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Engaging the Hard to Engage
through Innovative Channels
Audra Pierce, MSN, RN, Aetna
George Van Antwerp, MBA,
Silverlink Communications
• 388M people will die
from chronic diseases in the
next 10 years worldwide.
• $2T was the total
healthcare spend in the U.S.
in 2005 and is expected to
double by 2015.
• 75% of all healthcare
costs are due to chronic
diseases.
Source:
http://managedhealthcareexecutive.modernmedicine.com/mhe/ar
ticle/articleDetail.jsp?id=430370
THE NUMBERS ARE
STAGGERING
4
If you or someone you care for
has recently been diagnosed
with diabetes, you are no doubt
experiencing a range of
emotions. Fear, anger, denial,
frustration, depression and
uncertainty are just a few of
them, and are very common.
YOU ARE NOT ALONE.
American Diabetes Association
Do you ever use your phone to… (% of cell phone users)
SOURCE: Pew Research Center’s Internet & American Life Project, April 29 – May 30, 2010 Tracking Survey.
N+2,252 adults 18 and older.
7
Where Are They?…Tethered to
Their Device
Overall, 90% of all adults – including 42% of those age 75 and older – live in a household
with at least one working cell phone.
Millennials
(Ages 18 – 34)
Gen X
(35 – 46)
Younger
Boomers
(47 – 56)
Older
Boomers
(57 – 65)
Silent Gen
(66 – 74)
G.I. Gen
(75+)
All adults
(18+)
Take a picture 91% 83% 78% 60% 50% 16% 76%
Send or receive text
messages
94% 83% 68% 49% 27% 9% 72%
Access the internet 63% 42% 25% 15% 17% 2% 38%
Play a game 57% 37% 25% 11% 10% 7% 34%
Record a video 57% 39% 23% 11% 7% 4% 34%
Send or receive email 52% 35% 26% 22% 14% 7% 34%
Play music 61% 36% 18% 10% 7% 5% 33%
Send or receive instant
messages
46% 35% 22% 15% 13% 6% 30%
8
And, They’re Going Online
SOURCE: Pew Research Center’s internet & American Life
Project, August 9 – September 13, 2010 Survey. N=3001 adults
and the margin of error is +/-3 percentage points for the full
sample. Margins of error for sub-populations are higher.
Percentage who go online Percentage who look online
for health information
All adults in U.S. 74% 59%
Caregiver status
Currently caring for a loved one (N=860) 79% 70%
Not a caregiver 71% 54%
Recent medical crisis
Experienced within past year – self or someone close (N=982) 76% 65%
No recent experience 72% 55%
Recent personal health change
Experienced within past year (N=499) 68% 56%
No recent experience 75% 59%
Chronic disease status
One or more chronic conditions (N=1488) 64% 53%
No conditions 81% 62%
Disability status
One or more disabilities (N=906) 54% 42%
No disabilities 81% 65%
Looking online for health information: Health Status
Even Seniors
Computer use among Americans 65 and older has doubled in the past 10
years, while Internet usage among that age group has more than tripled.
89% of those ages 65 and older send or read email and more than half exchanges
email messages on a typical day.
Half (47%) of internet users ages 50-64 and one in four (26%) users age
65 and older now use social networking sites.
Pew Research Center 2011
9
Pew Research Center 2010
Pew Research Center 2010
So…What Did Aetna Do?
10
2010 - 2011multi-channel campaigns took place
targeted Aetna members identified with
Chronic
Conditions
High
Risk
Moderate
Risk
Low
Risk
Four different communication channels
Email and
video email
Live Nurse
Calls
Interactive Voice
Response
(IVR) calls
SMS Text
Messaging
Systematically Tested a Series of
Reach & Engage Programs
11
184,571
members were targeted for participation in Aetna Health Connections
Disease Management Programs (AHCDM).
5 outreach strategies and segments used
119,371 12,404 1,719 1,961 49,116
received
static email
received
video email
received
live call
received
IVR call
received
SMS text
message
program
invitation
Email Campaign
12
The 1st email campaign took
place in March 2010
Targeted 119,371 unable to reach
(UTR) members
Members received an email about
the AHCDM program, highlighting
the benefits of working with a
health coach
Members could respond via email
or telephone for more
information and to enroll
119,371 AHCDM Program
INFO & ENROLL
MARCH 2010
Email Campaign Results
13
29% opened
the emails
(34,705)
1.6%
responded
(573)
35% of those
that responded
engaged with a
nurse (202)
The video email campaign
launched in October 2010
Targeted 12,404 UTR The email contained a link to a
video describing the benefits of
the AHCDM program
Members were given the option
of responding via email or
telephone for more information
and to enroll
Email addresses were purchased Email was sent on a Tuesday
Video Email Campaign
14
12, 404OCTOBER 2010 VIDEO LINK
INFO & ENROLL EMAILS PURCHASED SENT ON A TUESDAY
Video Email Campaign Results
15
30.3%
opened the
email (3,760)
13.5% click
through rate
(out of 3,760
who opened
the email)
(509)
10 responses
(.27% of 3,760
that opened
email) and all
10 members
engaged
(100%)
16
Video Email Demographics
86% were between the
ages of 40 and 64.
14% were under 40 or
over 64.
AGE GENDER
More Men received the
video email than women.
17
Video Email Open Rates
Older members were more likely to open the email
18
Video Email Click Through Rates
• Members who opened the email one time had an 11% click through rate.
• Members who opened the email more than one time had a 16% click through rate.
• There was little variation in click through rates by age group
Live Nurse & IVR Call Campaign
19
The re-engagement initiative
launched in November 2010
Integrated live nurse and IVR calls High-risk UTR members were
called by a nurse every 3 months
Moderate-risk received an IVR
call every 6 months
Low-risk members received an
IVR call yearly
IVR provided info on AHCDM, an
option to transfer, and a toll-free
number to contact the AHCDM
program.
NOVEMBER 2010 INTEGRATED EVERY 3 MONTHS
EVERY 6 MONTHS YEARLY PROVIDE INFO
Live Nurse & IVR Call Campaign
Results
20
Live Nurse Calls
49.1% of high risk
engaged / scheduled
appointment
IVR Calls
3.4% of moderate and
low risk engaged /
scheduled appointment
Live Nurse and IVR
Calls Combined
24.7% of high,
moderate and low risk
engaged/scheduled
appointment
Use technology to augment
care management resources
to optimize scalable & cost-
effective outreach
SMS Text Campaign
21
The SMS messaging campaign
began in March 2011
Consisted of 12-16 SMS
messages over three months
Participants receive 12 educational
text messages about diabetes
and an option to work with a
health coach.
A treatment group receives four
additional call-to-action messages
on A1C and LDL screenings and
medication adherence
Claims data will be analyzed to assess
the impact of SMS on A1C testing,
LDL screening, medication
adherence, and DM enrollment
MARCH 2011 12 -16 SMS 12 EDUCATIONAL
4 ADDITIONAL CLAIMS DATA
95%
49,116
5.5%
20-26%
11%
Aetna members identified with diabetes were reached out to for enrollment
opted-in
of participants stayed enrolled in the program
response rates to first 3 call-to-action texts
of the treatment group responded to after care question
3.3% increase in reported scheduled screenings from 1st screening reminder to
2nd screening reminder
20% of that group agreed to speak with a health coach
SMS Text Campaign Results
22
SMS Text Demographics
23
65% of participants are
older than 55
48% of participants are
55-64
58 is the median age of
participants
AGE GENDER
Men enrolled at a higher
rate
58% of participants are
men
42% of participants are
women
For screening appointments and medication refills, there are no
statistically significant differences between men and
women
For medication refills, there is a correlation between age
and compliance (those over 65 were most compliant).
Of those who responded, women are more than twice as
likely to agree to speak with a health coach than men
The younger respondents (those who were <55 years old)
were the most likely to agree to speak with a health coach.
Population Insights: Treatment
Group
24
93% found it easy to sign up for the program
through the automated call opt-in process.
76% agreed that the text messages
encouraged them to see their doctor for
necessary diabetes tests or screenings.
83% agreed that the text messages helped
them think about or make lifestyle changes such
as eating better or getting more exercise.
78% agreed that in the future if Aetna offered
text messaging as a way to get health
information or reminders they would use it.
“I really liked
the messages.
They coincide
with what my
doctor said.”
Female, 64, NC
I think it’s perfect
the way it is. It
reminds me of
different things in
regards to my
diabetes. It’s very
much appreciated.”
Male, 42, VA
“Text messages …
make me stop and
think about things that
I need to do that I
probably wouldn’t do
without reading the
text.”
Female, 60, MD
Satisfaction Survey Results
25
The impact of SMS text outreach on
Still to Come
The Clinical Program Results Will Reveal…
26
A1C
screening
LDL
screening
Medication
adherence
DM enrollment
for nurse care
Reach & Engage Rates By Channel
27
Our analysis shows that
while email has significantly
lower reach rates, it’s the
younger and older
populations that are
most likely to interact
with the channel.
Reach rates for calls (both
live and IVR) were higher
than email, but re-
engagement rates were
approximately 25% for
this combined channel
Engagement rates in a
text messaging program
were 5.5% with 95%
sustained engagement
Key Learning:
People Are Different
28
Key Learning:
Engagement Is Built On Insights
30% of any given
population will typically
open email.
People perceived as
unreachable ARE
reachable when using
the right channel and
message.
Seniors are willing to
use technology and will
engage with SMS text
messaging.
29
Key Learning:
Coordination, Timing, and Sequencing Matter
A Future Test Might Be Around
P2P Or Social Media
31
Storytelling is emerging as a powerful tool for health promotion
in vulnerable populations
Sources: http://www.annals.org/content/154/2/77.full.pdf+html
Executive Summary
Define
success
metrics
Test Quantify
insights
Segment Personalize
the channel
Continuous
improvement

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Engaging the hard_to_engage_through_innovative_channels

  • 1. Engaging the Hard to Engage through Innovative Channels Audra Pierce, MSN, RN, Aetna George Van Antwerp, MBA, Silverlink Communications
  • 2. • 388M people will die from chronic diseases in the next 10 years worldwide. • $2T was the total healthcare spend in the U.S. in 2005 and is expected to double by 2015. • 75% of all healthcare costs are due to chronic diseases. Source: http://managedhealthcareexecutive.modernmedicine.com/mhe/ar ticle/articleDetail.jsp?id=430370 THE NUMBERS ARE STAGGERING
  • 3.
  • 4. 4 If you or someone you care for has recently been diagnosed with diabetes, you are no doubt experiencing a range of emotions. Fear, anger, denial, frustration, depression and uncertainty are just a few of them, and are very common. YOU ARE NOT ALONE. American Diabetes Association
  • 5.
  • 6.
  • 7. Do you ever use your phone to… (% of cell phone users) SOURCE: Pew Research Center’s Internet & American Life Project, April 29 – May 30, 2010 Tracking Survey. N+2,252 adults 18 and older. 7 Where Are They?…Tethered to Their Device Overall, 90% of all adults – including 42% of those age 75 and older – live in a household with at least one working cell phone. Millennials (Ages 18 – 34) Gen X (35 – 46) Younger Boomers (47 – 56) Older Boomers (57 – 65) Silent Gen (66 – 74) G.I. Gen (75+) All adults (18+) Take a picture 91% 83% 78% 60% 50% 16% 76% Send or receive text messages 94% 83% 68% 49% 27% 9% 72% Access the internet 63% 42% 25% 15% 17% 2% 38% Play a game 57% 37% 25% 11% 10% 7% 34% Record a video 57% 39% 23% 11% 7% 4% 34% Send or receive email 52% 35% 26% 22% 14% 7% 34% Play music 61% 36% 18% 10% 7% 5% 33% Send or receive instant messages 46% 35% 22% 15% 13% 6% 30%
  • 8. 8 And, They’re Going Online SOURCE: Pew Research Center’s internet & American Life Project, August 9 – September 13, 2010 Survey. N=3001 adults and the margin of error is +/-3 percentage points for the full sample. Margins of error for sub-populations are higher. Percentage who go online Percentage who look online for health information All adults in U.S. 74% 59% Caregiver status Currently caring for a loved one (N=860) 79% 70% Not a caregiver 71% 54% Recent medical crisis Experienced within past year – self or someone close (N=982) 76% 65% No recent experience 72% 55% Recent personal health change Experienced within past year (N=499) 68% 56% No recent experience 75% 59% Chronic disease status One or more chronic conditions (N=1488) 64% 53% No conditions 81% 62% Disability status One or more disabilities (N=906) 54% 42% No disabilities 81% 65% Looking online for health information: Health Status
  • 9. Even Seniors Computer use among Americans 65 and older has doubled in the past 10 years, while Internet usage among that age group has more than tripled. 89% of those ages 65 and older send or read email and more than half exchanges email messages on a typical day. Half (47%) of internet users ages 50-64 and one in four (26%) users age 65 and older now use social networking sites. Pew Research Center 2011 9 Pew Research Center 2010 Pew Research Center 2010
  • 10. So…What Did Aetna Do? 10 2010 - 2011multi-channel campaigns took place targeted Aetna members identified with Chronic Conditions High Risk Moderate Risk Low Risk Four different communication channels Email and video email Live Nurse Calls Interactive Voice Response (IVR) calls SMS Text Messaging
  • 11. Systematically Tested a Series of Reach & Engage Programs 11 184,571 members were targeted for participation in Aetna Health Connections Disease Management Programs (AHCDM). 5 outreach strategies and segments used 119,371 12,404 1,719 1,961 49,116 received static email received video email received live call received IVR call received SMS text message program invitation
  • 12. Email Campaign 12 The 1st email campaign took place in March 2010 Targeted 119,371 unable to reach (UTR) members Members received an email about the AHCDM program, highlighting the benefits of working with a health coach Members could respond via email or telephone for more information and to enroll 119,371 AHCDM Program INFO & ENROLL MARCH 2010
  • 13. Email Campaign Results 13 29% opened the emails (34,705) 1.6% responded (573) 35% of those that responded engaged with a nurse (202)
  • 14. The video email campaign launched in October 2010 Targeted 12,404 UTR The email contained a link to a video describing the benefits of the AHCDM program Members were given the option of responding via email or telephone for more information and to enroll Email addresses were purchased Email was sent on a Tuesday Video Email Campaign 14 12, 404OCTOBER 2010 VIDEO LINK INFO & ENROLL EMAILS PURCHASED SENT ON A TUESDAY
  • 15. Video Email Campaign Results 15 30.3% opened the email (3,760) 13.5% click through rate (out of 3,760 who opened the email) (509) 10 responses (.27% of 3,760 that opened email) and all 10 members engaged (100%)
  • 16. 16 Video Email Demographics 86% were between the ages of 40 and 64. 14% were under 40 or over 64. AGE GENDER More Men received the video email than women.
  • 17. 17 Video Email Open Rates Older members were more likely to open the email
  • 18. 18 Video Email Click Through Rates • Members who opened the email one time had an 11% click through rate. • Members who opened the email more than one time had a 16% click through rate. • There was little variation in click through rates by age group
  • 19. Live Nurse & IVR Call Campaign 19 The re-engagement initiative launched in November 2010 Integrated live nurse and IVR calls High-risk UTR members were called by a nurse every 3 months Moderate-risk received an IVR call every 6 months Low-risk members received an IVR call yearly IVR provided info on AHCDM, an option to transfer, and a toll-free number to contact the AHCDM program. NOVEMBER 2010 INTEGRATED EVERY 3 MONTHS EVERY 6 MONTHS YEARLY PROVIDE INFO
  • 20. Live Nurse & IVR Call Campaign Results 20 Live Nurse Calls 49.1% of high risk engaged / scheduled appointment IVR Calls 3.4% of moderate and low risk engaged / scheduled appointment Live Nurse and IVR Calls Combined 24.7% of high, moderate and low risk engaged/scheduled appointment Use technology to augment care management resources to optimize scalable & cost- effective outreach
  • 21. SMS Text Campaign 21 The SMS messaging campaign began in March 2011 Consisted of 12-16 SMS messages over three months Participants receive 12 educational text messages about diabetes and an option to work with a health coach. A treatment group receives four additional call-to-action messages on A1C and LDL screenings and medication adherence Claims data will be analyzed to assess the impact of SMS on A1C testing, LDL screening, medication adherence, and DM enrollment MARCH 2011 12 -16 SMS 12 EDUCATIONAL 4 ADDITIONAL CLAIMS DATA
  • 22. 95% 49,116 5.5% 20-26% 11% Aetna members identified with diabetes were reached out to for enrollment opted-in of participants stayed enrolled in the program response rates to first 3 call-to-action texts of the treatment group responded to after care question 3.3% increase in reported scheduled screenings from 1st screening reminder to 2nd screening reminder 20% of that group agreed to speak with a health coach SMS Text Campaign Results 22
  • 23. SMS Text Demographics 23 65% of participants are older than 55 48% of participants are 55-64 58 is the median age of participants AGE GENDER Men enrolled at a higher rate 58% of participants are men 42% of participants are women
  • 24. For screening appointments and medication refills, there are no statistically significant differences between men and women For medication refills, there is a correlation between age and compliance (those over 65 were most compliant). Of those who responded, women are more than twice as likely to agree to speak with a health coach than men The younger respondents (those who were <55 years old) were the most likely to agree to speak with a health coach. Population Insights: Treatment Group 24
  • 25. 93% found it easy to sign up for the program through the automated call opt-in process. 76% agreed that the text messages encouraged them to see their doctor for necessary diabetes tests or screenings. 83% agreed that the text messages helped them think about or make lifestyle changes such as eating better or getting more exercise. 78% agreed that in the future if Aetna offered text messaging as a way to get health information or reminders they would use it. “I really liked the messages. They coincide with what my doctor said.” Female, 64, NC I think it’s perfect the way it is. It reminds me of different things in regards to my diabetes. It’s very much appreciated.” Male, 42, VA “Text messages … make me stop and think about things that I need to do that I probably wouldn’t do without reading the text.” Female, 60, MD Satisfaction Survey Results 25
  • 26. The impact of SMS text outreach on Still to Come The Clinical Program Results Will Reveal… 26 A1C screening LDL screening Medication adherence DM enrollment for nurse care
  • 27. Reach & Engage Rates By Channel 27 Our analysis shows that while email has significantly lower reach rates, it’s the younger and older populations that are most likely to interact with the channel. Reach rates for calls (both live and IVR) were higher than email, but re- engagement rates were approximately 25% for this combined channel Engagement rates in a text messaging program were 5.5% with 95% sustained engagement
  • 28. Key Learning: People Are Different 28
  • 29. Key Learning: Engagement Is Built On Insights 30% of any given population will typically open email. People perceived as unreachable ARE reachable when using the right channel and message. Seniors are willing to use technology and will engage with SMS text messaging. 29
  • 30. Key Learning: Coordination, Timing, and Sequencing Matter
  • 31. A Future Test Might Be Around P2P Or Social Media 31 Storytelling is emerging as a powerful tool for health promotion in vulnerable populations Sources: http://www.annals.org/content/154/2/77.full.pdf+html
  • 32. Executive Summary Define success metrics Test Quantify insights Segment Personalize the channel Continuous improvement