UsingPsychographicstoaffectPatientCare

CaseyAlbertsonPresidentPatientBond

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TodaysObjectivesUnderstandtheroleof

PsychographicsinPatientCare

• What’smissingintoday’sengagementtools• DefinePsychographics• Reviewtheresearchprocess• Understandthepsychographicsegments• Discusshowyou“operationalize”

psychographics• CaseStudies

• CHF• HealthPortalAdoption• WhyUrgentCareissucceeding

• HowthiscanaffectaConciergepractice

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CurrentEngagementEffortsareFailing

Payers

Providers

Pharmaceuticals

Employers

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EVENSICKPEOPLEDONOTFOCUSONHEALTH

Percentageofcardiacpatientswhosaytheyare“couchpotatoes”vs25%intheGeneralpopulation34%

STANDALONETECHNOLOGYHASLITTLEIMPACT

Increaseinmedicationadherenceusingpillcap withdigitaltimerortogglestriptoindicatetimeelapsedsincelastpill0%

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CanoneSizeofmessagingfitall?

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HowPsychographicsfitsintoconsumerunderstandingWegettothe“WHY”patientsdowhattheydo

Whoisthepatient/member/consumer?

Whathavetheydonetodate?

TraditionalEngagement

ConsumerPsychographicsWhyaretheydoing

whattheydo?

Howdoweinfluencetheiractions?

AdaptiveTechnology

EngagementAmplified

Who?

What?

Why?

How?

5©2017TrinityHealth

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PsychographicsLe t ’ s t a k e a l o o k

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PatientBondPsychographicSegmentationResearchisGroundedinYearsofConsumerResearch

UnitedStates,onlinesampleof4,878,4,039and4,105individualsrespectively

Nationalrepresentativesamplebyage(18+),gender,region,andrace(recallanationalrepstudyonlyrequiresn=700)

Study#12013;Study#2January2015;Study#3August2018SupplementalDataDentalJan2017(n=500)/Religion(Mind/Body/Spirit)Oct2017(n=1000)

HealthCareAttitudes

ConditionsExperience,CurrentMedications,OTC

Attitudes

HealthInsurance

Satisfaction,DesiredBenefits

ProviderSatisfaction,DesiredBenefits

(HCAHPSetc)

SourcesofHealthCareInformation(Media

Preference)

Demographics

Compreh

ensiv

eSurvey

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40+healthconditions(eachastudyonitsown):Anxiety/Diabetes/HeartDisease/HighBPandChol/Depression/COPD/ObesityHypertension/HipandKnee

ThePatientBondresearchhasbeenconductedover6yearsinmultiplestudieswith>4,000surveyrespondents.Thelateststudywascompletedon8/22/18

IPSOSInternational(ResearchPartner)calledthisthemoststablemodeltheyhaveseenasthesegmentresultsrepeatedthemselvesineverystudy

Nearly15Khavepeopleanswered~350differentquestionsondozensoftopicsineachstudySeesamplecategorylistbelow

UseandWillingnesstoadoptdigital/technology

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PatientBondPsychographicSegments

SelfAchievers24%

ItakeownershipofmyhealthandIactivelytakestepstobehealthy.Ifocusonachievingmygoalsandobjectives.Adiseaseisanotherchallengetobeovercome.

BalanceSeekers18%

Iamopentomanyideasandoptions,aslongastheymakesenseforme.Ineedcontexttounderstandideasandrecommendations.

PriorityJugglers18%

Iworrymoreaboutmyfamily’shealththanmyown.Iamconstantlyonthego,jugglingmanyresponsibilities,sogettingsickisnotanoption.

DirectionTakers13%

IlooktomyphysicianandotherhealthcareprofessionalsforguidanceanddirectiononwhatIneedtodotoaddressmydisease.

WillfulEndurers27%

Therearemoreimportantthingsinmylifetofocusonthanimprovingmyhealth.Iliveinthe“hereandnow.”

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Segmentsare AmongEveryAge,Group,Condition

0

10

20

30

40

50

60

70

Total Rep Pneumonia* Chronic Obstructive Pulmonary

Disease (COPD)

Heart Attack/Failure*

Had A Hip Replacement

Had A Knee Replacement

Balance Seekers

Willful Endurers

Priority Jugglers

Self Achievers

Direction Takers

Health issues in which 30-day readmissions

are measured

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0%

5%

10%

15%

20%

25%

30%

35%

40%

Gen Pop 18-24 Hispanic Medicaid Uninsured HMO Health

Balance Seekers

Willful Endurers

Priority Jugglers

Self Achievers

Direction Takers

Distribution of segments across different

population groups

©2017 Trinity Health

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PsychographicData– Howthe5segmentsdiffer

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PsychographicData– Howthe5segmentsdiffer

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Attribute-AgreementSelf

Achieversa

BalanceSeekers

b

PriorityJugglers

c

DirectionTakers

d

WillfulEndurers

e

MyDoctoristheMostCredibleAuthorityforMyHealth&WellnessNeeds

81bce

21 69be

90abce

52b

IwillGototheDoctorattheFirstSignofHealthConcerns

66bce

5c

3 76abce

35bc

IdoWhateverMyDoctorTellsMe70bce

29 52b

74bce

51b

Self

Achieversa

BalanceSeekers

b

PriorityJugglers

c

DirectionTakers

d

WillfulEndurers

eIPreferAlternativeMedicinetoStandardMedicalPractice

16cd

58acde

0 1 43acd

IBelieveAlternative/Holistic/NaturalMedicinesareEffectiveforHelpingMaintainMyHealthandWellbeing

50cd

83acde

9 9 54cd

PhysiciansareJustoneResourceforMe;IConsiderManySourcesWhenManagingMyHealthandwellbeing

75cde

86acde

49 49 63cd

1212©2017 Trinity Health

DonotthinkallconsumersembracenewtechnologytoMANAGETHEIRHEALTH

TechnologiesUsedinManagingHealthcareinthePast12Months

SelfAchievers

a

BalanceSeekers

b

PriorityJugglers

c

DirectionTakers

d

WillfulEndurers

e

AmazonAlexa 20%bcd

8% 8% 7% 21%bcd

AppleWatch9%bcd

6% 4% 3% 8%bcd

GeneticTesting(e.g.,23andMe,Navigenics/LifeTechnologies)

9%cd

7% 7% 5% 8%d

Onlinehealthcommunity(e.g.,Facebookhealthgroup,Communispace,EverydayHealth)

11%cde

8%cd

4% 6% 7%c

Smartphoneapp 26%cde

25%cde

19%

20% 19%

Telehealth(livemedicalconsultationovermobilephoneorinternet)

7%bcd

4% 3% 3% 8%bcd

Noneoftheabove 33% 37% 48%ab

47%ab

44%ab

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TechnologiesWouldLIKEtouseinManagingHealthcare

SelfAchievers

a

BalanceSeekers

b

PriorityJugglers

c

DirectionTakers

d

WillfulEndurers

e

AmazonAlexa 16%cd

14%c

10% 11% 15%cd

AppleWatch 15%cd

13%cd

8% 8% 13%cd

GeneticTesting(e.g.,23andMe,Navigenics/LifeTechnologies)

19% 24%acde

17% 19% 16%

HealthPortal(websiteofferedbyphysicianorhospitaltoaccessyourpersonalhealthinformationandrecords)

23%e

22% 20% 21% 19%

Onlinehealthcommunity(e.g.,Facebookhealthgroup,Communispace,EverydayHealth)

11%cd

11%c

6% 8% 10%c

Smartphoneapp18%ce

19%ce

14% 15% 14%

Telehealth(livemedicalconsultationovermobilephoneorinternet)

17% 18%ce

13% 14% 14%

Noneoftheabove 36% 38% 49%abe

49%abe

42%ab

TechnologieswouldLIKETOUSEtomanagehealth

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AffectingHeartFailurePostDischargeNOW L e t ’ s t a k e a l o o k

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PatientBond– AmplifiedResults

1.Psychographicmatchingdrivestheworkflowi. words/images/frequency/durationmediachoice,etc.

2.Automationi. Workflowbuildertokeepconnectedtothepatient

• email/textmessage/voice/connectocallcenterornurse

Freesupthestaff- bothincreationofcampaign,andthephysicalconnectiontothepatient

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AHAHealthMotivationPlatform(HMP)

CarePlans andcontentwithpsychographicsegmentationanddigitalengagementtodrivedesiredbehaviorchange

AsuiteofsolutionsdesignedtoimprovecardiovascularhealthbycombiningAHAscience-based

HealthEnhancementProgram

ConditionManagementProgram

ReadmissionReductionProgram

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SaintThomas– NashvilleCaseStudy

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HowtheHMPworks

1. ClientagreestoimplementHMP2. ClientapprovesAHAmaterialsandmessagingandwebegina3stepsprocess3. Implementation

I. DISCHARGENURSE– upondischarge,thenursehasthepatientfillouttheHMPassessmenttodeterminesegmenttype

TheHMPassignseachperson/segmentadifferent30dayprotocolII. PATIENT – theygetaseriesofcommunicationsonthe4pillarsofreadmissionreduction,

plusotherpertinentcontentAllcommunicationshavean“action”thepatienttakesthatregistersonadashboard(highresponsestodates)

III. CALLCENTER/NURSE– theyreacttothedashboardandcontactthepatient(highcontactratestodate)

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CHFDischargeJourney

1 3 5 10 15 20 30

Discharge instructions and Welcome to 30 day program

How to track recovery and

symptoms

Medication Adherence

Follow up Appointment and access questions

Monitoring your weight

When to seek medical attention

Your recovery zone

Salt and Fluid in your

diet

Appointment Follow Up

Making Changes in your Diet

Activity, Smoking, Drinking Tips

Congratulations!

2 4 7 12 17 25

Days after Discharge

Medication Status & Access

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CHFDischargeJourney– Done5differentways!

1 3 5 10 15 20 30

DischargeinstructionsandWelcometo30day

program

ALL

Howtotrackrecoveryandsymptoms

BS,DT

PJ,SA,WE

MedicationAdherenceALL

IFnoresponse

WE,DTSA,BSNonePJ

FollowupAppointmentandaccessquestions

ALL

MonitoringyourweightALL

IFnoresponse

WE,DTSA,BS

NonePJ

Whentoseekmedicalattention

BS,DT

PJ,SA,WE

YourrecoveryzoneALL

SaltandFluidinyourdiet

ALL

AppointmentFollowUpALL

IFnoresponse

WE,DTSA,BSNonePJ

MakingChangesinyourDietBS,DT

PJ,SA,WE

Activity,Smoking,DrinkingTips

ALL

IFnoresponse

WE,DTSA,BSNonePJ

Congratulations!ALL

2 4 7 12 17 25DaysafterDischarge

MedicationStatus&Access

TEXT– ALLIFnoresponse

ALL

1

20

21

EnterthepatientName,EmailandCell#

i.CHFDischargeProcess

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Answerthe12questions

23

PatientOpt-in

Haveafamilymembergetcopiedoneverything

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ElectronicDischarge

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ii.CHFPatientCommunicationProcess

Segmentspecificmessaging

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Thepatientactions

27

Yourwindowtorecordyouractions

iii.CallCenter/Nurse– anegativeresponserequiresfollowup

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Componentsaddingtothesuccess

AHAscienceandcontentPsychographicsinfluencethemessagingDischargenursesetupAutomatedworkflowssendtherightmessageattherighttimeCallCenternursesknowhowtohelppatients

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PortalSignUp

3030

GEHA

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UsingthedatatounderstandWHYpeopleuseUrgentCare

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CASESTUDYUrgentCare

GettheConsumerDataonWHOusesUrgentCare Segment Segment

Percentage

PercentofAllPeopleWhoVisitandEREvery

1-3MonthsSelfAchievers 18% 20%BalanceSeekers 17% 6%PriorityJugglers 17% 0%DirectionTakers 15% 6%WillfulEndurers 31% 68%Total 100% 100%

Segment PercentagePercentofAllPeopleWhoVisitUrgentCareEvery1-3Months

SelfAchievers 18% 18%BalanceSeekers 17% 3%PriorityJugglers 17% 3%DirectionTakers 15% 9%WillfulEndurers 31% 67%Total 100% 100%

3333

CASESTUDYUrgentCare

ProveitintheField

0%

2%

4%

6%

8%

10%

12%

14%

16%

WeekofMarch5 WeekofMarch12 WeekofMarch19 WeekofMarch26 WeekofApril2

ClickThroughRate

LargeHospitalclient– 3xtheappointmentswith40%feweremails

NYCUrgentCare3xclickthroughrates

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UrgentCareandHospitalFive-milezonesWillfulEndurersDriveVolumeandSuccess

©2018 Trinity Health 34Data sources: MarketResearchandInsights- PayerStrategy & Product Development

CountofWillfulEndurerPopulationbyFacility(5miles)

DistributionofSegmentsbyFacility(5miles)

ConcentrationofWillfulEndurers

*Sortedbytotalpop.

Listoffacitlities

Listoffacilities

Volume

Volume

Volume

Volume

Volume

Volume

Volume

Volume

VolumeVolumecounts

City

City

City

CityDensity

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TodaysObjectives

ü What’smissingintoday’sengagementtoolsü DefinePsychographicsü Reviewtheresearchprocessü Understandthepsychographicsegmentsü Discusshowyou“operationalize”

psychographicsü CaseStudies

ü CHFü HealthPortalAdoptionü WhyUrgentCareissucceeding

• HowthiscanaffectaConciergepractice

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HowthiscanaffectaConciergepractice

CHFExample• howdowecareforthepatientwhentheyareNOTinouroffice?

PortalExample• CareGapsandNotification

UrgentCareExample• CanIdeterminethesegmentMOSTLIKELYtowantaconciergephysician?• CanIdoaheatmaptodetermineconcentration?• CanIdeterminethesegmenttypebyhousehold?• CanIdo1v1marketingwiththatgrouptogrowmypractice?

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THANKYOU