Closing Keynote with Ronald Paulus, MD at the 2015 Strategic Marketing Conference, Chicago, IL

1. Effective Patient Engagement:
The Only Path to Achieving the Triple Aim
Ronald A. Paulus, MD
President and CEO
Mission Health – Asheville, NC

2. Patient and Provider Priorities
Source: Forbes.com
HIGH Priority LOW Priority High Priority
• Restore Health when ill
• Timeliness
• Kindness and Compassion
• Hope and Certainty
• Continuity, choice,
coordination
• Trust
• Efficiency
• Aggregate-level Statistics
• Equity
• Conflicts of Interest
Patient Preferences and Priorities: Provider Priorities:
• Winning Operational
Strategy
• Efficiency
• Regulatory Compliance
• Population Health
≠

3. Empathize with me.
Nurture me.
Meet me where I
am.
Make it easy for me.
Patient’s Real Preferences Simplified
Source: Ian Worden, MMD, MHI, Better Patient Engagement

4. of patients have spiritual needs, but those
needs are addressed only 6% of the time.
73%
Source: Astrow, A, et al. Is Failure to Meet Spiritual Needs Associated With Cancer Patients' Perceptions of Quality
of Care and Their Satisfaction With Care? Journal of Clinical Oncology. December 2007
Example: Spiritual Needs

6. Provider Priorities
• Winning Operational Strategy
• Efficiency
• Regulatory Compliance
• Population Health

7. increase in patient adherence.
Source: K. Zolnierek, M.R. DiMatteo, “Physician Communication and Patient Adherence to Treatment: A Meta-analysis.” Med Care, Aug
2009; 47(8): 826–834.
19%
When physician communication is strong, there is a
Adherence

8. less.
21%
Actively engaged patients cost
Source: Healthcare Informatics February 2015
Cost

9. less likely to delay care.
50%
Source: Stefanie Mollborn, Irena Stepanikova, and Karen S Cook, “Delayed Care and Unmet Needs among Health Care System Users:
When Does Fiduciary Trust in a Physician Matter?” Health Serv Res. Dec 2005; 40(6 Pt 1): 1898–1917.
Patients who trust their physicians are
Delays in Care

10. Mission Health Partners
• 275+ Primary Care Physicians
• 500+ Specialist Physicians
• 66,500 lives under management
– 45,000 Medicare ACO
– 16,000 Mission employees/dependents
– 5,500 Humana Medicare Advantage members

11. Diving Deeper…

12. 5%
15%
10%
30%
40%
Environment
Social Status
Healthcare Services
Genes
Behavior
Determinants of
Health Status
McGinnis, et. al. (2002)

13. Patients Make the “Real Decisions”

14. 2005

15. 2008

16. 2011

17. 2014

19. Patient Activation Level
Source: J.Hibbard, University of Oregon
12% of the population 29% of the population 37% of the population 22% of the population

20. “Non-Compliance”
Ann Intern Med. 2014;160(7):441-450. doi:10.7326/M13-1705
• Six of ten patients don’t take prescriptions as
prescribed…

26. More choices
for patient care
Greater patient
engagement?=≠

27. Good Decisions: Consumers Must Have -
• Information: available, accurate, timely
• Must comprehend it
• And its meaning
• Determine meaningful differences
• Weight factors to match needs and values
• Make tradeoffs (e.g., risks and benefits)
• Choose
(Hibbard & Peters, 2003)

28. People Often Think They’re More Effective
Communicators Than They Really Are…
• Communicators speak from own perspective
• Example: “Angela killed the man with the gun.”
– Two meanings
– When asked to make the statement “very clear” and
the Speaker thought he was understood, 50% of the
time Listener did not understand
(Keysar, 2007)

29. Comprehension Index
• Reflects number of errors made on 33
decision tasks involving interpretation of
tables and graphs
• Study Sample: N=492 aged 18-98 years old
(Hibbard, Slovic, Peters, Finucane, & Tusler, 2001)

30. $10$15$5$10
Copayment for office visit with
primary care doctor
$63$48$75$50Monthly Premium
Health
Plan D
Health
Plan C
Health
Plan B
Health
Plan A
Which health plan requires the lowest copayment for a visit
with a primary care doctor? (9% error rate; 35% over 80)
Decision Task Example

31. Numeracy and Number Comprehension
• About half of Americans do not have the
minimal math skills needed to use numbers
embedded in newspapers (Kirsch et al., 2002)
31

32. Which of the Following Numbers Represents
the Biggest Risk of Getting a Disease?
1 in 100, 1 in 1000, 1 in 10
(Lipkus, Samsa, & Rimer, 2001)
96% 94%
83%
76%
Undergrads More than HS HS or less Older adults (65+)
%
correct

33. Chance Of Getting A Viral Infection = 0.0005;
Out Of 10,000 People How Many Are Infected?
46%
33%
13% 11%
Undergrads More than HS HS or less Older adults (65-
94)
%
correct

34. Beyond That Our World Is Changing….
The Millennials

35. Listening to the Consumer of the Future…

36. Millennials.
Oh, the Places
They’ll Go!….
Image by artanddesigninspiration.com

37. In the Sky Without Feathers

38. Out to Dinner in Nice Weather

39. On the Beach Tweeting with Heather

40. In the Car With Seats of Leather

41. And…On a Bike Without a Tether…

42. Millennials: 80 Million Strong
Source: handsondodge.com.
Millennials
Millennials
Baby Boomers
Millennials

43. They want the right information at the right time,
anywhere, and on any device…
Millennials as Healthcare Consumers
Make it
About Health
Make it
Simple
Make it
Accessible

44. Millennials as Healthcare Employees
• 67% said they found their current job on
Facebook; and 31% on Instagram
• They are 2X as likely to leave their jobs
after 3 years compared to 30 somethings
• More than 85% of them own smartphone
• 51% cannot go even 3 hours without
checking their phone
• 41% struggle with “information overload”

45. Millennials As Physicians
Source: Greymattermarketing.com
Pay-for-value attractive to younger
generations who want workday flexibility
70% of millennials prefer using EMRs
for charting and documentation
Millennial physicians find as much
satisfaction from free time as from work.
OUT IN
Millennials will lead the way in 21st
century communication tools.
When given a choice, 68% of millennial
physicians picked employee status

46. Going Forward…
• Competing not just with other practices and
health systems, but with other care models
• 10-30% of what happens in a primary care
facility will take place on an iPhone in the next
few years…

50. Empathize with me.
Nurture me.
Meet me where I
am.
Make it easy for me.
Patient’s Real Preferences Simplified
Source: Ian Worden, MMD, MHI, Better Patient Engagement