Consumer Reports Health ImpactEmpowering Consumers to Make Smart Decisions

Digital Strategies for Health Communication

July 18th, 2013Tara Montgomery, Director, Health Partnerships & Impact

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The Problem We’re Trying To Solve

Getting the Right Amount of Care• The Challenge we all have:

– Multiple studies, multiple experts agree that our current health care system wastes 30% of our resources--and it is our resources--not our employers, not our government.

– Some experts believe that death from health care errors and safety problems is the third leading cause of death in the US.

– It is rare for anyone to be able to tell you how much your care will cost--you, your insurer or the government.

– Ironically good studies show that care that all agree is good care is usually only provided 60% of the time and it usually takes the health care system 15-20 years to get it right for 90% of people.

What Consumers Can Do

• Play a role in changing the culture of care– More is not better– More expensive is not better– Don’t believe any health advertisement

• Understand how dollars are spent on their care• Insist on alignment: Dollars must be spent on

care that is good for you, not care that makes money for your doctor or hospital or drug company

Messages for Consumers

• Become better informed– ConsumerHealthChoices.org– Wikipedia

• Talk to your physician– If they refuse, find another physician

• Insist on all the information possible—before, during and after care

• If an error occurs insist it be corrected for others, don’t pay for it or anything associated with it

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Our Flagship Campaign: Choosing Wisely

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Choosing Wisely is an initiative of the ABIM Foundation to help physicians and patients engage in conversations about the overuse of tests and procedures and support physician efforts to help patients make smart and effective care choices.

Consumer Reports leads consumer communication efforts for this campaign.

Choosing Wisely

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Medical Specialty Societies (CR Relationships/Contracts)

www.consumerhealthchoices.org 8

Societies which have released a Choosing Wisely list: Societies releasing a list in the Fall 2013

American Academy of Allergy, Asthma & Immunology

American Academy of Family Physicians*

American Academy of Hospice and Palliative Medicine

American Academy of Neurology

American Academy of Ophthalmology

American Academy of Otolaryngology–Head and Neck Surgery

American Academy of Pediatrics

American College of Cardiology

American College of Obstetricians and Gynecologists

American College of Physicians

American College of Radiology

American College of Rheumatology

American Gastroenterological Association

American Geriatrics Society

American Society of Clinical Oncology

American Society for Clinical Pathology

American Society of Echocardiography

American Society of Nephrology

American Society of Nuclear Cardiology

American Urological Association

Society of Cardiovascular Computed Tomography

Society of Hospital Medicine

Society of Nuclear Medicine and Molecular Imaging

Society of Thoracic Surgeons

Society for Vascular Medicine

*Releasing a second list

**Releasing a third list

American Academy of Clinical Toxicology

American Academy of Dermatology

American Academy of Family Physicians**

American Academy of Orthopaedic Surgeons

American Association for Pediatric Ophthalmology and Strabismus

American College of Chest Physicians

American College of Emergency Physicians

American College of Medical Toxicology

American College of Rheumatology*

American College of Surgeons

American Geriatrics Society*

American Headache Society

AMDA – Dedicated to Long Term Care Medicine

American Psychiatric Association

American Society of Anesthesiologists

American Society of Clinical Oncology*

American Society of Hematology

American Society for Radiation Oncology

American Thoracic Society

Commission on Cancer—a multidisciplinary program of the American College of Surgeons

The Endocrine Society

Heart Rhythm Society

North American Spine Society

Society of Cardiovascular Magnetic Resonance

Society of Critical Care Medicine

Society of General Internal Medicine

Society of Gynecologic Oncology

Choosing Wisely Consumer Topics

• Allergy tests• Antibiotics• Bone density tests• C-Sections• Cancer tests &

treatments• Cardiac imaging• Chest x-rays• Colonoscopy

• EKGs/Stress tests• Heartburn & GERD• Imaging tests• Kidney disease• Painkillers• Pap tests• Spirometry for asthma• Sinusitis• +dozens more

Dozens of 2-Page Brochures(in plain English & Spanish)

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Communications Strategy

CR Health Impact Program• The CR Health Impact team was established 18

months ago to develop and disseminate resources for consumers to engage them in their health decision-making, educate them about their options, and empower them to lead healthier lives.

• We partner with leading health organizations to develop and package content in plain English and Spanish and distribute it free to 100 million consumers a year beyond CR readership (through employer groups, unions like SEIU, AARP, Wikipedia, and other partnerships).

Goals: Health Impact Program• Use Consumer Reports’ strength in providing Ratings Center content

and expertise to help consumers make better health care decisions…– Focus on themes of cost and appropriate use– Focus on Ratings for hospitals, doctors, drugs, preventive

services, insurance plans, healthy living strategies & diets– Support grant-funded projects and related outreach

• Implement new business models including partnerships and social media to support distribution of Consumer Reports Health Ratings Center content beyond Consumer Reports’ traditional audiences and media products.

• Collaborate with selected partners on broad dissemination to mass market consumers, media, health-care opinion leaders, providers, nonprofits, and employers

• Innovate to reach and ENGAGE new audiences (women, lower-income, lower-literacy, Spanish-speaking, people ages 30-45—our traditional audiences are 45-65!)

• Innovate to compete in a rapidly changing marketplace and take advantage of newer channels, e.g. mobile, video, social media

CR’s Role in Health Decision-Making• Consumer education

How to choose What to look for What to look out for Shared decisions in health Empowerment (smart shopper, smart patient)

• Comparisons (Ratings & Recommendations) Features Effectiveness Quality Safety Performance

• Personalization/Localization (Digital Tools & Capabilities)

What’s right for me? What is the experience of people like me?

CR Brand Promise and Health Impact

• Expert, independent, nonprofit: “Trust lives here”• Our work is unbiased and science-based: “No one tests like we do”• We serve only consumers: “We are on your side”• We care about your health• We have no commercial interests• We take no ads• We respect your privacy• We help you save money• We help you stay safe• We help you find value• We help you compare options• We help you with actionable information• We empower you to make the right choices for you• We help you plan a better quality of life

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Health Impact Consumer Partner Network • Collaborators:

– Create content, invent campaign, provide data.– Some samples: AARP, ABIMF, ACP, Healthcare Blue Book, NCQA, STS

• Partners:– Content distributors, assist in developing dissemination strategies, discuss

methods of content development.– Choosing Wisely Partner Breakdown:

• Founding Partners: original partners from the launch• National Partners and Specialty Societies: must have national reach, ability to reach 1

million consumers or be a specialty society• Regional Partners: represent a regional distribution network

• Affiliates:– Organizations or others willing to distribute our content.– Must be willing to sign up for email newsletter.– Must be willing to send us some level of metrics.

• Licensees:– For profit organizations which we sign license agreements with.

Partnerships June 2013

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Communications Tools and Channels

Health Impact in CR Media Products

ConsumerReports.org:Choosing Wisely andBest Buy Drugs

Consumer Reports Magazine, CR on Health:Choosing Wisely and Best Buy Drugs

ConsumerHealthChoices.org

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ConsumerHealthChoices.org

ConsumerHealthChoices.org1. Best Buy Drug Reports (PDF)2. Money Saving Guides for Prescription Drugs3. What’s a Fair Price? Pamphlets in English4. Choosing Wisely pamphlets in English (PDF)5. Choosing Wisely pamphlets in Spanish (PDF)6. High Value Care pamphlets in English/Spanish

(Diabetes/Back Pain)7. Special reprints of CR magazine health articles (PDF)8. Special report “What to Reject When You’re Expecting”9. Consumer Health Choices on YouTube10.Consumer Health Choices Facebook page11.@ConsumerDavid on Twitter for smart health consumers12.Monthly Impact email newsletter—contact Pamela Austin

1. Best Buy Drug Reports (PDF)2. Money Saving Guides for Prescription Drugs3. What’s a Fair Price? Pamphlets in English4. Choosing Wisely pamphlets in English (PDF)5. Choosing Wisely pamphlets in Spanish (PDF)6. High Value Care pamphlets in English/Spanish

(Diabetes/Back Pain)7. Special reprints of CR magazine health articles (PDF)8. Special report “What to Reject When You’re Expecting”9. Consumer Health Choices on YouTube10.Consumer Health Choices Facebook page11.@ConsumerDavid on Twitter for smart health consumers12.Monthly Impact email newsletter—contact Pamela Austin

Health Impact on Wikipedia

Health Impact on Univision.com

Health Impact on YouTube

Health Impact on Facebook

Health Impact on Twitter

Consumer David: Consumers/Providers Tara CR Health: Partners/Influentials

Email Newsletter to Partners & Influentials

Health Impact and Partner Events• Wikimania

• Patient Expo with ACP

• Choosing Wisely launch with ABIMF

• Social Media Summit for Health Partners

• Selling Sickness

• Etc.

Health Impact and Share Your Story• Stori.es page

launched June 2013

• Promoted by CU by email to e-activist list

• Promoted on Consumer Health Choices

• Promoted on CRO

• Over 100 stories already

Health Impact Partner Landing Pages

Health Impact for Employers/Employees

National Business Coalition on Healthand PBGH Employer Toolkit

http://consumerhealthchoices.org/for-employees/

Articles from your employer• More Equals Better? Not When it Comes to Your Health• Caring for Others: Tips to Help You and Your Loved Ones• Choosing Wisely: New Resources and New Information for Your Health• Four Things that Would Surprise You About Health Care• Getting the Most Out of Your Preventive Care• New Resources for You and Your Family’s Health• Three Health Care Treatments you May Not Need• Three Reasons to Take a Notepad to Your Next Doctor Visit

Tip sheets from Consumer Reports• Asking Questions About Imaging Tests• Asking Questions About Medical Tests• Building Healthy Habits• Communicating With Your Doctor• Coping With Serious Illness• Doctor-Patient Relationships• Preventive Care• Ten Ways to Reduce Your Drug Costs

Articles from your employer• More Equals Better? Not When it Comes to Your Health• Caring for Others: Tips to Help You and Your Loved Ones• Choosing Wisely: New Resources and New Information for Your Health• Four Things that Would Surprise You About Health Care• Getting the Most Out of Your Preventive Care• New Resources for You and Your Family’s Health• Three Health Care Treatments you May Not Need• Three Reasons to Take a Notepad to Your Next Doctor Visit

Tip sheets from Consumer Reports• Asking Questions About Imaging Tests• Asking Questions About Medical Tests• Building Healthy Habits• Communicating With Your Doctor• Coping With Serious Illness• Doctor-Patient Relationships• Preventive Care• Ten Ways to Reduce Your Drug Costs

Special Reports: “What’s A Fair Price?”

1. Brain MRI (Healthcare Blue Book) →2. Breast Augmentation (Healthcare Blue Book) →3. Breast Reduction (Healthcare Blue Book) →4. Breast Reduction (Healthcare Blue Book)5. Chest X-Ray (Healthcare Blue Book) →6. Colonoscopy (Healthcare Blue Book) →7. Complete Blood Count (Healthcare Blue Book) →8. Comprehensive Metabolic Panel (Healthcare Blue Book) →9. Fetal Ultrasound (Healthcare Blue Book) →10. Hip Replacement (Healthcare Blue Book) →11. Hysterectomy (Healthcare Blue Book) →12. Knee Arthroscopy (Healthcare Blue Book) →

1. Brain MRI (Healthcare Blue Book) →2. Breast Augmentation (Healthcare Blue Book) →3. Breast Reduction (Healthcare Blue Book) →4. Breast Reduction (Healthcare Blue Book)5. Chest X-Ray (Healthcare Blue Book) →6. Colonoscopy (Healthcare Blue Book) →7. Complete Blood Count (Healthcare Blue Book) →8. Comprehensive Metabolic Panel (Healthcare Blue Book) →9. Fetal Ultrasound (Healthcare Blue Book) →10. Hip Replacement (Healthcare Blue Book) →11. Hysterectomy (Healthcare Blue Book) →12. Knee Arthroscopy (Healthcare Blue Book) →

Special Reports: Safe Maternity Care

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The most popular output so far:5 Questions to Ask Your Doctor

• New video!

http://www.youtube.com/watch?v=8bAccWMfyHo

• Before you have any medical test or procedure, use these questions to start a conversation with your doctor about the tests, treatments, and procedures you need—and don ’t need

1. Do I really need this test, treatment, or procedure?

2. What are the downsides?

3. Are there simpler, safer options?

4. What happens if I do nothing?

5. How much does it cost?

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Poster and Wallet Card

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What’s Next?

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Health Impact Results

• In the past 12 months, Consumer Reports Health Impact content and messages have reached a verified 100 million consumers (not including billions of earned media impressions).

• Choosing Wisely was hailed as one of the top 10 health events of 2013.

• After 5 years of experimentation and learning, our impact on consumers and decision-makers is growing and our work is being recognized and put into practice.

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Health Impact Innovation• RWJ Foundation Grant to expand Choosing Wisely reach to patients

through health systems, regional health collaboratives, specialty societies

• Securing new partners to reach vulnerable populations (children, African-American, other communities)

• Pursuing opportunities with other unions and faith-based organizations

• PSA video (to launch in Maine and available elsewhere on request)

• Developing new ways to engage consumers (requesting grant funding to support this)—brainstorming in progress for infographics, posters, apps

• Ongoing message testing, materials testing, concept testing

• New opportunities to reach consumers: Health Exchanges, EMR systems

• COLLABORATING WITH PEOPLE LIKE YOU!

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Thank You!

Tara MontgomeryDirector, Health Partnerships & ImpactConsumer ReportsYonkers, NY

tmontgomery@consumer.org

@TaraCRHealth

www.ConsumerHealthChoices.org