • We constantly survey our readers and website users, and observe them in focus groups, to find out what they look forward to in health communications.It seems obvious, but a great tactic is to give members more of what they want. Frankly, we are constantly amazed by how much members love recipes! We do whole programs around recipes, both online and in printed communications.In our online solutions, quizzes and our Symptom Checker are also very popular.One way to provide regular, ongoing features is to create expert-celebrity-physician columns in print magazines and in online blogs. Or, create a feature of member questions and customer service representative answers. This is a hallmark among our clients with NCQA accreditation levels of “Excellent.”
  • Communication researchers for years have found that the more people interact with a communication, the more they feel they have a relationship with the sponsor.For example, forty years ago, direct mailers were putting interactive bits into their packages, such as “yes” and “no” stickers . Targeted individuals could peel and stick to indicate if they were going to donate money to the cause or buy the promoted product.Today we constantly re-invent ways for health care communications to interact with members , educate, add value, build trust, and promote behavior change.In the online world, portals and mobile solutions are a natural for serving up interactive content. Interactive content online comes in the form of assessments (are you depressed?), quizzes (do you know the symptoms of a heart attack?), and calculators (find your body mass index), for example. As mentioned, one of our most popular mobile applications is our Symptom Checker, where members can sort out what level of urgent care they may need for themselves and their family members.Interactive content can also be done very well in print. Some examples are stickers with the calendar for appointment reminders; “Cosmo Quiz”-type quizzes in member magazines; puzzles, such as to educate people about Alzheimer’s; action plan pull-outs that members can take to the doctor; one-day menu planners; contents , such as an exercise challenge; logs and diaries, such as how far you have walked; and magnets with key contact information, such as the nurse line number.
  • Readers want to identify themselves in magazines in terms of gender, age, ethnicity, and lifestyle. Photos support this, or get in the way of it. Perhaps more importantly, photography needs to hit the right note in terms of socio-economic status, diversity, and mood. The composition of photos out there in the public domain isn’t right. Custom photography is needed. For example, when targeting a membership with a lower socio-economic background, we can’t have a granite countertop in the background of the photo.Some tips for keeping it easy to understand: embrace the concepts of health literacy by editing for specific reading levels (such as fourth-grade for Medicaid audiences), using plain language, generously using white space in layout and design, organizing text with bullets and numbered lists, and employing photos and illustrations that reflect the target audience’s self-image and environmental cues. What is an infographic? It is a visual explanation. It integrates words and pictures in a fluid, dynamic way. It stands alone and is completely self-explanatory. It makes possible faster, more consistent understanding. It is universally understandable.
  • Our solution can address the needs of multiple functional areas across the healthcare ecosystem….
  • Recognize that members’ experience with the health plan follows along a continuum, from initial membership, to engagement, to re-enrollment. Plan communications for each point on the continuum, integrating multiple media, leveraging what each does best. Then from year to year, there is the opportunity to continuously tweak and improve the communication strategy as it’s re-mapped to the evolving member experience.Also, consider an audit of existing communications – along the continuum of the member experience – to find gaps and unnecessary overlap.The content of communications is a mix of education on plan benefits, brand building, and health and wellness support. Thoughtful communications throughout the member experience cultivate engagement and loyalty.An elementary calculation based on the long-established marketing fact that replacing a lost customer today is anywhere from 300 to 500 percent higher than the cost of hanging onto that same customer’s loyalty over the long term.
  • SUEEngage Analytics features a ground-breaking geographic information system that will enable client to visualize where members like Eric live in relation to their facilities – and will also tell us the ways Eric wants to receive messages from BCBS– whether it’s email, postcard, or text message reminders of appointments.
  • Ahip webinar 12 5 (3)

    1. 1. Strategies to Build Loyalty and Promote Wellness in a ConsumerDriven Marketplace
    2. 2. Today’s Agenda  Today’s Health Care Consumer  Understanding Consumer Types and Preferences  Driving Engagement Across the Member Experience  Engaging Members & Creating Value: What Does it Look Like?  Data driven engagement strategies to drive clinical improvement and behavior change  Q&A 2 / AHIP Fall Forum/ December 3, 2012
    3. 3. Effective Communications Strategy: Today’s Shifting Consumer Market 3 / AHIP Fall Forum/ December 3, 2012
    4. 4. A Shift is Underway Significant Change Resulting from Reform  Individuals will represent a much larger percentage of the market + Consumers will be presented with more choice + Shopping for coverage based on a variety of criteria – price paramount, + Opportunities for health pans to create new value  Traditional actuarial and underwriting models will likely be replaced + Risk adjustment – the transfer of funds from insurers who have lower risk populations to those who have higher risk populations – will create a new type of competitive dynamic among competing plans  Medical Loss Ratio (MLR) provisions mean marketers will need to do more with less  Quality and cost containment becoming increasingly important 4 / AHIP Fall Forum/ December 3, 2012
    5. 5. Individual Market Growth 14 million people purchase individual coverage today 5 5 / AHIP Fall Forum/ December 3, 2012
    6. 6. Where Will New Individual Members Come From? Current individual members Competitor‘s individual members Current group members Competitor‘s group members Uninsured 6 / AHIP Fall Forum/ December 3, 2012
    7. 7. Health Care: The Age of the Consumer Driven By Convergence of Multiple Trends Retailization of Health Care Rising Health Care Costs 7 / AHIP Fall Forum/ December 3, 2012 Health Care Reform Information Age Unhealthy Lifestyles Empowered Consumers
    8. 8. Today’s Consumer Rise of Empowerment and Consumer Experience 1990s Beginnings of consumer empowerment and experience Early 2000s Consumer empowerment on the rise Information transparency Greater focus on experience Time becoming increasingly limited Growing emphasis on balance, spirituality family, community Mid 2000s Focus on consumer experience mainstream Late 2000s Today Credibility, integrity critical factors Empowered with more knowledge and control Individualistic Emerging focus on credibility and integrity Online feedback increasing creating greater empowerment Increasing customization Distraction = entertainment Engagement on their own terms Social networking becomes mainstream creating new market dynamics Shorter attention spans Increasingly intolerant, hostile about poor service Craves meaningful experience Message overload Desire to simplify Time is a real scarcity Organizational Control 8 / AHIP Fall Forum/ December 3, 2012 Individual Control/Influence
    9. 9. Consumer Decision Journey Experience Critical for Ongoing Loyalty The Consumer Decision Journey, McKinsey Quarterly, June 2009 9 / AHIP Fall Forum/ December 3, 2012
    10. 10. Shifting to a Consumer-Driven Business Model Aligning marketing activities with priorities  Prioritize by consumer decision stages + Align spending with most critical stages + i.e. – spend less on closure stage, more on improved ‗experience‘  Align messaging • Initial consideration with greatest opportunity + Facts, testimonials consumer is seeking  Invest in consumer-driven communication vehicles + Web sites, guides, publications, mobile applications, etc.  Win at final decision decision-making stage + Branding, ‗packaging‘ + Appealing and informative  Create a seamless brand experience + Align all consumer marketing activities 10 / AHIP Fall Forum/ December 3, 2012
    11. 11. Consumer Experience Today’s Consumer Expects More 11 / AHIP Fall Forum/ December 3, 2012
    12. 12. Effective Communications Strategy: Understanding Consumer Types and Preferences 12 / AHIP Fall Forum/ December 3, 2012
    13. 13. Let‘s take a look at one market segmentation technique… PATTERNS OF ADAPTING TO HEALTH (PATH TYPE®) 13 / AHIP Fall Forum/ December 3, 2012 Page 13
    14. 14. PATH type® psychographic segmentation for healthcare Ninety percent of adults in the U.S. display one of nine archetypes. They occur among men and women equally, as well as across all demographic factors. PATH Type® Nationally 17% 13% 9% 5% 8% 14 / AHIP Fall Forum/ December 3, 2012 Copyright © Neubehaviors Corporation 8% 10% 11% 8% Page 14 11%
    15. 15. The PATH type® model Each PATH type® profile reflects an individual‘s pattern of values and priorities across key dimensions known to influence the way adults shop for, select, use and evaluate health care services, providers and payors. Eleven Dimensions Measured by PATH type 1. Level of Involvement in Family Health 7. Level of Involvement in Healthcare Decision-making 2. Trust in Medical Professionals 8. Level of Proactive Health Behavior 3. Propensity to Avoid Healthcare 9. 4. Concern for Price Level of Receptivity to Healthcare Advertising 5. Level of Healthcare Information Seeking 6. Propensity to Experiment with Healthcare Alternatives 15 / AHIP Fall Forum/ December 3, 2012 Copyright © Neubehaviors Corporation 10. Level of Health Emphasis and Involvement 11. Concern for Quality Page 15
    16. 16. What is PATH Type®? Issues behind PATH Type: • Distrust • Apathy • Costs • Avoiding Care PATH Type 1: Critically Discerning • generally distrustful of medical professionals • medical professionals not competent • suspicious of health care ads and their promises • uninvolved in wellness • reactive to health problems • poor adherence to treatments • Some family health involvement 16 / AHIP Fall Forum/ December 3, 2012 Copyright © Neubehaviors Corporation PATH Type 2: Health Contented • refrains from using healthcare services • high health apathy • disinterest in healthcare matters • medical claims rates low • high prevalence of health risks • little participation in active exercise • poor attention to nutrition • minimal family health involvement • not seeking healthcare information • some receptivity to healthcare advertising PATH Type 3: Wisely Frugal • save healthcare dollars by shopping • experiment with alternative healthcare • affordable health care in a “plain white box” • active information seekers • open to health care advertising • avoid health care because of the expense • adherence adversely affected by cost • high disenrollment rates and tend to switch health plans • low medical claims Page 16
    17. 17. What is PATH Type®? Issues behind PATH Type: • Passivity • Family health • Quality concern PATH Type 1: Traditionalist PATH Type 2: Family Centered PATH Type 3: Family Driven • pay more for quality healthcare • preconceived ideas about providers • brand driven • use the same providers • don't "shop around" • easiest to satisfy • high rates of chronic disease and comorbidities • under-utilize prescription medications • low receptivity to health advertising • little healthcare information seeking • family’s health above all other health matters • constantly seek to enhance family health • moderate information seeking • attention to healthcare advertising • willing to compare providers or health plans • most sensitive to the age and life stage of the population • moderation in all healthcare opinions and behaviors • average interest in health information nutrition and physical fitness • healthcare costs not a major concern • somewhat interested in trying to save money by shopping • will often pay more for better quality care • tend to remain loyal to a provider and a health plan 17 / AHIP Fall Forum/ December 3, 2012 Copyright © Neubehaviors Corporation Page 17
    18. 18. What is PATH Type®? Issues behind PATH Type: • Prevention with medical • Health and performance • Health through alternative care PATH Type 7: Health Care Driven • least likely to avoid healthcare • not deterred by expense • frequent use of healthcare care products • heavy prescription medications • low family health involvement • involved in good nutrition/healthy dieting • rare heavy physical exercise • attentive to healthcare advertising • somewhat skeptical • active seekers of healthcare information • very proactive 18 / AHIP Fall Forum/ December 3, 2012 Copyright © Neubehaviors Corporation PATH Type 9: Naturalist PATH Type 8: Independently Healthy • exercise, competitive sports • good nutrition • will try different providers • experiment alternative care • Long-term benefits • fairly involved in seeking healthcare information • the healthiest, most active • Well-off group • lower rates of all diseases • lower medical claims • use of alternative healthcare • good nutrition • involved with staying moderately active • skeptical of health care advertising • difficult adults to satisfy in a healthcare setting • contrary opinions/high expectations • lack of trust in medical professionals • poor adherence • health information seeking Page 18
    19. 19. Effective Communications Strategy: Driving Engagement Across the Member Experience 19 / AHIP Fall Forum/ December 3, 2012
    20. 20. Creating a Positive Member Experience  Regular ongoing communication  Create value, relevance and loyalty + Understanding the environment + Leveraging market research/insights + Demonstrate value to members and prospects • Products and pricing • Benefits and incentives • Regular and relevant communication  Market segmentation + Use data to provide a holistic view of the member driving more relevant and effective communications 20 / AHIP Fall Forum/ December 3, 2012
    21. 21. Leverage and Integrate Multiple Media Channels  Members are drawn in not only by topic, but also by format—some respond best to print, others to email, others to text, etc.  Integrating multiple media also helps break through the noise + Communications experts estimate it takes three to nine times of exposure to a message before it registers for people1  Savvy communicators are smart about using the right media with consumers to achieve specific results  Make sure to actually integrate the media with each other: + Print-to-web calls-to-action with URLs, QR codes + Embedded links in text messages To reach members at least three times with desired messaging, plan to communicate via multiple media. Shown here, clockwise, are members using a laptop, a tablet, a smart phone, a printed magazine, word-of-mouth, and a point-of-care brochure. 1 See notes pages for sources. 21 / AHIP Fall Forum/ December 3, 2012
    22. 22. Create Action Oriented Communications Promote behavior change  Include specific calls-to-action in all communications + For example in online applications, each page of a website can include a link to an app to find a provider and an app to set an appointment  Research shows that people develop healthy habits in stages: awareness, skill building, and motivation + Include one or more of the stages in each communication  Behavior change communication drives improved CMS star ratings and HEDIS scores 1 See notes pages for source. 22 / AHIP Fall Forum/ December 3, 2012
    23. 23. Reach Members on Their Own Terms • 25% of American adults own tablet computers. And nearly half of those living in households earning $75,000 or more (47 percent) now own tablets.4 • About 2/3 of adults age 21+ prefer to obtain health information from a printed publication.1 Publication • Of KSW health plan readership, 39% want to receive health information from their health plans via email.1 • The number of U.S. adults using tablets for health information and tools doubled from 15 million in 2011 to 29 million in 2012.5 Tablet Online Mobile • 85% of U.S. adults own a cell phone. Of those, 53% own smartphones.3 • More than ½ the U.S. adult population now visits at least one health plan website each year.2 • 31% of cell phone owners have used their phone to look for health information.3 • Their most frequent activities: learning about a specific medical condition or researching symptoms.2 • 64% said they would appreciate receiving info about a specific health condition via text message.2 23 / AHIP Fall Forum/ December 3, 2012 1 – 5 See notes pages for sources.
    24. 24. Use Specific Media For Distinct Objectives Point -of -care communications Patient education and condition management brochures, booklets and workbooks delivered by care managers, physicians and nurses. What they do best: Offer in-depth resources for those with long-term conditions to manage. Member publications Member magazines, guides and toolkits are ideal to showcase member success stories, healthful recipes, and plan information, such as physician referrals. What they do best: Build brand identity and value; support clinical goals; steer members online for further information. Website content Website content offers deep resources, including audio and video communication. Web content incorporates interactive tools, such as assessments, quizzes and calculators. What they do best: Support clinical goals; deliver personal and relevant tools to the member via an interactive experience. Direct marketing Direct and targeted touch points with members, such as postcards. What they do best: Perfect to deliver short, high-impact messages and timely reminders for screenings and vaccinations, annual physician visit, etc. Branded premiums Printed ―keepers‖ with beautiful images, such as calendars and cookbooks, as well as helpful keepsakes like magnets. What they do best: Build brand identity; provide year-round reminders of health and wellness resources. Mobile applications, social media and text programs Interactive tools, like symptom checkers, blogs and chats, and reminder texts with helpful tips and links for weight management, diabetes care, and maternity. What they do best: Provide convenient and frequent reminders and attention-getting calls-to-action. E-newsletter These are opt-in, ―push‖ communications to reach members as often as monthly. What they do best: E-newsletters provide links back to the plan website for further resources, developing a more in-depth relationship with the health plan and supporting integration. 24 / AHIP Fall Forum/ December 3, 2012
    25. 25. Design Communication Strategy Across the Member Experience 25 / AHIP Fall Forum/ December 3, 2012
    26. 26. Effective Communication Strategy: Engaging Members and Creating Value What Does it Look Like? 26 / AHIP Fall Forum/ December 3, 2012
    27. 27. Meet John Current Member         58-year old male Works in banking At risk for Type II diabetes Family history of heart disease Concerned about his health Married with two children – one in high school, one college Wants more from his health plan including how to minimize financial risk when it comes to his health How YOUR HEALTH PLAN reaches him today 27 / AHIP Fall Forum/ December 3, 2012
    28. 28. Valuable Information Delivered to His Door Gets His Attention He recognizes YOUR HEALTH PLAN as a credible source of health information. 28 / AHIP Fall Forum/ December 3, 2012
    29. 29. It’s No Wonder He’s Engaged John receives information and content that is relevant and he wants to read  Editorial content based on latest medical research and consumer hot topics  An editorial mix and tone based on consumer research and insights into what it takes to ―make the mail sort‖  Eye-catching design and photography that matches the standard set by today‘s consumer magazines  A strategic approach that incorporates key messages, calls to action, website links and actionable health tips all geared to help John take action on his health 29 / AHIP Fall Forum/ December 3, 2012
    30. 30. John receives a calendar from YOUR HEALTH PLAN  Calendar includes healthy recipes, health tips and reminders for preventive screenings  Constant reminder about living a healthy lifestyle and YOUR HEALTH PLAN‘s commitment to his health 30 / AHIP Fall Forum/ December 3, 2012
    31. 31. His Employer Promotes Wellness With YOUR HEALTH PLAN‘s Help 31 / AHIP Fall Forum/ December 3, 2012
    32. 32. He’s Prompted to Visit YOUR HEALTH PLAN Website Interactive health information further engages his interest. 32 / AHIP Fall Forum/ December 3, 2012
    33. 33. John Gets a Call from His Health Coach  She reviews his health history and recommends taking the Health Assessment  She instructs him to watch videos on YOUR HEALTH PLAN‘s website at home  She pulls information on pre-diabetes and signs him up for an ongoing communications program with tips on healthy nutrition and physical activity 33 / AHIP Fall Forum/ December 3, 2012
    34. 34. A Health Assessment (HA) Helps Capture John’s Health Status When he logs into YOUR HEALTH PLAN, he‘s Encouraged to Complete a HA  Assesses readiness, willingness, confidence and barriers to change  Generates Lifestyle Score with Prioritized Behaviors  Integrated Biometric Data  Alternative formats: Print and IVR 34 / AHIP Fall Forum/ December 3, 2012
    35. 35. John Receives Personalized Recruitment e-Mails Encouraging Him to Enroll in Digital Coaching Messaging at the right time to recruit John into the right behavior change program. Mike Eric Dear John, Dear John, Dear Eric, Barrier 35 / AHIP Fall Forum/ December 3, 2012 Nutrition Habits Barrier to Weight Loss Employment
    36. 36. Health and Wellness Challenges Offered in the Program Keep John Motivated & Engaged John 36 / AHIP Fall Forum/ December 3, 2012
    37. 37. John Receives Tips and Reminders About How to Manage His Weight  Frequent reminders keep nutrition and physical activity top of mind. + Tips to help John stay healthy. + Reminder about YOUR HEALTH PLAN programs and preventive screenings. 37 / AHIP Fall Forum/ December 3, 2012
    38. 38. John Checks His Symptoms on YOUR HEALTH PLAN’s App  When John doesn‘t feel well, he can visit YOUR HEALTH PLAN‘s App to check his symptoms.  Internet- and mobile-based application care guides to find the right level of care and appropriate action to take 38 / AHIP Fall Forum/ December 3, 2012
    39. 39. Communication Best Practice: Tips & Tactics 39 / AHIP Fall Forum/ December 3, 2012
    40. 40. Tactical Recommendation: Think outside of healthcare  Get inspiration from dynamic consumer magazine cover designs and websites  Novel and fresh angles, headlines and approaches engage members in potentially tiresome topics  Member testimonials and case studies feel relevant to members  When online, simple and intuitive interfaces work best + Search functionality is key + Audio and video makes site ―sticky‖ + Refresh portal content frequently and use content ―sliders‖ 40 / AHIP Fall Forum/ December 3, 2012
    41. 41. Tactical Recommendation: Give members something to look forward to  Employ regular, ongoing features + Organize departments dedicated to nutrition, fitness, mental health; they can be columns and blogs  Serve up what members value most: + Recipes! + New health news and updates + Self-care to-do lists + Occasional give-aways, such as cookbooks and calendars + Action guides 41 / AHIP Fall Forum/ December 3, 2012
    42. 42. Tactical Recommendation: Look for interactive opportunities  Interactive content encourages readers to get involved with the health plan, which builds relationship and loyalty  Portals and mobile apps are a natural for interactive content: + Assessments and quizzes + Calculators + Symptom checkers  Interactive content can be done well in print also: + Stickers with the calendar for appointment reminders + Menu planners + Logs and diaries, such as how far you walked  Link to social media, so members can follow the plan on Twitter or ―like‖ the plan on Facebook 42 / AHIP Fall Forum/ December 3, 2012
    43. 43. Tactical Recommendation Engage Members in a Social and Meaningful Way  Leverage principles and concepts from social networking to introduce members to your plan and engage them in health and wellness  Incorporate well-designed incentive programs to motivate behavior change and increase value of your products/brand  Apply game design principles to health management programs to foster teamwork, increase fun, reduce barriers and drive engagement 43 / AHIP Fall Forum/ December 3, 2012
    44. 44. Tactical Recommendation:  The right photography is critical  Look for opportunities to create infographics  Keep it easy to understand 44 / AHIP Fall Forum/ December 3, 2012
    45. 45. Data-Driven Engagement: Improve Clinical Outcomes, Behavior Change and ROI 45 / AHIP Fall Forum/ December 3, 2012
    46. 46. “Patient engagement is the blockbuster drug of the century.” - National Coordinator for Health IT, Dr. Farzad Mostashari 46 / AHIP Fall Forum/ December 3, 2012
    47. 47. The Healthcare ENGAGEMENT Opportunity  The gap between the needs of hospitals/providers and health plans is narrowing and beginning to blend.  Health care reform has created expanded business opportunities for health plans, providers and hospitals.  Identifying and recruiting high value, healthy members will mitigate financial risk associated with the individual market (2014)  Engaging and measuring improved clinical outcomes for wellness, disease management and targeted health campaigns will meet Medical Loss Ratio (MLR) compliance.  As the ACO model evolves, the integration of data across the health care eco-system will be come a necessity.  Quality measurement and proactive member engagement are keys to success for both providers and payors. 47 / AHIP Fall Forum/ December 3, 2012
    48. 48. Patient Engagement Framework – Patient Specific Education  Care Instructions  Tests  Reminders  Procedure/ Treatment Aligned: Emerging Meaningful Use  Medication Inform and Attract  Prescribed Medication  Prevention  Follow-up Appts. Aligned: Meaningful Use 1 49 / AHIP Fall Forum/ December 3, 2012  Materials in Spanish  Guides to understanding accountable care Aligned: Meaningful Use 2 Support My ECommunity Partner With Me  Materials in Spanish and top 5 national languages Partner Efficiently  Care Plan Empower Me  Conditionspecific selfmanagement tools Aligned: Meaningful Use 3 Create Synergy and Extend Reach Engage Me Retain and Interact Inform Me  Care Planning  Chronic care selfmanagement  Reminders for daily care Aligned: Meaningful Use 4+
    49. 49. Why Data-Driven Communications? Increase Impact and ROI Across the Healthcare Ecosystem Marketing & Sales Cost-efficient member retention & new member acquisition: Profile, identify and engage high-value current and potential new and existing patients Care Management/ Health Management Engage costly, at-risk and hard-to-reach patients: Drive appropriate utilization of healthcare services, benefits, quality management and behavior-change programs Quality Create a culture of performance improvement : Implement a customized member centric approach to superior patient experience. Improve Medication Adherence HEDIS targets Medicare STAR ratings Meaningful Use Network Management Proactive Provider Management: Drive provider referrals, provider profiling, targeted provider contracting and improvement in quality measures Engage and build loyalty to retain high value patients and help keep them healthy 50 / AHIP Fall Forum/ December 3, 2012
    50. 50. Design Communication Strategy Across the Member Experience Who? What? Why? Where/How? When? 51 / AHIP Fall Forum/ December 3, 2012
    51. 51. Data, Rules, Messaging = Engagement Data Management Formulary Data • Benefit Design • Lab Results • Rx Claims Med Claims • Biometric • HRA • DM Coach • Demographic • Consumer Data Financial Data • EMR Data • Member Feedback • Member Segmentation Data Analytics Engine Clinical Insight Member Profile Predictive Modeling Rule Authoring Member Compliance History Activity & Engagement Quality Measures Rule Triggering and Management Health Communications Platform Content Selection (UCR) Program Matching Intervention Matching Phone Coach Digital Coaching Web Based On Demand Mode & Interval Selection Member Marketing Health Portal …to identify the right person at the right time …deliver the right message through the appropriate intervention and delivery method Email & Text Content Postcard/Newsletter Integrated Reporting Engagement • Risk Reduction • Clinical Outcomes • Utilization Trends Member Acquisition and Retention • Productivity Improvement • Incentives • ROI Outcomes • Financial 52 / AHIP Fall Forum/ December 3, 2012 Intelligently compile all available data… … maximizing outcomes and measuring behavior change
    52. 52. Campaign Deliverables Delivering messages based on personal preferences and insights 53 / AHIP Fall Forum/ December 3, 2012
    53. 53. Thank You!