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
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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
36
HowthiscanaffectaConciergepractice
CHFExample• howdowecareforthepatientwhentheyareNOTinouroffice?
PortalExample• CareGapsandNotification
UrgentCareExample• CanIdeterminethesegmentMOSTLIKELYtowantaconciergephysician?• CanIdoaheatmaptodetermineconcentration?• CanIdeterminethesegmenttypebyhousehold?• CanIdo1v1marketingwiththatgrouptogrowmypractice?
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THANKYOU