Helping older Americans thrive in their own homes

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ElderPairsElderPairs ConceptConcept

•• Au Pairs for the ElderlyAu Pairs for the Elderly

•• Nursing StudentsNursing Students

•• Remain at homeRemain at home

•• ““Get the care you need!Get the care you need!””

•• Unlimited MarketUnlimited Market

•• Only competitor . . . Assisted LivingOnly competitor . . . Assisted Living

Helping older Americans thrive in their own homes

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ElderPairsElderPairs ““EdselEdsel””

•• Overlooked other competitorsOverlooked other competitors

•• Underestimated challenge of Underestimated challenge of immigrationimmigration

•• Did not listen to the customerDid not listen to the customer’’s needss needs

•• Became infatuated with a Became infatuated with a ““bottomless bottomless marketmarket””

•• Did not anticipate the unthinkable Did not anticipate the unthinkable (9/11/2001)(9/11/2001)

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The Missing Research . . .The Missing Research . . .

Marketing MyopiaMarketing Myopia

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Marketing MyopiaMarketing MyopiaPublished in 1960 in the Published in 1960 in the

Harvard Business Review Harvard Business Review by Theodore (Ted) by Theodore (Ted) LevittLevitt

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Marketing MyopiaMarketing MyopiaEvery major industry was once a Every major industry was once a growth industry. But some that growth industry. But some that

are now riding a wave of growth are now riding a wave of growth enthusiasiumenthusiasium are very much in are very much in

the shadow of decline . . .the shadow of decline . . .

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Examples of Marketing MyopiaExamples of Marketing Myopia

•• HollywoodHollywood

•• RailroadsRailroads

•• Dry CleaningDry Cleaning

•• Electric UtilitiesElectric Utilities

•• Grocery StoresGrocery Stores

•• Boston MillionaireBoston Millionaire

•• TelevisionTelevision

•• AlternativesAlternatives

•• SyntheticsSynthetics

•• DeregulationDeregulation

•• Supermarkets/7Supermarkets/7--1111

•• Passing of the Passing of the Electric StreetcarElectric Streetcar

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The Cycles of SelfThe Cycles of Self--DeceitDeceit

•• The belief that growth is assured by an The belief that growth is assured by an expanding expanding and and more affluent more affluent populationpopulation

•• The belief that there is The belief that there is no competitive substitute no competitive substitute for the industryfor the industry’’s major product (indispensability)s major product (indispensability)

•• Too much Too much faith in faith in the advantages of rapidly the advantages of rapidly declining costs as output rises (declining costs as output rises (economies of economies of scalescale))

•• PreoccupationPreoccupation with the with the scientificscientific and and quantifiable quantifiable aspectsaspects of the productof the product

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A Myopic Case Study A Myopic Case Study –– Crude OilCrude Oil

•• Started as a patent medicine but fad diedStarted as a patent medicine but fad died

•• Used in kerosene lamps extinguished by Used in kerosene lamps extinguished by Edison Edison

•• Kerosene shifted to space heaters but coal Kerosene shifted to space heaters but coal and central heat replaced themand central heat replaced them

•• Saved by the internal combustion engineSaved by the internal combustion engine

•• Who will replace this?Who will replace this?

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Product ProvincialismProduct Provincialism

A product A product fails to adapt fails to adapt to the constantly to the constantly changing patterns of consumer needs and changing patterns of consumer needs and tastes. It is so firmly set on its own specific tastes. It is so firmly set on its own specific product that it does not see how it is being product that it does not see how it is being

made obsolete. made obsolete. Successful concentration on their product Successful concentration on their product

convinces management of the soundness of convinces management of the soundness of what they have been doing and they what they have been doing and they fail to fail to

see the gathering storm cloudssee the gathering storm clouds

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Examples of Marketing MyopiaExamples of Marketing Myopia

•• HollywoodHollywood

•• RailroadsRailroads

•• Dry CleaningDry Cleaning

•• Electric UtilitiesElectric Utilities

•• Grocery StoresGrocery Stores

•• Boston MillionaireBoston Millionaire

•• TelevisionTelevision

•• AlternativesAlternatives

•• SyntheticsSynthetics

•• DeregulationDeregulation

•• Supermarkets/7Supermarkets/7--1111

•• Electric Streetcar Electric Streetcar PassingPassing

•• Disease ManagementDisease Management •• ????????

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A Myopic Case Study A Myopic Case Study –– Disease ManagementDisease Management Quotes from Recent AnalysesQuotes from Recent Analyses

•• Americans are increasingly being treated for diseases Americans are increasingly being treated for diseases and conditions which are preventableand conditions which are preventable

•• The problems are only getting worse The problems are only getting worse –– by 2025, 49% of by 2025, 49% of all Americans will have a least one preventable diseaseall Americans will have a least one preventable disease

•• The treatment of preventable disease accounts for over The treatment of preventable disease accounts for over 75% of the money Americans spend on health care75% of the money Americans spend on health care

•• Preventable diseases are primary drivers of health costs Preventable diseases are primary drivers of health costs

•• 70% of all deaths result from preventable diseases70% of all deaths result from preventable diseases

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LevittLevitt on Solutionson Solutions

•• Give serious thought to the question of what Give serious thought to the question of what business you are inbusiness you are in

•• Think of yourself as Think of yourself as ““buying customersbuying customers”” by doing by doing the things that meet what they wantthe things that meet what they want

•• View the enterprise as a customerView the enterprise as a customer--creating and creating and customer satisfying organismcustomer satisfying organism

•• Management must ensure customerManagement must ensure customer--creating creating value satisfactionsvalue satisfactions

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WhatWhat’’s the new communication need?s the new communication need?

•• Consumers face more choices, Consumers face more choices, increasing decision complexityincreasing decision complexity

•• Previous information strategies have Previous information strategies have not worked so wellnot worked so well

•• We need a new approach grounded in We need a new approach grounded in decision science, advertising, and decision science, advertising, and social marketingsocial marketing

•• If we get it right, individual consumers If we get it right, individual consumers and the system as a whole will be and the system as a whole will be better offbetter off

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Declining levels of consumer trustDeclining levels of consumer trust

•• Only tobacco Only tobacco companies rate lower companies rate lower than managed care!than managed care!

•• Most consumers still Most consumers still trust their own nurses trust their own nurses and doctorsand doctors

•• Racial and ethnic Racial and ethnic minorities have lowest minorities have lowest trust levelstrust levels

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Lessons from Decision research, Advertising Lessons from Decision research, Advertising and Social marketingand Social marketing

•• More information is not always better!More information is not always better!

•• People simplify and adaptPeople simplify and adapt

•• Preferences evolve during decision Preferences evolve during decision makingmaking

•• Frameworks can also help guide Frameworks can also help guide decisionsdecisions

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What can we learn from AdvertisingWhat can we learn from Advertising

•• Ads appeal to emotionsAds appeal to emotions

•• Branding builds emotional Branding builds emotional connectionsconnections

•• SloanSloan--Kettering radio ad:Kettering radio ad:

““When the diagnosis is cancer, think When the diagnosis is cancer, think of Sloan Kettering first.of Sloan Kettering first.””

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One size does not fit all!One size does not fit all!

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Social marketing: change behavior by Social marketing: change behavior by changing perceptions changing perceptions

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Tactics for supporting consumer health care Tactics for supporting consumer health care decisionsdecisions

•• Make information relevant to decisionsMake information relevant to decisions•• Help consumers simplifyHelp consumers simplify•• Focus on the most receptive audience Focus on the most receptive audience

segmentssegments•• Work through trusted intermediariesWork through trusted intermediaries•• Build a Build a ““trustedtrusted”” brand identitybrand identity•• Integrate multiple information inputs into a Integrate multiple information inputs into a

single, simplified toolsingle, simplified tool•• Promote benefits not featuresPromote benefits not features•• Help consumers simplifyHelp consumers simplify

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Some Examples: Trusted Brand IdentitySome Examples: Trusted Brand Identity

•• Zebra guideZebra guide

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Some Examples: Trusted AdvisorsSome Examples: Trusted Advisors

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Some Examples: Multiple Input IntegrationSome Examples: Multiple Input Integration

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Some Examples: Some Examples: ““PackagingPackaging””

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Some Examples: Benefits Not FeaturesSome Examples: Benefits Not Features

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RecapRecap

•• Consumers face more choices, increasing Consumers face more choices, increasing decision complexitydecision complexity

•• We need a new approach grounded in We need a new approach grounded in decision science, advertising, and social decision science, advertising, and social marketing marketing

•• If we get it right, individual consumers and If we get it right, individual consumers and the system as a whole will be better offthe system as a whole will be better off

•• If we donIf we don’’t get it right, consumerism in health t get it right, consumerism in health care will likely flounder and the most care will likely flounder and the most vulnerable groups will be hurt the mostvulnerable groups will be hurt the most

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NJ Mayors Wellness NJ Mayors Wellness CampaignCampaign

New Jersey Health Care Quality Institute (NJHCQI)

andAlan M. Voorhees

Transportation Center (VTC)

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•The fastest growing

public health concern for

New Jersey is obesity and its

causes.

The New Jersey State Development

and Redevelopment Plan, 2001

Mayors Wellness Campaign

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32http://www.iom.edu/report.as p

Childhood Obesity

Institute of Medicine RecommendationsState and Local Governments

Expand and promote opportunities for physical activity in the community through

changes to ordinances, capital improvement programs, and other

planning practices.

Work with communities to support partnerships and networks that expand the

availability of and access to healthful foods.

Community and Non-Profit OrganizationsProvide opportunities for healthful eating and physical activity in existing and new

community programs, particularly for high-risk populations.

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33

The CDC supports:“Retrofitting existing

communities and shaping emerging communities in a

manner that enables, and even promotes,

physical activity” - Engelke and Frank, 2000

The CDC supports:“Retrofitting existing

communities and shaping emerging communities in a

manner that enables, and even promotes,

physical activity”- Engelke and Frank, 2000

The CDC Makes the Link Between Health and Community Design

The CDC Makes the Link Between Health and Community Design

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34

Shift the Focus to the Local Level

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Mayors Wellness Champaign Mission:

The Mayors Wellness Campaign offers mayors and key community leaders

tools and evidence-based practices to positively impact citizen health and

well-being.

Through public and private partnerships, this campaign will

provide structure and resources for community initiatives to increase

activity and healthy nutrition.

The Mayors Wellness Campaign will work to decrease the incidence of

obesity and overweight and improve health in New Jersey for residents of

all ages.

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36

Objective: Provide the Mayors of New Jersey with an

increasing number of evidence based tools, implementation

plans, synergistic contacts and communication materials to engage citizens in programs

that increase activity and healthy nutrition.

Mayor’s Wellness Campaign

38

Mayor’s Wellness CampaignPut your community in motion.

Mayor’s Wellness CampaignPut your community in motion.

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39

•New Jersey Health Care Quality Institute

(NJHCQI)

•Voorhees Transportation Center

(VTC)

•NJDOT

•New Jersey League of Municipalities

•New Jersey Health Care Quality Institute

(NJHCQI)

•Voorhees Transportation Center

(VTC)

•NJDOT

•New Jersey League of Municipalities

Mayors Wellness Campaign PartnersMayors Wellness Campaign Partners

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www.fightchronicdisease.orgwww.fightchronicdisease.org

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Partnership to Fight Chronic Partnership to Fight Chronic Disease (PFCD)Disease (PFCD)A broad group of patients, providers, A broad group of patients, providers, community organizations, business community organizations, business and labor groups, and health policy and labor groups, and health policy

experts joined together to form a experts joined together to form a national coalition committed to national coalition committed to

raising awareness of the rising rates raising awareness of the rising rates of preventable and treatable chronic of preventable and treatable chronic

diseases.diseases.

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The PFCD Mission The PFCD Mission

•• Educate the public about chronic disease Educate the public about chronic disease and potential solutions for individuals and and potential solutions for individuals and communities communities

•• Mobilize Americans to call for change in Mobilize Americans to call for change in how governments, employers, and health how governments, employers, and health institutions approach chronic disease institutions approach chronic disease

•• Challenge policymakers on the health Challenge policymakers on the health policy changes that are necessary to policy changes that are necessary to effectively fight chronic disease effectively fight chronic disease

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Policy AgendaPolicy Agenda

•• Offer a united voice to inject patientOffer a united voice to inject patient--focused policies and focused policies and practices into the national dialogue on health care issuespractices into the national dialogue on health care issues

•• Advance sustainable Advance sustainable ““Next GenerationNext Generation”” chronic disease chronic disease prevention, early intervention, and management modelsprevention, early intervention, and management models

•• Promote healthy lifestyles and disease prevention and Promote healthy lifestyles and disease prevention and management in every community management in every community

•• Encourage advances in clinical practice/research that Encourage advances in clinical practice/research that improve quality of care for those with chronic diseases improve quality of care for those with chronic diseases

•• Accelerate quality and availability of health information Accelerate quality and availability of health information technology (HIT) throughout the health care system technology (HIT) throughout the health care system

•• Reduce disparities by focusing on barriers to good health Reduce disparities by focusing on barriers to good health

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The PFCD Advisory BoardThe PFCD Advisory Board

Ken ThorpePFCD Executive Director and

Professor and Chair at the Rollins School of Public

Health at Emory University

Mark McClellan Director of the Engelberg Center for Health

Care Reform at The Brookings Institution and former Administrator of the Centers for

Medicare and Medicaid Services

Richard H. Carmona, M.D, M.P.H.17th US Surgeon General (2002-2006)

and President of Canyon Ranch Institute, serves as the national Chairperson of the Partnership

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National Partners to Fight Chronic Disease National Partners to Fight Chronic Disease •• Advanced Medical Technology Association (Advanced Medical Technology Association (AdvaMedAdvaMed))

•• Aetna, Inc.Aetna, Inc.

•• Alliance for Aging ResearchAlliance for Aging Research

•• Alliance for Health Education and Development (AHEAD)Alliance for Health Education and Development (AHEAD)

•• Alliance for Patient AccessAlliance for Patient Access

•• Alzheimer's Foundation of AmericaAlzheimer's Foundation of America

•• American Academy of Family Physicians American Academy of Family Physicians

•• American Academy of Nurse PractitionersAmerican Academy of Nurse Practitioners

•• American Academy of NursingAmerican Academy of Nursing

•• American Academy of Physician Assistants American Academy of Physician Assistants

•• American Association of Colleges of Nursing American Association of Colleges of Nursing

•• American Association of Colleges of PharmacyAmerican Association of Colleges of Pharmacy

•• American Association of Diabetes EducatorsAmerican Association of Diabetes Educators

•• American Association of Homes and Services for the Aging American Association of Homes and Services for the Aging

•• American Cancer Society Cancer Action NetworkAmerican Cancer Society Cancer Action Network

•• American College of Emergency PhysiciansAmerican College of Emergency Physicians

•• American College of Nurse PractitionersAmerican College of Nurse Practitioners

•• American College of Preventive MedicineAmerican College of Preventive Medicine

•• American Dental Education AssociationAmerican Dental Education Association

•• American Dietetic AssociationAmerican Dietetic Association

•• American Hospital AssociationAmerican Hospital Association

•• American Lung AssociationAmerican Lung Association

•• American Medical American Medical WomensWomens AssociationAssociation

•• American Osteopathic AssociationAmerican Osteopathic Association

•• American Pharmacists Association FoundationAmerican Pharmacists Association Foundation

•• American Society of HealthAmerican Society of Health--System PharmacistsSystem Pharmacists

•• America's Agenda: Health Care for AllAmerica's Agenda: Health Care for All

•• The Leapfrog Group The Leapfrog Group

•• Lupus Foundation of AmericaLupus Foundation of America

•• Marshfield ClinicMarshfield Clinic

•• Medical Fitness Association Medical Fitness Association

•• Men's Health NetworkMen's Health Network

•• Mental Health AmericaMental Health America

•• MilkenMilken InstituteInstitute

•• Mississippi Institute for Improvement of Geographic Minority Mississippi Institute for Improvement of Geographic Minority Health Health

•• NAACPNAACP

•• National Alliance of State Pharmacy Associations National Alliance of State Pharmacy Associations

•• National Alliance on Mental IllnessNational Alliance on Mental Illness

•• National Asian Pacific Center on Aging National Asian Pacific Center on Aging

•• National Association of Chronic Disease DirectorsNational Association of Chronic Disease Directors

•• National Association of Community Health Centers National Association of Community Health Centers

•• National Association of ManufacturersNational Association of Manufacturers

•• National Association of Public Hospitals and Health Systems National Association of Public Hospitals and Health Systems

•• National Association of School NursesNational Association of School Nurses

•• National Association of VA Physicians and Dentists National Association of VA Physicians and Dentists

•• National Black Nurses AssociationNational Black Nurses Association

•• National Business Coalition on Health National Business Coalition on Health

•• National Caucus and Center on Black AgedNational Caucus and Center on Black Aged

•• National Coalition for Promoting Physical ActivityNational Coalition for Promoting Physical Activity

•• National Community Pharmacists AssociationNational Community Pharmacists Association

•• National Council for Community Behavioral HealthcareNational Council for Community Behavioral Healthcare

•• National Family Caregivers AssociationNational Family Caregivers Association

•• National Health CouncilNational Health Council

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Additional ConsiderationsAdditional Considerations

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49.249.2 76.976.9

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INSTITUTEQUALITYHEALTHCARENEW JERSEY

Quality powered.

WWW.NJHCQI.ORGWWW.NJHCQI.ORGTen Years of AdvocacyTen Years of Advocacy

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